How do you know if you need a content writer or a copywriter?
Aren’t they the same thing?
Although they’re similar they’re different depending on your needs. If you know the difference between a content writer and a copywriter, you’re in a stronger position to chose the best one to benefit your business.
Ultimately whichever is better for your business will be invaluable in engaging customers, and hopefully gaining their loyalty to your brand.
The Basics
Content writers INFORM or ENTERTAIN
Copywriters INFORM and PERSUADE
So which you need depends on whether you want to inform or entertain or whether you want the reader to do something.
Copywriters will always call your reader to action such as sign up to your email list or move towards buying or better still buy from you.
Content writers will provide information or entertainment.
Let’s look at the difference between a content writer and a copywriter
The Copywriter
Persuading a reader to buy something or donate money is the goal of the copywriter. The ‘Call to Action’. Copywriters’ language is highly creative and persuasive. When you read a print ad., a billboard, taglines, social media ads. and more, you’re reading the words of a copywriter.
Now, you may think a copywriter’s work is therefore questionable. After all, their task is to persuade readers to part with their money. From your business point of view, that’s also your goal!
However, we all consume more or less. All a copywriter does is apply their creative craft of making words work, to persuade people to take some purchasing type of action for your business. If those words are well crafted, they’ll engage readers immediately and make them want to read more. Just like a good novel or movie synopsis, those first words have only seconds to hook the reader.
What about adverts without words?
Some copywriting is so subliminal we don’t even realise the message is imprinting on our brain. In fact, highly subliminal copywriting often doesn’t need words. Conceptual copywriting. It works with well known brands and a great example is a well-known burger chain. You know the one with ubiquitous golden arches.
There are young children who recognise that image before they can even speak. No matter what you think of that, it’s true and it’s advertising. Think of other imagery that advertises without words. They’re everywhere! However due to copyright I’m not going to show them! You don’t really need me to show them though, do you?
The truth is that for regular copywriters most of their work is based on words to meet a client’s need to sell something. It needs research into the product or service, the industry and the competition.
A good copywriter will also be a thorough researcher.
Not only that but the copywriter needs to get to know you, the business owner. Get to the heart of your business. What makes you different to your competitors (there’s the research).
Why should a potential customer stop at you? Why shouldn’t they go past you to your competition?
If you’re a local business, it helps if your copywriter knows the local area.
Your copywriter’s work will be measured by your business’ short-term goals. It’ll be aimed at a target audience and will provide instant gratification to them and your business. Which means increased sales. Or increased clicks on your website. Or more sign-ups.
Business needs copywriters!
The Content Writer
Content writers work with long term goals. Think Greenpeace. Their website is content loaded to inform and educate about environmental issues. And they’re there for the long haul. Like other informative sites, they’ll run campaigns and invite readers to sign petitions and volunteer, but they’ll also invite readers to donate to campaign funds. Similar to community groups, political groups, public awareness groups, and many more.
The content writer creates the words you read on these sites. They craft the language to try to build loyalty to the site.
However, like a copywriter a content writer must create engaging headlines to grab readers’ attention. Headlines that are subtle and often personalised. Often emotional.
You’ll see content writers’ work in emails, blogs, reports, articles, newsletters, brochures and more. So your copywriter and content writer can be the same writer. It depends on your needs.
Maybe you want to update your website and increase traffic and hopefully sales, but you might also want to run a letterbox flyer drop (old-fashioned perhaps but don’t dismiss it! Still highly effective). Your copywriter will apply their copywriting skills to the website and their content writing skills to your flyer. They cross over unless the copywriter only works on SEO.
And what is SEO? Confusing, I know!
SEO is essential if you want Google to ‘like’ your website. No apologies for mentioning Google as most web searches are via Google.
SEO copy or blog writing appeals to your human customers while getting approval from Google. And that helps your business!
Something to explore in separate post.
Now you know the difference between copy and content writers, hopefully you’ll appreciate their value to your business.
P.S. Whichever you need, I can help! https://deliaforrest.com.au/
