What’s the Difference Between Content Writing and Copywriting?

Copywriting / 15 Nov 2021

Sometimes, you need a helping hand when it comes to content writing. There’s too much to write, you don’t know the topic very well, and the deadline is looming. So you decide to turn to white label copywriting agencies and their super-skilled copywriters. 

It’s a decision many of us make, but before you hand the task over to someone else you need to know what you’re asking for: content writing or copywriting? 

Did you realise there’s a difference? Nor do most people, so no judgement from our end. We’ll break it down here for you.

The Purpose

When it comes to utilising white label copywriting, the brief you give your writer is like the foundation of a building project. The end goal of what the copy is selling should be crystal clear. 

If you’re seeking copy, then you’re looking to utilise language to sell. If you’re seeking content, then you’re looking to utilise language to entertain, educate, or inform.

As a result, any good outsourced copywriting agency will deliver a piece of copy that has the goal of converting readers to customers in one fell swoop. The copy will include persuasive language, and It will appeal to the reader’s emotions and needs whilst pushing a sense of urgency: you need what we’ve got here, and you need it now. 

On the other hand, content writing aims to inform, educate, and entertain a reader while introducing them to your brand for long term customer loyalty.

If you request content writing, you are telling the content writer that they should adopt a less ‘salesy’ approach. This results in a more informative or relaxed tone of voice which encourages the reader to rely on the client as a reliable source of information and entertainment. It provides rather than sells.  

SEO in Copywriting vs Content writing

When outsourcing your work to a white label copywriting agency, you’ll need to request either copy or content. Depending on that request, the style of SEO will differ.

Don’t get us wrong, any skilled writer will keep SEO on autopilot while writing content — but the approach is different nonetheless. 

When a copywriter is asked to write copy, they’re focused on selling a very specific product or service. As a result, it is not as necessary to be an expert in SEO as the topic they’re covering is often too specific to tailor to a general search term. 

However, with content writing, the writer is aiming to inform on a topic and to encourage customers in the long term. As a result, they should be experts in SEO and ensure that the content is as optimised as possible. 

The Length 

Whether you request copywriting or content writing from a white label copywriting agency will even determine the length of the copy that you receive.

When it comes to copywriting, copy tends to be on the short but sweet side. The writing is fast-paced and to the point so as not to tire out the reader. 

In contrast to this, content writing can afford to have some — as Ali King writes — tangents. This comes back to the content’s informative purpose. Sometimes to truly elaborate on a subject, you need to take some twists and turns to fully clarify things. As a result, content writing tends to be longer than copywriting.  

Know what you need? Reach out to us for expert copy and content.