Copywriting vs Content Writing

This article has been written by Sarah Bailey, KIJO’s Copy & Content Lead.

It’s the age-old question that most marketing teams themselves blur: copywriting vs content writing. I’ve recently been thinking about the difference between the two, and asked myself: how would I differentiate them?

I was initially hired at KIJO – we’re a web design agency in London – as a ‘copywriter’, and I do write copy (a lot of it!) But, my role has grown and evolved since I started (as it arguably should) and I’ve gone from being hired to write copy for client’s websites and our own, to thinking strategically on how best to build our brand via content…

Now, I’m the Copy & Content Lead,  and this title feels more accurate because they really are two very different things. But, it turns out, not a lot of people actually know the distinction – even those working in marketing!

If you’ve ever found yourself saying, “I just need someone to write this blog copy,” or “We need to write the content for our ads,” then this one’s for you (and honestly, no judgement – the line is so blurry!)

Whilst copywriting and content writing both rely on the written word to connect with an audience, they each serve different goals, use slightly different skills, and play very different roles in your marketing strategy.

Shall we unpack it? Grab a coffee, and let’s get into it.

Related Read: The Marketer’s Guide eCommerce Content Marketing

What Is the Difference Between Copy and Content?

At its simplest?

• Copy sells.
  
• Content tells.

Copywriting is all about action and persuasion. It taps into and seeks to evoke emotion in the user. Think product descriptions, landing pages, ads, emails, hey – even jingle lyrics! Copywriters write the words that make someone do something (buy, click, sign up, book).

Content writing, on the other hand, is about education, storytelling, and connection. So, blog posts, guides, LinkedIn posts, newsletters, and thought-leadership pieces all fall under this category. Content writing is writing that’s not necessarily trying to sell straight away. Instead, these pieces of content build trust and authority so that when the moment does come to sell, your audience is already sold on you.

To put it another way:

• Copy sells the product.
  
• Content sells the story.

However, the best brands know it’s not “copywriting vs content writing” – it’s both, working together to attract, engage, and convert!

Related Read: A Marketer’s Guide to the eCommerce Transactional Email

What Does “Content of Copy” Mean?

You might have heard marketers say “the content of the copy,” and wondered… Aren’t those the same thing? Not quite.

The content of the copy simply means the substance or message within your persuasive writing. A helpful analogy? Copy is the car. Content is the engine. 

For example:

• “Free shipping on all orders today!” is the copy.
  
• The content of that copy is the value proposition – saving money and convenience.

Your content gives meaning and weight to your copy. Without it, your words might end up sounding catchy but lack actual impact.

What Is the Difference Between Copywriting and Content Creation?

Another layer to this: content creation doesn’t always mean writing!

Content creation is the umbrella term for producing any kind of branded material, so that’s your blogs, videos, podcasts, infographics, even TikToks. Content writing sits under that umbrella, but focuses solely on the written word.

So yes, a copywriter is technically a “content creator”, but not every content creator is a writer… (An influencer, for example, creates content but not necessarily copy.)

What’s the Difference Between Copy Editing and Content Editing?

Don’t get me started on editing! Editing is where good writing becomes great writing. And, because I love great writing, I love to edit. 

Copy editing focuses on the mechanics of words: the grammar, punctuation, tone, and clarity. A good copy edit is the polish; it makes sure your words are clean, consistent, and on-brand.

Content editing, meanwhile, zooms out. It looks at structure, flow, and purpose. It asks questions like:

• Is this article answering the reader’s question? 
• Does it fit our SEO goals and brand strategy? 
• Are there gaps or tangents?

In short: copy editing tidies; content editing tunes. And, you need both for writing that reads beautifully and performs well.

Can a Copywriter Be a Content Writer?

Absolutely (and often, the best ones are both *hair flick*).

A great copywriter understands how content works to build trust before the sale, and a great content writer understands how copy hooks attention and drives traffic to that content in the first place. And, it’s a marriage! It’s not “copywriter vs content writer”. The magic happens when a writer understands how to blend the two – which takes years of practice and honing! 

For example:

• A blog post (content writing) educates your reader about a problem.
  
• A landing page (copywriting) sells them the solution.

It’s all part of the same story, but one attracts, the other converts. A b-e-a-utiful partnership!

Related Read: AI Copywriting: How to Work With It

Why Optimisation Matters for All Writing

Content writing vs copywriting, ‘Content copywriting’, whatever you want to call it, no matter the type of writing – it means nothing if no one ever finds it!

SEO (Search Engine Optimisation) – and now, increasingly, GEO (Generative Engine Optimisation) – is essential across both.

SEO helps your words get seen by search engines like Google. The keywords, structure, links, and relevance  make sure your content meets both human and algorithmic expectations.

Related Read: Is SEO Dead? The Future of SEO

GEO, on the other hand, is the new kid on the block. It focuses on optimising content so that AI-powered search tools (like ChatGPT, Gemini, or Perplexity) can understand, quote, and recommend your brand’s information.

Without SEO, your copy and content isn’t going to reach your target readers. Without GEO, your copy and content might not be able to compete down the line. So, whether you’re writing copy for ads or content for blogs, it’s vital you make optimisation a fundamental part of your creative process… Or, you know, get an agency like KIJO to do it for you…

Related Read: Unlock Higher Rankings and More Traffic with a Professional SEO Audit

Copywriting vs Content Writing: The Takeaway

If you remember nothing else, remember this:

Copywriting converts; content writing connects.

You need both for a healthy marketing ecosystem. One draws people in with value; the other motivates them to take action.

So, instead of asking “which one do I need?”, ask yourself what do I want my audience to do right now?

• Want clicks, sign-ups, or sales? You need a copywriter.
  
• Want trust, traffic, and engagement? You need a content writer.

Want both? Well, that’s where strategy (and maybe a little help from me and my team at KIJO) comes in…

Need Help Defining Your Brand’s Voice?

At KIJO, my team and I help brands bridge the gap between strategy, storytelling, and conversion. Whether you need high-performing copy, valuable content, to set up SEO and AI-ready workflows, or a full tone-of-voice overhaul, we’ve got you. So, don’t hesitate to reach out!

In the meantime, why not join The KIJO Klique – our newsletter built for marketers – to get fresh, actionable marketing insights straight to your inbox on the daily!