Imagine entering a coffee shop, there’s an employee at the cash counter who will tell you about this new “Cold Brew”. He also tells you about a coupon that gives you one cup for free after four purchases. There’s another employee. This person talks to you about how the coffee shop started and how their process of brewing is different.
That is the difference between copywriting and content writing.
A copywriter’s intention is clear and concrete. They have to generate more actions for their client; it could be in the form of email sign-ups, sale of product, subscription to a service or collecting information from the audience.
A content writer on the other hand, is engagement driven. Their purpose is to involve people with the business, to inform, educate and entertain them.
How do you decide which one to choose? Let’s further discuss the differences between these content writing services.
“A brand’s use of language is its primary form of expression, and by controlling and managing a brand’s voice you create the opportunity to build mutually beneficial, long-term relationships with customers.”
Styles of content writing services
The first difference is in between the tone and style of writing that a copywriter and content writer follow.
- Direct Tone– A copywriter is someone who writes compelling copies to sell a product; so, their content is brief and to the point. The language used is persuasive and emotional. A copy ends with a Call to Action (CTA) to prompt the reader to take a step further. The copy’s main focus is selling.
- Subtle Tone – A content writer’s job requires them to master storytelling. Their language is warm and inviting to the reader. They usually give out information on a topic without asking for anything in return. It’s creating value in content for the reader in hopes that the audience will remember the brand and possibly turn into customers one day.
Can they both be one person?
Some writers are able to have the skill set to be able to switch tones between content and copy writing. However, not every writer can consistently switch in between content writing and copywriting.
Therefore, a better question is: Can this writer serve both purposes effectively?
- It is important to test their skills to decide if they can successfully represent your business in both voices.
- If their writing is engaging and brand driven, if they can manage to entertain the readers in content writing and also write clear cut copies.
Tip: Writers can adapt to your requirements however every writer has their own perspective and style. It is best practice to choose a writer whose words and sense of tone match your business vision from the beginning. That saves a lot of time and effort.
Types of Content
We talk about what kind of end product a copywriter and content writer produce.
- A copywriter writes marketing campaigns, website copy, SEO landing pages, advertising copy, sales emails, taglines, brochures, paid online advertisements or social ads.
- A content writer produces blogs and unpaid social media posts. They offer book writing services, write website content, advertorials, presentations and create media in visual or written format for content marketing.
Some of the content can be written by both a copywriter and a content writer depending on what is the desired outcome; sales or a larger readership and increase in brand loyalty. Which brings us to our next point.
Goal of Content
- A copywriter is sales driven. At the end of the day, their success is in the number of CTA’s followed, sales and customers gained. It is a short-term goal content with big returns.
- Content Writing needs to be impactful to move the readers so that they remember and view the business in a positive light. Brand loyalty is a long-term goal of a business that is fulfilled by great content that can earn people’s trust.
- Both a copywriter and a content writer represent the brand whether it is a marketing campaign or a social media post. Hence, the limelight is not on an individual but the business at large.
- Some companies may choose to publish the content under their in-house copywriter or content writer’s name.
- In case it’s a freelancer, it depends on the contract terms and conditions. If the contract states that they will be working without credit, then it will be considered as a form of ghostwriting and their name will not be attached to the content or copy.
“Copywriting without content is a waste of good copy,” and “content without copywriting is a waste of good content.”
- Content Writers create a sense of belonging with the brand. It could be by talking about being eco-conscious by using the brand’s newest environment friendly clothing line.
- Content Writers are hired to drive organic traffic to the website and social media pages.
- As a result, they need to be well versed with SEO strategies.
- Copywriters draw attention towards the product or service. They inform the audience about why the brand is better than the others and give them a reason to come back.
- Copywriters can have a general know-how of SEO.
While content writers drive people to the brand, copywriters turn those potential customers into consumers.