Do you know what type of writer you need?
Content writing and copywriting are two different areas that, in this day, often become blurred in distinction. You might hear someone say they are a copywriter and assume it’s just a fancy word for writer.
Or, you may think all writers can help you in selling your products. Not the case.
Although they do complement one another and have a healthy working friendship, copywriting and content writing are indeed different processes.
The main difference lies in the purpose of each.
The purpose of copywriting is:
to advertise and market. Therefore, a copywriter creates high-quality content that is meant to SELL.
The length is generally shorter than content writing and is meant to get your audience’s attention quickly—to convince them to take action. This can be in the form of
- great headlines,
- simple and concise words, and
- conversational writing.
Copywriting gets the information out there and creates an urgency to persuade potential clients to use your services. The content is generally snippy, to-the-point, and easy to read quickly while also identifying with the tone of your target audience.
The purpose of content writing is:
entertain and engage your audience through valuable or interesting content.
A content writer will help you attract potential clients—and keep current clients coming back—through educational information about your brand or your services. This is usually done through pieces like blogs or articles that are:
- search engine optimized,
- great for sharing, and
- evergreen (content that stays relevant over the longterm)
Unlike copywriting, which is first and foremost meant for selling your products and pitching your brand, content writing is not exclusively there to sell. A content writer helps your readers understand your brand, which in turn creates interest and identifies a need.
Content writing is kind of like a long, interesting road that leads to sales at the end. You show your audience that the neighborhood is fun, friendly, and helpful. If successful, it eventually convinces them to buy a home in your neighborhood.
Copywriting is the shorter road meant to convince them to buy sooner. It puts your potential buyer right in front of said home and talks about the benefits of living there first.
Now, here’s where the line begins to blur.
We aren’t in the age of Madmen anymore (no Donald Drapers here)—copywriting is not just a piece of advertising like it once was.
To be successful with selling your brand, it’s important to have content writing that also incorporates copywriting. And vise versa. It’s the reason I provide both copywriting and content writing services.
Each type of writing has it’s own set of strengths, which is why a combination of both is golden.
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Focusing solely on one or the other will leave you lacking. No one wants to be sold to all the time (and people will know if that’s what you’re doing), but you also can’t have a successful business without showing people why they should buy your idea.