If you’re a living, breathing human (no zombies here), I’m assuming you’ve got a pet peeve. Maybe it’s loud chewing or people who don’t use a turn signal, but most people have that one “thing” that just makes their skin crawl or blood boil when it happens.
I’ve got one too, one that makes me flinch when I hear it, like nails on a chalkboard—another popular pet peeve. But my pet peeve is one that makes a huge impact on how businesses approach their marketing strategy.
Mine is when people call content writing copywriting and vice versa.
Oof, I’m squirming already at the thought of it.
I completely get that copywriting and content writing are easy to confuse. Most business owners understand that content creation is an essential part of marketing, knowing they need to create content for their target audiences to discover them online or offline.
So that means they need words.
Lots of them.
But where business owners go wrong is assuming that writing is just, well, writing. Why do a few extra words tacked onto the beginning of the word “writing” make any difference?
When you’re trying to get more leads, build your online presence, or convince an on-the-fence customer that you’re the best choice, you need to know what type of writing is going to help you towards those goals. Otherwise, you’ll just be writing to fill space, not make an impact.
Copywriting and content writing have their own unique powers in the customer journey, whether it’s raising awareness, building customer trust, or boosting your SEO presence. So you can spend less time waffling between options and more time choosing the best writing tactic for your goals, let’s take a look at the difference between copywriting and content writing.
By the end of this article, you’ll know exactly which type of writing will get you the results you want, and my pet peeve can take a snooze for once.
What is the Difference Between Copywriting and Content Writing?
Copywriting and content writing both play essential roles in digital and print marketing, and each one helps you attract, educate, and nurture customers in different ways. The key difference between them comes down to their end goals, aka what the writing is meant to accomplish.
Every piece of writing you create has a job. Maybe you’re trying to expand your keyword reach, break down a nuanced part of your service, or build long-term trust with your audience. Or maybe the goal is more immediate, like capturing attention on your homepage, encouraging someone to click a button, or driving qualified leads to a landing page. Each goal requires a different kind of writing, strategy, and way of speaking to your audience.
That’s where the lines between copywriting and content writing start to matter. When you understand the purpose behind each type, you can choose the right approach for the outcome you want. That way, your words aren’t just filling space but actually moving your customers closer to a decision.
What is Copywriting?
Copywriting is writing designed to persuade. Its job is to inspire action, whether that’s clicking, signing up, buying, booking, or reaching out. Copywriting gets straight to the point, uses tight messaging, and speaks directly to what your audience wants or needs right now.
Great copywriting is typically short, punchy, and laser-focused on results. It’s built to convert, the voice that nudges your audience forward and gets them excited.
Common examples of copywriting include:
- Website homepage copy
- Service page copy
- Landing pages for ads or campaigns
- Calls-to-action (CTAs)
- Email campaigns designed to sell or promote
- Ad copy (Google Ads, Meta ads, display ads, etc.)
- Product descriptions
- Sales pages
If the goal is immediate action, you need copywriting.
What is Content Writing?
Content writing is writing designed to educate, inform, and build long-term trust. Its job is to help your audience understand what you do, how you help, and why you’re worth paying attention to. It gives people the clarity and confidence they need before they ever talk to your team.
Content writing tends to be longer form, more detailed, and more focused on providing value than making a quick pitch.
Common examples of content writing include:
- Blogs and articles (like the one you are currently reading!)
- Case studies
- Guides and resource pages
- SEO-focused pages
- Email newsletters
- Whitepapers or industry insights
- How-to content
- Brand storytelling pieces
If the goal is education, trust, or discoverability, content writing is your best bet.
The Difference: The End Goal
If you remember nothing else, remember this:
- Copywriting motivates action: It’s built to persuade, convert, and get results quickly.
- Content writing builds connection: It’s built to inform, nurture, and support long-term growth.
Both types of writing matter, but they matter in different moments in the customer journey.
How Can I Tell Whether I Need Copywriting or Content Writing?
When you’re staring at a blank page or planning your next marketing push, it’s not always obvious which type of writing will get you the results you want. Here’s a clearer way to break it down:
1. Start by looking at your goals.
Everything begins with what you want the piece of writing to accomplish.
