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To achieve a synthesis between aesthetics and functionality is the aim of all pure design, marketing and copy-writing. Giving added value to a product or service by means of our design, words or ideas is therefore the central element of our manifesto
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People tend to use the words copywriting and content writing as synonyms.

Please stop doing that!

After this blog post, you will understand the differences and will be able to identify which strategy is the one you need to achieve your goals. So, let’s get on with the showdown:


The Goal

Everything in life should be connected to a ‘why’. In this case, it will highlight the most notable differences between the two forms of writing. Content writing should be entertaining and engaging, and used by brands to form a deeper connection with their target audience. Storytelling thrives in content writing. Copywriting, on the other hand, is more focused on the marketing aspect of the brand and calls the reader to action.

The Style

What about the ‘how’? Content writing allows for more freedom and richness in the style of writing. As mentioned above, it offers the perfect opportunity to use all of your storytelling skills. Copywriting uses more persuasive language and tends to be more precise. See copywriting as having quite an assertive attitude, whereas content writing is that charismatic person at an event who captivates everyone in the stories they tell.

The Result

Ultimately, where does each one leave you? Content writing assists in relationship-building, which results in readers developing a connection to and trust in your company. It’s a long-term strategy and requires regular upkeep and the ability to have a conversation with your audience. Copywriting, on the other hand, assists in increasing the value of your brand, and its strategies are used in the short-term and don’t have long lifespans individually.

Both content writing and copywriting have their place to shine in your overall strategy and should both be used on a continual basis. However, you have to make the decision at each phase of your business which one to prioritise.

We hope we’ve made the distinction between the two clearer and that you will now be able to decide which form of writing your business needs. At Manifesto Design, we specialise both in content and copywriting. Get in touch with us and let’s tell your story!

Danica Van der Merwe