Hapacity offers both copywriting and content writing for our clients. A common question is, “What’s the difference?” Lots of people are confused about this, so you’re not alone in asking this question.
Here, we’ve simplified the definitions of each, so you know exactly what types of writing fall under which category. We compare and contrast their key elements so you can understand how to strengthen your marketing scheme using both.
We’ll also give you hacks, tips, and examples of how to use them.
Key differences
Copywriting is usually short-form. Its focus is to convert a user into someone who performs an action such as filling out a contact form on a website.
Content writing is usually long-form. Its focus is to provide the user with education, which often comes in the form of an article.
The same writer can provide both services, but each type of writing achieves different goals.
Similarities
People often wonder if copywriting and content writing share anything in common. The answer is yes, but the list of similarities is short:
- Both copywriters and content writers must have knowledge of the brand’s voice, objectives, and target audience.
- Emotional appeal can be used when writing both copy and content. Making an audience feel a certain way can lead to action (copywriting goal) or lead to maintained interest (content writing goal).
Note that these two types of writers may require similar training or use similar techniques, but what they do with that information or skill set is different.
What is copywriting?
Examples of copywriting are as follows:
- Sales emails
- Chatbot scripts
- Social media ads
- Pop-up messages
- PPC ads (pay-per-click)
- Titles and headlines on a webpage
- CTA (call-to-action) buttons on a website or landing page
To be clear, let’s note the difference between a webpage and a website and define what a landing page is. A webpage is a single page within a website— each has a unique URL. A website, as we all know, is a collection of pages linked together that share a domain name. A landing page refers to a page that stands alone and is not part of a website’s navigation.
For example, a customer may click a link in an ad and arrive at a landing page where they are prompted to provide their information in exchange for something of value, like a coupon or product. These are also called “opt-in pages” or “lead capture pages.” Landing pages can drive sales, which is why quality copywriting is important.
Copywriters have to know who their target audience is so they can be savvy in persuading their readers to make a move. Phrases such as “act now,” “sign up,” or “buy today” were probably written by a copywriter. Copywriters often try to create a sense of urgency or FOMO (fear of missing out) in the reader to get them to act.
The “rule of one” in copywriting
In copywriting, there is an extremely effective hack called “the rule of one.” This refers to a singular idea that is easy to understand, easy to believe, and interesting. It is one message to one reader with one call to action. This simplified approach has multi-million dollar companies using it to convert users into buyers.
What is content writing?
Examples of content writing are as follows:
- E-books
- Reviews
- Podcasts
- Newsletters
- Case studies
- White papers
- Press releases
- Blog posts/articles
Some people refer to content writing as article writing, web writing, or SEO (search engine optimization) writing. It is sometimes called SEO writing because the goal is to rank highly on search engines so the reader can find what they’re looking for.
While effective SEO focuses on using keywords to attract users, the best SEO also engages readers with interesting content that keeps them on your site longer. A good writer not only brings users in but also sparks their curiosity, encouraging them to explore further, even if they don't convert immediately. This approach ultimately moves them closer to taking the desired action.
Content writing can help you maintain an audience by entertaining, offering solutions, and making what you have to offer accessible. This approach can include storytelling, a Q&A, or a demonstration. It’s a more subtle way than copywriting to promote your products/services and generate more leads.
4 tips on content writing
Daniel Hall, a USA TODAY and Wall Street Journal bestselling author, shares his advice on how to create compelling content.
Tip #1: Conduct market research to determine what is popular. You can do this by using features such as Google suggest, YouTube suggest, Amazon suggest, and AnswerThePublic.com. He urges content writers to make sure the title of the piece is an exact match to what is coming up on the search engine of these features.
Tip #2: Repurpose and repackage your content. This is the content version of renovating your house. You sand and repaint the old furniture you’ve already bought to create a new look and feel in your kitchen. It’s basically being sustainable by reducing the number of hours you spend creating new content, reusing old pieces, and recycling them in new ways.
Tip #3: Use non-copyrighted material in the public domain. It is free and doesn’t require the owner’s permission. This allows you to use high-quality material, often from entities with expensive resources such as the government. This is a strategic way to add value to your content.
Tip #4: Interview experts in your niche. You can chop up the video, audio, or text from the interview and make new content out of the pieces. In exchange, you’re offering promotional material for the experts, so it’s a win-win. Google Hangouts On Air is recorded directly to YouTube and can be pulled as an MP4. You can also use temi.com to create a transcript of your content.
Which one do I need?
If you’re wondering which type of writing you should use, you’re in for a treat! We can answer that for you. Think of copywriting and content writing like a peanut butter and jelly sandwich (I told you you’re in for a treat! 😉). The piece is dry without one and doesn’t stick without the other. Your business needs both copywriting and content writing to make an effective marketing strategy work. Just be sure you know which one you’re using so you can follow the correct format (length, verbiage, action prompts). You could use copy here and content there, or you could use both on the same platform. Using both or mixing and matching is your best bet in growing your company, and we are here to help you along the way!
Now it’s time for a quiz. We want to make sure you understand the differences! What type of writing is this blog post? See below for the answer!
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If you answered content writing or both, you are correct! We’re so proud of you! We are using content writing to inform you about the difference between the two types of writing, and we are using a tiny amount of copywriting to prompt you to click on our contact form and book a free consultation with us. We hope this was helpful. Keep showing up, keep learning, and keep kicking 🍑! You’re doing great.
