Content marketing vs copywriting – what is the difference?

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Nowadays, substantive content is the basis for attracting customers… but how to create it? Should I bet on copywriting or content marketing? Read the following article and find out what is the difference!

Copywriting and content marketing

In order to illustrate the difference, we are going to analyze some definitions.

Content marketing is a set of marketing activities aimed at improving the financial effects of an enterprise using specialized content from the specific branch of industry.

Content marketing indirect methods are better positioning (thanks to publishing articles on external websites and running a blog) as well as creation of expert brand image (by presenting professional content to potential clients).

A frequent component of content marketing is a thorough analysis of key phrases and specification of the brand which company chose.

All these activities, as the name suggests, let the company promote its offer using the high-quality content.

On the other hand, copywriting come along with formulating advertising messages by professionals. It increases sales.

The tool that helps achieve such effects are, among others, an individual approach to the specific group of recipients or improvement of the attractiveness of the text (e.g. thanks to the use of the language of benefits).

In fact, copywriting is a general term for a wide range of services related to writing. It includes many types of content. Some of them are:

What is the difference between content marketing od copywriting?

You already know what we are writing about. We can start analyzing the main differences between copywriting and content marketing.

Copywriting is an element of content marketing, or rather its tool. It is used to create professional content such as expert articles of high substantive value.

Content marketing, on the other hand, includes a strategy and other activities related to content (e.g. establishing cooperation with the owners of external publication portals, competition audit, etc.).

Which one to choose: content marketing or copywriting?

It is impossible to answer this question using simple “yes” or “no”, mostly because the difference lies in the scope of competences: without copywriting, content marketing would not exists. It works both ways.

However, we can indicate that large companies will gain benefits from more comprehensive approach to the content. With greater financial possibilities, it is worth carrying out, for example, individual selection of key phrases in order to select and develop more precise issues. Copywriting is not enough to make your company rank high in case of competing keywords – link acquisition plays a major role here.

However, small businesses can successfully invest in content so far in order to create brand image and develop their website regularly. In some cases, even a short piece of content may have a positive impact on sales. The right choice depends both on budget and the needs of the enterprise.

What is the price of content marketing and copywriting?

If you hesitate whether to choose a content marketing agency or professional copywriter, then the price may be the main criterion when planning further investments.

Usually, running a blog costs from 500 to 2000$ net amount depending on the scale of the content you order. The development of subpages is usually one-time expense of 1000-4000$ net amount.

On the other hand, if we are talking about content marketing, one should add the cost of the audit (about 1000-5000$ depending on the scope of the analysis) as well as the external publications for which the budget is allocated individually – there are no price brackets. Large companies invest even thousands dollars a month in off-page SEO, although one-time publications may cost only a dozen dollars. Our activities affect our budget.


We hope that we have sufficiently explained the differences between content marketing and copywriting. The optimal choice depends on many factors – financial possibilities are the major one. However, it does not change the fact that investing in content is still one of the best marketing activities in the era of digitization.

Bartosz Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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