Are you searching for ways to boost your company’s website traffic? Maybe with blogs and articles? If you’ve just started to do a little research into the world of “content creation,” odds are pretty good that you’re running into a few new terms and aren’t sure what to choose. Today we’re looking at one of the biggest differences that always throws people for a loop: content writer vs copywriter.
Of course, the difference isn’t something one can be expected to know right away. The distinction isn’t a question that worries most people, unless they’re actively trying to figure out which one they should hire. Then it becomes very important.
After all, you don’t want to throw money at a copywriter, only to discover you should have gone with the content writer to begin with. Or vice versa.
(And no, they are not the same.)
Common usage can make it even more troublesome… although many people will use the term “copywriter” as a blanket term for anyone who writes business-related content, in practicality, there is actually a world of difference that separates a copywriter vs content writer.
Content Writer vs Copywriter in a Nutshell
The most basic way to think about the “content writer vs copywriter” question is to look at what the goal of their writing is.
By and large, the copywriter puts a lot of time and effort into crafting short, punchy, emotionally resonant material. They’re coming up with advertising ideas, slogans, and marketing campaigns. When you hear a voiceover actor recite the company’s name and slogan at the end of a commercial, this is the sort of stuff a copywriter creates.
The content writer, on the other hand, is usually creating material to inform customers and to engage them. Usually in much higher volume. The point of this is to earn a customer’s trust, and to develop credibility that comes with having a lot of readily-available information. You want to demonstrate that your company knows what it’s talking about.
Left Brain vs Right Brain
The aims of each of these writers are based on two very different psychological processes.
The copywriter looks to resonate with the customer’s right (or creative) side of the brain. A copywriter creates an emotional response by appealing to humor or attention-getting techniques. It’s all about getting that instant response that says “yes! I want to buy (fill in the blank).”
The content writer, meanwhile, works a bit more slowly. He or she appeals to the left (or logical side) of the brain. The part of the customer that says, “I’m interested, but I need to know more…”
As a result, in order for good content writing to have a serious impact, it’s best to have a sizable volume of it. Customers can find what they’re looking for, and get to know a business by the quality of the information available. Blogs with several dozen posts, or articles on a variety of different topics will have the maximum effect.
And when good copywriting and content writing are used together, a business owner can create an extremely effective online campaign.
But which one do you need to focus on now? Let’s break it down by the tasks that are on your plate.
When to Hire a Copywriter
Large companies will have their own in-house copywriters. These folks are completely familiar with their employer’s overall preferences, and can be counted on to keep the company on message and on-brand. And they’ll be on the payroll constantly, doing whatever the boss needs.
Smaller companies, meanwhile, might not have someone for the entire year. Instead, they will generally work with contract companies or individual freelancers. In this case, there are a few crucial times that a copywriter is most necessary: at the company’s creation, during a new marketing campaign, or during rebranding.
A copywriter will look at the goals of the company, and come up with ideas for the company’s major slogans. In particular, a copywriter will look at the specific tone of the company. Is it serious? Irreverent? Playful? Conservative?
The main thing to consider here, especially if you’re starting a new company, is that a copywriter can help you create a uniform feel for your various media. Something that appeals to your ideal customer, and that is consistent with your graphic design and logo as well. It all works together.
Slogans and Marketing Campaigns
Here as well, a copywriter is what you want. Copywriters will often write pages and pages of potential slogans or catchphrases for marketing campaigns, only to choose one or two good options and throw the rest in the trash bin.
The copywriter could be said to be an idea machine. Someone who is capable of imagining the many possible ways your company can get its message across. Then try them on for size, until you find the one that’s the perfect fit.
Sales Pitches and Brochures
In addition, the copywriter will be versed in working with different formats. They’ll help you find that perfect phrase to end your sales pitch (the one that gets the customer or the investor on board). They’ll also usually be able to work in a variety of media, so whether you’re designing slogans for web use or drawing up a brochure, the copywriter will keep working to find the two or three ideas that really sing.
The purpose here is to get a customer’s attention, and make them want to take action. And you can see how a copywriter will be particularly helpful during a rebranding session, for instance. The right company slogan can drive sales and define your image for decades. Just think how much mileage Nike has gotten out of “Just Do It”, for instance.
So there’s one half of the “content writer vs copywriter” question. The right copywriter can define your image, build your brand, excite your customers, and is a useful part of any major long-term strategy.
So when do you need a content writer?
When to Hire a Content Writer
As one might expect, “content writer” is a relatively wide-ranging term. A content writer is any writer who creates create content, but usually it means one that creates content for the web.
Certain content writers might be proficient in technical tools, while others simply produce a large quantity of text that is edited and formatted by others. So content writers might produce articles, blogs, or even ghostwrite entire books on behalf of someone else.
When it specifically comes to creating written material for a company website, a content writer will also be familiar with leveraging keywords and SEO in order to get the most attention from search engines.
Put simply, ghostwriting is any writing where the author who does the majority of the work is not credited. There can be many reasons for this, but the most common one is simply a matter of time.
If you have something you want to say, you might be able to whip up a few notes, and know what it would look like in your mind. But that doesn’t mean you have the hours upon hours to sit at a keyboard and type it out, especially if you have an entire book’s worth of material.
Some of the world’s most proficient novelists rely heavily on ghostwriters. James Patterson, for instance, often outlines his novels and then turns them over to a ghostwriter who will finish the book. Then he takes the ghostwritten material and makes his own final changes before it goes to the publishers.
Content writers also produce thousands of articles every year. These can be in print or online. The best content writers are known for their ability to research a new topic quickly and provide unique insights that will engage a reader’s interest.
Some articles require more research than others, so a content writer will rely on guidelines provided by the client before producing the finished product. They can take a few paragraphs (or even bullet points) and turn them into an entire article.
If you’re looking to generate content for a blog, then what you definitely want is a content writer. A blog is a constant commitment that pays the most dividends when it’s updated regularly.
In order to get the most bang for your buck, you want to work with the same writer or the same company, so you can develop a consistent feel for your blog. If a blog changes format and style too much from one post to the next, it will look and feel off-putting to customers who are reading it for the first time.
The benefits of a great content writer are obvious. The traffic to a site with quality content and blogs can jump by over 400%, bringing amazing opportunities for growth and increased sales.
Maintaining and updating a blog can be a huge time commitment, especially if you are focused on the other aspects of running your business. That’s where we come in.
At SteadyContent, we employ a pool of 600 content writers who specialize in an incredible array of topics. Technical, entertainment, culinary, outdoors, product reviews, and many more.
The ability to call on such diversity of experience saves considerable time in research. Whatever your blog is about, we’ve got a writer who shares your passion!
By employing this depth of talent, we’re able to keep our turnaround times short, our quality standards high, and our prices competitive. A team of 150 editors ensures that even with high-volume orders, we’re able to meet demand quickly and accurately.
So hire the best in content writing, and see the SteadyContent difference today!