Are you a digital marketer or writer who needs help with content? Do you know the difference between copywriting and content writing?
Many digital marketers and writers don't know the difference between content writing and copywriting. This blog post will cover both terms, so you can make an informed decision when it's time to create new content for your business or organization.
Copywriters are writers who work on marketing projects. They create articles, brochures, and other written communications to communicate a message from one person or organization to another.
Content writers, as the name implies create content for social media, websites, or your blog. They write blogs, website pages, e-books that are informative and help readers to understand a certain problem.
Who is a Content Writer?
A content writer creates web content for a site, usually in the form of blog posts or ebooks. This person writes material that tells stories or educates its readers. The goal of this writing is to help people solve a problem and/or get them to take action, whether it's buying products or services from the company offering the content or building social capital through sharing on their social media channels.
Content writers don't create marketing pieces communicating brand messages (like copywriters but more on that later). They are sometimes called "inbound marketers" because they are creating content that attracts leads into their sales funnels, based upon what we know about buyer behavior online today.
Consumers research and engage with businesses through multiple customer touchpoints, which require a variety of content. A piece of well-written and targeted content can drive traffic to your site and may even result in sales or social media shares.
This person sometimes writes ebooks, web pages, press releases, newsletters or other written communications to be used online. The goal is always to attract new customers or promote an event, product, or service.
Content writers sometimes write for blogs and are also valuable to businesses that have a blog or need help getting their content found in search rankings.
Who is a Copywriter?
Copywriters are hired to create online marketing content that brings visitors to a business site using copy (or text) with the goal of increasing leads and sales for clients. The messages in their communications are focused on communicating key benefits, encouraging readers to take action or solve a problem based upon how they will benefit from doing so.
Copywriters work on projects ranging from marketing copy for promotions, ebooks, and other online content to sales pages. They also create landing page copy for email campaigns like opt-in form and may create ads that go on Google's search engine results page (SERP).
Key Differences Between The Two
- The terms "content writer" and "copywriter" are often used interchangeably, but there is a distinct difference between the two.
- Copywriting is more focused on moving people to take action and it's generally written at a higher level so as not to confuse the reader. Copywriters tend to write about what you want, including benefits and "what you can do for me" messaging. They create sales messages that are easily understandable by everyday people.
- Content writing, on the other hand, is more focused on telling stories. It's meant to inform and educate readers by taking them through a process from start to finish with a beginning, middle, and end. Content also focuses upon keyword-rich content that will appeal directly to search engines rather than humans. Content writers are often concerned about writing for search engines more than they are focused on the readers and their needs.
- Content is also generally written at a lower level and more conversational in tone so as not to confuse its audience. Content usually begins with what you already know, then moves into how to fix an issue, before finally ending with how your business helps. The content writer is more concerned about understanding how a reader will be able to use their business' products or services to help solve their problems and writing for that end goal.
- Both content writers and copywriters use the statements at the beginning of this post. They are both right. But one approach can't do both well; each requires a different approach to lead the reader into action.
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