There’s a lot of talk these days about the benefits of AI (ChatGPT) and its seemingly endless ability to generate CONTENT – at the touch of a keystroke.
Many business owners see ChatGPT as the solution to a couple of questions that have haunted them for a long time…
“What do I write” and “Where the heck will I ever find the time to write it?”
While it’s true, AI does provide a solution to THOSE issues, the fact is content writing is NOT copywriting.
Both are important forms of writing, but they serve different purposes and require distinct approaches.
In this post, I’m going to detail the differences so you’ll know which horse to jump on when a need arises.
Let’s start with dive in…
The Key Differences Between Content Writing and Copywriting
PURPOSE
- Content Writing: The primary goal of content writing is to inform, educate, entertain, or engage the reader. Content writers typically produce articles, blog posts, how-to guides, case studies, and other forms of long-form content aimed at providing valuable information or building brand authority.
Example: A blog post explaining the benefits of a plant-based diet.
- Copywriting: The goal of copywriting is to persuade the reader to take a specific action, such as making a purchase, signing up for a newsletter, or clicking a link. Copywriters focus on creating compelling, action-oriented content for advertisements, landing pages, product descriptions, and email campaigns.
Example: A call-to-action (CTA) in an email prompting readers to buy a product with a limited-time discount.
TONE & STYLE
- Content Writing: The tone is often informative, conversational, or even informal, depending on the audience. It is focused on building trust and providing value without necessarily pushing for an immediate action. There’s usually no call-to-action.
Example: Educational blog post or a how-to article.
- Copywriting: The tone is more direct, persuasive, and often action-driven. Like content writing, it often employs a conversational style because, let’s face it, you’re “speaking to a person. It’s meant to create urgency, entice the reader, and lead them to make a decision quickly.
Example: “Limited time offer – Save 50% TODAY ONLY!
LENGTH
- Content Writing: Content writing tends to be longer in form (though not always), such as 1,000–2,000 words for a blog post or article. It often goes into greater detail on a topic.
- Copywriting: Copywriting is usually much shorter and punchier. It’s designed to get the point across quickly and efficiently, often in just a few sentences or paragraphs. Effective copywriting combines emotion and logic to move prospects through a sales funnel. People buy using emotion first and then look to back up their emtional buying decision with logical reasons why it makes sense.
SEO (Search Engine Optimization):
- Content Writing: Content writing is heavily SEO-focused. Writers use targeted keywords and write for both the reader and search engines, aiming to rank high on search engine results pages (SERPs). The content is often informative, detailed, and designed to drive organic traffic.
Example: A long-form article with keyword-rich content that is designed to rank for a specific search query.
- Copywriting: While SEO is still relevant, copywriting is less about long-form keyword optimization and more about creating immediate impact. Copywriting typically focuses on converting visitors on the page (e.g., with persuasive copy or CTAs) rather than ranking for specific keywords.
CALL-TO-ACTION (CTA):
- Content Writing: The CTA in content writing is often subtle, encouraging readers to read more, subscribe, or engage with content.
Example: “If you’re interested in learning more, CLICK HERE to check out our related articles.”
- Copywriting: The CTA in copywriting is strong and direct, aiming to drive immediate action.
Example: Yes! Send me my checklist! Sign Up Today,” or “Get Your Free Trial.”
Examples of Content Writing and Copywriting
So, how do you identify whether you’re looking at content or copy?
Here are some examples you can use to tell the difference?
- Content Writing:
- Blog posts
- Informational articles
- E-books
- Newsletters (when the goal is to engage, inform, or entertain)
- Copywriting:
- Product descriptions
- Sales pages
- Advertisements (online or offline)
- Email campaigns (focused on conversion)
- Social media ads
Conclusion
Content writing is typically more focused on long-term value, building trust, and educating the audience.
Copywriting is geared more toward short-term goals, like driving conversions, sales, or sign-ups, often with a more urgent or persuasive tone.
Both types of writing are essential in the world of digital marketing and brand communication, but understanding when and how to use each is key to effective marketing strategy.
Marketing Strategist and Copywriter with over 25 years of sales and marketing experience. He works with entrepreneurs and small business owners to show them how to create a marketing system that eliminates overwhelm, builds confidence and most importantly, delivers more sales.
His Online Marketing Conversion System helps identify the leaks, gaps and missing elements in their online and offline marketing that are costing them money.
The skills and experience he possesses were developed in the only environment that matters – the marketplace.
Gerry is the author of The CLIC Website Sales Leads System, a step-by-step playbook designed to explain how to create a compelling online presence that converts lookers into clients and customers. Bob Bly, best-selling author and recognized by McGraw Hill as “America’s top copywriter,” praised Gerry’s book, stating:
“I have read hundreds of eBooks over the years, and usually learn something from each and every one…including this one. Gerry shows you, in four easy steps, how to attract more website visitors and convert more of them into paying lifetime customers. I found Gerry’s writing style and explanation of strategies very easy to understand, and more importantly, easy to implement.”
He has presented marketing seminars for groups like Indigo Marketing, which focuses on Financial Advisors. Gerry has also been a guest on BlogTalk Radio and created a marketing video for Small Today, a community of entrepreneurs and business owners seeking ways to generate more leads, sales, and profits.
He writes web copy, promotional emails, lead magnets, landing pages, and other online marketing materials that his clients need to sell their products and services to businesses.
Last year, he created Invisible Selling, a free, three-video sales training mini-course drawn from the same system he uses to help business owners lacking formal sales training close more sales.
Before becoming a marketing and copywriting strategist, Gerry was an award-winning sales professional in the advertising industry. He holds a B.A. in journalism from Concordia University and was trained by American Writers and Artists (AWAI) as a direct response copywriter.
Learn more at https://www/marketingwriter.ca
Connect with Gerry on social media:
LinkedIn: https://www.linkedin.com/in/gerryblack/
Twitter/X: @gerrywblack
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