The Difference Between Copywriting and Content Writing

Content comes in many different forms, but the desired outcome remains the same:

If it leads to conversions, bookings, and sales, then that content, regardless of its form, can be called successful.

But a few things need to happen with that content before it leads to success:

• A) There needs to be a direct sales pitch within the content or,
• B) The content needs to establish authority so that the sales pitch speaks for itself (indirect pitch).

The first point—A—is copywriting, and the second point—B—is content writing. Most of the time A and B—that is to say, copywriting and content writing—need to work together to achieve that desired outcome; in fact, that’s why InspiringClicks provides businesses with content that has both copywriting and content writing.

Did you spot the indirect pitch?

What you’re reading at this very moment has component of both copywriting and content writing. Both are important for marketing, but the question is, when should you use one or the other? Let’s dive in.

When Should Copywriting Be Used?

Copywriting should be used when the main objective is to advertise. When selling or promoting a product or service, the goal is to ultimately persuade a target to purchase. In this case, the content is short and sweet, because ads need to capture people’s attention; moreover, they need to take into consideration that people who are looking to purchase want solutions, and they want them quickly.

You should use copywriting when:

• Selling or promoting a product or service
• Introducing a new product or service
• Persuade a target to purchase
• Keeping content short and sweet (Example: Ads)
• When the primary goal of the content is to persuade

When Should Content Writing Be Used?

Content writing should be used when the main objective is to build credibility and authority with both the target audience and search engines like Google.

Every product and service has an industry that they operate in. The idea of content writing is to create a knowledge base that informs and educates the target so that they begin to see your business as credible. This credibility leads to more sales without necessarily asking for the sale, which is the case for copywriting.

Moreover, search engines like Google prioritize informative and educational content that satisfies its users. It calls this content ‘helpful content’ and only ranks websites it sees as credible and authoritative on the first page.

You should use content writing when:

• You want to build authority
• Informing or educating a target about your industry
• Telling a story
• You want people to connect with your brand
• In-depth information is needed (For example: informational articles)

What’s The Difference Between Copy and Content?

Have you ever thought about why copywriting is one word while content writing is two words? It’s because all copy is content, but not all content is copy (unless you copy it, but that’s a different story entirely, we wouldn’t recommend doing that). The difference between copy and content is that:

• Copy: Asks for the sale. It is a direct pitch.
• Content: Is the canvas that copy goes within

If you put the word “writing” in front of the word “content”, then it becomes the type of content that educates and informs, such as blogs.

How Does InspiringClicks Use Copywriting?

To create compelling copy, our agency sticks with the ABC’s:

• A: Articulate the pain points of your target
• B: Bring your product or service as the solution
• C: Create incentives that allow for purchases to be made within effective places in the content. These are called personalized Call to Action or CTAs, and they are over 200% more effective than basic CTAs.

Is This Post an Example of Content Writing or Copywriting?

This is an example of content writing. The post you are reading right now is going on our blog section. The primary goal of this post is to provide education while showcasing our expertise to businesses that might need it.

If this were a copywriting page, there would be much fewer words, more visuals, and well-thought-out Call-to-Actions.

Copywriting vs Content Writing: A Final Breakdown

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