Not many people know this, but I received a degree in English with the intent of becoming a middle or high school English teacher. And while I love literature and writing, and am passionate about the subject, it became obvious to me during my student teaching that I was not cut out for secondary education. 

Frankly speaking, I dreaded going to work each day and felt completely drained at the end of the day. Looking back, I think my introversion played a lot into my struggle with teaching. I have a hard time being around people all day, without any breaks. So while I love teaching, love English, and love kids, interacting with others on that level for that many hours a day was not beneficial to anyone involved. (Teachers, you forever have my humble admiration.)

That said, I do know a thing or two about writing. And one of the fundamentals of good writing is using the appropriate form of writing based on the goal you want to accomplish. 

The reason I tell this brief story about my past life is because I think it is time to dust off my imaginary white board pens and do a quick lesson on writing forms. This might sound a little boring, but if I were you I would buckle up for this ride, as knowing the difference between writing forms has BIG implications on your content strategy.

I have recently noticed a lot of confusion in the difference between content and copywriting. Most use the words "content" and "copy" as if they are synonymous, when, in fact, they are two very different things. Though they are both necessary for a strategic marketing plan, you have to know which type of writing form to employ to ensure effective campaigns. 

Before we get into the difference between content and copywriting, I am going to do a quick-and-dirty overview of the types of writing. This is important to understand because content and copywriting are under the umbrella of writing types.

Four Types of Writing

There are four main types of writing, and each type is used for a different purpose. (Some schools teach six types of writing. However, I think the four types cover all the bases.) In case you need a refresher, the four types of writing are: descriptive, narrative, expository, and persuasive.

Descriptive Writing

Descriptive writing engages the reader’s senses. The writer may use poetic language full of metaphors that paints a thorough picture of an event or musing. This type of writing is used in poetry and some creative writing. 

Narrative Writing

Narrative writing is used to tell a story. Sometimes there is descriptive writing in narrative writing, but it is not an essential part of this type. Narrative writing is utilized in fiction, memoirs, biographies, and mythologies. 

Persuasive Writing

Persuasive writing is used to sway someone’s opinion on a subject or cause them to take action. Excellent persuasive writing is rhetorical in that it employees the five canons of rhetoric—invention, arrangement, style, memory, and delivery. (Memory in writing is used to aid the reader in retaining information.) It also makes the appropriate appeal to the audience—emotion, authority, or logic. Persuasive writing is often used in advertising copy, editorial writing, political speeches, and academic papers.

Expository Writing

Expository writing works to inform readers on a particular subject. It should employ few literary and rhetorical devices and instead focus on delivering the facts. Examples of expository writing are nonfiction books, textbooks, research papers, instruction manuals, and sometimes people still use this form in journalism. 😉

Content Writing vs. Copywriting

Now that you have a refresher on the types of writing, I am going to explain the difference between content writing and copywriting and how to use them in a strategic marketing strategy. 

Content Writing

Content writing is used to spark interest in a brand but does not actively sell its products or services. Instead, its shareable content works to add-value and inform readers. The writing should relate to the brand’s products or services but doesn’t always need to be directly mentioned. 

Content writing utilizes expository and narrative style. Descriptive writing can be a part of content writing, but should not make up the whole of the content strategy. The persuasive form should never be used in content writing. 

Content writing can end in a call to action to download a white paper, click over to another article, or watch a video, but it should not sell directly. 

I recommend using content writing as part of an overall marketing strategy in the form of blog and social media posts, articles, flyers, white papers, email marketing, guides, and some landing pages. This type of content should serve the reader and establish the brand’s credibility.

Copywriting 

Copywriting is used to sell a brand’s product or service. This type of writing’s goal is to end in a qualified lead or sale. 

Copywriting uses the persuasive style. Like content writing, it can also utilize descriptive writing, but only as a rhetorical device, to appeal to emotion. Mostly, copywriting agitates a problem and then serves a solution to the problem.

Copywriting always ends in a call-to-action that either triggers an immediate sale or lead-generation funnel. 

I recommend using copywriting in an overall marketing strategy in the form of display ads, paid social media ads, email marketing, service pages, and some blog posts.

Now it's your turn! Is this new or old news to you? Do you mostly content or copywriting in your business? 

And before you go, don’t forget to download my Editing Cheat Sheet to ensure your content and copy are flawless!