Hypothetically speaking, in writing, content is the meat and copy is the persuasion. But they meld closely together with Internet marketing. Internet reading is different than reading a magazine. The reader is searching for something specific and if you don't give them what they want they're gone. 
You've got about 10 seconds to capture the readers attention and immediately address their needs (what they searched for). If your page doesn't have exactly what they're searching for, they'll click away from you. Simple as that.
In e-commerce, content provides the information the reader would normally get from a live salesperson. Your site has to have it as it supports the primary sales goal. But don't try to write the same page for the entire world and expect results. Each shopper has his own agenda - so break your pages down to address each separately.
Remember, the Internet shopper is very specific as to what they are looking for. If you have a golf site, don't direct all searches to the home page. If the reader is searching for golf clubs, they should land on a page that addresses that specific product. Don't try to sell them golf apparel on the same page. Keep the content relevant.
Writing Content that attracts unqualified traffic undermines your sales goals. Keeping your content relevant means writing about one thing at a time. Use the appropriate key words so that the search engines actually find your product or article as it directly relates to what the readers searched for.
There's not much point in a writing engaging and persuasive text, if the content doesn't address the specific items researched by the Internet reader. Since the Internet surfer's attention span is short, you need to develop more effective writing skills so that you can give them what they want in an interesting manner the minute they reach your site.
