Copywriting vs. Content Writing: How Should You Use Each?

Jeanne San Pascual

PUBLISHED: Oct. 28, 2020

A lot of people often think that copywriting and content writing are interchangeable. Both are considered essential when it comes to web writing but each has a different purpose.

In this article, you’ll find out if a written text should be classified as copywriting or content writing. I’ll also discuss when to use, how to use, and why use each in the first place. 

Before anything else, let’s discuss the meaning and differences of copywriting and content writing.

Copywriting vs. Content Writing

Copywriting and content writing is interrelated, but, there are several ways to distinguish writing for a copy and writing a content. To understand what these two terms mean, read on below. 

What is Content Writing?

This covers content with the purpose of entertaining or informing readers.

Content writing examples include blog posts, social media posts, emails, and any other similar materials intended for conveying information to a certain end. 

What is Copywriting?

If the goal of a text is to make readers perform a certain action then that’s copywriting.

Copywriting is all about convincing and gaining customers to purchase a product or give their email, to name just a few. It often includes elements of persuasion, human nature, and market research.

Copywriting isn’t just about earning the interest of readers, the message should be compelling enough that readers are prompted to take action.  

The table below further breaks down the differences between the two:



  • Often used in marketing and advertising
  • Used in relaying information and entertaining readers
  • Persuades audiences and customers to purchase a product or patronize a brand
  • Draws the interest of the audience and potential buyers
  • Focused on the goal of increasing sales
  • Focused on engaging the readers with the content 


What Copywriting and Content Writing Are Meant For

Copywriting is best used when you want to promote or advertise a service or product. It’s also used when you want to persuade a user to take action.

Employing copywriting techniques can help you attract the attention of your audience so you have a better chance of enticing them into action.

While content writing, on the other hand, means creating content that’s marketable.

This means creating content that’s informative and useful so it can reach your target audience. But more than that, your content should also help you attain the objectives you’ve set for your business marketing campaign.

Essential Points For Copywriting

A copywriter usually uses the tips below to strengthen their copy.

  • Create attention-grabbing headlines

Before a reader engages with the content of your article, you should be able to hook their interest with just your headline.

After all, it’s the first thing they see and thus, creates the initial impact or impression to the audience.

But first, ask yourself, “What idea do I want to convey to your audience?” Talking about the benefits of a product is a great start. 

  • Identify your target audience

Every product has a specific target audience or buyer. Therefore, identifying who they are will help you determine what the most effective message to lead with.  

  • Avoid information overload

In writing copy, go for clear rather clever. What you don’t want to do is to create confusion for your audience or readers. Ensure that the message you’re conveying is easily understandable. 

  • Make use of your product’s strengths

To effectively market your product or service, make sure that you let your audience know the benefits they can get from it as well as the problems it can help solve.

  • Research your competitors

Get to know your service or product’s top competitors and look for any missed opportunities you can use for leverage. Be familiar with what others are claiming so you’ll know how to position yourself differently.

How to Deliver Quality Content

  • Write your content with a friendly and familiar tone

Writing your content as if you are just conversing with a friend will greatly help in conveying your ideas to the audience. Avoid jargon and instead, use words that are familiar so they can easily understand your message. 

  • Format for readability and have a structure

With everyone vying for attention on the web, you have to make sure your content remains competitive. That’s why it’s important to make your content easily scannable by breaking up your articles into different sections using headings. 

Follow a structure that has form and purpose so you don’t end up getting sidetracked in terms of your content topic.

  • Prioritize credibility and originality in your content

Yes, it’s important to create a lot of content but, you shouldn’t sacrifice quality. Verify the accuracy of any information and cite your sources. Lastly, make sure to never lift from another person’s work. 

  • Don’t beat around the bush

Always state your message clearly and straight to the point. Today’s attention span has fallen to just 8 seconds. This means you’ll easily lose visitors if they can’t get your message outright or if they don’t understand you.

  • Don’t overwhelm your readers with big blocks of texts

Putting long blocks of paragraphs in your article is one sure way to not make them stay. Keep your sentences and paragraphs short so they’re more inclined to read the next line.

  • Add images or videos 

Today’s internet users prefer content that’s interactive with a lot of images or videos to go along with it. Otherwise, they get intimidated by the blocks of texts and would likely not continue reading.

Using a Strategy That Employs Both

We’ve established earlier the difference between each and how they’re meant for two distinct purposes.

What’s left is to use each for different aspects of your marketing.

Use the content tips above for your blog posts and then the copywriting tips for your sales and landing pages. 

The good thing about content writing and copywriting is that they’re both integral to a successful marketing campaign for any business. So make sure you make use of both!

So, which one is better?

Both copywriting and content writing are important. They serve different purposes and can be used according to your specific goal.

If your goal is to sell, make someone give their email or commit any other action then use copywriting. If the goal is to inform or entertain, content writing will suffice.