Content writer or copywriter, what's the difference?
And do you need one anyway?
If you’re looking for someone to help you to find the right words and put them in the right order so that they land in front of the right people at the right time in a way that sounds and feels like you, and helps you and your work to thrive. Well, it’s worth taking a little time to make sure you’ve got the right (copy or content) writer on hand.
I tend to call myself a content writer because I specialise in writing ‘long form’ content. Think blogs, email newsletters, profiles, case studies and About pages. The kind of writing that acts as your content building blocks. Content that tells the story of who you are, shows your knowledge and expertise and how you work with your clients and community.
But I also use the term copywriter - with an explainer - because it's a term people are familiar with. But it's worth knowing that a) there is a difference because b) it'll help you to work out what kind of writer you need by your side.
A simple definition: copywriter or content writer
I like the definition Neil Patel uses in this blog and the point he makes about both playing their part in your marketing machine. But where you put your focus (and budget) depends entirely on what your marketing goals are and how best to get the most out of your time and money.
‘Copywriters are responsible for creating effective copy – the text on your website that converts browsers into buyers. These are the words you see in digital ads, billboards, emails, and more.
Content writers, on the other hand, create valuable content that engages and informs your audience. Long and short form blogs, eBooks, and whitepapers are often written by content writers.’
Neil Patel
What writing support do you need?
Before you start Googling content or copywriters, take a few minutes and ask yourself, ‘What am I trying to achieve here?'
Maybe you have a subscriber or mailing list but your email newsletter schedule is a little chaotic. It might be that you're not getting the engagement and open rates you want or you’re struggling to find content and angles that’ll have readers smiling when they see your email land.
Are you launching a course, an event or a new product or service? In which case you'll be wanting to generate leads and interest which calls for a copywriter with persuasive as their middle name.
But, what if your profile, brand story or About page needs a polish? Or your ‘voice’ is vague and your toes curl at the thought of writing about yourself? And what about that pile of fabulous case studies just waiting to be shared? If any of that sounds familiar you’ll want a content writer who can weave a story together, help you to find your voice and turn it all into engaging words on a screen or page and gives you a confidence boost along the way.
Word magicians
I guess the bottom line is that whoever you work with must really care about the words they write and know how to create a little word magic. Have a look at what they’ve written for others but also look at what they write for themselves.
Because your writer also needs to possess bucket loads of empathy and a somewhat scary ability to get into your head (and your clients's heads too) and extract words you didn’t realise needed extracting.
Even if you're not sure what kind of writer you need, they should know the difference between copywriting, content writing, SEO – the whole shebang. And they must be able to show you where their writing passion, skills and strengths lie too.
Because while I’ve written social media Ad copy I wouldn’t advertise myself as a social media Ads copywriter (there are some brilliant ones out there), but if you need your brand story retelling or a case study written, give me a call!
Copywriter or content writer: it’s good to talk
We’re not talking hard and fast definitions here. I’m a content writer, but I know people might search using the term copywriter, so I’ll answer to both but I'll always clarify!
The best thing to do is have a chat. That'll soon help us work out whether I’m the right person for you, or not and sometimes that comes down to fit. Can we work together in a way that makes life easier for you? Do I get you and your creative business. And if you do need sales launch copy – I'll point you in the direction of some cracking copywriters!