Content - the web site content that can be presented in text, image or multimedia form. Most of the success of the site depends on the unique qualities of the text.
Copywriting - writing texts unique to promote the brand, company, products, services. This commercial activity to create promotional materials.
Rewriting - a change already existing information paraphrasing, to give it uniqueness. In addition to increasing the uniqueness allows rewriting stylize text according to its purpose and audience. However, despite the change of form, the essence when writing the article remains unchanged.