What’s the difference between copywriting and content writing especially in the context of writing for the Web – for websites and blogs? This is something that constantly crops up especially when lines are constantly being blurred. As a professional content writer and I’m often hired to improve conversion rate and increase sales but isn’t increasing sales the job of a copywriter rather than a content writer? But since my content writing services also help my clients experienced a significant increase in their sales they have no qualms in saying that I provide them copywriting services.
Whether there is much difference between copywriting and content writing depends on how you evaluate the act of writing, what sort of expressions you use, and what is the end result? Yes, the end result of content writing can be totally different from that of copywriting.
In the context of the Internet, copywriting (or copy writing) is mostly termed as online copywriting and that means writing for websites. Copywriting is a term derived from advertising. It basically means writing promotional literature whether it’s an advertisement, a sales copy, or a website’s home page prompting people to buy something.
Here are 2 examples of copywriting that are slightly different from content writing:
- Copywriting for a landing page: A landing page is normally promoted through a PPC campaign. People directly land on a landing page and this is why it is called a “landing page”. Some people mistakenly call their website homepage as the landing page because they assume everybody first comes on the homepage whereas this is not the case. People enter your website from various entry points. For example, you have reached the Credible Content Writing Services website via this page or any other page that you must have come across either on a search engine or social networking website. For a landing page you don’t do content writing, what you do is copywriting because the sole purpose of a landing page is capturing leads and making sales. You need strong copywriting for that.
- Email marketing campaign: Your email marketing campaigns also depend on your ability to convince people into either directly buy products from you or click the links mentioned in the email, visit your website, and then buy products from you. Copywriting plays a very big role in increasing the conversion rate of your individual email marketing campaigns.
Copywriting is more geared towards making sales rather than informing and educating your prospective customers and clients and solving their problems. Copywriting doesn’t solve problems, it convinces people into doing business with you.
As I mentioned, it’s promotional literature and it contains lots of action words such “do”, “buy”, “contact”, “earn”, “get well”, “hire us”, etc. Copywriting highlights the benefits of a product or a service in order to sell it. Copywriting is highly interactive; it directly talks to the reader and it involves lots of emotions (buying, most of the times, is an emotional action).
Content writing means writing to inform, educate or interact. Although you can write content to sell products and services, content writing doesn’t always involve promotional literature. Some pages on a website might be promotional, and some might exist just for the purpose of educating the visitors.
A good example of content writing is blogging. Over the years you create 100s, or maybe even 1000s of blog posts as a process of your content marketing effort. These blog posts may not get you direct sales but it will help you build a platform that will help you promote your products and services and consequently, generate more leads and sales. The job of content writing, contrary to that of copywriting, is to keep your audience engaged and provide them enough information to keep them coming to your website or blog again and again. Content writing can entertain them, educate them, inform them, offer solutions to their problems, hold conversations with them and make it possible for them to find your website and individual pages on search engines.
There isn’t much difference between content writing and copywriting on a day-to-day basis especially when your content writer also helps you make more sales.
Conclusion regarding difference between copywriting and content writing
Many people tend to mix copywriting and content writing, and I too don’t differentiate much on my website, but if you really dig deeper, copywriting is a specialty and not everybody can pursue this vocation. It requires special talent. You need to have a knack for marketing and advertising. Content writing can be done by anybody who can write convincingly. Fortunately, since I have had experience in both, I can provide you copywriting as well as content writing, whether you want to maintain a difference or not is another matter.