Copywriting vs. Content material Writing: Variations & Similarities

Writing is the lifeblood of most on-line companies. Whether or not that’s weblog articles, touchdown web page copy, or product descriptions, the written phrase is critical to draw and convert readers.

However there are two varieties of writers you possibly can turn into (or rent): A content material author or a copywriter.

What are the variations between these two crafts? Which do you have to be taught to do or rent for your online business? Let’s take a look.

Content material writing is, properly, writing content material—usually to tell or entertain the reader.

Examples of content material writing embody:

Copywriting is tweaking written content material to steer the reader to take motion, comparable to making a purchase order or signing up for a publication.

Examples of copywriting embody:

  • PPC advertisements
  • Touchdown web page copy
  • Product descriptions

Copywriting vs. content material writing: Are they actually so totally different?

Whereas the aim of content material writing is to tell or entertain and the aim of copywriting is to promote, they go hand in hand. You usually wish to be expert at each, no matter your aim.

That stated, there are locations the place copywriters and content material writers differ:

Copywriting vs. content writing

Size of content material

Conventional content material writers usually write longer content material that’s 1,000 phrases or extra. They’re often employed to put in writing long-form weblog articles, ebooks, or e-mail newsletters.

Conventional copywriters write brief, snappy content material that’s just some hundred phrases. They’re often employed to put in writing short-form advertorials or product descriptions.

That stated, content material writers can write short-form content material like social media posts and copywriters can write long-form content material like touchdown pages. These are generalities, not arduous guidelines.


Conventional content material writers are sometimes employed to create weblog content material with the aim of rating excessive on Google. They’re usually properly versed in on-page search engine marketing and natural social media. 

Conventional copywriters are sometimes employed to put in writing advertisements, product pages, and touchdown pages. They know how you can use highly effective wording to get the reader to take motion.

Once more, nonetheless, these are generalities. There’s such a factor as search engine marketing copywriting the place you mix these two disciplines to each rank properly on Google and in addition get individuals to buy your services or products.

What makes copy/content material nice?

Nice content material—and nice copy—each do three issues properly:

  1. Entice the reader to maintain studying
  2. Remedy a necessity for the reader
  3. Give Google one thing price displaying

Let’s speak about these.

Nice content material is attractive

Fascinating, charming, attractive—if these phrases don’t describe your writing, it wants modifying. 

How do you make your content material extra attractive? By:

  • Realizing your viewers.
  • Being concise in your wording.
  • Writing in a conversational tone.
  • Enhancing, modifying, and modifying some extra.
  • Mastering transitions and emotional wording.

I wrote a complete information to turning into a greater author, which I like to recommend you learn to be taught extra.

Nice content material solves a want

I discussed you need to know your viewers to put in writing nice content material; a part of meaning realizing the issues they’ve and the way your services or products solves these issues.

I don’t imply the superficial downside, although—individuals don’t usually purchase a T-shirt to remain heat. They purchase a T-shirt to help their favourite group, exhibit their pursuits, discover like-minded individuals, or really feel extra engaging and assured.

You will need to uncover the underlying downside your goal market has. Additionally, present what you must provide and the way it solves that underlying downside.

For instance, clothes model Bombas speak concerning the actual issues its socks remedy, not simply that they’re snug:

Bombas copy about its socks' features

Nice content material is optimized for engines like google

Despite the fact that I stated search engine marketing is often pursued by content material writers over copywriters, each can profit from studying it—and cost extra too.

Search engine marketing is the method of making content material that’s optimized to rank on Google for a selected key phrase. Whereas there’s rather a lot to find out about search engine marketing writing, it boils down to:

  • Doing key phrase analysis to find out the very best goal key phrase for a web page.
  • Realizing the search intent for that key phrase, i.e., what’s the searcher actually on the lookout for?
  • Understanding and implementing on-page search engine marketing.

For instance, this web page targets the key phrase “copywriting vs content material writing.” 

We discovered this key phrase via key phrase analysis. We selected it as a result of it will get cheap site visitors and has a comparatively low Key phrase Problem (KD) rating, in keeping with our Key phrases Explorer instrument.

Overview for "copywriting vs content writing," via Ahrefs' Keywords Explorer

Subsequent, we appeared on the search intent for this key phrase by reviewing the competing pages within the search outcomes. I discovered that the majority searchers appear to be on the lookout for data on the variations between the 2 in an effort to select a profession path or make a hiring determination—in order that’s what I centered this text on.

Google search results for "copywriting vs content writing"

Lastly, to assist with on-page search engine marketing, I appeared on the Folks Additionally Ask field on Google. I’ve included solutions to a few of these frequent questions inside this text:

PAA box on a Google search results page

In fact, there’s extra to search engine marketing than simply what I’ve shared right here. Go learn our newbie’s information to search engine marketing to be taught extra.

What pays extra—content material writing or copywriting?

In keeping with Certainly, the common content material author’s wage within the U.S. is $56,076 per yr. Evaluate that with the common copywriter’s wage of $58,560 per yr.

Copywriter salary in the United States, according to Indeed

Copywriting tends to pay greater than content material writing as a result of it’s straightforward to see the rapid affect of excellent copy on an organization’s backside line.

Give it some thought. Say you rent an individual to put in writing copy. The copy they wrote then instantly will increase your conversion price by 2% and places an additional thousand {dollars} in your checking account. 

You’d pay them extra, wouldn’t you?

Evaluate that to hiring a content material author who writes a weblog article for you, which you aren’t positive whether or not or not the article did or will make you a refund. It’s straightforward to see why copywriters earn more money than content material writers.

That stated, I’ve by no means marketed myself as a “copywriter.” I additionally make excess of a typical copywriter for writing content material. That’s as a result of I perceive search engine marketing and advertising and marketing as properly, and the articles I write for my shoppers usually make their strategy to the highest of Google’s search outcomes.

Additionally, I perceive each copywriting and content material writing, which permits me to cost extra.

Take into account that my first-ever freelance writing gig made me a measly $5 for an almost 3,000-word article. So know that it takes time to be taught the abilities—each writing abilities and with the ability to market your self—to succeed in larger pay.

Must you rent a content material author or a copywriter?

In the event you’re right here questioning who it is best to rent—a copywriter or a content material author—the reply isn’t completely black and white.

In order for you somebody to put in writing product descriptions, touchdown web page copy, or copy for PPC advertisements, contemplate a copywriter. In order for you somebody to put in writing weblog posts, e-mail newsletters, or ebooks, rent a content material author.

However actually, the phrases “copywriter” and “content material author” are simply totally different titles for what’s mainly the identical job—placing phrases on a display screen that inform, entertain, and finally get individuals to seek out and wish to purchase out of your model.

My suggestion is to search for a copywriter with search engine marketing abilities. They would be the most costly but additionally (hopefully) probably the most useful rent for your online business.

Take a look at my information to hiring an search engine marketing staff for extra perception.

Closing ideas

Copywriting and content material writing have their variations on paper. However finally, they’re simply titles.

The true distinction is whether or not the one who claims a title is definitely a talented author within the trade they’re promoting themselves. If they’re, their title doesn’t matter, and they are going to be an asset to your online business.

Questions or feedback? Ping me on Twitter.