Copywriting and content writing- sound the same right?
But they’re definitely not.
They seem similar but in many aspects, they’re distinguishable- not like blackberries and grapes, more like blackberries and raspberries- but adequately close enough.
If you’re a writer, it’s extremely crucial for you to know the difference between the two forms of art so you know the best way to present yourself in finding clients.
On the flip side, if you’re a business owner looking for a freelance writer to hire, knowing the difference helps you choose the one that suits your needs.
Let’s get down to business and pinpoint the major differences between copywriting and content writing.
What is Copywriting?
- Purpose
The most significant difference between copywriting and content writing lies in its purpose.
A copy is written with the purpose of creating sales.
The nature of copywriting is advertorial as its intent is to pitch consumers to purchase products and services.
This includes, but is not restricted to Facebook ads, SEO content, press releases and many more.
Anything that is written with the purpose of creating a conversion is called copywriting.
- Structure
Another way to recognize copywriting and content writing is by noticing its structure.
Copywriting is strategic and one-directional and commonly ends with a singular call to action.
It encourages readers to respond, in which normally to buy or to obtain the product or service.
A good copywriter writes every sentence that entices the reader to read the next one.
They will guide readers through a buying experience with an end result, which is for them to take action.
- Goal
Due to the aforementioned purpose of copywriting- to create sales- therefore, its goal is to increase conversion rate which ultimately increases revenue.
- Technique
- Write as a conversation
People prefer conversations over speeches. Speeches lord over them while conversations speak to them on the same level.
Have a specific person in mind as you write.
You need a face to write, or else you’ll be writing generic content.
This approach helps to make your audience feel less inferior and encourages them to engage with you.
- Write to sell
In writing, you are almost selling an ideology. Get people to buy your ideas.
They don’t want to know what product you’re selling, they want to know why they have to buy it.
Build the thrill and convince the world. It’s easier to sell something substantial when your audience believes they need it.
What is Content Writing?
- Purpose
While the purpose of a copy is to generate sales, content, on the other hand, is written to create productive engagement with your audience.
So, overtime they’ll come to trust your brand and be drawn into your products and services.
Think of blog posts, Instagram captions, email newsletters- these are all created to stimulate engagement.
- Structure
Contradicting the structure of a copy, content writing is multidirectional. It has a lot of tangents and sidebacks.
If you notice, there are often links to different sources and multiple call-to-actions in a single blog post.
The best content writers are very stealthy at storytelling and able to lead readers on and on about how great a brand is without revealing its name.
Consequently, this converts leads into prospects and prospects into buyers.
- Goal
Due to the fact that content writing aims to increase engagement and brand loyalty, hence, its goal is to increase the number of likes, comments, and shares.
- Technique
It is without a doubt that content writing and SEO go hand-in-hand.
Without SEO, your content might be submerged somewhere into the 46th page of the search results.
Writing content with optimized search engines is one of the biggest challenges a content writer or marketer faces.
It is essential for content and SEO to be in correspondence. Your first-page ranking can only do so much if your post-click content is below par.
Here’s how you can write effective content:
- Incorporate keyword-rich phrases
Include relevant and a good deal of keyword phrases in your headlines and throughout your content to let readers and search engines be aware of what your content is about.
However, be aware of using too many keywords as it can lead to search engine penalties for keyword stuffing.
Use them sparingly and mindfully to showcase a natural flow.
- Write pack a punch headlines
Utilize a succinct number of words to make a big impression. Never underestimate the importance of effective headlines.
Make sure you write headlines that are not only compelling, but also make use, really make use of rich keywords.
Bear in mind that your title is the first thing that shows up in the search results, so make it count!
- Structure your content
Your content may be great but readers can easily get lost in unorganized format.
Break up your content into shorter paragraphs with appropriate headings and subheadings.
This gives readers an easy and structured read and keeps them engaged.
Conclusion
To recapitulate, copywriting and content writing can be distinguished by looking at three key elements which are the purpose, structure and goal.
So, which one should you use?
You should be striving for the best of both worlds.
While content writing is informative and intentional, copywriting is direct and focused on generating sales.
The more value you create from your content, the more loyalty your brand gains which then makes it easier to sell.
It’s important to note that copywriting without content is a waste of copy, and vice versa.
Simply put, a content writer makes a copywriter’s job a lot easier.
Whether you’re a business owner or a freelance writer, it is particularly pivotal for you to know the distinctions in order to achieve whatever you’re targeting.
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