Copywriting Vs Content Writing: Choosing the Right Approach

Both copywriting and content writing have their importance in advertising and marketing. Though often mistaken as the same, these two are different. The key difference lies in their purpose. Copywriters are responsible for creating persuasive copies with the goal of converting the readers into buyers. Content writers, on the other hand, create content that informs the audience and engages them. In this blog post, we will explore the key differences between copywriting and content writing in more detail.

What is Copywriting?

Copywriting focuses on crafting words that can prompt readers to take specific actions. These actions could include signing up for a newsletter, supporting a community, or buying a product or service. Here, the tone of voice is persuasive. 

Copies are generally short and solely focused on driving readers’ actions rather than informing them about something or introducing something. Copywriting is not just limited to writing but also includes the strategic way of crafting content that can influence a specific action from the reader. The content can be context, text or any visual element (picture, font, style or colour). Let’s understand the help of examples why each of these elements matter in a copy:

Copies are used in emails, marketing and advertising. There are various types of copywriting. Some of the popular ones are:

• Technical Copywriter
• Freelance Copywriter
• Online Product Copywriter
• Marketing Copywriter

Copywriting generally appears in the following:

Email Newsletters

The emails sent to subscribers to tell them about your new collection/blog, discounts, etc., are also copies. They also include strategically placed CTAs. 

Product descriptions 

The product descriptions are also copies as they are meant to persuade potential customers. 

Advertising campaigns 

Copies are used in commercial ads, banners or hoardings. 

Social Media Posts 

Bite sized copies are widely used over social media to promote products, services, or brands. 

Features of great copywriting

What makes a copy great? Let’s find out!

1. It should be compelling.

Before starting out, you must clearly understand your goals and target audience. Then, write to persuade rather than to focus on just good words. There are a variety of ways that copywriters employ to make their copy sound interesting and persuasive, like using storytelling or evoking the emotions of their audience. So, a great copy is one that has storytelling and sales pitch in a proportionate manner. 

2. Your Copy should focus on offering solutions rather than telling features

As we know, copywriting is done with the primary goal of generating conversions, so a copywriter should dedicate more of his time to researching his audience and understanding their pain points and how their product/service may offer relief. Your copy should be driven by consumer psychology. 

3. Make it conversational 

A copywriter’s job is to communicate effectively with their target audience. They need to figure out what really makes them tick. If your message is proportionate but still filled with jargon, it won’t resonate with the audience. So, in this case, you just have to focus on using a conversational tone. However, your tone and style of copy should align with your brand image. 

Moreover, you can also include data, numbers, and examples to back your copy with the facts to nurture trust. 

4. Creative

People encounter hundreds of advertisements daily, so it takes a lot of work to get their attention. But there is a key, and it’s to be creative. Try something that will quickly draw in the reader and prompt them to read your copy. This could be using a non-uniform font style, colour, or something surprising. 

5. Short and Sweet 

A great copy is always straightforward and concise. But, at the same time, you also need to make sure your message is not incomplete. Pick any relatable pain point and punch the user with the quick solution persuasively; your copy will sell effortlessly. 

What is content writing?  

Content writing is the process of putting up information in an interesting way to educate the readers. Content writing is widely used by many B2B brands to increase their brand presence and online visibility. It helps them establish themselves as the authentic and expert business in their niche. Information guides, reports, e-books, blogs and articles are all form of content writing. 

Some popular types of content writing widely employed by B2B businesses and B2C businesses are:

• Web content writer
• Content strategist
• SEO content writer

What makes great content writing?

Here are a few things that make the content look great:

1. Your content should be highly informative, helpful and engaging

As we already discussed, content writing is done with the purpose of informing the audience. So, a content writer must always strive to offer answers to the queries users generally may have. This may include covering topics in your niche that are widely searched by users and frequently asked questions, etc. 

Performance indicators like engagement can reflect whether your content is informative, helpful, and user-centric or not. If you are driving high engagement, it tells you that your content is digestible & share-worthy.

