Content Writing vs Copy Writing: What’s the Difference?

Content writing vs copywriting. It’s a debate that often confuses marketers. However, don’t underestimate knowing the difference. It can shape how you approach your digital strategy.

For a definition of content writing, it focuses on delivering informative content, the type that educates and engages. The definition of copywriting, however, is all about written work that persuades and converts.

Both are essential in today’s marketing landscape. Okay, they’ve always been essential. Yet with the rise of AI writing tools and LLM overview results influencing visibility online, getting them implemented and in sync matters even more.

This guide goes over the difference of content writing and copywriting, compares their purposes, and shows when you should be using each one.

What Is Content Writing?

For a simple content writing definition, look no further than SEMrush’s summary:

“Content writing aims to provide valuable information to readers.”

To expand on that, content writing is the process of crafting long-form content. Content that informs, educates, and engages an audience from the first to the last word.

It can take various forms. Blog writing. Articles. Whitepapers. Whatever the form of SEO content used, the aim is clear: to build awareness and trust over time. The primary goal is to deliver informative content which improves rankings and attracts organic trafficOrganic search traffic (sometimes called natural or unpaid search) is the traffic that's driven to a website because of unpaid placement on a search engine results page..

AI writing tools can assist with drafting content. However, it cannot be relied upon to paint the whole picture. Human input is necessary for accuracy, readability, and authority. That’s why, even when AI can whip up articles in seconds, content writing services remain in high demand.

When your content writing is on point, you connect with audiences, you answer their questions, and you gain their trust.

What Is Copywriting?

For a copywriting definition, let’s look at how Mailchimp breaks it down:

“Copywriting consists of composing different forms of writing to generate revenue and encourage potential clients to take some form of action.”

To expand, it is conversion-focused writing. It intends to persuade readers and drive action. Unlike long-form content, copywriting is typically short, sharp, and impactful. Examples of where it appears include:

• Ad copy
• Sales copy
• Landing pages
• Email campaigns
• Call to action (CTA)A call to action, often abbreviated as a "CTA," is a step that you want your readers to take. It's your way of guiding their actions after they have read your content.

In essence, you’ll find it in everything that’s designed to nudge a prospect into full-blown customer status.

Where content writing informs, copywriting sells. It’s a persuasive writing style, one that uses emotional appeal and urgency to boost conversions. That’s not all. It is also the key behind brand voice consistency across digital and offline campaigns.

AI tools can draft copy. For effective conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. copywriting, however, you need that human expertise to bring nuance of tone and creative hooks to the table.

Key Differences: Purpose, Format, Tone, and ROI

When looking at content writing vs copywriting differences, these are rooted in one area: intent. Content writing is built for awareness and SEO. This is achieved through long-form, informative content like blogs and guides. Copywriting, by contrast, is short-form, persuasive writing aiming for conversions. Think ad copy, sales pages, CTAs.

In the content vs copy comparison, tone is another difference. Content writing usually explains and educates, while copywriting excites and persuades.

Performance metrics differ, too. Content writing ROI is measured in organic traffic, engagement, and authority, whereas copywriting ROI is tracked through conversion rates and revenue.

AI prompts can influence tone and structure in both. That can be both positive and negative in certain aspects. That’s why human oversight is required, where they can shape output to match brand strategy.

Long-form vs short-form. SEO vs conversion. Informative vs persuasive. Both are different in various ways. Both are also necessary for effective marketing strategies. That’s why for agencies offering white label SEO, a blend of both approaches is needed to deliver measurable client outcomes.

When to Use Each (and When to Combine)

With strategic managed SEO campaigns, content writing is typically used as top-of-funnel content. This is where it’s most effective. From blog posts to educational resources, they attract audiences and support SEO efforts.

As for when to use copywriting, this takes over at the mid- and bottom-funnel stages. It’s where landing pages, ads, CTAs, etc. convert leads into customers.

There are also hybrid writing cases. For example, you could include a persuasive CTA in blog content. Scroll to the bottom of this post and you’ll see that in action. Similarly, content writing that’s informative in tone can still incorporate subtle sales language. It can be lead generation content in its own right.

AI can generate drafts of both content and copy. However, strategic guidance means the right style fits the right stage of the funnel. You know when to use content writing, copywriting, and bring both together for a cohesive – and effective – marketing strategy.

SEO Best Practices for Both, Plus AI/LLM Considerations

Strong SEO underpins both content writing and copywriting. Want to optimise for search engines while also futureproofing for AI and LLM technologies? You need to focus on technical fundamentals and readability. It also demands clarity and structured content for AI to perform well in Google’s AI Overviews.

SEO for content writing and copywriting best practices include:

• On-page SEO: Use clear headings, meta tagsA meta tag is a structured data element that appears in the head section of a webpage., and strategic keywords.
• Internal linksHyperlinks, also known as links, are the connection points on a webpage that take you to other webpages.: Strengthen topical authority and guide user journeys.
• Schema markup: Assists search engines and AI in accurately interpreting content.
• Bullet points and concise summaries: Make LLM-readable content for AI-generated results.
• Balanced keywordKeywords are the words and phrases that potential customers might search for to find your business. usage: Essential for both SEO copywriting best practices and content writing needs.

It doesn’t matter if you are drafting long-form content or persuasive ad copy. With AI-friendly content, SEO efforts will see your content gain higher visibility across search engines.

How to Align Strategy with Goals

Content writing builds awareness and authority. Copywriting drives conversions. That’s why the best content strategy services blend both together, aligned with audience intent and funnel stage. AI content tools, copywriting tools, SEO audit tools – these can all improve targeting. LLM content tools can also optimise for Google AI Overviews.

Want deeper insights? Forget about using different keyword researchKeyword research helps websites unearth the best keywords to drive traffic and visibility. This research is supported by a number of powerful web-based tools, the best of which we’ve listed here. tools and other solutions. Benefit from a complete advanced SEO reporting software solution with Click Insights.

For more direct assistance in building an effective content plan, you can also book a call with our team today.