Content Writing vs. Copywriting – What Is the Difference?

Content writing and copywriting are often used synonymously. However, there are certain differences between the two writing forms, which shall be described more in detail below.


The term copywriting described the writing of advertising copy. This involves the formulation of a goal which the copy, that is, the advertising copy, must reach. For example, this can be the sale of a service or the subscribing to a newsletter. The potential customer should hence be moved to a conversion, that is, an action. To reach said goal, the advertising copy specifically addresses a target audience which has been analysed minutely beforehand.

For instance, if copy is to be written for a company which sells building material to other businesses, a buyer persona is created with all his or her data, preferences and desires. This could be a 42-year-old man who works as an independent brick layer. Among other things, it is important to him that he is able to buy his building materials easily and quickly at fair prices.

By creating a target audience for every copy, the advertisement will not be shown to people who do not fit into the customer pattern. In this way, that money is lost to people to whom the advertisement will not appeal to can be prevented. In this example, this could be a 37-year-old restaurant owner or simply people who do not own their own business.

Copy is moreover often short and easily understandable. It gets to the point quickly. To appeal to the customer with few, simple words and with the appropriate tonality and to convince him or her requires skill, research and empathy. The unique selling point of a product or service must thereby be presented to the reader.

Online copy

Especially in the online world, a copywriter is in need of experience with search engines so that the advertisement is seen. Hence, she or he must know the important keywords and be able to apply them in the copy in order to reach the crucial readers. But nowadays, to be seen does not necessarily mean to be read anymore. This is why it is the more important to appeal to the reader directly and with few words. Only doing so can result in a connection, interest and a possible conversion.

Offline copy

Copy is also found offline – be it on post cards, in brochures, on coupons as well as in printed product descriptions. Here, the same applies as does for online copy: to achieve that the copy is read by the target audience and to appeal to them on an emotional level.

Content writing

In contrast to copywriting, content writing creates longer texts. Their aim is to deliver additional value as regards content. This is usually the mediation of information. Thus, such texts are often used in content marketing, an advertising form which harnesses content. For instance, this could be this blog post you are reading right now. Here, knowledge of SEO is necessary as well.

Blending of the two writing forms

Nowadays, the two terms content writing and copywriting are often used synonymously. This is because the two writing forms blend together increasingly. Due to stimulus satiation, it has become difficult by now to sell a long text on the internet without copy. On the other hand, there are more and more instances of copy which includes informative content.

Conclusion and choosing the right writing form

In a nutshell: copywriting primarily focuses on the sale of a product or a service. Content writing attaches importance to the building of customer relations.

Which writing form is suitable for you depends on the intended use. If you wish your customers to take some form of action, copywriting is advisable. If you wish to establish the relationship to your customers sustainably and want to see them in good hands, on the other hand, content writing is more reasonable.

As a matter of course, which form is most suitable to your intentions or whether a mixture is the better choice can be discussed in a conversation. So contact me without obligation if you would like to receive more information or if you have any questions.