Online writing is more in demand than ever. With the digitalization of the markets, an online presence is a must for every company and organization. That’s why freelance writers are increasingly needed, and remote writing jobs are booming across freelancing platforms.
However, there’s a recurring issue in the freelance writing market: many online business owners don’t know what kind of writing they need. While they all want more revenue, few understand the content marketing strategy that will help them reach their business goals.
Copywriting is essential and, as you’ll see later in this article, lies at the heart of every online business. Still, before a small business can publish persuasive copy to make sales, it must attract potential customers with educational or inspiring content. That’s where freelance writers make a difference. Great content attracts more leads. More leads mean more buyers.
So, if we had to choose between copywriting and content writing, which is better? The answer depends. Both are important and often go hand-in-hand in any business and content marketing strategy.
Let’s explore the value of each and find out how they work together.
What Content Writing Is—and Why It Matters
When people hear freelance writing, they often think about content writing. Picture a writer working in a cozy coffee shop or quiet library, crafting content for the world to read.
Freelance writers often write for small online businesses. And while this helps drive revenue, the journey doesn’t start with sales. It starts with blog posts and long-form articles on relevant topics.
Before a sale can happen, a company must inform, educate, and inspire its future clients. Only after building a relationship with readers can it hope to gain loyal customers. In this scenario, the freelance writer’s mission is to write content that pulls the reader in. The goal is to keep readers returning to the blog, subscribing to the email list, and following the brand on social media.
This kind of content builds an audience around your blog or website. And that’s the essence of content writing. The freelance writer researches a topic and crafts informative, engaging pieces to be published on the company’s platform.
An Example of Content Writing for a Small Online Business
Let’s look at how content writing works in practice. Imagine a health and wellness store based in a small town in Florida.
This store has both a physical location and an online shop. The owner wants more people to visit the store and order products online.
What should he do? Build a marketing strategy focused heavily on online activity. The store sells herbal teas, nutritional supplements, and health foods. To expand, the owner needs:
- A website
- A content marketing strategy
- Content for the website
Building a website is the easy part. With countless tools available, anyone can launch a simple website in a day. And just like freelance writers, web developers are also available.
The second step—creating a content strategy—is more crucial. It dictates the success of the business. Here, the business owner must decide what content to publish and where to post it.
It’s worth noting that social media plays a vital role. Some businesses operate solely through platforms like Facebook or Instagram. Still, relying exclusively on social media has drawbacks. A business website is like a digital business card. It’s your own space—a place where content can’t be removed by others. Plus, it helps attract clients through SEO.
Once the strategy is in place, it’s time to publish content. This is where the freelance writer becomes essential. They create blog posts and articles that educate and connect with potential customers.
The purpose? To inspire and inform your audience. This type of content should be educational, inspirational, or entertaining.
Returning to our example: what kind of content should appear on the store’s blog?
Several article types come to mind. As you might guess, blog posts and long-form content are at the core of any content strategy.
These articles need to educate, entertain, and inspire. You also need to apply SEO techniques and conduct keyword research. A health store will likely create content around wellness topics, the benefits of certain vitamins, or helpful health tips.
Here are some article ideas for a health and wellness business:
- How to Maintain a Sharp Mind in Old Age
- Can Eyesight Be Improved Naturally?
- Top 5 Most Popular Supplements for Women in Their 30s
- Vitamin B12: The Secret to a Healthy Life
- What the Ancient Chinese Drank for a Healthy Life
These are just a few examples. You can format blog posts in different ways:
- “How to…” and “What…” formats
- List-style posts
- Question-based headlines
- Informative articles that explore one topic in-depth
Whatever format you choose, your articles should inform your readers. Whether they want to be educated, entertained, or inspired, they want solid information.
In short, content writing is the effort to deliver valuable information to your audience. Done right, it draws more traffic to your website.
In our example, consistent high-quality content will attract health-conscious visitors to the store’s website.
But the store owner doesn’t just want readers. He wants buyers—people who visit the site and make purchases, either online or in person.
To turn readers into buyers, the freelance writer must shift gears and become a copywriter.
Copywriting: What Every Small Online Business Needs
If content writing informs, copywriting persuades. Its purpose is to drive action. Depending on the goal, that action could be subscribing to a newsletter, following a social media account, or—most often—making a purchase.
Remember: Content writing educates. Copywriting converts.
If the health store owner wants to boost online sales, copywriting is the key. But not every freelance writer is also a skilled copywriter. If the content writer lacks persuasive writing skills, it may be time to hire someone who specializes in copy.
Important: Not all content writers are copywriters.
What can a copywriter do for a small business like a wellness store?
Plenty.
Start with product descriptions. If the store lists products on its website, Amazon, or Shopify, it needs compelling copy. A good product description is short, benefit-focused, and persuasive. Marketing experts say that great product descriptions can increase sales by up to 78%.
That means if a store makes $1,000 in monthly sales from a single supplement brand, better descriptions could raise that to $1,780. That’s a serious upgrade.
Next, consider email marketing. A good copywriter can make a huge impact here. Some estimates show email marketing can deliver a 4,200% ROI. That’s a game-changer for any business.
How does it work?
Visitors to your site are invited to subscribe. Once they do, they receive regular emails. A skilled copywriter creates those emails with clear calls to action and persuasive language.
Without that clarity, the reader doesn’t know what to do next. And a confused reader rarely buys.
In our health store example, the email list might include:
- New product launches
- Special offers
- Links to the latest blog posts
You should also offer exclusive content not found on the website. This creates an incentive to subscribe. For example: “Subscribe now and discover how to use supplements to feel young at any age.”
The goal is to keep your readers engaged and ready to act.
Content Writing vs. Copywriting: The Difference
From our discussion, you should now see clear differences between content writing and copywriting.
If the goal is to inform, you’re probably reading content writing. If the goal is to drive action, you’re reading copy.
Let’s say you write a blog post on the benefits of vitamin C. That’s content writing. But if the article ends with a pitch for vitamin C supplements and a button to “Buy Now,” it also becomes a piece of copywriting.
Some formats can serve both purposes, depending on execution. Blog posts can educate and convert. But typically:
- Content writing: blog posts, articles, eBooks (long-form, informative)
- Copywriting: product descriptions, emails, sales pages (shorter, persuasive)
One of the most persuasive forms of copywriting is the sales page. This is the page that drives conversions and brings in revenue.
Two key differences:
- Length: Content writing is usually longer than copywriting.
- Purpose: Content writing informs; copywriting persuades.
There’s also a difference in structure. Copywriting is linear. It leads the reader toward a single goal. Content writing is more open-ended. It aims to educate, inspire, or entertain—not always to sell.
Which One Is Best?
Content writing and copywriting both play vital roles in a business’s marketing strategy.
Content writing helps you build visibility, develop an audience, and strengthen your brand. Copywriting helps you convert that audience into customers and generate revenue.
So which is best? It depends on your business stage.
- Just getting started? Focus on content writing. You need visibility, trust, and SEO results.
- Already established online? Shift toward copywriting. You need leads and sales.
For Freelance Writers
Freelancers also ask: which writing style is better for my career?
Financially, copywriting tends to pay more. But content writing can be profitable too. And ultimately, it comes down to personal preference.
If you’re not passionate about persuasive writing, don’t force yourself into copywriting just for the money. Find what you love, develop your skill, and the right opportunities will follow.
We invite you to read more on the freelance writer economy. Here, you will find more about how freelance writing shapes the economic future of the world.
Need help with content or copy?
Whether you’re building your brand or ready to boost conversions, I can help.
Visit Thumos Writing or email me directly at [email protected] to discuss your content needs.
