The Difference Between Content Stategy and Copywriting and Why You Need It

If you’ve ever wondered whether you need a copywriter or a content strategist for your next project, you’re not alone.

While the two roles often overlap, they serve very different purposes — and hiring the right one can save you a ton of time, money, and rewrites.

Let’s break it down 👇

Content Strategy vs. Copywriting

✍️ What is Copywriting?

Copywriting is the art of writing persuasive content that encourages your audience to take action — like buying a product, signing up for a service, or clicking a button.

Copywriters focus on:

• Headlines and subheadlines
• Website and landing page copy
• Ads and product descriptions
• Email marketing campaigns
• Social media content

It’s about clarity, voice, and conversion. Good copy sells.

✅ Think of copywriting as the output — the actual words people read.

💡 What is UX Writing?

UX writing is the practice of writing the words that guide users through digital experiences — especially in websites, apps, and software interfaces.

UX writers focus on:

• Button text (CTAs)
• Error messages and empty states
• Onboarding flows and help text
• Form field instructions
• Microcopy that helps users take action confidently

Great UX writing is clear, concise, and helpful — it reduces friction and improves usability.

✅ Think of UX writing as the glue between the interface and the user’s next action.

🧠 What is Content Strategy?

Content strategy is the thinking behind the words. It’s about defining what content should exist, why it matters, where it lives, and how it supports business and user goals.

Content strategists focus on:

• Planning content based on user research and business goals
• Defining voice and tone guidelines
• Structuring website content (information architecture)
• Creating content systems and editorial calendars
• Mapping the customer journey and content touchpoints

✅ Think of content strategy as the blueprint — it sets the direction and ensures consistency.

🎯 So… Which Do You Need?

You might need a…	If you’re…
Copywriter	Launching a product or campaign and need persuasive messaging
Content Strategist	Rethinking your overall messaging, structure, or content plan
UX Writer	Designing an app, onboarding flow, or optimizing interface text
All Three	Building a product or brand experience from the ground up

In short:

• Copywriters execute the message.
• Content strategists architect the message.
• UX writers embed the message into the product.

And in many cases — like me — some professionals do all three.

👋 I Do All Three, So You Don’t Have to Choose

Hi, I’m Sam Saenz — a Baymard-certified UX content strategist and seasoned copywriter with 10+ years of experience helping brands like CVS, Anheuser-Busch, and Upwork create content that’s both strategic and scroll-stopping.

Whether you need help structuring your website, writing high-converting copy, or creating a content plan that actually works, I’ve got you.

• Why My Google UX Design Certificate Matters To Your Website
• How I Measure Success as a Content Strategist & Copywriter
• Why My Baymard Certification Matters To Your Website
• What Does A UX Content Strategist Do(and How to Know If You Need One)
• The Difference Between Content Stategy and Copywriting and Why You Need It