2. Write unique and trustworthy content

If you are thinking of building a strong online presence using blogs, there are thousands like you in the competition. So, how do you ensure you stay ahead of the curve? The answer lies in how uniquely you can present your content and that, too, in a trustworthy manner. You should always try to bring something new so search engines spot you quickly and users find you interesting and distinct. Moreover, it is equally important to back your content with the proper data, stats, surveys and studies. This will make you sound credible and boost your audience’s trust in your content. 

3. Focus on Search Engine Optimization 

Merely writing good and unique content won’t do much unless you won’t put effort into optimizing your content for the search engine. The reason is when your content is going to be published, whether it will show up in search results will be greatly influenced it how easy it is for Google to crawl and index your content, find it most relevant as per the user queries and identify it as credible and unique. This is where search engine optimization helps. SEO services or SEO agencies are experts who manage your presence over search engines like Google, Bing, etc. You can seek their help to strengthen your online presence. 

The above example is one of our blog posts. This content is written with proper expert insights and attention to important details. Google recognized our content’s user-friendliness and placed it on the first search result page results. This blog not only helped us rank but also nurtured loads of qualified leads. If you’re a B2B or B2C business looking to empower your online presence with user-centric and high-quality content, consult Kinex Media and discuss all your needs now. Your first consultation is free with us!

Copywriting Vs Content Writing

Copywriting vs Content Writing: What does your business need?

Now that you have finally learned the key difference between copywriting and content writing, you might be wondering which one your business needs. Well, the answer depends on your business goals. If you want to boost your sales, you should go ahead with copywriting. But if you want to establish yourself as an expert in your field, content writing is your way to go. Both content writing and copywriting are an integral part of a marketing strategy. 

FAQs

• What does a content writer do for your business?

A content writer is responsible for creating content that can boost engagement and promote your image subtly. As professionals, they can optimize your content for search engines and improve your rankings, which can help you generate qualified leads. Content plays a vital role in covering keywords you target, which also helps you receive qualified leads. Moreover, they can also help you craft a content strategy for social media and increase your brand awareness. 

There are multiple benefits that come with hiring a professional content writer.

Your content plan is almost ready with Kinex media. Consult now and discuss your requirements.

• I’m a restaurant business, which services are better for me, Content Writing or Copywriting?

Both content writing and Copywriting can benefit you. By sharing blogs, you can show your expertise in your niche and improve your search engine rankings. At the same time, you can use copywriting services to help you optimize your product descriptions, landing pages and CTAs. A copywriter can also help you with writing compelling notifications, loyalty programs, and promotional emails. 

You should try both the services as both services can play a vital role in your SEO friendly menu engineering, promotional campaigning, brand storytelling and leveraging user generated content. 

It would be better to choose a service that offers both to ensure there is a proper sync between both marketing techniques. 

• What is included in copywriting services?

Generally, copywriting services include:

1. Website copy: Homepage, about page and product descriptions.
2. Advertising copy: Social media, Google Ads and print media.
3. Marketing materials: Brochures, flyers, catalogues and press releases.
4. Email marketing: Promotional emails and newsletters.
5. Social media content: Posts, campaigns and influencer collaborations.

With Kinex Media, you also get:

1. Content strategy: Planning and scheduling.
2. Research and analysis: Market research and performance tracking.
3. Editing and proofreading: Error-free content refinement.
4. Consultation: Branding guidance.
5. Content calendar: Organized scheduling.

• What do you include in your content strategy?

Our Content strategy includes a basic overview of the following:

1. Audience analysis, which basically includes demographics, pain points and behaviours 
2. Unique value propositions of your brand.
3. Content goals like lead generation, brand awareness or sales. 
4. Competitor analysis 
5. Content plan 
6. Content deliverables 
7. Brand tone and voice 
8. Keyword research
9. Omnichannel strategy 
10. Brand journalisms 

• Do you have analytics and performance-measuring tools?

Kinex Media has over a decade of experience in the digital marketing field. As leading marketers, we keep our toolkit fully equipped. All strategies we employ for your project are data-driven. We track key performance metrics to enhance engagement rates, bounce rates, lead generation rates, ROI and more.