Confused? The basics of the Content writing vs Copywriting debate.
It always happens. Every time. Without fail. Client meetings go from pleasant hellos to surprise… to curiosity. Is it me? Did I do something wrong? Was it my fault? Did I fail to set proper expectations? When they hear about what I do, it’s met with — oh, I didn’t know that!
They’re surprised because they have no idea how deep or broad the marketing landscape is. They’re clueless to the facets and specialities in marketing today.
As owners running their business, it’s tough to bring yourself out of the cocoon you’ve developed. Even marketers have a tough time mastering all the skills that make up their industry. Content writing and copywriting are just a few pieces in the process — but important pieces at that.
So why does content writing and copywriting matter to businesses and marketers?
It’s 2020.
If you’re not producing content, then you’re irrelevant. If you’re not communicating properly with your audience, you don’t matter. Yes, the truth hurts.
Content and copy are the lynchpins for any business looking to adapt to the modern age. If you’re concerned about building leads — get a content writer. Worried you can’t close sales? Hire a copywriter.
They’re the ones tempting readers and buyers. And while content writers build authority and brand, copywriters make or break your business. You need both to survive.
What is content writing?
Content writing is the writing used to educate, inform and engage readers.
- If you write blog posts — you’re a content writer.
- If you write stories and craft scripts — you’re a content writer.
- If you write novels and short stories — yep, content writer.
Content writing fuels businesses and brands with information that resonates with your readers. It attracts potential customers to your brand and educates them about your services and products.
So, what is copywriting?
Copywriting focuses on generating sales and closing leads. It is a persuasive form of writing that triggers audiences emotions and drives them to act.
Think of the last (good) website you visited. Think about the homepage you landed on and what it said. Copywriting focuses on initiating action. A sign-up. A submission. A sale.
But what does a content writer do?
Content writers are Search Engine Optimization (SEO) specialists in the world. You know — Google stuff. Not only are they good with words, but they understand how words work to engage readers.
These highly-skilled wordy-wizards understand how to write articles and help brands get discovered. They know which words to use to rank well in search and give your website and blog some much-needed love.
They’re the ones who write:
They’re the ones who keep the marketing train rolling and the engine churning with the material.
What does a copywriter do?
We’ve already mentioned that they focus on persuasive copy and sales. But what else is there?
The purpose of any business is to generate sales. These master wordsmiths are also master salesmen. Not the call-your-house-at-an-awkward-hour type. No. They’re the ones that touch the sore spot you’ve been struggling to heal. They’re the ones who make you nod in agreement after listing out all the alternatives you’ve tried. They’re the ones who make you say to yourself — yes, they get me! And they’re the ones who make you spend your hard-earned money on solutions.
They write:
- Website copy
- Sales pages
- Landing pages
- Social Media Ads (Google, Facebook, Linkedin, etc.)
- Newsletters
- Sales emails
They’re the extra kick you need when you want to drop a golden egg (or product) in your market and get returns. They’re pretty much your golden goose.
Which one is more important to my business?
Easy answer? Both.
Content writers and copywriters are valuable in their respective ways. If you can afford both, take them. Quick.
But if you’re hard-pressed to take both (read: you can’t afford both), there are a few differences you need to know.
Purpose
The purpose of a content writer is to provide engaging and shareable content. They are the consistent performers who write to build trust and brand authority. They help you to keep the pulse of your market and your audience. Content writers help you share value to your clients so you keep top-of-mind.
Copywriters fill the short-term goal of sales — direct, unadulterated sales. They’re the adrenaline you need when you want to fill your pipeline and your coffers. They’re the information grabbers and the legal credit card “snatchers” for any business. Copywriters write to tap emotions, and if done well — they inspire action. They don’t concern themselves with providing information unless it leads to something more.
Writing Style
Content writers are SEO specialists who understand language and grammar. They write fast and often, and can churn out topical content on a dime. They are knowledgeable about how various marketing platforms work. They focus on facts, stats and research, which can make them an expert in little time.
Their copywriting cousins appeal to emotion rather than facts and stats. They dig deep to understand the motivations of buyers. Think psychology, research methods and the written word. Add the skill of altering writing tone and voice to their reader and you’ve got a genie with a pen.
The Job.
Content writers can be CEOs, managers, writers, engineers… the list goes on. They generally have deep first-hand knowledge of an industry. If not, they have the ability to learn it quickly and share it competently.
Copywriters are professionals. Professionals trained in the art of persuasion. And they write as such. While copywriters can be good content writers, it’s hard to put content writers in the same mould. Copywriters stick to a few industries. You will often find copywriters who hone in on Healthcare or Technology.
If you’re like a savvy business owner, you’ll be cautious about how you spend your money when hiring a pro. When it comes to a content writer or a copywriter, make sure you know what your goals are — for both the short and long-term. Understand the role you need to fill and figure out how best to use these pros to your advantage. After all, they can make or break businesses… and industries.
Still not sure who do go with, then let’s chat to find out what’s the best way to make your business.
Originally published at https://stefandelas.com on October 23, 2019. Revamped for Medium.
