Over a year ago, I started a discussion in a LinkedIn copywriters group* asking members what they saw as the
difference between the terms copywriting and content marketing. I was surprised to learn from the comments on the post that:
a) Many of the people in the group had an opposite idea of the difference in meaning for the two terms than I did. The idea that content marketing was a subset of the larger term “copywriting” was popular – although I (and presumably, most content marketers) would see copywriting, or even content writing, as one part of the larger content marketing whole.
b) People were very opinionated on the subject.
I guess that latter point shouldn’t have surprised me, but the level of defensiveness of the term people were most used to and dismissiveness of something different was significant.
Every so often, a discussion with a similar tone (very much including the aforementioned defensiveness and dismissiveness) comes up around the terms content marketing and inbound marketing. Sometimes terms like online marketing and permission marketing get thrown into the mix just to make the whole thing a bit messier.
The result inevitably includes a lot of passionate comments, strong opinions, and lengthy explanations on why varying opinions are more correct than others.
These discussions have been happening with these particular terms for at least five years (exhibit A, from 2010, but for more examples of the tone described, see exhibit B, from 2011). As far as I can tell, everyone I’ve encountered who practices content marketing also considers themselves to be practicing inbound marketing, which makes the passion and disagreement on display in these discussions more than a little confusing.
Here’s my take: I don’t have any interest in defining the differences in the terms, because for all my intents and purposes, they point toward the same sort of work and goals. Some people think term A includes term B, but is broader. Other people argue the same, but with the equation flipped. I think it doesn’t matter much either way.
As a content writer, I relate a bit more to the term content marketing(it’s also the term I came across first, which probably makes a difference), but I immediately related to the ideology behind inbound marketing once I found my way to it. We’re all just trying to create content good enough, people would pay for it (as Jay Baer so memorably put it) on the path getting more customers and establishing better relationships with them.
While it’s valuable to argue semantics up to the point that you confirm you and your audience are on the same page, beyond that it can get more destructive than useful. Both terms were made up within the past few years and both will evolve to mean something different in the years to come. In the meantime, let’s just focus on doing quality work that helps clients and customers alike.
*The link to that discussion is here, but I don’t think you’ll be able to access it unless signed into LinkedIn and a member of the group.