Copywriting and content marketing share a lot of the same techniques, so it’s easy to see how they are often confused for one another.

Both are creative types of writing which write with the intention to achieve specific results, but why is it important to know the differences?

According to HubSpot, 53 per cent of marketers say that blogging is their top content marketing priority, and sites with blogs see a 434 per cent better chance of being well ranked on search engines. But different types of wordsmith-ery lead to different results.


Copywriting is often widely recognised as creating some of the most well-known campaigns around the world. The focus of copywriting is on a direct, short term goal which generates a lot of sales.

Where it can often be seen:

  • Print adverts
  • Advert scripts
  • Sales letters
  • Sales emails
  • Landing pages
  • Headlines
  • PPC adverts

Content Marketing:

Written content has a different focus. Its job is to engage the reader and to be interesting. This kind of writing builds a relationship, it entertains and informs. This writing also converts sales, but in a subtler way.

Where it can often be seen:

  • Blogs
  • Articles
  • Emails
  • E-books
  • Social posts
  • White papers

So, how do you know which type you should use?

Copywriting is content marketing, but content marketing isn’t always copywriting. Content marketing is writing that is intended to be shared, whereas copywriting is much more sales driven. Content marketing helps to build a reputation, copywriting helps make instant sales.

It’s very likely that your content strategy should include both. Sales letters to share your benefits and drive sales, and a blog to inform your audience and share your expertise.

If you would like some assistance developing a successful, well-rounded content strategy for your company, our team at Fill the Gap Marketing can help – 01522 581911.