Content Writing & Copywriting: What's Valuable In Branding?
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Posted by Monish Vora

September 19, 2014

Content Marketing 16 min read

There was once a time when writing content and copywriting were the same. However, with the evolution in the digital marketing industry, especially in the content marketing sector, the gap between the two has been widening notably.

The Purpose

The main difference between copywriting and content writing lies in the motive behind the writing. Any text written for promotional, advertising or marketing purposes is copywriting. The purpose behind content writing is to keep the visitors hooked and entice them to stay longer on the website and engage with your brand.

Content writing is incorporated into copywriting. However, it is done in an attractive form to grab the audience’s eyeballs. The importance of copywriting is greater as it throws light on the worth of a brand, and its products or services.

Other than the purpose, what are the major points of differences between copywriting and content writing? How beneficial are they in terms of their usefulness on the web?

Content Writing

When you are composing content that provides value to your visitors so that they stay more on your website and recommend it to others, it is content writing. Generally, content writing tends to attract customers and give them valuable information on a product or a service. The most common ways of content writing are articles, blogs, press releases, and more.

Content Marketing Is Carried Out With The Help Of Content Writing

The whole purpose of content writing is to attract an audience towards your brand and educate them with valuable information. Well-crafted content finds its target audience and achieves main objectives.

In content writing, the following points are inevitable.

1) All the elements of the content, i.e. the form, the purpose, the structure, and more, should be well defined.
2) Overall the content should provide a rich experience to the audience.
3) Be clear and succinct.
4) Always have reliable sources to back up your arguments.
5) The content should establish thought leadership and authority among the audience.

If you make statements about your brand, use clear language. This helps the audience connect with you immediately. If there is a need to elaborate, give details. Don’t assume people will understand you automatically, but don’t talk down to them, either.


Copywriting is purely meant to pitch your brand that is created keeping high-quality standards in focus. The copy has to be compelling, and high in value. The main motive of copywriting is to sell an idea, unlike content writing where the main motive is not selling, but to help the audience understand a concept and your brand to generate interest.

Copywriting used to be a part of advertising. However, the evolution in the internet marketing industry is changing the way web content is used, using it to engage and sell effectively to the audience. Copywriting helps in targeting search terms and optimize the content on the basis of those terms. This enables better performance on search engines.

Copywriting Supplements Branding

Your copy has to be created for branding. It means explaining to your audience the characteristics of your brand and why it matters to go with your brand.

Just like content writing, your copy should attract an audience. However, copywriting is an advanced level of content writing. You are required to make the audience respond to your call to action with your copy.

Characteristics of a great copy

Copywriting has the power to attract the audience and keep them engaged. That is the reason that it is gaining popularity.

There is a great experience associated with your content. Copywriting should take the experience to the next level.

The following are the most important characteristics of a copy:

1) Write attractive headlines
2) Use clear, and direct words
3) Converse with your audience
4) Propel your audience to take action
5) Establish authority and trust for your brand
6) Avoid boasting
7) Avoid local slang, jargon, etc.
8) Use simple words. Make it simple and do not baffle your audience

Can content writing and copywriting overlap?

In this debate, many experts believe that the two could manage to overlap. In some content, there are traces of a copy, as a quick call-to-action at the end. This is very commonly found in blog posts. This is perhaps the main reason many online marketers are not able to differentiate between the two. At times, it is a good practice to blur the lines between content writing and copywriting, as generating both in equal proportions could hugely benefit the brand.


Copywriting and content writing could prove to be a great pair if worked together. If you are promoting your brand online, there is nothing that beats the use of effective text. For this purpose, it is vital that you incorporate content writing into copywriting.


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