Content Writer vs Copywriter: What’s the difference and what do you need?

Life is full of decisions that make us who we are. Our favourite things. People we’re loyal to. The ones we just can’t stand, whatever the reason. From childhood we have this need to decide drummed into us. “What’s your favourite colour?”. “Do you prefer pizza Wednesday or fish and chips Friday?”. “XBOX or PlayStation?”. The list goes on.

As we grow older, this decisiveness begins to blur. The entirely pink wardrobe shape-shifts into a seasonal smudge of colours. And we learn that the world wouldn’t be the way it is without the co-existence of these potential choices.

The same applies to writing for your business.

Content writing and copywriting are made out to be separate, two fighters waiting in opposite corners to battle it out. But the reality is there’s overlap, there’s a blur and for successful marketing campaigns - you need both of them.

So, what is the difference? What makes each unique? Which do you need? Let’s find out. Ready?

Copy-what now?

Let’s start by myth busting copywriting. Copy in this sense doesn’t mean presenting someone else’s work as your own. Copy is a broad term referring to written material and marketing. The specific goal for copywriting = to call the audience to action, and eventually sell them a product. It’s the idea of turning browsers into buyers that’s crucial to copywriters. Finding what makes your audience tick and exploiting it.

When we talk about copywriting, we’re talking about the words that we see in adverts, emails, and on billboards – anything that’s directly selling to a consumer.

With so many decisions out there, sometimes all it takes is an eye-catching slogan or a memorable tagline to pull you in. Much as we might not think about it, words have impact. But that doesn’t mean you need to write an essay each time. It’s about being relevant to your audience, where the copy is and what the aim is. Sometimes less is definitely more.

The most successful copywriters use an idea called the ‘nudge theory’ in their work. Nudge theory works on the idea that the best way to sell something to someone isn’t to tell them to buy it, but to give them a simple ‘nudge’ in the direction of buying your product. Next time they think ‘Hey, I could murder some chocolate’, they go and buy a Kit Kat. If they feel like they’ve made the decision themselves, they’ll be happier. That’s why social proof is so important. Seeing a real customer review of a product in an ad campaign makes it more real, more convincing and, as a result, we’re more likely to try it ourselves. Clever, huh!

Comprehend your content

If we think of copy as being the direct sales route to turning a browser into a buyer, then content is about the story around your business.

In the past, products were sold simply using their features. Buy this because it does this. It was the specifications of a product that was crucial. So, what’s changed?

Companies started selling us a feeling.

Whether we realise it or not, the most powerful influence in our purchase of a product is our perception of the brand that made it, and the transformation it offers us.

Why choose Persil washing powder over their competitors? Persil sell you an idea. They sell a feeling. A lifestyle. They enable us to adventure, to experience fulfilment and exhilaration, by promising to clean our treasured clothing at the end of it. You aren’t just washing out stains, you’re washing memories.

And they have achieved this idea by using content.

Content writers produce material that helps their readers feel. They tend to write longer things than copywriters, like blogs, e-books, and whitepapers. Content creates stories that build an emotional connection to a business. This creates a relationship between your audience and your business, whether they are aware of it or not, and it’s that emotional connection that’s crucial to the creation of crafty content.

It's Everywhere!

Both writing styles are crucial to your marketing. Establishing a relationship with the reader through familiarity, stories and relatability creates a connection with customers that makes them more responsive when they’re hit with copy.

You can see examples of both copy and content on any successful business’ website. Take The North Face’s website. Copy instantly springs out of the web page at you, calling you to benefit from ‘FREE DELIVERY ON ORDERS OVER £50’. But click over to the ‘About Us’ section where the story telling stars, teaching prospective buyers about why The North Face is the best choice for them through values and connection.

“Exploration is our oxygen. It shapes who we are, what we stand for and what we strive for. Because the path of discovery is also a path of progression” if that’s not content writing, then I don’t know what is. The emotional language draws you in and creates an image in your mind about who they are and what they stand for.

Write with wonder

Writing is one of those skills that is impossible to master, but there are ways to make it easier for yourself. When you begin to write, first decide whether you’re selling or after a connection? Is it copy or is it content?

But most of all remember that really…

Copywriters and content writers are friends, not enemies! You can use both, you should use both, and it’s okay to play outside the rules sometimes. Still not sure how to choose? Check out my advice on choosing the right writer for you.

Like what I’ve written? Want to argue about something I’ve said? Send me a message.