Should you hire a content writer or a copywriter?

Copywriters and content writers are both valuable for marketing and communications outreach. But, knowing the difference between the two writing niches can help you select the right writer for your project.

What do copywriters do?

Copywriting is a form of persuasive writing that has its roots in advertising. As a form of writing, it excels at eliciting emotion and creating a sense of urgency. When done well, copywriting can convince you to buy, give, or act—and do it quickly.

Think about the last thing you bought, and what lead you to that particular purchase.

Did you grab a chocolate bar at the grocery store when you noticed an in-store display? Did you open an email newsletter from your favorite clothing store, and click on an irresistible offer? Or did you decide to try a new vitamin supplement after seeing an ad several times on Instagram?

Chances are, copywriters played an important role in convincing you to give these products a try.

Copywriters are good at “conversion,” which is a way of saying that they convince you, their audience, to take action, such as by clicking on a link, signing up for an account, or whipping out your credit card.

What do content writers do?

Conversely, content writing is a form of informative, educational writing that has also been called brand journalism as well as special publications. Content writers help companies to become trusted sources of information for their customers, and to subtly influence behavior over time.

A great example of content marketing is the grocery store magazine. Many grocery store chains publish their own magazine, and it’s common that they have an app now, too. The grocery store magazine gives its customers a package of helpful information in the form of recipes, articles, and shopping tips.

The writing in these magazines is not the kind of writing that compels you to take advantage of a 2-for-1 offer on cream cheese.

However, the magazine’s recipe for lemon cheesecake might just inspire you to buy cream cheese, as well as the other things you will need for the recipe such as eggs, butter, lemons, and digestive cookies.

The content of the grocery store magazine inspires its readers to try new things, and educates them about how to use the products to get the best results.

It’s a service to the customers which establishes the grocery chain as an authority in good, tasty food.

The key differences between copywriters and content writers

In essence, copywriters help you to sell your products or solutions. They are best at conversion.

For this reason, copywriters tend to specialize in short-form content such as:

Advertising (online and off)
Landing pages
Launch or sale newsletters
Slogans and taglines
Website copy

Content writers help you to establish your reputation with your target audience, and build relationships with your stakeholders over time. They are best at educating and informing.

For this reason, content writers tend to specialize in long-form content such as:

Blog posts
Articles
Whitepapers
E-books
Case studies

Can a copywriter also be a content writer (and vice versa)?

While the skills that it takes to be a copywriter are very similar to those of the content writer, not all writers have developed both skills sets to a professional standard.

Some writers, like me, are simply better at one kind of writing or the other.

For instance, I am not good at writing snappy, concise banner ads. It’s just not my strength. However, I am very good at breaking down complex information into explainers that just about anyone can understand and use.

It can be helpful to know what kind of writer is best suited to the goal of your project. This allows you to select a writer with the right skills and experience, giving you greater confidence that you will achieve the results you are after.

Final thoughts

Today’s strategic marketers recognize the value of having a variety of marketing tactics up their sleeves.

Developing informative content which connects customers or other stakeholders to your organization shouldn’t be overlooked as part of a comprehensive marketing communications plan.

If you’d like to discuss how content can help you achieve your communication goals, contact me.