Is a Copywriter the Same as a Content Strategist?

While often used interchangeably, the roles of  copywriter, content writer and marketing writer are distinct but frequently overlap since all involve creating written materials to support a brand or business. In a previous post, Copywriter vs. Marketing Writer vs. Content Writer, I explored these differences.

This post discusses the differences between those writing roles and the content strategist role. For simplicity, I'll use the term copywriter to encompass the roles of marketing writer and copywriter.

A content strategist takes a broader view than a writer. They figure out what content should be created, where it should go and why it matters. Their work shapes the overall content ecosystem. A strategist might:

• Audit existing content
• Map out editorial calendars
• Define goals for each channel
• Establish tone and structure
• Align content with brand strategy
• Sometimes lead workflows or content teams

A content strategist might not write a single word of the final content, but they provide the blueprint and the guiding principles for everyone who does. They're the “compass” that sets the direction. If a copywriter writes the message, the content strategist defines what that message should be, where it should live and how it connects to the bigger picture.

Copywriters craft the actual words that drive action. Their job is to write with purpose. They want you to to click, buy, sign up or learn more. You’ll find copywriters behind:

• Website copy
• Ads
• Email campaigns
• Sales pages
• Product descriptions
• Social media captions
• Etc.

A copywriter creates content that informs, persuades or inspires action, tailoring messaging to match the brand’s voice and speak to the audience’s needs. They combine creativity with strategy to clarify ideas, highlight benefits and move readers toward a goal, typically engagement or conversion. Though they may not set the overall content strategy, their work reflects a strong grasp of it and applies that insight to every piece they write.

Sometimes. But not often at a high level.

A strategist isn’t automatically a strong writer. Many are exceptional planners but struggle to write compelling sentences.

Conversely, excellent copywriters may not have the training or interest to build content architectures or long-term messaging strategies.

Some professionals gain working knowledge in both, especially in small teams or freelance roles. But deep, developed skill in each is rare. Expecting one person to do both could mean settling for “good enough” in each role.

Content Strategist

Designs the entire content system and its overarching purpose.

• Primary Focus: Planning and Governance
• Key Skills: Research, UX thinking, Content audits, Editorial calendars, Taxonomy
• Main Deliverables: Content plans, Personas, Messaging frameworks, Content models

Copywriter [Expert Strategist in their role]

Operates within that system (or helps define it for their specific deliverables), applying deep strategic thought to every word, sentence and structure of the content they produce to ensure it achieves specific, defined goals. They're not just putting words on a page; they're intentionally crafting those words to achieve a strategic effect. 

• Primary Focus: Persuasion and Conversion
• Key Skills: Writing, Storytelling, Brand voice, Emotional appeal
• Main Deliverables: Ads, Email copy, Web pages, Social captions, Product descriptions
  

As a decision-maker, understanding these roles is key. For example, I've worked across them all. While my background includes both content strategy and writing, my primary role in client work at LaverneH.com is writer. I craft words that inform, educate, persuade and support your strategic goals.

Knowing the distinct responsibilities of each role helps you hire effectively and avoid common pitfalls: 

• Misaligned roles: A strategist without writing skills may struggle with execution. A writer without strategy may lack purpose or consistency.
  
  
• Better hiring and outsourcing: Understanding the difference helps teams hire or contract the right specialist for their specific needs.
  
  
• Efficiency and results: Strategic planning saves time. Skilled writing increases engagement. Both are necessary, but not always found in one person.

Content Strategy for the Web — Kristina Halvorson & Melissa Rach

"Content strategy plans for the creation, publication, and governance of useful, usable content. It’s not writing—it’s planning for writing."

Nielsen Norman Group

Discusses how strategists focus on aligning content with user needs and business goals, not necessarily on writing. “A content strategist focuses on the structure and governance of content. A copywriter crafts content that aligns with brand messaging and tone.” (Source: NNG UX Certification)

Content Marketing Institute (CMI)

Differentiates content strategists as planners and copywriters as executors of written material. “Copywriting is the art and science of strategically delivering words... that get people to take action. Content strategy is the planning behind the creation, delivery, and maintenance of that content.” (Source: CMI)

Basically, a copywriter writes the words that convert. A content strategist decides what to say, why, when and where. Both are valuable. Together, they make content stronger.