Although copywriter and content writer are usually positions focused on written and conceptual development, they are two roles with great differences, so if you are looking for candidates to join your team it is important to know the differences of each role, today we point out some.
Index
- Work purpose.
- What are its real objectives?
- Content development.
- Types of writing.
- Job offers.
1. Purpose of copywriters and content writers
Copy writing is to sell the brand, communication in its advertising nature, since its intention is to attract customers to use the products and/or services of a company.
On the other hand, content writer talks about the brand subtly while delivering some kind of valuable content, it is the art of selling people an idea, brand or ideology, the best wording merges the products and image of a brand to create the branding.
For Mad Men fans, this is what Don Draper and Peggy Olson did all the time at Sterling Cooper (or whatever agency they were with at the time). They did not sell products, but ideas and emotions linked to products. So we could say that the content writer could be much more conceptual and the copy writer much more direct and punctual when looking for a lead.
2. What are its real objectives?
Copywriting is about creating content, informing, educating or entertaining; having a clear purpose and/or reason behind the piece; representing the brand’s voice.
So the content writer focuses on the quality of reading, regardless of whether it is published by the same brand or an external platform. For businesses (and some data-driven publishers), content writing aligns with strategic business and marketing goals to attract potential audiences.
Here’s one way to look at both: content writing conveys information to the audience while copywriting reveals what the brand is about.
The two, of course, share similarities. On the one hand: objectives. Both copywriting and content writing ultimately seek to turn a reader into a sale or a potential customer. Another similarity: both need to be well written
The definition of quality writing is different in each case, but whatever the purpose, it attracts readers to keep reading. Bottom line: copy writer sells an idea, while cotent writer aims to create valuable content to help audiences understand their brand and generate interest.
3. Development of content
A content writer whose job is to produce copies, this can come in many forms, but the general idea is that a copywriter writes marketing material for a living, it’s his craft, hobby, skill, whatever you want to call it.
Now, a copywriter can be anyone, not necessarily a professional writer, but someone who produces content, thanks to the democratization of the internet, anyone can write now, including professionals, executives, bloggers, software engineers, CEO, etc. Of course, the best people understand the craft of writing content, but they may not.
Bottom line: a content writer who writes marketing copies; a copywriter can be anyone who produces content.
4. Types of writing
A copywriter writes marketing material, a content writer writes content, but what kind of material and content? This is the last great distinction between the two.
Traditionally, content writer was limited to advertising, but the internet changed the scope of what editors can write beyond witty slogans, today, the list includes, but is not limited to:
- Ads, online and offline
- Content of the website
- SEO content
- Email campaigns
- Commercial television or radio scripts
- Video scripts
- Press releases
- white papers
- Catalogues
- Brochures
- Postcards
- Sales letters
- Direct mail
- Letras de canciones de The Beatles
- Social networks
Today’s copywriters see a lot of overlap with content writers and technical writers, but remember: the point is to sell an idea as part of a marketing campaign.
Similarly, content writing has many opportunities to write different types of content, including, but not limited to:
- Blog posts
- Newspaper articles
- Characteristics of the journal
- White papers
- Information bulletins by e-mail
- E-books
- Books
- Publications on social media
- Pódcast
- Television
- Film
- Radio
Yes, even television and movies are considered content these days, just a different type (but that’s another story).
5. Job offers
Taking into account the different nature of these two positions sure that by publishing job offers you will seek different qualifications and knowledge:
The list of what is usually requested in a copywriting job:
- SEO and SEM knowledge
- High English level, other languages are also valued
- Good management Excel
- High level of grammar and writing
Tools:
- WordPress
- Elementor
- Mailchimp
- Facebook Ads, LinkedIn Ads
- Sales Navigator
- Google Analytics, Google Adwords, Google Ad display and Google Trends
- SEMrush
The list of what is usually requested in a content writer/manager job:
- Creation of contents together with the search for truthful information about the service or product
- Basic image editing and adaptation to different formats
- Complete BBDD of bloggers and journalists, also contact them
- Interact with other blogs, RRSS or forums.
- Preparation of reports for customers
- Office package knowledge
Tools:
- Mailify
- Experience with WordPress
- Prestashop (for eCommerce)
- Knowledge of HTML and Photoshop
- Trello, Basecamp, Asana, Magento
What you really need to keep in mind is that brands of all kinds need copywriters and content writers to stay up to date, so there are plenty of opportunities for writers to try both, it’s just a matter of leveling it according to your company’s needs.
