Copywriting vs Content Writing: Mastering SEO for Both
It's a given that words hold incredible power, and the same applies in digital marketing.
With that in mind, the words you write to market your business usually fall under one of two categories: copywriting or content writing.
I’ve been offering SEO strategy services since 2016, and I've noticed that many small businesses seem to confuse the two, more often than not. Some even thought that hiring a skilled copywriter should be prioritized over writing strictly content to create brand awareness and generate sales.
To clarify, copywriting focuses on persuasive language to boost sales and conversions, while content writing provides valuable information to educate and engage.
Mastery of both skills is crucial in marketing, especially when implementing SEO (search engine optimization) into your marketing materials.
Let's take a closer look at copywriting vs content writing, and the role SEO plays in both types of writing within your content marketing strategy.
Understanding Copywriting and Content Writing
Copywriting and content writing might seem similar at first glance, but they have distinct purposes and goals. Knowing these differences can propel us toward more strategic communication.
Copywriting targets conversions through persuasive language meant to encourage action.
Unlike content writing, copywriting focuses on creating compelling messages with the primary aim of grabbing the reader's attention, influencing decisions, and encouraging clicks, purchases, or sign-ups.
Content writing, on the other hand, seeks to inform and engage. It involves crafting content like blog posts, where your goal is to deliver value through information and storytelling.
Though persuasive elements may exist in content writing, it's the creation of engaging stories that captivates your target audience.
No matter which style—be it "telling" or "selling"—aligns with your objectives, you can use both to craft messages that resonate.
Copywriting vs Content Writing: Primary Focus
As a copywriter, your primary emphasis is on conversion-driven communication.
This means that every word is purposeful, designed to evoke emotions and get readers to act, compelling them to click, subscribe, or purchase.
By contrast, as a content writer, your focus shifts to "informative storytelling." Here, the intention is not immediately to sell, but to establish trust and nurture a connection that, over time, naturally guides readers to your desired action.
Conversion Aims of Copywriting for Core Website Pages
Copywriting for core website pages—like your homepage, for example—is all about conversion. It convinces visitors to take specific actions on your site.
Whether you're hiring a copywriter or writing the copy yourself, you want to be as concise, compelling, and intentional as possible, in a way that best speaks to your target audience.
It all starts with an engaging headline that, ideally, pulls the reader in within seconds, urging them to keep scrolling down the home page.
Throughout your website, the goal is to take what they might be struggling with and guide them to a better solution that only your services can offer.
By weaving persuasive elements and carefully chosen words, there's so much power in transforming passive web visitors into proactive supporters.
Informational Value of Blog Content Writing
When writing blog content, focus on delivering valuable and engaging information that enriches readers’ experiences.
Educational Insights: Provide knowledge that helps readers understand complex topics.
Expert Opinions: By sharing your expertise, you build credibility and trust among your audience.
Actionable Tips: Practical advice that readers can implement immediately.
In-depth Analysis: Break down trends and data to offer thorough perspectives.
Through well-researched content, your aim is to inform and inspire readers, fostering a lasting connection with your brand. It's a great way to not only engage but also empower our audience.
This is where a content writer may come in handy if you'd rather focus on other business-generating activities.
Purpose of Copywriting in Business
As you now know, copywriting has the power to transform general interest into a surefire conversion. It's the cornerstone for persuasive communication in your business.
Since 2016, many of my clients have experienced tremendous growth in their businesses with my expert SEO services, designed to implement seamlessly into your copywriting materials.
By the way, even though my services focus on website SEO, you can just as easily repurpose it into your social media content.
For now, let's look at how copywriting benefits your business's marketing strategy via your website.
Connecting with website users
You enhance your connections by truly understanding your users. This understanding is the foundation of crafting memorable experiences on your website.
It's about finding that sweet spot where empathy meets expertise to foster engagement and build lasting relationships with your audience.
The way we express ourselves online—be it through articles or persuasive copy—should truly reflect the needs and desires of our users. By doing so, we create an environment where users feel valued and understood, building trust and loyalty over time.
Conveying expertise in your services
How can you convey expertise in your services to inspire and instill confidence among your audience?
It's not always just about what you know; it's about using your knowledge and expertise to provide solutions to the people you want to serve. This, my friends, is where your value shines.
Writing that embodies professionalism, authority, and empathy will not only attract but also convert. This is where SEO shines too—leading your audience on a journey from curious onlookers to confident and satisfied clients.
Persuading users to take action
Every word counts when guiding a user to take action.
Start with a Hook: Grab attention with a compelling headline or an intriguing question.
Build Trust: Use genuine testimonials and credible data to establish reliability.
