What's in this article?

What is Copywriting?
What is Content Marketing?
What’s the Relationship Between Copywriting and Content Marketing Writing?
Is It More Important to Have Quality Copy or Content?
Start Strategizing with Copy and Content in Mind

Copywriting vs. content marketing —what does it all mean?

If you’re going to make the most of your digital marketing strategy, you’ll want to understand the nuance of both and what they can do for your business. . 

You may be familiar with content writing, but you can also leverage copywriting to make your online buyer’s journey that much smoother.

Let’s break down the difference between content writing and copywriting, who can write each one, and how you can combine them to generate interest from your specific audience.

What is Copywriting?

Copywriting is the process of creating text for the purpose of advertising or marketing a product, service, or brand. 

Common places where you’ll find copywriting include:

  • Website pages
  • Sales letters
  • Brochures
  • Landing pages
  • Product pages
  • Paid ads

Think back to the last website you visited for a product or service you needed. How did you know where you wanted to go?

Let’s say you have some digital marketing needs and found your way to Kaleidico’s homepage. Do you know where to go to contact us or schedule an appointment? Do you get an impression of our company?

The combination of smooth web design and copywriting made all this possible.

Is Copywriting the Same as Content Writing?

Copywriting and content writing are often used interchangeably, but there are distinct differences between the two.

In short, copywriting is all about sales.

The objective is to create content that engages readers and drives conversions to make more sales. Copywriters know how their audience thinks, what they’re looking for, and how to share content in an appealing manner. 

Conversely, a content writer doesn’t have a sole focus on sales.

Instead, these individuals are often writing to provide guidance, share advice, and inform their audience.

For example, they’re skilled at writing blog posts and creating infographics. This type of content may result in sales, but it’s not created for this sole purpose. 

Can a Copywriter be a Content Writer and Vice Versa?

Of course!

Maybe you’re looking to hire a copywriter to assist with web page copy and brochures. You may find that your content writer, the person who creates content for your blog, is more than capable of taking on this task.

Just the same, many of the best copywriters are also skilled content writers. They’re able to take their knowledge of “sales writing” and apply it to many other types. 

The two have different purposes, and therefore, styles. As long as the intention of the assignment is clear, it should be easy for a writer to transition between the copy and content writing.

What is Content Marketing?

Content Marketing Institute shares the following definition of content marketing:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Common forms of content marketing include:

  • Blog posts
  • Infographics
  • Slide decks
  • Video
  • Case studies
  • Ebooks
  • Podcasts
  • Social media
  • Email marketing
  • Newsletters
  • Webinars
  • Gifs and memes

There’s more to content marketing than the creation of high-quality content.

It’s a three-pronged approach including planning, creation, and distribution. Knowing this upfront allows you to strategize accordingly. 

Content is often used to attract visitors and generate new leads. Once they get to your site, your quality marketing copy will let them know they’re in the right place.

What’s the Relationship Between Copywriting and Content Marketing Writing?

Copywriting and content marketing often work together hand in hand. 

Take for example a content marketing strategy created with the goal of engaging prospects, driving conversions, and ultimately boosting sales and revenue. 

Even though the content — such as a blog post or slide deck — may not be sales-driven, it should still communicate the brand’s message in the proper form. And that’s where copywriting comes into play.

Now, let’s look at things from the other side.

A copywriter creating content for a landing page should look at their approach from a content marketing point of view. You can have the best landing page in your industry, but it doesn’t do you any good without a distribution strategy to back it up. 

Copywriting and content marketing must work together in perfect harmony to generate top-of-the-line results. This is why it’s critical to create a defined digital marketing strategy upfront, as doing so provides a roadmap for both copywriters and marketing professionals. 

Since copywriting is typically simpler than writing a content piece, it can be difficult not to overthink it. The important thing about copywriting is that you don’t try to reinvent the wheel. Put yourself in the shoes of the customer and think, “what would I want to see as a buyer/prospective client?”

Is It More Important to Have Quality Copy or Content?

Ideally, your business will have the best of both.

The best copywriting and your compelling content work in tandem to present a website that attracts potential customers and generate leads.

But when you just begin to ramp up your marketing output, your website copy should be a priority. You want to make sure you have a functional product before you worry about your creating content.

At the beginning of your marketing plan. hire a copywriter who can tackle this task while you focus on strategy, distribution, and sales. 

Once you reach the point that you develop a more comprehensive plan — strategy, creation, and distribution — content marketing is the solution. You’ll need content writers who are experienced with long form and authoritative content.

The more you dig the more you’ll realize that you don’t have to choose one or the other. Invest time in improving both your copywriting and content marketing to boost your business. 

Start Strategizing with Copy and Content in Mind

It’s common to have questions about both copywriting and content marketing, especially if you’re unfamiliar with these forms of marketing. Answer the following questions with your business in mind, as you develop your marketing strategy.

  • Is it your intention to manage copywriting and content marketing in-house or to hire an outside agency?
  • Are you familiar with the pros and cons of managing copywriting and content marketing in-house? The pros and cons of hiring an outside agency?
  • Which one provides a better return on investment, creating content in-house or a or hiring an outside marketing agency?
  • What does it cost to hire a copywriter and/or a content marketing firm?

While it’s important to address these types of questions, expect your answers to vary from time to time. For example, even if you have a content writer on staff, it could still make sense to bring on an agency to assist with strategy creation. 

A full-scale marketing agency like Kaleidico will also offer web design and development, pay-per-click ads, social media management, search engine optimization, content creation, and white label content.

In this digital age, copywriting and content marketing are too important to your business to ignore.


This breakdown of copywriting vs. content marketing should help you prioritize your marketing needs right now. 

If you’re struggling to take the first step, tell Kaleidico about your project.

A discovery session with one of our digital marketing experts will put you on the path to success.

From a full-blown strategy to white label content marketing — and everything in between — we’re available to provide you with professional guidance and advice.

Photo by Redd on Unsplash

About Chris Bibey
Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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