Copywriting vs. Content Writing: Which Is Which?

What makes great writing? What purposes does it serve? What is the difference between copywriting and content writing? Which is better in a certain situation – in this case, traditional marketing? The short answer is: both. But first, let’s break down the differences – and similarities – between the two.


Copywriting is content that prompts the reader to do a specific thing or take an action, like newsletter subscriptions, advertisements, sales pages, and direct mail. On the other hand, content marketing is creating free, valuable content shared with readers with the goal of converting them from prospects to customers, from customers to repeat buyers. This attracts readers via the form of blogs, podcasts, and email autoresponders.


How are the two related with and differ from each other?


“Content without copywriting is a waste of good content.”

Blogs with excellent content but with low readership can be a result of ineffective copywriting. A good copywriter considers the following very important when creating content:

  • Using catchy headlines. Your headline should communicate with a wide range of readers so it won’t come off as too inclusive or too snobby.
  • Present the benefits of your content to your readers as concise and as convincing as possible, but not in a monotonous manner.
  • Built rapport and trust with your readers. Don’t treat them as total strangers; at the same time, get their attention without being rude, snooty. You might get their attention, but it doesn’t always translate into customers or subscribers.
  • Make a clear, specific call to action. Let your readers know what you want them to do next.

“Copywriting without content is a waste of good copy.”

So you mastered the art of slang and buzzwords. You share the same “voice” with your readers. But is that enough? Yes they heard you, but will they stay around to listen? There are a few ground rules on exceptional content marketing that wouldn’t hurt you to follow:

  • Be generous. If you have competition left and right, then you have to make sure your content will stand out. People love free things, but they love it more when they are not just free, but valuable.
  • Make content fun. Just because a topic is boring, doesn’t mean it has to be. Trivial things can be exciting if you use the right and proper tone. Highlight the benefits without overselling them. Think less of a salesman and more of a friend recommending a great product to his/her friend.
  • Know your market and speak to them directly. Create content that is relevant, but enjoyable, for your target readers. Make it search-engine friendly.

In the end, combining the two is a strategic approach will produce a fun, valuable content that will most likely result to wider readership, increased traffic. As Copyblogger advised:

Really good content is unsurpassed at building rapport, delivering a sales message without feeling “salesy,” and getting potential customers to stick around.

Our writers at MicroCreatives have written for and about anything and everything under the sun – blogs, articles, press releases, news bites, creative write-ups about anything you can write about, really. We take pride in creating engaging copy and well-researched content for clients around the globe.