It’s a debate that probably won’t go away any time soon. Copywriting vs Content Writing: a tale as old as time. It’s a question marketers really need to get answered, especially if they’re looking for someone to put words on a page for their company. They’ve got to answer the questions, “What is copy?” And “What is content?”

First, a short answer. You probably need both!

But let’s go a little deeper than that. In this article, we’ll explore the differences between copy and content and how you can use each one to grow your online presence.

Copywriters vs content writers

Copywriters are accused of being uppity and manipulative.

Content writers are called drab and boring.

Marketers try to lump them together.

Most people have no idea what either one of them actually DOES.

Copywriters don’t copyright inventions.

They write copy to help sell inventions.

You should see people’s faces when I tell them I’m a copywriter.

“Oh! So you do a lot of legal paperwork?” they ask.

Um… no. I’m not a copyrighter!

The problem is, it wouldn’t be any better if I told them I was a content writer. I’m sure there would be blank stares all around.

So, my short, go-to speech when trying to explain my life is simply this.

“I write to help businesses grow!”

BUT… you probably can guess that THAT answer doesn’t suffice here. After all… both copy and content are meant to help companies grow. It’s just that each takes a different approach to it.

Copy is supposed to create an emotional response to lead a reader to take action. But when a long, fact-filled piece of content guides a reader through a problem-solving process that ends with them wanting a company’s product… what the heck is it?!

Spoiler Alert - It’s about as clear as mud.

Differences between copy and content

It’s been said that copy persuades and content informs. That line can get blurry, but let’s take a peek at how folks usually break this down.

Features of Copy

If you have a webpage that is a string of text that features buttons screaming >CLICK HERE<... that’s copy.
If you send out an email that winds up asking for the reader to do something specific… that’s copy.
If you get an old-fashioned piece of snail mail that includes a subscription card (or a QR code to scan, or whatever)... THAT’s COPY.

Copy’s only goal in life is to get the reader to act. “Buy now!” “Subscribe today!” “Save 10% on your next purchase!” “Sign up to get your free report!”

What is Copy?

If it builds an emotional response, works to convince the reader of a need, and prods a specific response, it’s copy.

So if you get to the end of something and there’s no “Buy Now” button… maybe it’s not copy. And if it’s not copy, it might be...

Features of Content

This blog is content.
Case studies are content.
Your e-books are content.
Educational videos are content.

Your company needs content to build trust, establish authority, and simply offer value to your people.

What is Content?

If it educates, builds rapport, and doesn’t explicitly try to make the reader do something that benefits the company providing it, it’s content.

But of course, there’s a great big, huge caveat.

There’s lots of overlap going on. You’ll see great, educational blog posts that then elicit an action. Sales emails will take an educational angle. Web pages will feature a full-length sales letter. Brands will create a video that serves only to inspire, not sell. With the growing trend of consumers wanting to be able to trust brands, the use of content to convert has muddied the waters.

It’s really no wonder people get confused. That’s why I really don’t care what you want to call me… “I write to help businesses grow.”

You probably need both copy and content.

Writing copy for a new website uses different techniques than writing educational blog posts that are optimized for long tail keywords. If you need both skills, you may be forced to find two different people. But, if you like both of those samples linked in this paragraph, you may have just lucked out… Hit me up, friend.

I hope that helps you understand a little better what it is you need for your marketing goals. Just don’t take it for granted that someone who says, “I’m a copywriter!” can’t do content and vice-versa. Maybe just ask if they do the specific type of project you need to be done.

Then, you can just call them by their preferred name instead of a title. That’ll probably be easier.

Copywriting vs. Content Writing