Content Writer vs. Copywriter: Who Should you hire?
If you’re searching for writing help to market your small business, you may see freelance writers out there with a variety of different creative titles and be left wondering: content writer or copywriter—who can help me? Not sure what the difference is or which writer is best suited to craft great words to attract your ideal clients?
While most good writers can write both content and copy, some writers are specialized in one or the other format, allowing them to really hone in on their skill set and become experts in their specialty of writing.
First Thing’s First: Content vs. Copy
Content marketing = to educate
The term content is used to describe information shared digitally in a variety of formats (video, blog, podcast, digital download, etc.). This type of writing is educational and attempts to inform you of a problem or solution, with little or no sales pitch. The philosophy here is to win your trust by providing you free, valuable information, so that you eventually will make a purchase down the road from a brand you consider to be an advisor. Mostly, these pieces of content are universal and helpful to readers whether or not they are customers of your business yet.
Your content strategy, then, is typically a long-term investment of time and effort to provide a future client with valuable information. Content writing would be part of the top of your sales funnel, as a way to bring awareness to the problem you solve and your business.
Copywriting = to sell
The term copy has been used for ages to describe advertising language designed specifically to sell a product or service. Examples can be traditional print formats such as newspaper ads and brochures, as well as digital formats such social ads, webpages and, more specifically, a highly strategic sales landing page. This type of writing is convincing and attempts to motivate you to take an action, typically making a purchase.
Your copy strategy, then, is all about finding the right words to hook your readers and keep them scrolling until they pull out their credit cards. Copywriting would be further down in your sales funnel, as a way to close a sale.
What Does a Content Writer Do?
A content writer crafts strategic and relevant digital content that your ideal clients will naturally be interested in reading.
They use tactics like:
determining customer pain points and writing content that helps solve those problems
finding ways to naturally attract viewers
strategizing how to draw viewers further down your funnel after reading content with relevant calls-to-action (not necessarily sales-focused yet)
They may help you craft:
blog posts
podcast scripts + notes
case studies
lead magnet or freebie PDFs
and an overall content marketing strategy
Example of Strategic Content Writing in Action
You are a local photographer specializing in family portraits. One problem you hear over and over again from moms during their session is the struggle to determine what everyone should wear. Should we all match? Should half of us match? Should we all stick to the same color tones? Knowing that this is a constant struggle for your clients, you assume that some people don’t even book family portraits because of this hurdle (and yes, this is true!).
So you create a freebie downloadable PDF on your website entitled “What to Wear for Your Family Portrait Session” that includes an encouraging message, example photos, advice, color boards of ideas to get the family’s attire on the same page, and even a worksheet that they can use to get themselves organized. Viewers need to give you their email address, and then the PDF is sent automatically to their inbox. You benefit because you have more people booking a family session, confident that they’ll love their pictures, and you also are building your email list to stay top-of-mind for those who weren’t quite ready to commit yet. So many wins here! With content marketing, you offer something of value before you prompt a viewer to buy.
This blog post is an example of content writing.
What Does a Copywriter Do?
A copywriter, then, writes highly strategic and convincing advertising materials.
They use tactics like:
talking about the customer’s problem
empathizing with the customer
speaking language the customer speaks
sharing social proof such as client testimonials
showing the reader how life can better with your product or service
providing a clear call-to-action right away and strategically throughout the copy
They may help you craft high-converting:
social ad copy
website copy
email sequence copy
sales and landing page copy
and more!
Examples of Strategic Copywriting
You make natural, organic skincare and are about to launch a new product. Before you do, you want to get a feel for how many people are interested in your product, so you offer a presale discount. You craft some awesome social media ads with a limited-release feel to it, and pay to promote it to people in a similar demographic to those who often buy from you (30-something moms). When they click on the link from social they are directed to a sales landing page within your website that a copywriter created for you.
This landing page speaks directly to your ideal mom client, addressing all of her current problems with her skin, shows her how great her skin will be after using your product, and addresses concerns or questions she may have about this new product. You even have other moms featured with testimonials. A direct PREORDER NOW button is placed multiple times on the page so she can purchase at various points within the copy. Within two weeks you’ve far exceeded your presale goals and are ready to amp up production. The right words really do sell!
My homepage is an example of copywriting.
Good Copywriters and Content Writers Both Do This
Regardless of who you work with, a good freelance writer will help you:
determine your ideal client (who is she, what’s her age, her life experiences, her needs, etc.)
clearly articulate what problems you help customers solve
hone in on your brand voice and tone (what words you use and how you connect with your audience)
reach your short and long-term marketing goals (sell or educate)
craft messaging that attracts and converts clients
Copywriter vs Content Writer: Who Do You Need?
Who you hire depends on your specific needs.
If you are looking to attract new viewers to your site, deepen relationships with your existing audience, and create loyal followers, a content strategy may be right for you.
If you are looking to convert your existing audience to buyers and closer sales while you sleep, strategic, high-converting copywriting is right for you.
Many Writers Offer Both Services
I’ve found that freelance writers who work with start-ups and small businesses typically offer both content and copywriting packages.
This is because your content marketing strategy and your sales copy can be connected in many ways, and it’s easier for a small business to hire one talent instead of two.
Looking for writing help? I offer clients both strategic copywriting and content writing services to small businesses and brands just like yours.
Let’s find the words that make you money! Schedule your free 15-minute consultation here.
