There’s a huge misconception among marketers about the different types of writing.
The terms content writing and copywriting are used interchangeably, but the two practices are very different.
Both include writing, and brands need them to build trust and engage audiences, but their goals are very different.
While copywriting is used to persuade visitors into taking action, content writing is responsible for engagement. Keep reading, and we’ll explain everything in more detail.
Building a Story Behind the Brand
The digital marketing game has become increasingly harder to master. Brands far and wide have to think outside of the box and create engaging content that builds trust, and eventually leads to conversions. However, with so many competitors out there, the content has to offer value to capture your customer’s attention.
That’s why successful brands invest a lot of effort into storytelling. They use the latest marketing practices to lead the prospect through a compelling story that invokes empathy. The key here is to present a product or an idea in a way that builds trust, inspires action, and makes believers out of random website visitors.
But before you can start telling your story, you first have to build trust with your customers. Direct selling doesn’t offer long-term results, so you’ll want to prove that you can help them first. Content writers and copywriters have to work in synergy for the whole thing to make sense.
Knowing the differences between the two can help you create a better campaign with higher conversion rates and better ROI. Let’s dig a little deeper into the different types of content writing and why they both matter for your success.
Engaging Customers with High-Quality Content Writing
First thing’s first. Before you can try and sell your product to someone, you have to provide value and show your expertise in what you do. That’s where content writing comes into play. Content is the pillar of any successful digital marketing campaign. It’s what arouses interest in the first place.
Over 70% of marketers invested in content marketing in 2020 because high-quality content is what puts their brands on the map. Great content is not just a lead-generating tool. It’s also the factor that plays a major role in building stronger relationships with your customers.
Content helps you cover a few key factors at the same time. It demonstrates your will to help, and it shows that you know how to do it. The right content can help put your brand in the spotlight, and it can help it stay there for a long time.
Many different types of content can help you do that. Of course, articles are a must, but most digital marketers use other types of content such as videos, podcasts, eBooks, and so on. As long as it engages people and helps them get closer to the brand or product, any type of content goes. However, blogs and informative articles are a must as they have a long-lasting effect and can help rank up your website. Without constant high-quality content writing, most people won’t know that your business even exists.
Closing the Deal with Copywriting
Unlike content writing that’s supposed to generate trust and build a stronger relationship with customers, copywriting is used to persuade them into taking action. The purpose of copywriting is to motivate customers into ordering a product, subscribing to a newsletter, or just clicking on a button that leads them to more useful content.
Copywriters have to understand company goals and create an engaging copy according to what the audience expects. Every post has to be hand-tailored according to the specific content as well as the action you want the audience to take.
They have to present a brand or a product in a way that prompts the audience to take action. Sometimes it’s enough to plant a seed in the customer’s mind and motivate them to take action in the future. Great copy will help move the customers through the funnel, but as long as they take some action, the copy is good enough.
That said, there are many different types of copywriters out there. Some focus on direct response, others try to improve the UX, brand awareness, etc. No matter what they specialize in, copywriters have the role of serving people and inspiring action. They can achieve that through ad copy, PowerPoint presentations on internal company meetings, etc. The outcome largely depends on the delivery, but the idea is always the same – to keep everyone moving towards the pre-defined goals.
The Connection between the Two
You could argue that copywriting is the same as content writing because it involves content published by the brand. While copy can be considered as content, things don’t work the other way around. Why?
Well, content writing has a longer life expectancy, so it’s not just about encouraging action. It focuses on informing and inspiring customers rather than motivating them to take action. However, content can be used as a copy in some cases.
For example, let’s say that your company provides roofing services and that you post content that explains how your customers can fix loose shingles or leaking roofs. You can add a small call to action button at the end of the article to motivate them to call you to take care of things professionally. That way, you’ll show that you’re ready to help and that you know how to sell your service. It’s a win-win situation. Great content without excellent copy is wasted content, which is why both practices have to be in tune with each other.
If you’re wondering if your brand needs a copywriter or a content writer, the answer is – you need both.
A copywriter can help you achieve more than simply writing engaging content. Most of their work is done behind the scenes, and it involves creating a strong online footprint for your brand. Copywriters have to include all kinds of details to ensure that your brand tells the story right on all fronts.
Content writers work closely with copywriters to ensure their work is in tune with the brand’s goals, as well as the copy used to attract customers. Sure, their content focuses on lead generation and client nurturing by adding value to the customer experience, but it can fall short without the right copy.
If you want your brand to succeed, you need to cover both areas. If you manage to find great copywriters and content writers, you will be able to build an impressive online reputation faster than using any other method.