ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Content Marketing vs. Copywriting: What’s the Difference?

Updated on January 11, 2014

Content marketing and copywriting play important roles in a definitive content marketing strategy. The two are so interdependent that one will fail to function efficiently without the other. Below are the differences between them and the roles they play in an effective marketing strategy.

Content Marketing

Content marketing is the production of useful, educational information focused on solving the problem of a target audience, while subtly marketing a product or service. The quality of the content will help convert potential customers into buyers. That is why it is essential to focus on producing value in any piece of information used in a content marketing plan. The following are some of the important functions of content marketing.

For providing value: Content that helps a target audience resolve an issue or improve their quality of life is valuable. For example, if you are a personal trainer or coach, ideally, you help people get into good shape to improve their physical appearance, right? This is the value that you provide to your target audience. You can educate them about this through a comprehensive content marketing strategy.

For showcasing expertise: The quality of content you produce on a regular basis will show your level of expertise in your industry. Keeping up with industrial news, trends and innovations in your niche, and communicating them to potential clients in a simple language that they can understand will help position you as a thought leader, and motivate prospective customers to do business with you.

For building relationships and trust: The quality and consistency of information you provide will help build a strong relationship and trust with your target audience. If you make the effort to nurture them with frequent, valuable content on a regular basis, they will become loyal followers and customers.

For converting traffic into followers or buyers: One thing that will convert visitors into buyers or subscribers when they first land on your site is the quality of information they find. If they find your content valuable and useful enough, they will want to stay updated with your site or blog by subscribing to newsletters or buying your product or service.


Copywriting is the use of persuasive and compelling language to motivate people to take a specific action including buying a product or service, subscribing to a program, clicking a link, or calling a certain phone number for information. Unlike content marketing, copywriting does not provide any value for your target audience, but it is used to attract visitors to the valuable content itself. Below are the functions of copywriting in an effective content marketing initiative.

For attracting targeted audience: Your content must attract the ideal audience it was designed for. This is one of the areas where copywriting is used in content marketing. A weak and irrelevant title will leave the most valuable content untouched. The headlines must resonate with the target audience’s problem, encourage them to click through to consume the rest of the content, and promise a solution for the predicament.

For driving targeted traffic: Ideally, you use various platforms to market your business for the purpose of driving traffic onto your website, right? Incorporating persuasive and compelling descriptions of your product or service on any marketing platform will help drive targeted traffic to your site.

For example, in social media marketing, a persuasive and compelling snippet of information about content on the website is written on your networking site’s account, with a link back to the main web page where target audience can consume it. Also, in a newsletter article, a compelling title is used with a persuasive description about the content on the blog to motivate subscribers to click through to the main website where they can read more.

Additionally, when your website ranks high on Google and other search engines like Yahoo and Bing for your target keywords, one thing that will make it stand apart on search result pages is how magnetic and persuasive the title and meta descriptions are, so be sure that it is engaging to your audience.

For providing call to action: To encourage prospective customers to take specific actions, you need a strong call to action. This is another area where copywriting is very important in content marketing. The call to action can be anything from subscribing to newsletters, to sharing the information on their preferred networking platforms, to clicking a link to a designated page or requesting for more information about a product or service.

Content marketing and copywriting play different but very important roles in a content marketing strategy. Content marketing is used to provide value, establish a strong relationship and trust, and to build brand recognition and credibility. Copywriting, on the other hand, is used to attract your target audience to the content, drive traffic to a website or blog, and encourage prospective clients to take specific actions.


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)