Content Marketing Writers vs. Copywriters: Ways to Approach your Audience


writer-1129708_960_720Having worked in a number of different areas in the content world, I have learned that there are many different terms for a writer and each one has a very specific purpose. As the content marketing industry continues to grow and change, and the demand for digital content continues to evolve, many might start to use one term synonymously with another, when in fact they are very much different. Today, I will address copywriting vs. content marketing writing.

 

What’s in a Copywriter?

 

So what exactly is a Copywriter, you may ask? Well, Copywriters often create copy that is used in marketing deliverables, with the primary intent to sell a particular company’s product or service. It is written with the main goal to PERSUADE the audience or reader into utilizing, signing up with, buying from, or even hiring the said company. This style of writing focuses on the call-to-action. Everything from the topic at hand down to the headline itself is geared toward persuasion and piquing the consumer’s interest to initiate a “sale.” Copywriters tend to be more experienced with sales than many other types of writers. They often produce material for brochures, newsletters and product sheets. They may also work on compelling articles and blog posts too.

What About Content Marketing Writers?

 

On the flip side, the still-evolving world of content marketing writing strives for a very different outcome. Writers here tend to focus more on informing their audience. It is written with the main goal to EDUCATE the reader further about a particular brand or product or service. It may also expand to related areas such as industry news or relevant changes that affect said industry. Unlike many pitch-driven copywritten pieces, some of the most effective content marketing pieces will not have a call to action at all—nor will it necessary need it.  Content writers are more likely to produce their work in places such as consumer trade publications, review boards, company pages, blogs, or expert forums (in a particular industry).

 

Digital Marketing Trends

 

Now that we’ve clarified the difference, let’s look at how the two can work for the same beast: Digital Marketing. Even though both content marketing and copywriting can benefit you here, make no mistake of their differences. When looking at how you can use copywriting in this facet, it is best to think of copywriting as a science more than an art. It is the science of presenting “fact” about a product or service to the consumer and getting them to understand why they need it or how they can benefit from it. Copywriting distributes content with the hope of initiating a decision.

 

Alternately, Content marketing distributes content with the hope of initiating long-term consumer engagement. If copywriting is the science, content marketing writing is the art. You can use this type of writing to carefully target something the audience might actually care about. If you can pull on a reader’s heartstrings and appeal to their interests, enough to cause them to further engage, you have successfully achieved the goal of the content marketing writer. With a better understanding of how you can approach your audience with these different types of writing, you can better decide which path you should take.