Hello there! I’m Emma, the content writer here at Clickslice, and I’m joined by my colleague Petar, one of our resident copywriters. We often get asked about the difference between our two roles, so we thought we’d team up to shed some light on this topic. Let’s dive in!
What is Content Writing?
Emma: As a content writer, my main job is basically writing long-form pieces that have a bit of a dual function. On the one hand, blogs are there to inform, educate, and engage our audience. But I also have to consider the SEO aspect too; we need Google to truly believe that each client is an expert and reliable figure in their field, so that has to translate into the writing.
Characteristics of Content Writing
Emma: When I’m writing blog content, my focus is pretty much on creating comprehensive, informative pieces that answer questions and provide solutions. I sometimes use storytelling techniques to make complex topics more digestible and relatable, and it’s not uncommon for me to spend hours researching a single topic to ensure I’m providing accurate and up-to-date information.
Goal of Content Writing
Emma: Generally speaking, the primary goal of content writing is to build trust and establish authority in our clients’ fields, as I mentioned above. The more content we write for their blog, the more their audience comes back for more, and the more Google genuinely believes that they’re a trustworthy and authoritative source.
What is Copywriting?
Petar: Ok my turn! As a copywriter, my job is basically to persuade and increase conversions, while also selling a brand story on landing pages and product pages. This usually means writing shorter, punchier pieces designed to grab attention and encourage an immediate response, rather than more laboured or long-form content.
Characteristics of Copywriting
Petar: Copywriting is really all about being concise while still remaining compelling. Readers tend to switch off if you shove a bunch of text in front of them, so it can be tricky sometimes to make sure we’re getting all the right information down and upselling the product or service, without overwhelming a potential customer.
Goal of Copywriting
Petar: Easy! The main goal of copywriting is to get visitors to actually check out their shopping cart or respond to a client’s CTA. To be honest, copywriting is basically just a fancy word for persuasive writing.
Key Differences Between Content Writing and Copywriting
Now that we’ve covered the basics and I’ve let Petar get back to his desk, let’s dive into some more key differences between content writing and copywriting:
Purpose
The main purpose of content writing and copywriting couldn’t be more different: when I’m crafting a piece of content, my main goal is to inform and educate readers; I want them to walk away feeling like they’ve learned something valuable. On the other hand, copywriting is all about persuasion; its purpose is to convince the reader to take a specific action, whether that’s making a purchase, signing up for a newsletter, or clicking a link.
Audience
Another key difference lies in the audience we’re targeting; content writing often casts a wider net, aiming to attract anyone who might be interested in our industry or the topics we cover. It’s also about building a community of engaged readers who trust us as a source of information.
Copywriting, however, usually targets a more specific audience – those who are closer to making a decision or taking action. It’s more focused on addressing immediate needs and desires.
Importance of Content Writing and Copywriting in Marketing
Despite their differences, both content writing and copywriting play key roles in a comprehensive marketing strategy; they’re a bit like two sides of the same coin, each bringing something unique to the table.
Content writing helps to build long-term relationships with your audience, establishing your brand as a thought leader in your industry; it’s a key component of inbound marketing, attracting potential customers through valuable, relevant content.
Copywriting, meanwhile, is essential for driving immediate action. It’s the backbone of direct response marketing, helping to convert leads into customers and encourage specific behaviours.
When used together effectively, content writing and copywriting create a powerful marketing funnel. The content attracts and nurtures leads, while the copy helps to convert those leads into customers.
At Clickslice, a reputable PR agency, we understand the importance of both disciplines in creating a well-rounded marketing strategy, which is why we have different teams for both copywriting and content writing.
Final Thoughts
As you can see, while content writing and copywriting are distinct disciplines, they’re both essential components of effective marketing – the key is knowing when and how to use each one.
So if you’re looking to take your SEO content to the next level, why not reach out to us today? We’d love to chat about how we can help you harness the power of both content writing and copywriting to take your marketing to the next level. After all, when it comes to effective communication, two types of writing are definitely better than one!
