Content Writers or Copywriters: Which Are Right for Your Business?
Whether you’ve just started your business or you’re a seasoned entrepreneur, one thing is certain: At some point, you’re going to need words to move you forward.
This could mean the text that fills the pages of a brand new website. It could be the blog posts that you’re sharing to drum up interest in a new product. Or, it could be the text that guides your leads all the way to a purchasing decision on a landing page.
You can use words to teach, entertain, share news, direct, persuade, and so much more. But where do these words come from?
If you’re a do-it-yourself type, you may be the one writing them. If not, you might hire a content writer or copywriter to your staff, or hire a freelancer to help you out. If you decide to bring on writers, how do you find the right person with the necessary skill set to tackle your writing projects?
It all starts with making sure you look for the right type of writer.
Content Writing: The Way You Tell Your Stories
Content writing can be educational, informational, and entertaining. It’s also a tool for showcasing your business as trustworthy and a leader within your industry. Whether you’re demonstrating how easy it is to use your product or sharing a customer success story, content is how you spread the word about what your business has to offer.
If you’ve ever gone through a messaging exercise and you know how you want to brand your business (e.g., cutting-edge and futuristic or down-home and friendly), content writing is also a way to enforce that message.
So what does content writing look like?
Content writing includes:
Blog posts
Case studies
Tutorials
Testimonial video scripts
Thought leadership articles
Whitepapers
Reports
eBooks
Speeches
Copywriting: The Language You Use to “Sell” Your Business
Copywriting is persuasive writing. Although it isn’t always asking someone to make a purchase, you’re trying to sell the idea that prospects will benefit from clicking on your call-to-action (the action you want someone to take, like filling out a “contact me” form). Of course, being persuasive doesn’t mean being dishonest! If the value you’re conveying isn’t genuine, you risk losing any credibility and trust you’ve built with your audience.
So, what do copywriters produce?
Copywriting includes:
Website pages
Landing/ sales pages
Advertising
Sales slide decks
Social media posts
Promotional video scripts
Emails
Where Content Writing and Copywriting Meet
Although content writing and copywriting are totally different styles of writing meant to achieve different results, there is definitely overlap between the two. For instance, in a blog post, the headlines, sub-headlines, and call-to-action are all elements of copywriting.
Similarly, some copywriting actually points to content. For example, you may have a landing page, and the call-to-action is for the audience to download a case study. So the goal of the copy is to lead them toward content, and the copy has to convey the value of the content.
So while they’re different types of writing, they also complement one another.
Finding the Right Writer
Good news! Although content writing and copywriting differ, you can likely find writers experienced with both. Writers tend to be a flexible and resourceful bunch, so finding one who can help you meet your business’ copy and content objectives won’t be too difficult. Post the job on your website or a job board, and the writers will come!
If you do prefer someone who is more specialized to help with specific projects, then working with a freelance writer is probably a better option. Many freelance writers charge project-based rates, so you can work with the exact type of writer you need for each writing project on your list.
Now that you know the difference between content writers and copywriters, it’s time to decide which one (or both!) you need to put the right words in front of your audience.
If you’d like to chat about your writing needs and how I can help, email me at jasmineflemingfreelance@gmail.com.