Copywriting. Content writing. It’s pretty much the same thing, isn’t it? Well, actually no.
Both are important, and they also sit closely together. But there is a big difference. Discover everything you need to know about the art of copywriting and the craft of content writing. Plus, how we can help you to boss this vital part of your digital marketing strategy.
Firstly, so what is copywriting?
Think of copywriting as the more salesy aspect of your business. Copywriting refers to the creation of content that is designed to persuade readers to take a particular action. It’s a persuader, not an educator.
Some examples of copywriting include:
- Landing pages
- Advertisement copy – whether print or online
- Social media ads
- Product pages
- CTA buttons and text on websites
- Chatbot scripts
You get the picture.
So what is content writing?
Content writing, on the other hand, refers to the process of creating content that is designed to either educate or entertain readers. While content writing can be used to support sales, this is not its primary purpose. It’s much more about developing a relationship with your target audience, and a good content marketing strategy should underpin your entire marketing plan.
Some examples of content writing include:
- Blog posts
- Website content
- Email newsletters
- Social media posts
- News articles
- Case studies
- Press releases
Why you need copywriters AND content writers!
You can have the best copywriting in the world, but the chance are that most new customers will only convert once they have a relationship with you. There are touchpoints along the way, which is where your lovely content comes into play. It builds trust.
Perhaps they’ve read one of your blogs, or seen an interesting social media post. Whatever content they’ve seen – assuming it’s had a positive effect! – will massively increase your chances of copywriting converting.
The two go hand in hand. It’s possible to have both separately, but certainly copywriting absolutely works better when supported by content.
Copywriters sell. Content writers inform
As briefly touched upon above, the job of a copywriter is to sell your brand to your target audience. However, the role of a content writer is to inform, entertain, or educate the readers.
Copywriters create urgency. Content writers engage
Good copy will make a reader take immediate action. It will drive them to sign up, fill out a form or buy a product. Great content, on the other hand, will engage with the reader and lay the groundwork for future sales.
Copywriters focus on words. Content writers on SEO
When writing copy, every word needs to count. Copywriters needs to drive an emotional response so that readers take action. However, content writers should be SEO experts so that your content can be found by searchers and search engines alike.
Copywriters are all about short form. Content writers write longer content
Copywriters create copy such as slogans, taglines, ads and email campaigns, all of which are short forms of copy. On the flipside, content writers tend to create long-form copy such as articles, press releases, print magazines and white papers.
Copywriters create leads. Content writers drive organic traffic
Although there can sometimes be a little overlapping between the two, as a general rule, content writers are there to drive organic (free) traffic to your website, whereas copywriters should turn this traffic into high-quality leads.
We live and breathe content, and copywriting. Thinking of re-doing the website content? Or creating a new brochure or magazine that knocks it out of the park? Maybe just need some regular blogs so your site doesn’t disappear off the web. Whatever. Give us a shout for a free quote.