There are many kinds of online content and just as many people to produce that content. Content marketing and copywriting are the two main marketing processes that involve written work. Although they share some similarities, content marketing and copywriting are distinctly different. 
The Similarities Between Content Marketing and Copywriting
To be successful in either of these roles, a person has to be skilled with words. A thrill or innate enthusiasm for writing also helps.
Professional content marketers and copywriters have the same goal: to influence the buying decisions of consumers. The two groups have the same objective, but their approaches are dissimilar.
What is Copywriting?
A copywriter’s job is to fabricate a message or sequence of words that resonates with others and impels them to react in certain desirable ways. A product or service's benefits are usually accentuated to entice potential purchasers. Press releases, sales brochures, direct mail pieces and magazine advertorials are often written by copywriters.
The role of the copywriter has not changed much during the past several decades. The role of the content marketer, however, is constantly changing due to new technologies.
What is Content Marketing?
Content marketers write objectively about industries or commercial goods. According to AdAge, copywriters usually try to "push" or sell products, while content marketers aim to "pull" and educate. They regularly serve up advice or solutions to problems, and by doing so, they build credibility with buyers.
To help illustrate the difference between content marketing and copywriting, we'll use a sporting goods retailer as an example. To increase sales of camping gear such as tents, a hired copywriter would probably yield an advertisement that draws attention to the features and benefits of the products. A content marketer who has the same assignment would put together a list of essential camping tips or write a blog post about the health benefits of hiking in the woods. The copywriter in this example intends to promote the camping equipment, whereas the content marketer's efforts help establish the retailer as an online authority on camping and outdoor activities.
Every now and then, a television commercial goes viral and racks up millions of views on YouTube because people "share" the clip through email and social media websites. Viral videos and campaigns are rare because most advertisements are not compulsory enough to appeal to the masses. On the contrary, content marketers are tasked with producing engaging or helpful written content that scores of online users want to share with their networks. Therefore, such content must be easily shareable on social media. Professional content marketers oftentimes have more experience with social media tactics than copywriters.
Copywriting vs. Content Marketing: Which is "Better"?
Many businesses these days are concerned with content marketing trends because consumer behavior has changed. Shoppers of the past often blindly made purchases without knowing much about the products they spent money on. With the advent of the Internet, a wealth of information is now conveniently available online; buyers have the ability to carefully research merchandise and services before they decide to purchase. They can look up similar items that are sold by your competitors. They can also read product reviews, warning labels or even news about your industry. Many consumers are not ready to be sold to until they complete their research.
By offering access to commercially-neutral content, you can help your potential customers with their initial research and prep them to read your company's advertising collateral.
So in a sense, neither content marketing nor copywriting is “better” or more beneficial than the other; both copywriting and content marketing can help you grow your business.
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