Elevating The Message: Copywriting vs. Content Creation

Hello, friends!! This year is flying by, and I can’t believe we are already in the spooky months. Pumpkin spice friends, where are you at?! 🎃 The Savvy Morris team has been over here surviving and thriving, pumpkin coffee in hand. We’ve been hard at work bringing clients to bring their marketing dreams to life! I wanted to talk about a frequently asked question that I see all the time as a copywriter: what is the difference between copywriting and content creation? 

Copywriting is short-form persuasive writing that focuses on conversions and call-to-actions. Think ads, website pages, and email campaigns. 

Content creation is writing that is informational and entertaining, designed to engage, educate, and build ongoing relationships.  Think blogs, social media, and informational content. 

Let me break down the differences through 3 areas of copy goals. Let’s take a look at the primary purpose of each, SEO differences, and the longevity of copywriting and content! 

PURPOSE. 

Copywriting: The power of well-crafted copywriting lies in its ability to persuade. Each word is strategically chosen to guide the reader towards a specific action. It’s a direct marketing tactic, convincing someone to make a purchase, subscribe to a newsletter, or click a link to follow your process. 

Content Creation is more than just writing, it’s about building relationships. The primary function of content creation is to entertain and educate, but it’s also a platform to show your personality and build trust and credibility over time. 

As you can see, copywriting is geared toward making the sale. Content creation sets the tone and stage to make that relationship safe enough for clients to see YOU! 

SEO

Copywriting: SEO can influence copywriting. However, remember that the main goal is conversation and a call to action. Because copywriting is so concise, it may not focus as heavily on SEO keywords. 

Content Creation: SEO and audience engagement go hand in hand. Valuable content is what drives people further to you as a business owner. You want to focus your SEO efforts on your longer form content and links! 

Ultimately, well-written content should be created to build trust so that when your audience sees your marketing copy, they feel excited and ready to trust you. 

Longevity: 

Copywriting: Copywriting can constantly change because it focuses on specific time-oriented goals. Sales copy reflects what is currently happening in your business.

Content Creation: If you’re putting out valuable content, it can attract an audience for as long as you have it in the wild to be found! There is a huge chance that your blogs and social media posts can be valuable for years and years! 

That said, copywriting is meant to change and grow with you, while content creation has more flexibility to exist in a more passive way. 

There is some overlap between content creation and copywriting—Hello, that’s why I am here! I write primarily website copy while whole-heartedly loving to tell stories through blogs. Copywriting, traditional marketing (like emails and newsletters), and social media all focus on communicating differently to have well-rounded relationships with your key audience! 

The Savvy team prides itself on meeting communication needs! Have more questions about copy? Head over to our Instagram or schedule a consultation! 

Until Next Time, 

Rebecca Kochanek, Copywriter & Blogger