Copywriting and Content Writing: Words that Sell vs. Words that Inform

So, you're diving into the wonderful world of words and want to be a master writer? 

Or maybe you own a business owner dipping your toe into the digital marketing world. 

Fantastic! But hold on a sec, because you might bump into two terms that sound similar but have distinct goals: copywriting and content writing.

To put it simply, a copywriter is the closer. They specialise in words that sell. A content writer, on the other hand, writes words to engage and inform.

But just to confuse you, there can be some serious crossover. So let me delve into the heady world of copywriting and content writing to answer your burning questions. 

The Closer: Copywriting

Imagine a charismatic salesperson who can weave a spell with the written word. That's the magic of copywriting. It's all about crafting persuasive messages that nudge readers toward a specific action. This could be anything from clicking that "Buy Now" button to signing up for a newsletter.

Copywriting is often punchy and to the point. Think website headlines, product descriptions, social media ads – anything with a clear call to action. It's the closer in the world of words, convincing readers why your product or service is the answer to their prayers.

However, copywriting can employ some of the same elements of content writing. Think storytelling, imparting information, and regaling readers with customer success stories... These are all elements you can find in copywriting, particularly long-form pieces such as sales pages, and websites.

The Informer: Content Writing

Firstly… If you read Informer and instantly thought of this epic 90’s jam by Canadian reggae superstar, Snow, then we can be friends.

Now that’s out of the way… Picture yourself at a dinner party, regaling everyone with a captivating story or sharing insightful knowledge. That's the realm of content writing. It's about creating informative and engaging pieces that build trust and establish your brand as an authority.

Content writing can take many forms: blog posts, articles, ebooks, and even social media captions that go beyond the "buy me" approach. It educates, entertains, and positions you as a valuable resource for your target audience.

But often a piece of content will incorporate a good ol dose of copywriting. A catchy call to action at the end of a blog post is a tip of the hat to the copywriting space.

So, When Do You Use Which?

Let's break it down with a battle royale scenario!

Round 1: The Goal

• Copywriting: The ultimate prize here is conversion. You want readers to take a specific action, whether it's buying something, subscribing, or downloading a freebie.

• Content Writing: The goal is brand awareness and building trust. You want readers to remember you as a reliable source of information and keep them coming back for more.

Round 2: The Tone

• Copywriting: It's all about urgency and persuasion. You might use strong verbs, emotional triggers, and a touch of FOMO (fear of missing out) to get readers adding to cart.

• Content Writing: The tone can vary depending on the topic and the brand, but it's generally informative, and conversational. 

Teamwork Makes the Dream Work!

Surprise! There's no clear winner here. In today's digital marketing landscape, copywriting and content writing work best hand-in-hand. Content writing attracts readers and establishes your brand, while copywriting swoops in and converts that interest into action.

Think of it like this: you write a blog post packed with valuable tips on healthy eating (content writing). At the end, you offer free, downloadable recipes (content writing with a call to action). That’s the Dream Team in action. 

If you're aspiring to be a master wordsmith, don't limit yourself. Explore both copywriting and content writing. You might discover you have a knack for both, or you might find your sweet spot in one specific style. The important thing is to craft compelling messages that resonate with your audience, whether you're aiming to inform or inspire action. 

And if you’re a business owner, or service provider in need of some well-crafted words … Well, you’re in luck because that’s what I do. 

In my writing journey, I decided to offer both copywriting and content writing services. I thoroughly enjoy both. And they just go together like maple syrup and pancakes. 

So if your blog needs a top-up, your website a copy makeover, or that new product is begging for a stellar sales page, shoot me a message. 

I offer a free discovery call to spill the tea 🫖on your copy needs and work out an action plan.