Download our latest ‘Top Tips for TikTok’ PDF and start winning!

Download your copy of our new e-book ‘Top Tips for TikTok’ and start winning


Copywriting vs Content Writing

Harry Swayne

Marketing, and Digital Marketing for that matter, are essential parts of any business. If you can’t sell yourself or the business, how could you sell your products or services?

This is where Copywriting and Content Writing come in. Both jobs are vital, yet it can be confusing to decide which is the one you need!

To help, we’ll guide you through how Copywriting and Content Writing are different and which one is better for you!

The Key Features of Copywriting and Content Writing:

Copywriting is the way businesses draw in customers and make sales:

  • The main goal is to persuade and sell you/your brand to your target audience
  • It’s written in a short-form style
  • Copywriters understand SEO
  • The main focus is on short-term effects

And what about Content Writing?

  • The main goal of Content Writing is to inform, educate, entertain, or inspire readers
  • Content Writing tends to be written in a long-form style
  • A good Content Writer would need an expert understanding of SEO
  • The focus is to help with a long-term strategy

You can see from the examples above what make these two forms of writing different.
Content Writing makes people stop and read; Copywriting makes people go somewhere and interestingly, both forms require an SEO mindset.


So, how do Copywriting and Content Writing work in a Marketing Campaign?

If we’re looking at how to apply these forms of writing to a marketing campaign, let’s use the features mentioned earlier and see how they work:


  • The main goal is to persuade customers to buy their product or service, right? So, they would need to balance business language with language that is consumer-friendly. Meaning they should have an approachable brand voice.
  • Copywriting should strengthen the bond between a brand and its customers through emotive and careful listening to better understand what the customer wants.
  • The writing should contain calls to action (CTA’s) to convince the customer to act (i.e. taking them to the landing page of a website).

Content Writing:

  • Content Writing’s main goal is to inform, educate, entertain, or inspire. So, in a campaign, the approach would be to answer questions that strategically target their audience. This includes using content calendars to strategically time when each post is sent out.
  • A Content Writer would need to consider multiple variables, such as where the content will be posted and the characteristics of those they are writing for.
  • The long-form writing style is intended to have success over a long period of time.
The job of a copywriter and a content writer are vital, yet it can be confusing to decide which is the one you need!

What type of work falls under Copywriting and Content Writing?

A Copy Writer would write:

  • Emails (For email marketing)
  • Internet Ad Copy (LinkedIn, Twitter, Google/Pay-Per-Click (PPC) Ads)
  • Marketing copy
  • Sales letters and landing pages
  • Video scripts
  • Sales pitches
  • Sales pages
  • Brochures and adverts
  • E-Books
  • Newsletter and bios
  • Advertising content
  • Sales emails
  • Marketing campaign
  • Postcards
  • Product advertising
  • Website copy

A Content Writer would write:

  • Blogs
  • White papers
  • Social media posts
  • Industry research
  • Product description
  • Newsletter/summary
  • E-Books
  • Magazines
  • Web pages
  • Marketing campaign posts
  • Market research articles
  • Books
  • Course content
  • SEO content
  • Newspaper article
  • Printable ads

Both professions write a lot, don’t they? And there are a few items that appear on both lists.
Don’t worry though this isn’t an oversight! It’s simply because the role of a Copywriter and a Content Writer can naturally cross over.


So, which is best for your business?

The question to ask yourself is whether your business needs to boost its social content output, or do you need to improve your sales?

To be honest, if you can find someone who is both a copywriter and a content writer, then that’s a definite win!

Regardless of job title, you are going to want to find someone who:

  • Builds a connection with the audience while selling/promoting your products and services
  • Demonstrates authority in their respective field, while portraying the brand as positive to customers
  • They take the time to understand your business. Not just what they sell, but understanding your brand’s vision and values
  • The ability to incorporate those values and visions into their writing, while maintaining the business’ brand voice.

Copywriting and Content Writing are both highly valuable skills necessary to succeed commercially and we hope you found this blog helpful!

If you have any questions, you can reach out to us on Instagram, and if you need help with copy or content writing for your business then you can talk to us through our website!

Thanks for reading and until next time, stay social!


Stay Social ...

Stay at the leading edge

Put your feet up, we’ve got this. We’ve been living and breathing social-first communications since the phrase “social media strategy” was first heard on business-leader lips. Get the newsletter to stay in the loop. We respect your privacy and would never sell your details on to a third party. You can unsubscribe at any time – see our Privacy Policy for more details.

Naturally Social will use the information you provide on this form to stay in touch with you and to provide updates, news and marketing. Please let us know all the ways you would like to hear from us: