For most people, content writing and copywriting are the same thing. However, there is a vast difference between the two. It is true to say that both methods of writing focus on enhancing the marketing and branding strategies of the business by providing valuable information to the readers. However, there are subtle and important differences in their goals and each faces a unique set of challenges. Both forms of writing can be viewed on different sides of the same coin with different points of intersections and differences.
Listed below are some of the important areas in which content writing differs from copywriting:
What is content writing?
Content writing is a technique for creating informative and relevant content to educate and entertain your readers. Content authors are aware of several online marketing strategies and are versatile when it comes to creating content for blogs, press releases, websites, email marketing, and social media marketing. One of the most important roles they play is creating SEO content with relevant keywords that boosts the brand’s SERP ranking.
Content writing means creating content that sells. A content writer needs to have a good idea of your target audience and create content that will secure a higher readership. Good content enhances your content marketing strategy by reaching the target audience and thus helping to market your brand. The primary goal of content writing is to convey information about your brand’s products and services to your readers while at the same time strengthening the relationship between the two parties.
Tips to follow while writing content:
Control of language: The content writer must have impeccable control over the English language and knowing the correct grammar and punctuation is a must. Poorly written and disorganized content is a major turn-off for readers and negatively impacts your brand readership. Use appropriate language to create long, informative and engaging content.
Keyword consolidation: The writer should structure the content in such a way that the keywords align perfectly with the topic. Regular inclusion of keywords will boost branding in the search engine. It shouldn’t look like you’ve crammed hard for the keywords. This type of content writing is called SEO content writing.
Authenticity is the key to success: your content should be fresh and original. Use clear sentences and language to achieve your branding goals. Readers find it easier to engage with simple and direct content. However, do not assume that your readers understand everything you write, therefore, explain in detail ambiguous topics.
What is copywriting?
Unlike content writing, copywriting is more geared towards enhancing the brand image by converting potential readers / visitors into customers or subscribers. The basic idea behind copywriting is to create high-value and engaging content that subtly engages readers in a call-to-action. Copywriting is about persuasion work that involves using the right words and language to convince them to buy a product, sign up, download a report, or engage with a brand in the long term.
It is a promotional and advertising activity specially used for advertisements, sales copies, brochures, digital ads, print ads, etc. Writing good ads is short, clear, and prominent, and compels readers to take immediate action. Some examples of copywriting are “Sign up for a free trial”, “Click now to speak to our expert”, etc. In addition to calls to action, copywriting is also used for SEO purposes. Just like well-optimized content with relevant keywords, it boosts the brand’s SERP, copywriting helps create an engaging headline for your content, thus helping the content appear more prominent in the search results.
Tips to follow while writing ads:
A good copywriter should have a complete understanding of the latest market trends, products, and target audience. Unlike content writing, writing texts should be short and concise along with persuasive language to entice the reader to take action.
Well-crafted content writing engages your target audience while building a relationship with them. However, copywriting is needed to take these readers to other levels of the buyer journey by providing the option of CTAs.
Copywriting includes a conversational tone that should be able to convey the brand’s voice and ensure an interactive session with readers. Try to weave a story that stirs feelings for your readers. Use simple and direct sentences, and avoid jargon and clichés. The goal is to inspire the audience to respond in kind, so try not to be arrogant.