The difference between a content writer and a copywriter

"I think we just need some content."

Cool. But... what kind of content?

If you’ve ever wondered whether you need a content writer or a copywriter, you’re not alone. It’s one of the most common questions I get, and one of the most misunderstood. Plenty of people use the terms interchangeably, which makes sense on the surface: both involve writing, right?

But in case you didn't realise. Copywriting and content writing aren’t the same thing. And when you treat them like they are, your marketing tends to suffer for it.

Let’s break down the difference (in plain English), when to use each one, and why your business will be stronger with both.

What is a copywriter?

Copywriters write with one goal in mind: get the reader to act.

Click the button. Sign up. Book the call. Buy the thing.

Copywriting is short, sharp, and persuasive. It’s your digital salesperson, just with fewer awkward small talk attempts.

What does a copywriter actually write?

Copywriters are responsible for the words that convert, like:

• Ads (Google, Meta, LinkedIn... all the clicky stuff)
• Landing pages that get people to stick around (and then do something)
• Sales emails and nurture sequences
• Website copy — think your homepage, service pages, and CTAs
• Product descriptions that sell without the hard sell

See how I rewrite websites to get results.

What makes a good copywriter?

Good copywriters are part psychologist, part translator. They can take your features and turn them into benefits your audience actually cares about. They’re also usually pretty good at:

• Understanding buyer behaviour
• Writing clearly and concisely
• Bringing voice and tone to life (without sounding like a robot or a buzzword generator)
• Creating content that feels good to read, not just technically correct

What does a content writer do?

If copywriters persuade, content writers inform, educate, and build trust. They create longer-form content that helps your audience get to know you, understand your expertise, and come back for more.

Content writers are the ones behind:

• Blog posts that answer real questions (like this one)
• Whitepapers and guides that go deep into your subject matter
• Case studies that show how you solve real-world problems
• Newsletters that nurture relationships over time
• Social media posts that educate, entertain, or explain

See what that looks like in practice.

The skills behind great content writing

The best content writers are part researcher, part storyteller. They make complex things sound simple, and boring things sound interesting. Here’s what they bring to the table:

• Solid research chops
• An eye for structure and readability
• A deep understanding of SEO and how people search
• The ability to match your tone of voice without losing clarity

So... do you need a content writer or a copywriter?

This isn’t a Coke vs Pepsi situation. You don’t need to pick a side.

Copywriting and content writing are two different tools, for two different jobs. One is there to drive action. The other is there to build trust.

If you want more traffic, more visibility, and more informed customers? You need content writing. If you want more leads, more conversions, and clearer messaging? That’s where copywriting comes in.

Most businesses need both, even if they don’t realise it.

Because content is what brings people in. Copy is what gets them to act. And when those two things work together, your marketing actually starts doing its job.

Where do they overlap?

There’s definitely a blurred middle ground, and this is where it helps to have someone who understands both sides.

For example:

• Your About page needs to be informative and persuasive.
• Your newsletters might have a strong CTA but still deliver value.
• Your case studies should be well-structured and readable,but also written to nudge the reader toward a next step.

That’s why I don’t separate the two in my own services.

How to find someone who can do both

Some writers only do copy. Some only do content. And some (like me) live in that happy in-between zone, where strategic storytelling meets persuasive messaging.

If you're a founder, marketer, or business owner who needs:

• Website copy that actually reflects your value
• Long-form content that doesn’t sound like a school assignment
• A clear, cohesive voice across your brand

... then we should talk.

Final thoughts

Copywriting and content writing aren’t in competition. They’re two halves of the same strategy: attracting the right people, then giving them a reason to trust you, stay, and act.

So stop choosing between them. Start thinking about how they can work together, and what that looks like for your business, your audience, and your goals.

Need help figuring it out? Book a strategy session with me. I’ll help you map out what to prioritise, where your gaps are, and how to get content working for you (not the other way around).