What The Heck Is the Difference Between Copywriting vs Content Marketing?

By: David Tile | Founder @ Article-Writing.co
Posted On: October 22, 2019

Content marketing and SEO copywriting both play vital roles in the success of your business. Regardless of which stage your business is in, both practices remain crucial to keep your brand afloat and consistently draw in new customers through a comprehensive content marketing system. But, copywriting vs content marketing seems to be an age-old debate on which is better and how they’re different. 

The two terms are often used interchangeably. On the surface, they may seem to strive towards the same goal: drawing in clients. But much more goes into each practice and we’re going to explain them here.

What is Content Marketing?

Content marketing is a strategic approach to marketing that focuses on creating and distributing high-quality, relevant content. The end goal is to attract and retain customers in your target audience with the purpose of generating sales. 

Where You’ll Find Content Marketing

If you haven’t already guessed, content marketing comes in many forms. The best marketing efforts stretch across a vast landscape, including:

  • blog posts
  • infographics
  • social media posts
  • website copy
  • video content

What is Copywriting?

Unlike content marketing, which is free, valuable content for users, copywriting has an ulterior motive. The purpose of copywriting is to get customers (or potential ones) to act on something. Great SEO copywriting entices customers to buy from your business, download gated content, or sign up for a newsletter.

Where You’ll Find Copywriting

Copywriting is often found on sales pages or through avenues for lead generation. You’ll typically find it in these places:

  • email campaigns
  • CTAs (call-to-action)
  • flyers
  • landing pages
  • ad campaigns

Copywriting vs Content Marketing

There’s no reason these two should compete. In fact, when you use them in tandem, they complement each other really well. The only issue is that you need to find a solid balance between the two. 

How Do They Go Hand in Hand?

Your mindset shouldn’t be “copywriting vs content marketing”. Instead, you should think, “copywriting and content marketing”. They’re two sides of the same coin. Your content can draw customers and viewers to your site. But, when it comes time to start marketing, you’ll need solid copy to get your message across and promote your brand. And how far can your copy go without great content? One supports the other.

How to Implement Both in Your Business

Quick Tips for Effective Content Marketing

With so many ways to implement content marketing, you should know some easy ways to ensure it’s effective. 

  1. Publish your best content consistently. This is a good rule of thumb for any writer, really. If you think your work is just so-so, work on it until it’s up to code for you. Your audience can tell if something isn’t quite as good as what they read from a competitor’s website. 

You’ll also want to make sure you stick to a publishing schedule. If you’re thinking of having a piece up once every week, go for it. If it seems like an unrealistic goal, try publishing bi-weekly. Regardless of which route you decide to take, make sure you stick to it.

  1. Ensure your brand’s voice is present. No matter where you publish content (your site, on social media, etc.), your brand’s voice needs to be present. Consumers, both current and future, come to expect brand voice across all channels. It helps them associate you with the kind of tone you want to convey.

3. Repurpose your content. There’s no shame in recycling the awesome content that you create. It took time, effort, and a lot of research, so why not?  If you see that some articles are top-performers on your site, convert them into ad copy or turn it into a YouTube video.

Quick Tips for Effective Copywriting

Copywriting is just as much an art as it is a form of writing. When it comes time to create some attention-grabbing copy, you can keep the following steps in mind.

  1. Keep things clean and concise. Your content can go deep in a blog post. But, copywriting needs to get to the point and keep things simple. Use powerful language to attract audience attention and ensure you get your point across as quickly and naturally as possible.
  1. Include power words. Power words can refer to things like “you,” “guarantee,” “money,” and “stress”. They’re words that catch people’s attention and speak to them directly. These words can also get to the heart of the issue and address pain points right in the headline. 

3. Be authentic. No one likes seeing copy and feeling like they’re being sold to. Copywriting takes finesse. You need to walk a fine line between persuading customers without patronizing or blatantly selling to them. Don’t promise things you can’t deliver and keep things honest.

Let Them Improve Your Content Marketing System


These two practices play key roles in your content marketing system. Our system consists of three core pillars: strategy, create and amplify. Content marketing and copywriting are part of our second pillar, create. Once you better your writing and marketing strategies, these two forces can boost traffic and help your website thrive.


Hopefully this ends the copywriting vs content marketing debacle. Remember that they work well together, not apart. Your marketing efforts will only improve when these practices are applied side-by-side. It’s going to take some time to master both forms, but don’t let that deter you from learning the ropes.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.