Often, as a start-up, you’ll have one employee designated to carry out full function marketing writing, and you’ll call this person your “copywriter”. Depending on the qualifications and experience of the writer concerned, you may not be filling the copywriting function correctly. So what are the differences between content writing and copywriting?
Role
In corporate companies you’ll find there are separate employees hired to fill copywriting and content writing positions. Your content writer informs, instructs and educates your audience on a brand or idea and your Copywriter sells it. Your copywriter’s main goal is to persuade an audience to part with their money. The content writer’s primary goal is to inform them, in an entertaining and educational way, of the reasons why they should part with it.
Audience Response
Your content writer is expected to engage your audience in a genial manner; concentrating on building trust and rapport. This should align with your long-term strategic marketing approach of attracting audiences. Your copywriter will focus on already-attracted audiences, sealing the deal with hard-hitting, compelling short copy.
Style of Copy or Content
Content writers write long-form content. They deliver whitepapers, blog posts, social media posts, e-books, magazine articles and more. Your copywriter concentrates on short-form copy like advertisements, slogans, web page content, press releases, billboards, micro-copy, radio and television ad scripts and catalogues.
SEO
A good content writer has an advanced knowledge of SEO as wording and phrasing is essential to long-form content. You will hire a content writer to drive your inbound traffic and create long-term leads that your copywriter focuses on. Your copywriter has a knowledge of SEO and will be able to apply it, but it isn’t as essential for their short-form copy.
Summary – the Differences Between Content Writing and Copywriting
Your content writer writes content that fills pages and ignites flames of brand interest. Any good writer shouldn’t have a problem writing your content, using creativity and paying attention to grammar and spelling. Getting your content writer totally up-to-speed will include education in the art of SEO. Your copywriter benefits from your content writer’s ability to attract an audience and keep them interested. By writing short, punchy, persuasive copy your copywriter drives sales and ensures conversions.
These roles may overlap, with many content writers finding long-term roles as copywriters while also fulfilling their content writing obligations. Finding somebody who can do both, as well as filling a technical writing role using good UX writing, would potentially fill a Marketing Management position for you in the long-term.
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