Copywriting vs. Content Writing: What’s the Difference?

by Jessica Speweike, Content Developer
Copywriting vs. Content Writing internal image

Those terms are interchangeable, aren’t they?


Copywriting and content writing are two distinct styles of writing that serve different purposes in a digital marketing strategy.

What is Copywriting?

Copywriting is used to persuade readers to take a specific action. Good copywriting will pique your reader’s interest, inspire a reaction and prompt a response. Desired actions might include buying a product, visiting a store or website, filling out a form, subscribing to an e-newsletter or reaching out for information.

Copywriting is typically more concise and used in these marketing materials:

  • Digital and print ads
  • Email campaigns
  • Landing pages
  • Social media posts
  • Broadcast media

Copywriters should communicate a sense of urgency in their writing, encouraging their target audience to act soon. Digital copywriting requires knowledge of search engine optimization (SEO) tactics since using the right keywords helps content rank higher on search engine results pages (SERP).

Defining Content Writing

Brands that stand out typically employ effective storytellers. Their content writers use narrative to inform readers and present key messages. They draw in the audience by creating relatable content that reinforces their company’s expertise, values and unique qualities.

Content writers aim to build trust and strengthen relationships with current and prospective customers, not make direct conversions or sales.

Content writing is best used for:

  • Website content
  • Blog articles
  • Press releases
  • News articles

Content development is a long-term marketing strategy that builds a strong online. While copywriting draws prospective customers in from other marketing channels, good content writing engages and sustains your reader’s attention with the intent of leading to eventual purchases.

Thorough knowledge of SEO is necessary for good content writing. Using brand-specific keywords in the page titles, headers, subheads and body copy improves your website placement on SERPs. And that will get your content in front of more potential customers.

The Advantages of Copywriting and Content Writing


  • Boosts brand awareness
  • Promotes your online presence
  • Can deliver measurable, short-term results
  • Provides short-form, relevant content to meet the changing needs of your business
  • Highlights product features and services and brings them to the attention of your target audience
  • Helps convert leads to sales

Content writing:

  • Educates readers on various topics, products, services and company news
  • Provides evergreen digital content
  • Optimizes SEO efforts by including necessary keywords
  • Showcases relevant topics and uses persuasive language to build a rapport with readers
  • Provides opportunities to create long-form content for different media
  • Boosts organic traffic and encourages repeat visitors to your site
  • Can increase long-term sales and lead generation

The TouchStone team specializes in digital copywriting and content creation. We can define your strategy and produce copy or content to highlight your unique brand identity. Call 419-299-9000 or contact us online to learn more about our services.

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