Content writing is the creation of content that serves a specific purpose. Content means a lot of different things to a lot of people. But in the context of business-to-business marketing, it’s generally focused on work that helps and informs readers. Examples of content include videos, podcasts, webinars, guides, webpages and blogs. The goal of content writing is to answer a specific question or solve a particular problem.

Content creation is a huge part of SEO (search engine optimization). Content writers create content that readers want to read, with the goal that it will rank on search engines like Google. Content writers use strategic planning to write and edit quality stories designed for the promotion of a company's brand. If you do it right, this leads to more organic keywords, more traffic, and more leads.

The ultimate goal of content writing is to be informative and helpful. High quality helps readers and is not salesy. With a blog or other content, you are not trying to make a sale right away. It’s a long play. You’re trying to make a sale a few months from now, as your content marketing and SEO efforts build momentum.

Then there’s the other side of the content writing vs. copywriting spectrum. Copywriting is the creation of copy- text for the purpose of advertising and marketing. Copy goes on a lot of things- radio commercials, print collateral, trade show materials, jingles … the list is endless. Copywriting has a long and rich tradition. It’s been around as long as businesses have been trying to get people to buy things. With the advent of the 2000s and new marketing channels, copywriting has evolved, taking on new mediums such as digital marketing, web development, display ads, search ads and landing pages.

What hasn’t changed is the practice behind it.

Copy needs to sell. With urgency. It communicates a product or service’s appeal quickly and effectively. And to do so, it needs to be interesting and memorable. 

This is a copywriter’s job. It is pushing past the obvious way of talking about the product to find the best way to sell it. Copywriters will spend hours doing this, trying to write the perfect headline that will get stuck in readers’ heads. In summary, copywriting is about crafting powerful messages that persuade readers and increase brand awareness.

There are two big differences between writing content and writing copy.

THE FIRST DIFFERENCE IS INTENT.

The purpose of content writing, in its simplest form, is to convince someone of your argument. If I’m writing a blog, my goal is not to sell a company’s product. No one wants to read sales content. What I will do is sell the idea that the reader needs the type of product or service I’m talking about.

Copywriting, in contrast, sells. It’s about convincing a reader that they need your product, then getting them to click that button, now. A copywriter’s job is to propel a reader towards a decision. If we do our jobs right, they enjoy every second of it.

THE SECOND DIFFERENCE IS SKILLSET.

Content writing and copywriting are two different, but complementary skillsets. The two trades require a different set of tricks, styles and training. There are different ways of approaching a problem. There’s a significant overlap between content writers and copywriters. Some writers create both content and copy, others specialize in one.

For your business’s marketing efforts to succeed, you’ll need the right kind of writing, done by a writer with the necessary skillset. And for business writers to succeed, they need the right training and experience to get the job done.

That’s why you need to understand content writing vs. copywriting.

If you’re a marketing manager, you need to make sure you have writers and content producers that can further your goals. This also applies to hiring a marketing agency. Knowing the competencies of your team and/or agency and how they align with your goals is significant. Our team of writers at Trilight Media include writers who can create compelling content as well as convincing copywriting.

If your company is focused on blogs and SEO, don’t worry about copywriting. You don’t need it. You need to create great content. If you have a huge ad initiative, you need copywriting skills. If you write your ads like plain old content, no one will read them. At Trilight Media, our internal marketing initiatives employ a range of tactics, including blogs, ads, emails, whitepapers, etc. To meet this need, our writers specialize in both content and copy, because that’s what we need to further our marketing goals.

The difference between content writing and copywriting is significant. Content informs, with the goal of selling later. Copy sells, driving action while being memorable. Having the right mix of content and copy skills will drive the success of your marketing efforts.