The Great Debate: Copywriting vs. Content Writing

Are you a copywriter or a content writer? It’s not a trick question. The two terms are often used interchangeably, but they are actually quite different. So, what’s the difference? And which is better?

The answer, as with most things in life, is that it’s dependent on a lot of things. Your website, your content, your target audience, your consumers, and your business are all factors in what will suit your brand.

Let’s take a closer look at copywriting and content writing, study the differences, and see if we can answer which one is better.

What is Copywriting?

Copywriting is the art and science of persuasion. It is the act of writing text that is designed to promote a product, service, or brand. 

The goal of copywriting is to convince the reader to take a desired action, such as buying a product or signing up for a service. To do this, copywriters must understand the needs and desires of their target audience and craft their message accordingly.

Copywriting is a profession that requires you to hone your skills in writing for an audience. Some of the things that copywriters usually create are web pages, landing pages, and ads on social media or PPC.

An example of copywriting can be seen on this website for a pub in Newcastle.

However, there are some baseline rules that copywriters will use when crafting their work.

Some of the most important copywriting rules include:

  • Write headlines that are clear and to the point
  • Use strong headlines that make bold promises 
  • Use persuasive language
  • Use emotional triggers
  • Use social proof
  • Keep it short and sweet

What is content writing?

Content writing is the act of creating content for the purpose of providing information or educating the reader. Content writers are informative writers, and typically create content for articles, blogs, email newsletters, and E-Books, to name a few.

Content writing is generally longer than 500 words, and is part of the reason why it is so good for SEO. This is because the long form structure of the content usually has more key words, and so is able to hit better rankings than its short form counterpart.

By creating longer form content your SEO ranking will improve, and it will do so at a faster rate than if you solely relied on copy. This is because the things that are typically written about in content writing are valuable pieces of information whereas everyone knows that with copy, brands are trying to get sales.

The goal of content writing is to provide the reader with useful information that is relevant to their needs. In addition, it’s important for content writers to be able to form a relationship with their audience, building rapport, and helping their readers to understand an issue, a specific topic, or provide solutions. To do this, content writers must research their topic thoroughly and craft their message accordingly.

In the same way that copywriters have loose rules that they follow, so do content writers. These can include:

  • Writing headlines that are clear, informative, and SEO friendly
  • Using subheadings to break up content
  • Using bullet points and lists to make it easier to understand
  • Having images and infographics alongside their content to make it more engaging
  • Keeping content well-organized and easy to navigate
  • Writing for the audience in an informative way

The debate between Copywriting and Content writing

There is a lot of debate surrounding the topic of copywriting vs. content writing. Some people believe that copywriting is the more effective method, while others believe that content writing is the better option.

So, which is the right choice for your website or business? In reality, both of them are needed for an effective marketing campaign, and you can’t really have one without the other.

What needs to be done to properly answer this question is to identify business goals. The specific goals that you have set your business will be key in working out which one is best for you to go with.

If you’re looking for sales and conversions, there’s no point only focusing on long-form content writing; you’ll want to rely on some perfectly crafted copy to achieve these.

On the other hand, if you’re looking to give some in-depth insights, or do some educating, then you’re going to want to look at content writing for that.

When we look at this bar and restaurant in Newcastle, we can see how effective copy has been used on their website to try and get people to visit, or to look at their menus.

How do you find a copywriter or content writer?

You don’t have to source a professional to do your copy/content writing, but we’d definitely recommend getting in touch with an expert.

As previously mentioned, copywriting and content writing require skills which have typically been honed over a few years at least. This means that you can find a copywriter who knows how to turn copy into conversions, or a content writer that is able to write the most engaging long form content.

There are some great sites out there where you can look for freelance copy or content writers, like LinkedIn. Alternatively, many creative agencies also have copywriting and content writing services which you can use.


The great debate between copywriting and content writing is one that is likely to continue for years to come. There is no clear winner, as both methods have their own set of pros and cons.

Ultimately, the best decision for your needs will depend on a number of factors, including your website, your content, your target audience, your consumers, and your business. If you’re unsure of which method to choose, we recommend working with a professional copywriter or content writer who can help you make the best decision for your needs.

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