Content writing and copywriting are two terms for the same thing, right?
Not at all.
They are two different roles involved in digital marketing. They have different end-goals and meet different criteria for marketing strategies.
I’ll admit it, I didn’t know about this difference for a while. I spent several years as a freelance writer without understanding the difference, actually. Being that oblivious was not my finest professional moment, but oh well.
Let me save you from the same mistake of thinking copywriters and content writers are the same.
Copywriters Persuade
The goal of a copywriter is persuading readers to engage in a particular behavior. This desired behavior is buying a company’s product or service.
Copywriters achieve this through the creation of influential material. Said material improves brand awareness. And demonstrates the copywriters’ understanding of the target audience’s needs and wants
Such professionals are familiar with marketing and sales tactics. This skill aids them in the construction of effective written content.
Most of the time, copywriters employ short-form writing focused on SEO. They work on advertisements, product descriptions, social media posts, email newsletters, and website copy. Plus, they lay the groundwork for future sales.
In essence, the voice that a copywriter puts forth resembles a sales person. When a company needs to sell a product or service, a copywriter is the right professional for the job.
Content Writers Inform
Content writers inform, educate, and entertain readers.
They provide readers with valuable information via research-heavy content. This content incorporates SEO keywords and phrases, but the focus is creating value.
At the same time, content writers stay away from sounding too sales-person-esque. They prefer long-form content, and create blog posts, newspaper articles, and e-books.
Companies hire content writers as team members for long-term strategies. They are capable of generating sales leads, but do not convert these leads in the same way as copywriters. Content writers improve organic traffic by establishing businesses as brand authorities.
Which One Do I Need?
Deciding between the two depends on your goals.
If you want someone who drives sales, go with a copywriter. But, if your goal is establishing your brand as an authority, you need a content writer.
For the best marketing campaigns, you need both.
Each one provides essential services. You need copy writing for encouraging readers to take action. But, if all you have is copywriters, you lose credibility with your audience. They start thinking that all you care about is selling to them.
To balance this, you need content writers. Content writing builds and maintains customer relationships. These relationships don’t generate sales on their own. But, since your audience trusts you, any copy they read has a greater success rate.
You need content writing to generate the leads, and you need copywriting to convert those leads. Both are key.