Copywriter, content writer—tomayto, tomahto. Same thing, right?
Actually not at all.
You wouldn’t go to the dentist when you have a stomach ache just because they are a doctor, right? You’d probably visit your primary care doctor, because you know they specialize in stomach aches and can make you feel better faster than a root canal expert can.
The same thing goes for content writers and copywriters. For B2B businesses, it’s important to know the difference between the two, because there are distinct goals and challenges for both types of writing.
Let’s break down what makes a content writer different from a copywriter, and how each one serves businesses to increase audience engagement and action.
What is Copywriting?
Copywriting is a profession where people write sales promotions and other marketing materials in a persuasive tone to sell a service. Copy is plastered on hundreds of thousands of marketing materials 24/7, 7 days a week. Your business needs these skilled writers in some aspects when it comes to marketing. There are no days off when it comes to providing free and interesting material.
Whether you’re a law firm or a consulting firm the idea remains the same: you want people to know about your services. Copywriters relay your vision in a clear and interesting way that current and prospective clients will understand.
In all, they perfect your brand and save you time so you can get back to running your business.
Copywriting is Unique
Copywriting also differs from content writing in where it can be found. Since copywriting is aimed at getting its reader to take action, it does best on sales pages, ads, direct mail, sales emails, and landing pages.
Basecamp’s landing page does a great job of identifying their audience’s pain points right away, adding social proof, and of course, ending it with a strong call to action. This is what good copywriting looks like!
The writing on these types of marketing materials provides compelling content that uses the same language as your clients, depletes fear and objections, and reveals solutions.
Here is an example of content writing. Notice this is a social media page, and it is not guiding you to purchase an item. The post is simply informing you about some neat spring products in short bite-sized visuals.
Notice the difference between the two examples? Copywriting tends to be direct and to the point, focusing more on short term gains then prolonged relationship building.
Overall, copywriting taps into your audience’s desires through persuasion and language that stirs up an emotional reaction. Good copywriting satisfies your audience’s needs and increases sales.
What Is Content Writing?
Content writing produces digestible content that creates engagement between businesses, clients, and prospective clients. If your business wants to build authentic relationships online, then you need a content writer.
Content writing helps B2B businesses by sensationalizing otherwise boring topics like IRA’s and Trust Accounts. They inform the reader through stimulating text that keeps things fresh.
What sets content writing apart from copywriting is that it’s geared towards showing your audience why your services are better than your competitor without the sales tactics. The content writer focuses on strengthening relationships for future selling opportunities, not closing a sale on the spot. The content writer not only enhances your features and benefits but they also create impactful engagement, so over time your audience will trust your brand and pick your services. Storytelling is one way content writers create impactful engagement. It is filled with emotion and knowledge that pulls at your audience’s heartstrings and gives them messages they remember.
Content writing is applied to blogs, articles, social media posts, emails, white paper, and other clever pieces of marketing materials.
Keep In Mind
You can have your cake and eat it too by combining content writing and copywriting, for the perfect blend of value and information. Good content comes in all different forms—what’s most important is the quality of content, its effectiveness, and its ability to reflect your brand at maximum capacity.
Wayward Kind specializes in shaping your brand to connect with your audience on a deeper level. Let’s work together to make sure your copy reflects your vision.
I want to improve my brand identity.
We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!