We are all mildly familiar with Copywriting and Content Writing but do we truly know the differences between the two?
Writers: Do you specialize in one or the other? Are you more interested or talented in one or the other?
Business Owners: Do you know which kind of writer you need to hire for your goals and needs?
Although working together quite harmoniously, the role of the Copywriter and Content Writer are not synonymous and exist with cohesive, yet contrasting motives with the greatest difference regarding the purpose of the writing.
Copywriting is the art of writing to market a company with the ultimate intention of driving conversion and/or selling a product, service or idea. The product of this style of writing is called copy, explaining the name. Copywriting lives in emails, brochures, article descriptions, product/promotional pitches, social media and advertising. It is one directional text that presents an offer to the reader and results in a call to action.
Content writing, is the art of writing specialized content with the intent to inform, educate or entertain. Content writing increases engagement with the audience, drives traffic, builds trust and conveys brand messages through longer bodies of text. This style of writing feels conversational and is multi-directional. It showcases value from a brand. Content writing is found throughout blog posts, website or print articles, novels, memoirs, scripts, e-books and film.
Both styles of writing feed off each other, as an engaged audience is more likely to buy what the company has to offer. The two roles should flow as one with synchronicity, allowing the consumer journey to be experienced seamlessly while providing clarity of a brand’s mission. If multiple individuals are working on copy and content separately, a partnership rich with both communication and collaboration will ensure there is a maintenance of flow while avoiding conflicting messages within the brand.
Advice for New Writers:
Research each style of writing and the requirements/skills of each. We have all started at one point with merely a burning desire to write. That’s not enough! Get in there and get specific in order to become a master of your craft.
Dig even deeper and develop a niche market you will write for. While there are jobs with lose requirements that cover vast topics, the more specific you are… the more you can perfect what you bring to the table. Will you write about finance, personal development, real estate, healthcare, beauty, lifestyle? Narrow this down.
Dive headfirst into seminars, online-courses, books and every bit of learning material you can get your hands on! There is plenty.
Market YOURSELF through portfolios, LinkedIn groups, an Up Work account and an online presence. As you acquire clients, ask for testimonials to boost credibility.
Advice for New Business Owners:
Understand the different metrics that each type of writing will impact and make sure your writer does too!
Look for a writer with a web presence and experience that aligns with your niche. A promising copy/content writer will ask questions, hold interviews and spark conversations to understand the brand’s voice in order to write from it.
Don’t fear the price tag; a talented copywriter or content writer is not simply a writer, but one with training and a track record of writing to generate a certain response. You are hiring the writer with ROI in mind. Quality in this category of work will cost you, but when done correctly, will be a profound investment.
In Sum:
Copywriting:
Drives sales
Motivates the reader to take action
Persuades
Content Writing:
Drives engagement
Builds loyalty through storytelling
Informs, educates and entertains
I hope this was helpful! Wishing you positive, prosperous partnerships.
- K. Hoffman