Copywriter vs Content Writer: What's the difference?
Do a quick Google search for ‘writer for my website’ and you’ll come up with a list of results which includes both Copywriters and Content Writers.
But is there a difference between the two? And how do you know which to choose?
I’ll let you into a secret. Sometimes the terms are used interchangeably by those providing the services. I know, it’s confusing! But there are some crossovers between copywriters and content writers. And, to really make things more difficult, sometimes copywriters write content, and content writers sometimes write copy.
Stick with me, I promise it will all become clear. Read on and you’ll find out:
The difference between copywriting and content writing
The services offered by each
How to choose the best writer for your business
Top tip: If you’re more of a visual person, scroll to the end to see an infographic.
The difference between copywriting and content writing
Copywriters and content writers both write words for your business.
A good writer will learn about your business, your tone of voice, and your marketing goals. They will also want to know about the products and services you sell, and understand more about your target customers.
But, there are some clear differences in the way they write.
Sales generation is the end result for copywriters. Their words will use emotion to sell your products and services to the customer.
Nurturing leads and making a connection with people is the end result for content writers. Their words inform, educate, and entertain to help build awareness and trust in your brand.
Both are important, they’re just targeting different parts of the sales funnel.
Content writers work at the Awareness and Interest stage. The point when you want to nurture interest in your brand.
Copywriters are working at the bottom of the sales funnel when people are ready to take action and buy.
What does a Copywriter do?
Copywriters act as a salesperson for your brand.
Their writing will be goal driven and actionable, with a hook for the customer. The aim is to persuade the reader to take a specific action (such as purchasing) by:
Highlighting pain points
Offering solutions
Emphasising benefits
Conveying urgency or scarcity
Creating emotion.
The final copy will include persuasive headlines and CTA’s (call to actions). The goal is to increase sales conversions - direct short-term goals with big returns.
Copywriting services include:
√ Ads (online and offline)
√ Slogans and taglines
√ Website landing pages
√ Email campaigns
√ Press releases
√ Catalogues
√ Brochures
√ Direct mail letters
√ TV or radio advertising scripts
√ Video scripts
√ Social media campaigns
Read my blog post “What does a copywriter do” for extra research, especially if you want to DIY your own copy.
What does a Content Writer do?
Content writers work more like brand ambassadors.
Their writing will be linked to your business and marketing goals, with the aim of increasing awareness of your brand. By connecting and nurturing relationships, they aim to build trust and turn leads into sales.
Content writing is also a great way to boost your SEO (search engine optimisation). Want to know more about this - read my blog post SEO for beginners.
Content writing services include:
√ Blog posts
√ Email newsletters
√ Web content
√ Newspaper articles
√ Magazine features
√ Infographics
√ Books and e-books
√ Social media posts
√ Podcasts
√ Case studies
√ Industry reports
By writing interesting, shareable information, content writers will subtly tell people about your brand. And their writing can demonstrate that you’re a credible expert in your sector.
Some blog posts may be ‘evergreen’ meaning they last over time and can bring people to your website weeks, months, even years after the first publication date.
In practice, you’ll find some crossover between the services offered by each. Copywriters will often add things from the content writer list and vice versa.
Which begs the question, how on earth do you know which to choose for your business?
How to choose between a copywriter and content writer
As a business owner, you’re probably not that bothered about the title copywriter or content writer. You simply want to find the best writer for your blog, web copy, or advertising brochure.
What to look for when choosing a writer:
Do their process include time to learn about your products, services, customers, sales and marketing goals?
Can they add to discussions on your marketing strategy?
Do they have the ability to write on behalf of your business?
Can they demonstrate adaptability when writing in different styles and tone of voice?
Will their experience and technical ability add value?
Do they have knowledge of your industry or sector?
Have they previously written the type of content or copy you’re looking for?
Do they have knowledge or training in SEO techniques?
Can they create rapport and connection with people through their writing?
Writing is only a small part of the job. So, it’s also worth checking for experience in the following:
√ Researching accurate data for blog posts
√ Interviewing people for case studies and quotes in articles
√ Editing and proofreading
√ Managing projects
√ Planning and implementing marketing campaigns
√ Measuring results
√ SEO (search engine optimisation)
So, what’s the verdict?
You’ll often find that individuals fall into one camp or the other when it comes to their specialisms. It’s worth knowing the difference between a copywriter and content writer. But don’t get too hung up on the titles.
Take the piece of work or project you want completing, then look for the person who best matches the skills and experience you need. Refer back to the list and make a note of the important ones. Then look for evidence in their processes, portfolio of work, and testimonials from previous clients.
Drop me a line if you have any questions about the two, or if you’re looking for a writer for your business. If I’m not the right person, I know some great people with complementary skills.
