Copywriter vs. Content Writer: What's the Difference and Which Do You Need?
In the world of writing, there are many different roles that may seem similar but serve distinct purposes. Two of these are copywriter and content writer. While these terms are often used interchangeably, they actually refer to two different skill sets. In this blog post, we'll explore the differences between copywriters and content writers, and help you determine which one you need for your specific project or business.
Copywriting vs. Content Writing
In order to understand the key differences between copywriting and content writing, it is first important to pinpoint exactly what each does and why they do it. By understanding their goals, expectations, and limitations, you will be able to use them more effectively in your own projects. Let's get into it.
What Is a Copywriter?
When most people think of copywriting, they’ll likely imagine somebody who writes branded content for companies. Between content writing and copywriting, the latter is more familiar to the general public. This is in part due to the popularization of copywriting in film and TV (à la Don Draper in Mad Men) but what does a copywriter actually do, and how does that differ from what is often portrayed on the silver screen?
Ultimately, a copywriter is a sales person. Their mission is to create compelling content to promote or sell a product, service, or brand to consumers. The core focus of a copywriter is persuasion and selling. They use their expertise in persuasive language and strategic messaging to capture the attention of the target audience and convince them to take a desired action, such as making a purchase or signing up for a service. A copywriter understands the psychology of persuasion and knows how to leverage emotions and compelling arguments to influence consumer behavior.
Additionally, copywriting is an umbrella term for a variety of writing services. So while all content writers are copywriters, not all copywriters are content writers. Content writing is one of the most popular forms of copywriting, but it's not the only one. You can expect to find any of the following writing services and skills nestled under copywriting.
Social Media Marketing
Social media marketing refers to the use of social media platforms to promote a product, service, or brand. It involves creating and sharing content that is tailored specifically to social media platforms to engage with and expand the target audience. The goal of social media marketing is to build brand awareness, increase website traffic, and drive conversions.
Examples of social media marketing include social media posts, paid advertising campaigns, collaborations with influencers, and social media contests or giveaways. These strategies can help businesses connect with their audience, foster customer loyalty, and generate leads, ultimately leading to business growth and success.
And, Many More!
Of course, this is just a small snapshot of the diverse objectives and strategies in copywriting. Copywriting and digital marketing in general is a complex business, and there are many different ways to approach it.
Key Differences between Copywriting and Content Writing
Tone and Style
One of the major differences between copywriters and content writers is the tone and style of their respective copy. While general copywriters use persuasive and sales-oriented language to drive immediate action, content writers adopt a more informative and conversational tone to provide valuable information that will impact the consumer’s decision-making process.
Copywriters tend to create a sense of urgency by using power words and appealing to emotions, while content writers establish either themselves or the brand as a leading industry expert. Additionally, the length of the copy can vary widely, with copywriters favoring short and sweet content and content writers prioritizing long-form content like blog posts or video scripts.
Direct-Response Copywriting
Direct-response copywriting is a specialized form of copywriting. Its goal is to elicit a specific response from the reader, such as making a purchase, signing up for a newsletter, or filling out a form. This type of copywriting often includes compelling headlines, persuasive language, and clear calls-to-action (CTAs). For example, direct-response copy for a product may include a headline like “Buy now and get 50% off! Limited time offer!” and a call-to-action like “Click here to purchase and claim your discount.” The intention is to create a sense of urgency or an incentive for the reader to take immediate action.
Email Marketing
Email copywriting is the practice of creating persuasive and engaging written content for email marketing campaigns. It involves crafting subject lines, body text, and calls-to-action that capture the attention of the recipient and compel them to take action. Effective email copywriting can include personalization, storytelling, and a clear value proposition.
For example, an email copy might have a subject line like “Last chance: 24-hour flash sale on your favorite products!” and a body text that highlights the benefits of the sale and includes a compelling call-to-action such as “Shop now and save big!” The aim is to drive open rates, clicks, and conversions through persuasive email content.
What is a Content Writer?
A content writer specializes in creating written content for websites, blogs, articles, social media, and other digital platforms. Unlike traditional copywriting that primarily focuses on sales, a content writer’s work is geared towards providing valuable information on relevant topics that attract potential customers.
Content writing requires a knack for storytelling, research, and a strong understanding of SEO (search engine optimization) principles.
In addition, content writers often incorporate CTAs or inbound linking strategies to guide readers or visitors further down the marketing funnel. The value of content writing lies in its ability to engage with audiences by providing them free and insightful information, which leads to long-lasting relationships and prominent positions in the results page of search engines.
Purpose and Goal
The primary objective of a copywriter is to drive conversion rates and sales. Copywriting isn’t focused on long-term growth but is more interested in the immediate now.
Content writing on the other hand, focuses on developing a long-term strategy to produce sustainable growth in conversions. As a result, a content marketing strategy usually includes SEO content writing, blog posts, and social media content to help readers learn about a topic and make decisions based on that information while improving organic traffic, encouraging brand loyalty, and appealing to prospective customers.
Which Do You Need: Copywriter or Content Writer?
So which is better for your business goals: a copywriter or content writer? Unsurprisingly, the answer depends on a variety of factors:
1. Determine your goals and objectives.
The first step to making the right choice is deciding exactly what it is you hope to receive after hiring a writer. Do you want to increase sales? Improve brand awareness? Gain more customers or subscribers? You’ll need to identify your specific business goals before deciding whether a copywriter or content writer is right for you.
3. Evaluate the stage of your business or project.
Are you just getting started? Or are you well into the process? You may want to consider writing in a way that’s more informational and educational if you’re just starting out. This will help your audience understand what your business does and why your customers need it. If your project is already underway, then it might be more effective to write copy that appeals directly to their needs and makes them feel like they’re part of the process.
2. Consider your target audience and their needs.
The next step is to determine what your target audience wants from your business—and how they want it delivered. Do you need to write content that is informative and educational, or do you require more engaging copy to motivate action? Also consider whether your audience consists of consumers or businesses.
How big of a purchase or commitment is your product? Would your target audience prefer to conduct thorough research before buying? Or, do they prefer to feel confident in their decision and purchase immediately? How your content is written will depend on the answers to these questions.
4. Assess your budget.
Both copywriting and content writing don’t come cheap, but they more than pay for themselves in ROI. If you’re on a limited marketing budget and not sure if you should prioritize finding a copywriter or content writer, consider that content writing is a form of copywriting.
Many copywriters are content writers and many content writers also have the unique skill sets needed to write direct response and social copy. Yes, writers with multiple specialties are more expensive but they often deliver more value than writers who only specialize in one area. Just be sure to specifically inquire about the exact type of copy and content you are looking to produce when interviewing writing candidates.
BitterRoot Content Can Help You Create Valuable Content and Copy
Content marketing is a powerful way to build trust with your audience, establish yourself as an authority in your field, and generate leads.
Websites are the first place many people go when they’re looking for information about a company or product, so it’s important that you have compelling content and copy on yours. From product descriptions to blog posts, Facebook and YouTube ads to podcasts, and everything in between, BitterRoot Content is here for all of your copy and content needs.