If you’ve been struggling to create and publish the content you know you need to support your business, you’re not alone. Creating content is a huge job. That’s why 84% of companies outsource their content writing and marketing.
And the more businesses depend on the power of the internet to bring in and retain customers, the more a content writer can help increase their visibility on the web. But what kind of writing do you need—copywriting or content writing?
Everything is at stake, from inspiring confidence in your brand, to enhancing your brand’s reputation, to converting leads to consumers. So understanding whether you need a copywriter or a content writer to help you achieve your marketing goals and maximize ROI for your written content is imperative.
Ready?
What is content writing vs copywriting?
You already know words have power. And when used just right, great content turns a casual visitor into a consumer and a skeptic into a believer. While both copywriters and content writers are adept at manipulating words, they don’t perform the same job.
The kind of impact they create is what differentiates the two. Copywriters sell, while content writers deliver value. Here’s a closer look at the characteristics of each, so you can determine which is right for your project.
1. Copywriting is advertising and promotion
This kind of writing is most commonly associated with advertisements and promotional messages, because the intent is to generate leads and encourage sales.
Copywriting is used for
- pay-per-click landing pages and ads,
- social media ads,
- product pages,
- sales emails and text messages,
- magazine ad campaigns,
- CPM ads,
- brochures and billboards,
- press releases, and
- taglines.
Really, copywriting leverages the power of persuasion through storytelling. This requires writing that prompts a reader to take an action like making a purchase or signing up for a monthly subscription.
In copywriting, the grammar may be relatively informal. So, you’ll often find experienced copywriters capturing their audience’s attention by bending the rules of grammar. Since your intention is to evoke an emotional response, which is the impetus for 9 out of 10 purchases, Simple, evocative language is the key to effective copywriting.
2. Content writing is education and SEO
Content writing is best characterized as writing for search engine optimization. That’s because, ultimately, the purpose of content writing is to entertain or educate readers with high-value information.
Enriching and valuable, content writing focuses on
- blog posts,
- white papers,
- tutorials,
- e-books,
- newsletters,
- articles,
- social media posts, and
- case studies.
Content writing won’t have the same voice or tone as copywriting. The purpose is to share information and educate a target audience. That means the writing style should be conversational, friendly and informational.
Content writers seek to establish a brand’s authority in a niche. So expect the content to explore some minute details—anywhere between 500 to 2,500 words.
Proper grammar is a must for content writing, because grammatical errors detract from the value of the content and distract your potential customer. A good content writer is proficient and fluent in the language in which they write.
Which do you need?
To put it simply, copywriting is appropriate for situations where your goal is to
- sell a product or service to potential customers,
- find exposure for and market your brand,
- encourage users to perform a particular task with a call to action,
- convert leads into sales, and
- improve your presence and generate brand awareness.
Conversely, content writing is more useful for situations where you want to
- educate or inform your audience,
- establish yourself as an authority,
- build customer loyalty and trust, or
- generate web traffic through SEO.
An ideal content marketing strategy includes a blend of copywriting and content writing. Great content informs potential clients of your products and services and influences them to respond to your call-to-action.
Need help creating and executing a content marketing strategy? We’re here to help!