Highlight Benefits: Clearly convey why the action benefits the user personally.
Include a Clear Call-to-Action: Make it straightforward and obvious what the next step is.
Create Urgency: Introduce time-sensitive offers or limited availability to encourage swift action.
Your words should resonate with the reader, nudging them toward making informed decisions confidently.
When the message is clear and tailored to the audience’s needs, converting interest into action becomes seamless and effective.
Goals of Content Writing in Business
As previously mentioned, content writing focuses primarily on informing, educating, and entertaining audiences, rather than direct conversions. It has the power of turning passive readers into loyal followers.
Let's look at some of the business objectives of content writing.
Building Trust with Readers
Trust is the foundation of any successful relationship, especially between content writers and their audience.
As a content creator, your goal is to establish a connection that feels both genuine and reliable— one that encourages your readers to return for more.
The key with content writing is delivering valuable information consistently. This reliable delivery helps demonstrate expertise and commitment to your readers—and Google loves that.
Enhancing Brand Authority
Crafting a strong brand authority relies heavily on authentic communication and showcasing expertise, as is the case with copywriting.
One of the most popular ways to execute this is by creating a ‘blog’ section on your website. The goal here is to inform and educate your readers with weekly or bi-weekly blog posts so they gain a deeper understanding of your industry.
Sharing insights, anecdotes, and practical advice through your blogs is a great way to establish yourself as a thought leader and have a leg up on your industry competitor.
Role of SEO in Both Practices
If your goal is to increase your website's visibility and conversions, then using SEO in your copywriting and content writing is essential for your marketing materials.
This is where keywords come into play—words or phrases related to the services you offer, used within your copy and brand messaging.
I go deeper into this in my SEO course, but in the meantime, let's cover the basics of SEO and its significance in copywriting vs content writing.
SEO Keyword Research
The best way to approach keyword research is by understanding the specific intentions of various audiences so you can choose the phrases most likely to yield results. Ultimately, getting to the core of keywords is pivotal for effective copywriting and content writing.
My favorite SEO tools for keyword research are Keywords Everywhere, Semrush, and Ubersuggest. They've proven to be the most helpful, both for myself and for my clients.
In copywriting, SEO keyword research involves identifying specific phrases potential customers use when searching for products or services. Ideally, the answer(s) to their problems would typically lie within your website and social media pages.
Here are some keyword examples:
[your niche] copywriter
[your niche] content writer [your city]
[your city] photographer
online mindset coach
As you can see, you can use any blend of keywords related to your location (if you're only offering services in your city), your service type, and niche (if you have a specialty) to show up on search results.
The key is to weave them seamlessly into your copy to effectively draw the right leads to your website. This might seem daunting at first, but don't worry, it's much simpler than you think. ;)
Content writing, on the other hand, demands an exploration of various keyword themes that resonate with curious readers, aligning with their journey and with your branding, simultaneously.
In content writing, SEO keyword research can help uncover popular topics and queries that your potential clients are actively searching or want to know more about.
This is where you or a content writer can use the research to produce collateral like blog posts and social media content that are not only relevant but also highly search-friendly. This enriches their experience while boosting your online visibility—a win-win. ;)
Commercial Intent keywords for pages vs Informational for blog posts
Commercial keywords aim to convert visitors into customers, which is what copywriting aims to do.
Typically, these keywords focus on the reader who’s ready to make a purchase, either referred to as “commercial” or "transactional" in keyword research tools, which is essential for boosting conversion rates.
In content writing, the focus is drawing readers in who are just in it to seek knowledge and explore broader topics in your niche, which can be easily done through blogs.
These informational keywords aim to educate and engage rather than convert instantly. Their purpose is to provide value by addressing common questions and fostering trust through genuine insights.
With that being said, the power of selecting the right intent-based keyword cannot be overstated.
Key Takeaways
In conclusion, we now know that copywriting focuses on persuasion and conversion, while content writing primarily seeks to educate and engage.
Adding SEO into the mix reinforces the strength of both by ensuring your content reaches the right audience at the right time. Not only does it optimize your messaging for search engines—it also makes your content more accessible and provides measurable results you can use to grow your business.
Although, it's important to note that when it comes down to copywriting vs content writing, neither are your enemy. In fact, both complement each other beautifully and should be used interchangeably in your SEO marketing strategy to yield the best results.
Integrating SEO into your marketing materials helps align your content with the searcher's intent, increasing visibility, trust, and—you guessed it—sales!
Need help implementing SEO into your website copy and content strategy so you can make money in your sleep, too? Say no more—I've got you covered!
Looking for more blogging and SEO tips? Check out these blog posts: