Don’t want to read the whole blog? Fair enough! Just click the bullet point above which interests you most and you’ll jump right there. 

What’s the difference between a copywriter and a content writer?

What an excellent question! You’ve quite cleverly spotted that “copywriter” and “content writer” are used interchangeably. They sort of mean the same thing… don’t they? Let me clear it all up for you.

It’s not your fault if you’re confused by these terms. Perhaps the best place to start is with the difference between copywriting and content writing itself.

Copywriting is different to content writing because ‘copy sells; content tells’.

In other words, as a business owner you have a product or service to sell. To sell, copywriters write directly to your ideal audience in a very specific, precise way. You want a measurable result from the copy; a sale, link clicks, sign ups, follows, etc.

Content writing, on the other hand, doesn’t overtly sell anything. It’s ‘telling’ your ideal audience information they need to know or answering their questions. Subtly, you are still kind of selling (since you’re showing how great your brand is). It’s just way more of a slow- burn.

Ok, that’s the short answer. Need more deets? I got you.

ONE: What actually is a copywriter?

Copywriters write whatever a business needs to sell. They’ve usually done formal qualifications in copywriting. There are loads available, such as this one from the College of Media and Publishing (which I did). Or this one from D&D (which I want to do). Copywriters carefully write in a way to motivate customers to act. Good copywriting is persuasive, specific, on- brand, and accurate.

Copy is clever (yes, sometimes in an unethical way). It’s somehow a science and an artform at the same time. It’s the right words in the right places so readers can quickly absorb it, and Google can accurately index it.

You’ll know you’re reading good copy when you feel compelled to act. ‘Acting’ might be buying, signing up, or booking a call because the copy has convinced you.

What are some examples of copywriting?

• Adverts
• Landing pages
• Website copy
• Brochures
• Press releases
• Sales emails
• Direct mail
• Product descriptions

Good copy is never ‘in your face’. It is clear, subtle, conversational, and convincing. The best copywriters don’t make it sound like they’re selling anything at all. Instead, they tell a story which carries the reader along to the “buy now” button.

What are some copywriting strategies?

There are tons of copywriting strategies. You might have heard of AIDA, or PAS, or another formula. Personally, I’m not a fan of these. Your business is unique and you deserve better than an over-used formula.

One ‘strategy’ I love is highlighting benefits of the product or service. For example:

Working with a VA means your to do list gets done, but the benefit is you:

• • Actually relaxing on holiday for the first time in years
  • Seamlessly onboarding more clients and making more money 
  • Watching your kid win an ice skating trophy not checking email

Sure, buying new clothes from an ethical store is great, but the benefit is you:

• • Wearing clothes which show people who you are
  • Being part of the climate change solution, avoiding fast fashion
  • Looking stylish without compromising your values

Yes, painting a room with fresh paint gives you a fresh look, but the benefit is you:

• • Expressing yourself, your taste, and your colourful personality
  • Impressing your friends and family at the housewarming party
  • Finally creating your home exactly how you’ve always dreamed 

Good copy is completely focused on the product or service and what it does. 

TWO: So, what’s a content writer?

A content writer still spends all their time crafting an excellent piece of writing. They just aren’t overtly selling anything. Content tells, remember?

Your ideal customer will engage with your content to get answers to their questions and to learn about your industry. As they read they’ll also learn all about you, your business, and your values implicitly. Good content writing has a conversational tone and is entertaining, informative, and/ or educational.

Sure, there will be links to services or products but it’s not the main focus.

What are some examples of content writing?

• Blogs
• Newsletters
• Case studies
• Social media captions
• Podcast or video scripts

You’ll often see jobs advertised which ask for “content writing skills” but the role is in marketing, social media, community management, or as a content creator. The reason for this is content writing is just one part of “content”. Yes, it’s blogs and social media captions, but it’s also podcasts, graphics, images, and videos.

What makes content writing good?
Crucially, the most effective content writing centres the audience/ customer. Good content writing inspires trust and confidence from your customers. It demonstrates your expertise, and it shows the consistency of your brand. The best content writers strategically consider which questions your audience has and then write content to answer those questions. By offering detailed and unique insight, your content writer will position you as competent and reliable.

A clear, attractive headline will hook them in, but it’s the quality of the writing which will keep them interested.

You know if your content writing is good if it performs well. Do you get consistent likes, follows, and comments on your social media platform of choice? This is not always measurable since each platform has it’s own algorithm and culture. It’s easier to measure the engagement on newsletters (open rates, click through rates, etc.) and your blog (visitors, dwell time, traffic, etc.).

THREE: is there a copywriter/ content writer crossover?

Yes, there absolutely is.

