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  • Writer's pictureSarah Turnbull

Is Copywriting and Content Writing the Same Thing?

In a word, no - they're very different! I’ll focus on businesses here, but both types of writing can be used across different organisations, including non-profits, education and others. Both are really valuable for business.

Content writing's purpose is to build a bond by providing valuable information so the consumer can make an informed choice on whether to develop a relationship. It includes writing for blogs; posts on products or services; team bios and even scripts for video!


In contrast Copywriting is writing that ‘sells’ or convinces the audience to take a certain action. There are two types of Copywriting - Direct Response and Branding.


Consumers buy from brands and companies that they trust, so establishing a voice and a relationship with the audience is key. The purpose of Content writing is to create valuable content to help the audience understand the company/brand and generate interest. In turn, Copywriting converts interest into action by the audience. Copywriting works without Content writing. Content writing needs Copywriting to convert the audience into a purchaser.


Who writes what?


Content is produced by all sorts of people – engineers; educators, business owners and more. Types of content include blogs; magazine and newspaper articles and e-books. Content is about entertaining, inspiring or educating… if the writer has a good knowledge of their subject, they can produce very effective content.

Copywriting focuses on bringing out the deeper benefits of the product or service to the audience. Time researching the product, service and audience is time well-spent. Digging down to your audience’s problems, desires or fears will result in producing copy that gets to the heart of what they need – making the conversion much easier!


Historically, Copywriting focused on advertising, but the scope has widened massively to incorporate writing for web pages and social media; brochures; product descriptions; email funnels, newsletters and direct mail to name a few! You see good (and bad!) copy everywhere.


Good copy makes the audience act without them realising they’ve been compelled to!


 

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