Among writer circles, you’ll hear chatter about a distinction between content writing and copywriting. If you’re a business owner, or even a marketer, you may not notice the difference.
But it’s a good idea to understand the nuances between copy and content so you can identify the right skills when you need to hire a writer.
Copy sells
Copy, the OG of the written word in marketing and sales, is intended to sell. Copywriters use tried-and-true formulas to persuade audiences to take action.
They write ad copy, emails, landing pages, and anything else traditionally considered “marketing collateral.”
Copywriters specialize in writing succinct, action-oriented content that answers “What’s in it for me?” for the audience.
Content educates
Content writers give brands credibility by writing authoritative content – typically white papers, blogs, and eBooks.
B2B buyers spend 27% of their time researching independently online during the buying process. They spend more time at that stage than any other.
Accordingly, content has become a currency of sorts. Sales copy hasn’t gone out of style; it’s just more important than ever to be strategic about when to sell and when to educate.
Regardless of terminology, know what to look for
Writers and content professionals can be pretty hardcore about differentiating between copy and content. The skill sets they require can be very different.
If you’re on the hunt for a writer, you may want to seek out someone with one of those skill sets, or you may want someone who’s a hybrid of the two.
As selling has grown more consultative, even the most traditional copywriters find themselves integrating thought leadership into their work. And content writers who have a journalistic background are taking on more selling techniques.
Whether you choose to use the terms interchangeably or not, knowing the difference will help you find the best writer for you. Rely on their portfolio and experience to find out everything you need to know.