Content writing vs. Copywriting: What’s the difference?
Content writing and copywriting are often considered to be synonymous. It’s easy to see why, right?
Both involve the creation of written content. But the two disciplines are actually different beasts altogether. Content writing focuses on getting information across in a fun way, while copywriting is more about selling products or services.
Content writing
Content writers are primarily concerned with the value of information. They’re expected to present their content in a way that is clear, concise, accurate and engaging. This means they have to be both knowledgeable about the topic at hand, as well as capable of presenting it interestingly enough for readers to actually read what’s on the page.
This is often done by writing something that is very long, yet easy to follow, or by breaking it into succinct chunks of information. Additionally, content writers are required to understand readability statistics and how to write for both web and print media. Content writers are usually editors at heart, but they’re also writers, researchers, proofreaders, and so on.
Content writing is not about selling products or services to customers directly. It’s about providing value in the form of useful information -- education, data, entertainment, etc. If companies gain some sort of benefit from it though (like building a brand), then that’s cool too.
Copywriting
At the other end of the spectrum, we have copywriting. Copywriters are expected to come up with ways to sell products or services without getting too pushy (pressure tactics like hard selling don’t work anymore). For that reason, it’s important for them to know what readers will empathize with most.
To accomplish this, copywriters need to understand their target audience pretty well. This means knowing things like where they hang out online, what kind of language interests them, how to gain their trust, etc. Once they have all that information, they can focus on creating content in the form of promotions for whatever product or service they’re promoting.
This content needs to be persuasive enough that readers will actually want to buy the product or service being offered. The digital age has made it easy for anyone to share their opinions, so copywriters have to consider what readers are saying online about them too. They need to know how they can use all of this information in a way that benefits their client.
How they’re similar
Both content writing and copywriting involves the creation of written content. If a company needs a website, brochure, or eBook to be published, either a content writer or a copywriter will write it.
They also share some common traits when it comes to things like grammar, spelling, and sentence structure. That’s because the content needs to be written in a way that is interesting without getting too complicated or long-winded.
The one thing copywriters need to know that content writers don’t is how to optimize their work for search engines (think SEO).
Can a writer be both?
Every copywriter can be a content writer, but not every content writer can be a copywriter. Copywriting takes special skill and incredibly thorough research—not just on the topic or product, but the industry, audience, culture, day-to-day problems, and more.
Content writers can be great at writing long form blog posts, but they may not necessarily know how to best sell a product with words.
Many copywriters start as content writers, though.
Who’s more expensive?
Copywriters will tend to be more expensive. Quality copywriters, you’ll find, charge significantly higher than your average content writer. Again, this has a lot to do with the demanding process and expertise.
Who should I hire?
Well, what do you need?
Do you need weekly blog posts to fuel your content marketing and boost SEO performance? Hire a content writer.
Do you need high-conversion wordplay to sell your product or service and steal a customer’s heart? Need to wow people? Keep em on the edge of their seat? Hire a copywriter.
If you care, I happen to be both.
