What is a copywriter?

Copywriters create sales-focused content to persuade customers to take action, such as buying a product or scheduling an appointment. Their copy often creates a sense of urgency to encourage people to act quickly. Copywriters brainstorm ideas that fit the branding and intent of the copy. They typically work closely with the marketing department as they write the copy.

These writers create a variety of marketing copy to support your company’s goals. It’s usually short-form content for marketing and advertising campaigns. Examples of content that copywriters create may include:

• Landing page copy
• Company taglines and slogans
• Emails
• Sales letters
• Advertisement copy
• Scripts for social media videos and radio or television commercials
• Billboards
• Public relations copy
• Call-to-action (CTA) buttons
• Pop-up messages

What is a content writer?

Content writers also produce written materials for your company, but the focus is often on educating, informing or entertaining readers. Their written content helps build trust with consumers. They build a library of information that helps your audience see you as an authoritative resource in your industry.

Compared to copywriting, content writing usually results in longer-form content because it includes more detail. Content writers research the topic and turn the information into engaging content. They may conduct keyword research or use research provided to them.

Content writers produce written material that potentially grows an engaged audience. While the content isn’t usually designed to increase sales immediately, it provides a foundation that may eventually generate sales. Common materials written by content writers include:

• Blog posts
• Ebooks
• Articles
• Press releases
• Email newsletters
• White papers
• Case studies
• Magazine or newspaper articles

Differences between a copywriter vs. a content writer

Reviewing the specific duties of copywriters and content writers can help you understand the differences. Below is a more detailed look at copywriting vs. content writing.

Focus of the writing

Copywriters convert organic traffic into leads and leads into sales. Successful copywriters often create an emotional response from the people reading their copy.

Content writers typically aim to inform. They incorporate strong search engine optimization (SEO) into their content to help drive organic traffic to your organization. They help you rank higher in search results and build trust and credibility with consumers. Content writers produce longer, informational pieces in an engaging way.

Timing of the impact

When you hire a copywriter, you usually want quick results for short-term goals. They create copy for an advertising campaign or write the script for a radio ad to increase sales.

The copy produced by content writers is often part of a long-term plan to attract an audience and nurture them toward eventually making a purchase. It helps your company gain a reputation as an expert and industry leader. Content writing requires time and patience as you build relationships with consumers.

Salary

According to Indeed Salaries, copywriters make an average of $65,787 per year. Content writers typically make an average of $61,887 per year.

Job requirements

The job descriptions for a content writer vs. a copywriter are often similar. A copywriter job description may require more writing experience, particularly in creating marketing copy. Some companies prefer candidates with bachelor’s degrees, but many prioritize writing experience and skills over degrees or training.

Skills

Copywriters need to be concise and create compelling copy that establishes an emotional connection with consumers.

With an emphasis on educating readers, content writers need strong research skills to ensure they write valuable, accurate material. Strong SEO skills are also essential for content writers to drive traffic to your company.

If you’re looking to hire a Content Writer or a Copywriter, consider how skills-based hiring can benefit your organization.

Should you hire a content writer or a copywriter?

When your hiring decision is between a content writer vs. a copywriter, consider your goals for the role. Deciding factors might include:

• Writing intent: Is your goal to persuade customers to take a specific action or provide general information? Content writers can fulfill various writing duties, but copywriters often have specific skills for creating effective marketing copy.
• Current team structure: Look at the writers on your team to determine the type of writing you already create. If you don’t employ dedicated writers, consider the writing skills of the current team. This helps you assess skills gaps to fill.
• Writing library: Review your content library to determine where to expand. If your website lacks educational content, you may start with a content writer to establish credibility.
• Type of content: Consider the content you want to create. A content writer may be a better fit for blog posts and other long-form content, while a copywriter may be more skilled in short-form, sales-focused content.

When to hire a content writer

You might hire a content writer if these situations are true:

• A longer-term strategy is more important than short-term results.
• You want to generate more organic traffic.
• You want to improve your standing in search results.
• You want to improve your SEO.
• You want to establish your company as a leader in the industry.
• Content plans include long-form copy.
• Your focus is on building trust and credibility.

When to hire a copywriter

The following situations may be better for hiring a copywriter:

• Your conversion rate is low.
• You have an established library of content on your website.
• You want quicker results.
• The marketing team needs help creating compelling content to execute campaigns.
• Your focus is on increasing sales.
• You already have an established audience and leads.
• You want to improve the quality of your marketing copy.

Frequently asked questions about copywriting vs. content writing

Can copywriters and content writers perform the same work?

It’s possible for the same person to handle copywriting and content writing because some skills overlap. If you choose to hire one general writer, it’s helpful to find a candidate who has experience in both roles for the best results.

Are copywriters or content writers more important?

Both roles are important depending on your goals. Consider your immediate needs for copy while keeping in mind your needs might shift. Larger organizations often have both roles on their teams, which creates a well-rounded content plan.

Copywriters can create convincing sales copy, but it’s important to also have educational content on your site for consumers to use as resources. If you only have educational content on your site, shorter, engaging copy may help convert visitors into customers.