I’m a copywriter, so I write SEO website copy and sales landing pages and snappy adverts. But I also write long- form blogs and regular newsletters for my clients. I love writing in different styles for different audiences. It’s one of my favourite parts of being a freelance copywriter.

This ‘jack of all trades*’ approach is pretty common among copywriters, but there are exceptions. Some copywriters are specialists in one particular area, like only ever writing sales email sequences. Some are experts in one industry, like SaaS or sustainability. Copywriters are also, usually, very knowledgeable (read: nerdy) about language. There are some which are experts in brand voice. They’ll be able to create tone of voice guides which steer every single piece of communication across a whole company, internally and externally.

If someone describes themselves as a content writer it’s likely they’d only write content. They probably don’t write traditional copy (AKA: writing directly crafted to get sales). A content writer might only write blogs, for example, or they might be a social media expert. A content writer can create an overall content strategy which helps business owners show up consistently online.

This would include content pillars, consistent messaging, multiple platforms, and different formats.

Ultimately, copywriters and content writers have more in common than not. We’re all hunched over laptops, furiously typing one minute, staring into space the next. We’re all surrounded by half- empty cups and emotional support notebooks. We all agonise over vocabulary and punctuation. It’s absolutely brilliant.

 

Do copywriters and content writers charge different amounts? 

This is hard to answer, because there aren’t hard and fast rules.

Generally speaking, the more strategy you need- for either copywriting or content writing- the higher the price.

Copywriters are typically more expensive than content writers for a couple of reasons. A single piece of writing- let’s say, a great sales page- could result in thousands of sales. Each word, each call to action, has been deliberately and perfectly placed. So, it makes sense that the copywriter would charge quite a bit, doesn’t it? Their skill and talent has got you loads of money. You’ve got some super successful copy which you can use again and again. So, their fee has to reflect that.

Content writers don’t sell. So, their work is more of a slow burn. A beautifully written blog, packed full of SEO keywords, is incredibly valuable. It might be found on Google, or shared on social media, or read thousands of times. However, it’s unlikely someone will read one blog and instantly become a customer. So, although content writing has a great return on investment (here are some lovely 2023 content marketing statistics) because it doesn’t immediately translate into revenue, its sometimes seen as less valuable. Therefore, content writers generally charge a bit less than copywriters.

There are exceptions, of course. A content writer putting together a 6- month content strategy is a crucial, complex piece of work. A detailed and epically- researched whitepaper could take months to write and could cost many thousands of pounds.

Personally, I like to keep my prices as simple as possible. I’m not a fan of maths and maths is not a fan of me. I have a day rate (guided by the UK average). I charge the same for copywriting as I do for content writing.

• They’re both so, so valuable
• They both take loads of time, expertise, and effort
• They’re both creative and they both need research, and editing, and proofreading

FOUR: Do I need a copywriter or a content writer?

This really depends on what you want the writer to do.

• Do you need fresh new SEO website copy? Speak to a copywriter
• Do you want more sales fast? Speak to a copywriter with an email specialism or an ads specialism
• Do you need to increase website traffic? Speak to either a content writer or a copywriter (but make sure they know lots about SEO)
• Do you need to convert those website visitors to customers? Speak to a copywriter
• Do you want to grow your social media accounts? Speak to a content writer
• Do you want a robust content strategy (and then someone to actually make the content)? Speak to either a content writer or a copywriter

Even if you quite like writing, you probably don’t have time alongside running your business to write content or copy. And, let’s not forget, a professional writer is just that- a professional.

They’ll have qualifications and experience other’s don’t. A copywriter will write directly to your customers, communicate benefits persuasively, and write in your tone of voice. A content writer will help you show up consistently on social media, drive traffic to your website, and strategically educate your audience. These are specialist skills which are hugely valuable.

FIVE: How do I find a copywriter or content writer?

Well, you’ve found me! Was it Google? Was it word of mouth? Let me know.

If I was one of those unscrupulous types, I’d say look no further. Get in touch and let’s have a call. But, the reality is, doing a bit of research to find the right copywriter for you is really important.

Here are some excellent ways to find a good copywriter or content writer:

• Google
  Add a descriptor or a qualifier to get specific; “copywriter Bristol”, or “content writer for small business”, or “blog writer interior design”
• ProCopywriters
  The UK directory of copywriters at your fingertips. Have a browse of the profiles and see if anyone aligns with you.
• Social media
  Searching for a copywriter on LinkedIn or Instagram will bring up lots of great freelancers. Have a good look at their profile, snoop on their website, send ‘em an email.
• Word of mouth
  You know a network of small biz owners. Check out some of their content or copy and ask them who wrote it. A word of mouth is a fabulous way to find a good writer.

Now you know the difference between copy, content, copywriters, and content writers. Was this helpful? If so, give it a share! If you have questions, I’m only an email away.