What’s the difference between content writing and copywriting?

I get this question a lot. 

But before we define the difference, let’s talk some high-level basics. 

Generally speaking, content writing refers to long-form pieces of work, like articles and editorials; whereas copywriting is usually shorter in length and includes work such as web copy or emails.

So, if you’re looking for someone to keep your blog up to date, you’re probably in the market for a content writer. And if you’re looking for someone to refresh your website or get your email campaigns converting, you’ll be needin’ a copywriter. Sometimes, folks get confused, because it’s not uncommon for writers and marketers and people in general to refer to ‘content’ and ‘copy’ interchangeably. 

But there is a real, meaningful difference between the two, and it boils down to one (kinda) simple question:

How soon do you want the reader to take a specific action?

There is a real, meaningful difference between content writing and copywriting, and it boils down to one question:
How soon do you want the reader to take a specific action?

Content writing (in a nutshell):

With content, your job is to educate, entertain, inspire, and engage.  The point of the work product isn’t necessarily to get someone to do something right away. The goal is less transactional – you’re trying to build up a bit of equity in the mind of your target audience, and establish yourself as an expert, an authority, and a reliable source of interesting information.  

For example, right now, you’re reading content – this blog post is designed to help you understand the ins and outs of content and content marketing. Of course, it’d be great if you read this and immediately booked a consultation, but that’s not really the point. If you leave this web page having learned a few things about content and copywriting that you didn’t know before, that’s mission accomplished.

Copywriting (in a nutshell):

But with copy, you’re probably (almost always) trying to prompt a specific behaviour: download this, sign up for that, buy now, etc. And in order to do that, copywriters can employ any number of tactics and formulas designed to hook the reader and compel them to take an action, post-haste. 

Ready to see copy in action? You’re in luck! Just take a look around the Offscript website – there’s blocks of copy pretty much everywhere. Their job is to get readers interested in Offscript’s specific products and services. Notice how these sections have snazzy buttons with specific calls-to-action so that you can quickly “Learn more” or “Tune in.” 

At the end of the day, whether you need a content writer or copywriter is down to your content strategy, and your overall marketing and business objectives.  Some writers only produce long-form content, and others only write copy, but there are writers and agencies (like Offscript) who do both. A bit of research should reveal whether you’ve found the right person for your project.