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The Difference Between Copywriting and Content Creation

When you start out on any marketing journey, regardless of your brand or your products, one thing is clear: you’re going to need someone who knows their way around the English language. At Unusual Comms we call these people our “content writers”; they’re the kind of people who love playing scrabble and can pump out 1000 words on paper like it’s nobody’s business. They’re also very good looking with an amazing sense of humour. (and, spoiler alert, they may be writing this right now).




When you start out on any marketing journey, regardless of your brand or your products, one thing is clear: you’re going to need someone who knows their way around the English language. At Unusual Comms we call these people our “content writers”; they’re the kind of people who love playing scrabble and can pump out 1000 words on paper like it’s nobody’s business. They’re also very good looking with an amazing sense of humour. (and, spoiler alert, they may be writing this right now).


The thing you’ll quickly realise when you start hunting for your language expert is that, in the marketing world, these people fall under two categories: copywriters and content writers. If you haven’t been around the marketing block for very long then you might be scratching your head wondering what is the difference between the two, if there even is any. Is content creation just a fancy new way to say copywriting? Are the two interchangeable? Or is one better than the other?


Well, don’t worry. We’re here to set you straight about all the ins and outs of copy versus content so that when you look for your language expert you can make the right decision for your business.


First of all, copywriting and content creation are not interchangeable words for the same thing. You may see people use them interchangeably but those people are wrong - and you maybe shouldn’t hire them.


Perhaps the most traditional form of written marketing, copywriting is writing that’s specifically geared towards advertising a product or service, and its sole purpose is to be used for promotional materials, marketing or advertising. Think of a McDonald’s TV ad: the company isn’t trying to educate you or offer you anything new or valuable per se, they’re trying to get you to buy a burger. There’s no veil around it, it’s plain and simple, ‘in your face’ advertising. Copywriting is this sort of marketing in written form: it often involves one line slogans, catchy click-bait headlines, or posters and pamphlets that are specifically designed with the intention of capturing your attention and selling you a product.


There are some content creators out there who would try to convince you that copywriting is BAD and old form and that there’s no place for it in a modern marketing world, but honestly that’s not true. Copywriting is a great tool when it’s used as it was intended. The problem comes when people try to use the formula of copywriting in areas and on platforms where they really should be sharing content.


See content writing isn’t about sharing your catchy one-liners or throwing products in your customers’ faces; content is created in a way that’s designed to entertain, entice and add value to your target market. As the old adage goes: “You catch more flies with honey than you do with vinegar.” Well, you’re more likely to build a loyal online following by offering your clients content that they actually want to read than just bombarding them with demands for their money.


The beauty of content creation is that when you put it out into the world (on your social media pages or your website) you’re actually not asking for anything in return. You’re giving to your clients freely in the hopes that it will build trust and win them over as loyal customers and not just once off buyers.


So when should you use a copywriter and when should you be looking for a content creator? The question becomes one of motives: are you looking for quick sales and one off buyers? Copywriting may yield the results you’re looking for. Or are you trying to build brand awareness, and gain a loyal online following that you can depend on and leverage? Content is the only way to go.


If you want people to follow and regularly check in with your brand online then you need to give them a reason to, and creating and sharing relevant, value-adding content does this.


So if you take anything away from this it should be:

  1. That our content writers are ridiculously good looking (hence why we have to hide them behind the computers all day).

  2. That copywriting and content creating are two completely different things that serve completely different purposes. 

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