The Difference Between A Content Writer & A Copywriter
In this post, let’s go through the main difference between each discipline, we hope this can help you decide which type of writer is right for your project.
Let’s start first with copywriters, what do they specialise in, what are their core skills and why should you hire a copywriter?
What Do Copywriters Specialise In?
For example, an Advertising Agency like Ogilvy will have a team of copywriters who will do the copy for their client’s TV ad campaigns and billboards.
A campaign at an Ad Agency for a large client will be themed around a central idea and then delivered to the public through a range of different formats. The best campaigns are delivered so that the target audience sees the campaign multiple times a day, in different places, for several weeks, resulting in a strong product recall and sales long into the future.
When it comes to online copy, copywriters will write landing pages and core sales pages, sometimes shopping cart pages too. Any touch point where the reader is close to purchasing something, a good copywriter can increase conversion rates and capture more sales.
What Core Skills Do Copywriters Have?
For example, Coca-Cola might come to an ad agency and say; “Our market research is showing that consumer behaviour is now preferring healthy drinks, smoothies and juices. How do we position Coca-Cola so that it is still a preferred soft drink and increase our sales by XX?”.
The campaign will be created to shift consumer behaviour and so the creative will be wrapped around this core goal.
Another goal could be that a business coach wants to increase the sales of her coaching program by X, by improving her sales page. How can she go about doing that whilst still remaining true to her voice and keeping the integrity of her brand?
Copywriters need to be able to take a brief and use market research to back up their concepts and the delivery of their creative.
Should You Hire A Copywriter?
If your budget is small then your sales page is the first place to start. A good copywriter can cost anywhere between $1,500 – $2,000 and up for a single sales page. But the value you get in return from increased sales will be huge, so it is well worth it.
Of course, I love the written word, I find it one of the most powerful, everlasting and important forms of communication there is. My recommendation is to spend as much as you can on quality copy.
What Do Content Writers Specialise In?
Content writers will be writing the 90% of the web that comes through Instagram, Facebook, Twitter, your favourite blogs and online magazines. These could be blog posts, guest posts and social media updates.
Content writers focus more on the top of the funnel, they are attracting the first eyeballs into the brand, copywriters will convert them. Content writers will tend to focus more on competitor research, keyword research and positioning the content in a way which will engage the reader and drive a subscription, provoke a social media share or a comment.
When it comes to guest posts, content writers will also be focused on link building and improving the SEO of the site they are writing for.
What Core Skills Do Content Writers Have?
Should You Hire A Content Writer?
Good content writers will also have an understanding of marketing on the web and how the content they produce for you fits into an overarching Digital Marketing Strategy. They can provide you with extra ideas and some advice about how to grow your leads and subscribers through Content Marketing. They should also be staying up to date with the rapid changes that happen in the online world. It is very handy to have a good content writer on your team!
Do We Focus On Copywriting Or Content Writing At Ginger Marketing?
For us, a key indicator of content success for clients is the engagement. We track how many social shares and comments each piece of content receives. Copywriting tactics can be subtly applied to blog and guest post writing to improve this engagement.
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The Difference Between A Content Writer And A Copywriter