In the previous article, we looked at the difference between copywriting and traditional writing. Today we will look at the difference between copywriting and content writing for websites. Despite the names look almost the same, these are a completely different directions.

Word definitions

First of all, let’s look at the meanings of words so that there is no confusion.

Copywriting is the solution of problems, more often commercial ones, with the help of text and with a measurable result. Which can be calculated in numbers, for example, in money or other indicators (leads, conversions, etc.). See this lesson for more details.

Content writing is the creation of texts that are then placed on websites. They may or may not have clear objectives. For example, the placement of an article by a journalist has no specific and measurable task. While the placement of an article by a copywriter serves two purposes: to attract an audience from search engines and move it further down the sales funnel. More about this – here.

Copywriting and text content creation are not the same thing! With an outward resemblance, they have at least 7 fundamental differences.

Dan Shardakou

1. Copywriting is not limited to texts for websites

Copywriters develop texts and wireframes not only for websites, but also for social networks, Email newsletters, commercial offers, presentations, sales scripts, booklets, brochures, video scripts and much more. Websites, although often the main vector, are far from the only one.

2. A copywriter doesn’t just write content, but integrates it into a strategy

Writing just a text is quite easy. Even a schoolboy can handle it. Another thing is to make sure that the content solves a specific task. Because the tasks for different pages of the site (for which content is created) are very different. For example, the article on the blog has its tasks. A commercial page that sells a product or service has a completely different ones. And approaches to solving such tasks will be fundamentally different.

The same applies to the home page, about us page about the company, transit pages. Here you need a strategy, systematic thinking and a clear understanding of what, how and why to perform certain actions. As a result, copywriting requires special knowledge, skills and abilities (more on that below).

3. A copywriter always creates text based on analysis

This is a consequence of the previous point. Unlike the content writer, who can simply rewrite existing text with unique words or make a publication based on the information provided by the customer, the copywriter works differently. His first step is always analytical work: searching, processing and systematizing data. Without this stage, the probability that the text will solve the problem is extremely low. Here’s the detailed lesson about how to conduct express market analysis properly.

Such work is practically invisible, but takes the lion’s share of the time. This is why copywriters almost never bill for thousands of characters, and why copywriter’s services cost much more than content writer’s work.

4. A copywriter needs special knowledge and skills

A copywriter is a specialization of a marketer. Therefore, he or she needs basic knowledge of Internet marketing, including related areas:

• SEO
• Contextual advertising
• SMM
• Web analytics
• CMS and site management, etc.

Of course, you can object here that journalists, in fact, also write articles for various online magazines. And this is also content. But it doesn’t require marketing. And you will be right. But only in part. This is only a special case with a very small specific gravity. For example, when the magazine is already popular and has a formed core of readers. But if there is no such core, if the site is unknown, then just writing an article is not enough. Simply because no one will find and see it without marketing support and internal search engine optimization.

5. A copywriter usually uses a lot more tools than a text content creator

Simple content writing often requires only a text editor and a search engine. Now it has become fashionable to also use neural networks like ChatGPT. This is not enough for a copywriter. The copywriter in his work, among other things, uses:

• Analytics services (like Google Analytics)
• Keyword planning services (like Google Keyword Planner)
• Graphic editors for creating wireframes, mockups and flowcharts
• Readability analyzers (like Hemmingway editor)
• A/B testing systems (former Google Optimize, now Google Analytics 4 has these features)
• Artificial intelligence-based translators (like Google Translate)
• Team communication and task setting services as well as many other tools.

6. Different approaches to working with terms of reference

Content writers usually work according to the terms of reference given to them by the customer. Copywriters, as a rule, create the terms of reference themselves or conduct its expert evaluation in order to supplement or reject it.

7. Copywriting involves content writing

If we analyze all the previous points, we can see another key difference. Copywriting involves content writing, but is by no means limited to it. See how this can be illustrated with Euler circles.

Сonclusions

As you can see, copywriting and creating content with external similarity are very different. Moreover, their differences are fundamental, related to the approach to work and problem solving, responsibility and required expertise.

I hope this article helped you. If you want to learn more about copywriting, check out this free and systematic YouTube course.

Best regards, Dan.