
What is the difference between copywriting and content writing?
There’s no denying that writing is more important than ever these days.Â
From Instagram captions to nurture emails to blogs to sales funnels and websites, we have to crank out a lot of words to keep up with other marketers and business owners.
And sure, AI can help a bit, but current trends are showing that human-generated writing far surpasses AI-generated content when it comes to sales and advertising.Â
But copywriting and content writing are very different mediums.
They’re about as different as graphic novels and sweeping literary sagas…
…they each have their place, and they can each be really really good, but they require different skill sets to produce.
Here at The Creative Copywriter, we’ve merged content and copywriting in our Brand Copywriting, which gives our clients more value for their money when it comes to launches and visibility.
But the two skill sets tend to be separated in the wider world of marketing.
So let’s look at the difference between content writing and copywriting, where to use each, and why hiring a copywriter is one the best things you can do for your business.
When do I need content writing?
Any words that you see on social media captions, in blog posts, or as scripts for YouTube videos are designed to do one of 3 things:
Entertain
Educate
Inform
This is the type of writing that builds and nurtures your audience.Â
It builds a foundation of authority and recognition for your brand.
In that sense, content writing can be more casual, entertaining, and even more simple to create.Â
It’s not meant to convert readers into buyers.Â
Rather, it helps you to draw people into your world so they can get to know you well enough so you can eventually sell to them.
When do I need copywriting?
Copywriting is designed to convert.
Copywriters undergo a lot of training to learn how to write words in a way that sells.
They employ structures and formulas based on the psychology of sales and deep research into the market they’re writing for.
So, where a content writer might do a little research to ensure they’re discussing a topic accurately, copywriters will engage in rigorous research into your market, your ideal customer, and current marketing trends.Â
And believe me: marketing trends change ALL THE TIME.
Copywriters are trained to write:
Landing pages
Sales emails
Product descriptions
Launch funnels
Anything you want to convert a reader into a buyer
That’s why copywriters can charge more than content writers: there’s generally more work and more training that goes into producing copy that gives big ROI.
So if you don’t have copywriting experience but have been writing your own sales material, or if you’ve considered having a VA with a content writing background write your sales copy, it’s probably time for a pivot.
Here are 6 reasons to hire a copywriter.
Reason #1: Copywriting boots conversions
The primary goal of copywriting is to turn readers into buyers.Â
It turns your audience—who probably enjoy your content!—into actual customers.
Copywriters use strategic techniques to create compelling Calls to Action and persuasive messages that drive immediate responses.
They get readers going, ‘Yes! You get me! And you get that I need this thing!’
And while good content writers will add CTAs to the end of a blog post or a social media caption, their posts won’t be specifically crafted to sell.
Think of it this way: we’re reading so much copy and content every day that we skim most of it.Â
We go to blogs (like this one!) to learn or to be entertained.
But actual sales conversions come from landing pages, sales emails, or product pages.
Reason #2: Copywriters craft persuasive messaging
There’s an element of psychology to good copy.
And there’s a reason that marketing companies make BIG money…
Have you SEEN Mad Men?!
Persuasion comes from research, testing, and carefully crafted writing formulas.
Copywriters know how to tap into the specific market you’re selling to.
They do the research into what your ideal customer wants and needs…
…they know your ideal customer’s pain points.
…they know how your product will benefit your ideal customer.
…they know just the right words and formulas to present to your ideal customer.
Persuasion is hard. But a copywriter has it down to a science.
Reason #3: Copywriters enhance brand voice
A consistent brand voice is essential to building a recognisable and trustworthy brand.
Copywriters help to develop and maintain a unique brand voice that reflects the personality of your business and highlights your values as a business owner.
Whether your tone is playful, professional, authoritative, or friendly, a copywriter can match it or create it, and then ensure that all written communications align with it.
That cohesive brand identity keeps you looking professional and engaging.
Reason #4: Copywriters increase SEO optimisation
While content writing does often focus on SEO with keywords in informative articles, copywriters play a crucial role in getting your brand seen with SEO optimisation.
Well-crafted copy improves the visibility of landing pages, product pages, and advertisements in search engine results.
In short, copywriters know how to use the right words to get people directly to where you’re selling.
And they do it in natural, flowing ways that are a pleasure to read.
In most cases, people won’t even be able to tell that your copy is optimised for SEO…
…it’s like hiding veg in your kid’s dinner:
A content writer will get them in there and dress them up, but a copywriter will puree them finely and sneak them into the tastiest part of the meal.
Your kid will never know…but she’ll be coming back for more.
Reason #5: Copywriters maximise marketing ROI (return on investment)
Investing in a professional copywriter can significantly enhance the ROI on your marketing budget.
Effective copywriting makes marketing campaigns more impactful, which leads to higher engagement rates and better conversion rates.
Here at The Creative Copywriter, we just saw 30% conversion rates on a sales funnel we wrote…which is outstanding. Almost unheard of.
And while the rest of the funnel and sales strategy are important, the copy tips conversion rates over the edge.
Copy is so powerful, in fact, that people have seen huge spikes in sales when nothing else in a sales campaign is changed but the copy.
So yeah, copywriters might be expensive, but the investment is generally worth it.
Reason #6: Copywriters build emotional connections
Good copy taps into the reader’s emotions, creating a deeper connection that eventually leads to a sale.
Copywriters understand emotional triggers (and how to use them), influencing decision-making. And they use storytelling and evocative language to get a response from potential customers.Â
This is how they get people invested in the benefits of a product.
It’s how they show readers that a product will help them.
That emotional connection builds trust, fosters authority, and ultimately drives sales.
Copywriting vs Content Writing: which do I need?
Figuring out whether you need a content writer or a copywriter depends on your business goals.Â
Choose a content writer if your goal is to educate, inform, or entertain your audience. Content writers are ideal for blog posts, social media updates, newsletters, and in-depth guides that establish authority.Â
Choose a copywriter if your goal is to drive specific actions and boost conversions. Copywriters are essential for creating persuasive sales pages, advertisements, email campaigns, launch funnels, and product descriptions that get people to buy.
It’s also important to keep in mind that content is easier and faster to produce than copy…so don’t be surprised at differences in timelines for each.
So, what is Brand Copywriting then?!
In many cases, investing in both a content writer and a copywriter is the best way to maximise your reach and your sales.
But that can add a bit more stress and more to think about…
That’s why we’ve specialised in Brand Copywriting: the powerful blending of content and copy into engaging writing that builds brands and sells.
We realised early on that the best marketing strategy for clients was a mix of content-style work that feeds into conversion copy…and when just one writer or just one team is creating all of your written content as part of a wider strategy…
…well, then your ROI goes way up.
Because there’s a bigger picture in this world of increasing content, and websites, sales pages, and blogs need to match for a cohesive, strong brand.
If you’re ready to streamline your content and copy strategy with Brand Copywriting, book a call to explore how we can help.
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