Copywriter or Content Writer: Which Do You Need?
It’s no secret that great writing keeps people coming back to your site. In fact, in order to rank in the search engines, you must keep your site fresh with regularly posted, quality content. By properly harnessing the content marketing concept, your site can provide valuable information that attracts leads and converts them into customers. But not everyone is a writer, and even writers themselves differ in terms of focus and deliverables.
When you’re seeking content marketing assistance, you’ll hear two terms in relation to writing: copy and content. On the surface, the terms may seem interchangeable. However, they serve very different purposes on your site. Having a solid understand of whether you need copy, content, or both can save you time, effort, and money on the road to your increased conversions.
What is a content writer?
Your content writer focuses on providing meaty, valuable information that keeps your business relevant and establishes your platform and authority within your industry. She is concerned with research, facts, and substance that serves to inform, educate, and build trust around your brand. Her focus is accuracy, depth, and timely delivery of topics pertinent to your products, services, industry, and strategic direction.
Okay, then what’s a copywriter?
The copywriter is your wordsmith. She finds the creative edge in your copy (i.e., written words on your website), providing the spark that draws and keeps the reader’s attention. She writes your headlines and subheads to keep people reading. She understands and writes to your audience. Her goal is to get readers to subscribe to your newsletters, opt in to your offers, and share your content with friends and family.
What is content creation without copywriting?
Content without the the copywriter’s touch will be rich, researched, and accurate. However, it might fall into the tl;dr (too long; didn’t read) category for your more casual readers, and it has the potential to come off as a bit dry. Studies, whitepapers, research findings, reports, and highly technical or informative blog posts can be written by a content writer without worrying too much about adding the copywriter touch. The target reader is looking for in-depth information, and is already “hooked” before he or she starts reading.
What is copywriting without content writing?
Copywriters are masters of short-form writing: headlines, taglines, product summaries, call to action (CTA) text, etc. When copywriting delves into long-form copy, you run into the danger of publishing “fluff pieces” that might not serve to strengthen your brand. The goal of the copywriter is to hook the reader and get them to take action, and they tend to prefer to do their work in fewer words. However, don’t mistake shorter for easier: attempting to hook readers while maintaining intellectual integrity is a tough order. Copywriters are masters of their craft who have a deft ability with words.
Which do I need: content or copy?
If you are already providing content in the form of blog posts and site updates, but you’re not seeing the traffic or conversion rates you’re expecting, you should hire a good copywriter to spruce hook your audience and entice them to act. If you have a lot of traffic, but your bounce rate is through the roof, chances are your potential customers aren’t finding your site credible. You should look at hiring a content writer to provide in-depth information that will solidify your platform. If you’re just starting out, you’re reinvigorating your website or brand, or you are branching into a new direction, you need both.
How do I find what I need?
Knowing the difference between a content writer and copywriter is the first step. Now that you’ve learned, you should be able to target your search for the type of writing you need. When requesting resumes for freelancers, or discussing your needs with a creative agency, be sure to ask for writing samples. Your prospective writers should be able to produce at least three samples of professional copy or content that illustrates their styles and demonstrates their abilities. If a writer cannot provide samples, move on.
Can I get a two-for-one deal?
Many writers provide both copy and content services. As long as the writer you’re talking to can distinguish between content and copy, then you know you’re dealing with someone who truly understands both. Having a single content writer who is adept with copywriting (and vice-versa) is sometimes the best scenario. You know you’re going to get well-researched, authoritative content coupled with eye-catching, audience-enticing short-form copy.
Do you need content for your website? Are your headlines failing to draw in readers? Whether you need copy, content, or both, Gate6 has you covered. Our creative copy and content experts can craft beautiful blogs, snappy slogans, and hit-worthy headlines that will keep your customers coming back. If you want excellent copy and content services, reach out to us. We’d love to talk to you.