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Content Marketing vs Copywriting: What Makes Them Different

If you use digital marketing to promote your business, you should understand the differences between content writing and copywriting.

Edona Shala

Content Writer

Content Marketing vs Copywriting: What Makes Them Different

Content marketing has led to an era of creating original content on the Internet. Many people, however, are confused by the term “content marketing.” They are unsure what it means. They’re also curious if it’s the same as copywriting. After all, they’re both about writing and producing content for a website. And, in the end, aren’t writers just writers? Well, not exactly. 


Sure, writing is at the heart of many marketing jobs, but there are important distinctions. Copywriting and content marketing require different skills and success metrics. There’s more at stake than just philosophy. When hiring a writer, you want to make sure you get the right person for the job. You may get an engaging ad draft that reads like a piece of poetry or a blog post that takes time to make sense.


If you use digital marketing to promote your business, you should understand the differences between content writing and copywriting. Keep reading to find out everything you need to know.

What Is Content Marketing?

Content writing refers to the creation of text content to educate or engage readers. It may also drive sales, but that is not its primary goal. By creating high-quality and valuable content, you hope to educate or entertain readers. This content could take many different forms, such as:


  • Blog posts
  • Articles 
  • Podcasts
  • Videos 
  • Whitepapers
  • Ebooks 
  • Emails 
  • Newsletters


Each of these represents a unique opportunity to communicate directly with your target audience. Content marketing should direct people who are looking for your products or services to you when they do a web search, gradually convincing them that your company is reliable and helpful.

What Is Copywriting?

Even though copywriting is merely the creation of written content, it still falls under the category of content creation. Copywriting comprises the words that populate your site and explain to your target audience who you are and what services and/or products you offer while motivating a customer to take immediate action


For example, copywriting includes page headers, blog writing, a description of your business, and an introduction to your team. The goal of content marketing is to win a customer over gradually, whereas the goal of copywriting is to persuade them to act right away.


Here’s another way to look at it. Copywriting is a sales pitch spread out over several pages. As an example, your copywriting could include:


  • An introduction to your company and its history;
  • Describe your products or services;
  • Any article that goes into great detail about a particular product;
  • The headlines at the top of your pages;
  • The welcome email you send to people who sign up for your mailing list.


Copywriting is ‌any written content you place on your website hoping to convince someone to do something, read something, or buy something.

Content Marketing vs Copywriting: Differences

There are many misconceptions about the differences between content marketing and copywriting, as well as the value each brings to a marketing strategy. It’s important to understand how both concepts fit into your overall marketing strategy. 

Different Jobs

Both copywriting and content marketing rely on marketing’s storytelling components. However, copywriters mainly work in advertising. They must be able to write catchy copy that converts viewers. The way they write tends to be more concise and direct


Content marketers, on the other hand, use longer-form content to build relationships with prospects and clients. They will create white papers, brochures, and ebooks. While brief content pieces may be included in this strategy, their primary goal is to educate their audiences on specific topics or product offerings.


Both copywriters and successful content marketers need to be skilled at stringing words together. Although not all content marketing contains words, most formats do. And when it comes to copywriting, words are your bread and butter.

Different Goals

Before implementing your strategy, as with any other marketing plan, you need to have a clear set of goals in place. The simplest way to determine your objectives is to consider the consumer’s journey and where you want to target them in the marketing funnel. 


The first stage is awareness, in which consumers notice your company and brand for the first time. They may have learned about you through a content marketing channel or through word of mouth.


The middle stage is where a business can truly grab the interest of potential customers, depending on their needs and the problems they want to solve. Now that the consumer is more invested in the brand, they are ready to decide if you provide the best solution.


The goal of content marketing is to educate the audience while also building trust. Because of the wide range of content formats available, you need to focus on moving customers down the sales funnel, regardless of where they are now. Because not all consumers will be at the awareness stage when they discover your brand, make it your strategy to market to a variety of consumer types.


Whereas, copywriting involves raising brand awareness and bringing a product or service to life. You’ll create a consistent brand voice, strong calls to action, properly optimized SEO keywords, and easy-to-digest informational and helpful content.


The goal of copywriting is to persuade the reader to take immediate action. It makes no difference where you promote your call to action, whether it’s in a blog post or at the end of a video, as long as there is one. 

Different Metrics

So, how do you measure the effectiveness of your copywriting and content marketing strategies and tactics? Data and metrics will tell your story for you. The numbers will not lie, and there is plenty of data to back up your efforts. The only issue is that you must know which metrics to examine, monitor, and measure!


The results of copywriting and content marketing can be similar in that both strategies are used to keep a reader’s attention and teach them something. Content marketing metrics to monitor include impressions, clicks, and traffic. These statistics will show you how well your content is performing and how many people are consuming it, allowing you to improve the ROI of your content.


Copywriting metrics can vary according to your brand’s goals and how you define conversions. These can include demos scheduled, sales made, phone calls made to your company, or inquiry forms filled out.

How Copywriting and Content Marketing Work Together

The best way to use both copywriting and content marketing is to balance the two. This is because copywriting and content marketing can work well together. 


Because content marketing is a long-term strategy for presenting your visitors to your business and the value you can provide them, it’s best to use it at the top of your sales funnel. You can then direct these visitors down the funnel to where they will convert by linking to pages with stronger copywriting.


Without copywriting as calls to action, your content marketing is unlikely to result in a conversion. However, you must be careful not to come across as overly persuasive in your content, because people who find it through search engines are unlikely to want to convert until they learn more about you.


The end goal of both copywriting and content marketing is the same: to engage new customers. Remember that no matter what you’re doing, whether you’re writing an email call to action or a blog post.

Final Thoughts

Understanding the difference between content marketing and copywriting is important for successful digital marketing. While both involve writing and producing content for websites, their goals and approaches are quite different. 


Content marketing uses various formats such as blog posts, videos, and emails to educate, entertain, and gradually build trust with readers. Copywriting, on the other hand, focuses on persuasive writing that prompts immediate action through the use of catchy headlines, product descriptions, and calls to action. 


Both are useful in a marketing strategy and finding the right balance between the two can lead to customer engagement and conversion. Businesses can use content marketing and copywriting to achieve their marketing goals by recognizing the differences and measuring using the right metrics.

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