If your goal is action, like:
- Getting someone to book a consultation
- Filling out a service request form
- Clicking a button on your homepage
- Signing up for a demo
- Purchasing a product or package
You need copywriting. It’s built to persuade and motivate.
If your goal is understanding, like:
- Helping customers learn how your service works
- Explaining why your solution is worth the investment
- Providing clarity around a complicated topic
- Improving your search engine visibility
- Giving prospects something valuable to read or reference
You need content writing. It’s built to educate, clarify, and build trust.
Here’s a glimpse of what this might look like:
If you’re an HVAC company trying to get more installs this fall, your landing page promoting fall furnace tune-ups should rely on persuasive copywriting. But the blog post explaining “5 Signs Your Furnace Might Fail This Winter” is content writing designed to educate and attract people earlier in their decision-making process.
2. Identify gaps in your current marketing.
Sometimes the best way to know what writing you need is to look at what’s missing. Here are a few situations you might relate to, and actions you could take with your writing:
If customers aren’t converting on your site…
Your messaging might not be clear or compelling enough. This is where strong copywriting sharpens your pitch, clarifies your value, and guides customers toward action.
If customers don’t fully understand what you do…
(Or they keep asking your team the same questions.) You probably need content writing—blogs, FAQs, case studies, resource guides—to fill the knowledge gaps.
If your traffic is low…
You need more content writing with strong SEO baked in so people can actually find you.
If your traffic is high but leads are low…
You need improved copywriting to help your existing visitors convert.
Take this instance, for example:
A construction company might get plenty of website traffic from people researching remodel ideas, but very few of those visitors fill out a form. A content audit might reveal that while their blogs are helpful (content writing), their service pages lack strong calls-to-action and persuasive language (copywriting). Strengthening the copy would help turn that traffic into real inquiries.
3. Consider the stage of the customer journey
One of the easiest ways to decide whether you need copywriting or content writing is to look at where your audience is in their decision-making process. Different stages call for different types of communication. When you match your writing to what your audience needs in the moment, everything clicks.
In the early stages (awareness), people are still figuring out their problem. They’re researching, comparing, and gathering information. But, like any good window shopper, they’re not ready to buy yet. This is where content writing shines. Blogs, articles, and guides help your audience understand their situation, explore solutions, and begin building trust with your brand.
In the middle stages (consideration), your audience is narrowing down their options. They’re checking reviews, reading case studies, and trying to determine which business understands them best. This is where a blend works well: content writing nurtures and informs, while strategic copywriting on service pages or email campaigns helps provide clarity and direction.
In the decision stage (ready to act), your audience needs a pep talk, not more information. Clear, persuasive copywriting helps them take the final step. Think homepage messaging, landing pages, strong value propositions, and calls-to-action that guide them toward a choice.
When you match the style of writing with the stage of the customer journey, you create a smoother path from curiosity to conversion. Instead of overwhelming people with details too early or hitting them with hard-sell tactics too soon, your writing meets them exactly where they are and moves them forward naturally—the perfect balance.
There’s Power in an Overlap (and a Partnership)
Do you want to know a secret? Well, it’s not really a secret. It’s one I’m eager to share because it works wonders for your marketing strategy. Ok, here it is:
Copywriting and content writing aren’t rivals. They’re teammates.
Copywriting gets attention and drives action.
Content writing builds trust and keeps people engaged.
When you put them together strategically, you create a full customer journey, one where your audience feels informed, supported, and confident enough to take the next step.
But weaving both effectively into your marketing is tough to do alone. A strong content strategy agency (hello 👋) helps you decide when to use each type, how to pair them, and how to create writing that speaks to your audience at every stage of their decision-making process.
When done right, the combination becomes one of your most powerful growth tools.
Put Some Power Behind Your Words
If you’re ready to elevate your message, strengthen your customer journey, and create content that actually works, Big Storm is here to help. Our team of experts blends strategic content writing, persuasive copywriting, and thoughtful content strategy to help service businesses show up clearly, confidently, and consistently.