The Difference Between Copywriting and Content Writing — and Why You Need Both

Ever bought something on impulse – and later wondered, why did I do this to myself? 

Unfortunately, that’s happened to me more than once. But that’s the power of writing – more specifically, copywriting. 

Selling isn't the only role words play, though. The right writing can also educate, engage, and build trust. That's where content writing comes in. 

To take your content strategy to the next level, you need to understand the difference between copywriting and content writing – and why you need both.

What Is Copywriting?

You’ve probably seen copywriting in action – on website landing pages, advertisements, and product descriptions. But what exactly is it, and what does effective copywriting look like?

Copywriting comes in many forms – from ads and sales pages to public relations campaigns – but they all have the same objective: to persuade. 

The most effective copy is clear, concise, and engaging. In other words, it speaks directly to your readers’ needs and motivations. To do that, you need:

• Empathy and a deep understanding of your audience

• Compelling headlines that grab attention

• Clear emphasis on benefits (not just features)

• A strong call-to-action

  
  

It might seem like a lot, but these elements are all connected. When you understand your audience, you can craft more compelling headlines and messages that resonate. That connection drives action – whether it’s making a purchase, subscribing to a mailing list, or exploring more of your site.

What Is Content Writing?

Content writing is all about educating, informing, and engaging your audience – often over a longer period of time.

When done right, content writing can:

• Build brand awareness and credibility

• Improve your website’s SEO and rankings

• Drive consistent and organic traffic

• Nurture relationships with potential customers

When you hear “content writing”, you’re probably thinking of blog articles, guides, newsletters – and you’d be right. These are classic examples, but content writing also includes case studies, FAQs, social media captions, and even longer-form product pages. 

Basically, any content that exists to inform, educate, or support your audience (rather than sell to them directly) falls under content writing. It’s essential because your content strategy determines how your brand builds trust, shares expertise, and keeps your audience coming back for more.

Difference Between Copywriting and Content Writing

By now, you know the basics of copywriting and content writing, but what’s the real difference? While both are ways to engage with your audience, they differ mainly in intent, tone, structure, and metrics. Let’s take a closer look at the differences.

Category	Copywriting	Content Writing
Intent	Influence action (promote or sell)	Educate, inform, build trust
Tone	Concise, punchy, purpose-driven	Informative, engaging, detailed
Structure	Short-form (ads, CTAs, landing pages)	Long-form (blogs, guides, case studies)
Metrics	Conversion rate, Click-Through Rate (CTR), bounce rate, etc.	Time on page, organic traffic, scroll depth, etc.

Why Both Matter for Your Business

To build a brand that lasts, you’ll need both copywriting and content writing – they play different but complementary roles. 

Copywriting attracts users and drives immediate action, while content writing nurtures interest and builds long-term trust.

Think of it this way: if your strategy focuses on copy, people might click – but not connect. If you rely solely on content, they might care – but never convert.

Using both allows you to guide your audience through every stage of their journey — from discovery to decision — while building loyalty along the way.

How to Know Which You Need

While both copywriting and content writing are essential for a complete content strategy, you won’t always need them at the same time. 

To help you decide, ask yourself:

1. Are you promoting a product, service, or offer?

2. Do you need someone to take immediate action — like clicking, buying, or signing up?

3. Are you crafting short-form pieces like ads, landing pages, or CTAs?

If you’ve answered yes to any of these questions, you likely need copywriting. 

If your focus is on educating, building brand trust, or improving SEO — then content writing is what you need.

Still unsure? At So She Scripted, we can help you clarify your goals and design a content strategy that speaks to your audience — with intention and impact. Contact us to find out more!