There’s a fine line between content marketing and copywriting. Although they fall under the same category: digital marketing/marketing. However, each serves a different purpose but works towards a co-dependent goal: generating leads and increasing sales. 

From a traditional marketing standpoint, the difference between copywriting and content marketing exhibit concrete diversity that set them apart from each other. Thus, as marketers, it is essential to know the difference between the two.

Content Marketing VS Copywriting

What is Content Marketing?

Content marketing is the act of creating and sharing factual, informative, and valuable content aligned to the brand, product, and target market to entice new prospects, convert them into customers, and maintain their loyalty. 

What is Copywriting?

Copywriting is a digital marketing approach that triggers customers to take a specific action such as subscribing to their mailing list, making a purchase, register to their website, and other “call-to-action” tactics that will lead to generating new prospects, converting them into customers, and making them repeat buyers. 

Content marketing is composed of blogs, podcasts, and email autoresponders. These materials are important in laying out the brand’s vision and mission. While, copywriting is focused on the content on sales pages, advertising, and direct mailing. 

Why Good Content Without Copywriting Is No Good?

Blogs can only go a certain distance without the aid of copywriting. Regardless of how high the quality of contents you post but you have minimal visitors, the outcome will also be limited. Copywriting is essential in the visibility of your contents. Hence, if your website is experiencing the same issues, these could be the reasons why:

• Headlines are too subtle. Headlines less than striking will give the readers no reason to check what the article is all about. 
• Headlines project too much confidence. Being confident is okay, but coming out boastful may take your readers back. It’s okay to show off how factual and informative your blog is but it is also essential that the content can be deciphered by your target market. If it’s too technical, then maybe your strategy falls short on creativity. 
• Your contents show unclear benefits to the readers. The sole reason for creating contents is for your readers to benefit from it. However, if your content serves no purpose to your readers, then it is likely to be ignored. 
• Contents without rapport. Building rapport leads to trust. If your buyers think your brand is intended to resolve your customer’s problem and you are openly disclosing that to them with a keen understanding of their needs and wants, your customer will likely think your brand has a genuine goal of helping. 
• A poor number of followers on social media. Social media is one platform to gain credibility. The more followers you have the more trustworthy your brand will seem. 
• Confusing “call-to-action”. It is crucial to know how to lead the customers while navigating your application or website. Failing on presenting a clear “call-to-action” will leave them confused and impatient. 

Copywriting is the art of being able to combine specific words and phrases to entice the customer to take a specific action. If your contents are far from being able to smartly choose the words that best fit your target market, then it will be a total waste of time, resources, and marketing effort. 

What Digital Marketers Always Have In Mind?

• Generosity: Don’t just produce contents swarmed with SEO-optimised words. It has to project valuable quality for your readers to benefit from it. 
• Engaging Contents: Every content you have must be a page-turner to keep your readers engaged and entertained. 
• The Right People: It’s no go if your contents reach and attract the wrong people. It will serve no purpose to you and your brand. 

The combination of strategic copywriting paired with good quality content will lead to long-term benefits for your brand. Given the current landscape of digital marketing, it is ideal to develop a content and copywriting strategy that works toward a common goal. Please check out this video by Latch, which explains it pretty well: