Copywriter versus content writer: who should I hire?

Most professional copywriters won't advertise their content writing skills. Find out why, what's the difference between a copywriter versus content writer, and who should care.

A copywriter and content writer walk into a bar. Just kidding, it's the same person.

And they probably need a stiff drink because it's a small circle of people who can accurately explain the work of a copywriter versus that of a content writer. Probably not even the people in your marketing team. Go on, ask.

The thing is, they're usually the same person. And no, it's not necessarily that one writes more words and the other writes less. It's more about the directive (see what we did there ** wink **) or the purpose behind their writing.

Yes, they both write stuff. And yes, they will both (at some point) stare blankly at a screen. And yes, they're often the same person (no, this isn't Fight Club).

So, what's the difference? And who should care?

Copywriters: write words that sell

It's a skill to write clearly, convincingly and concisely. Talented writers like F. Scott Fitzgerald, Joseph Heller, James Patterson and Salman Rushdie honed their skills through copywriting.

Copy is, traditionally, considered any words that sell a product or service. You'll see this both online and in the physical world through:

• billboards

• flyers and brochures (direct mail)

• adverts on public transport (trains, tubes and buses)

• adverts in magazines or newspapers

• micro-copy on product packages

• descriptions of products or services on websites

• email newsletters

• online banner ads

• sales letters

• corporate copy

Less than one minute. 54-56 seconds is, on average, how much time you have to catch someone's attention online (across all industries). The average email open rate, across all industries in 2024, is between 33% and 39% with click through rates (CTRs) at 3.25%.

As a business, you have neither the time nor your client's patience to get it wrong.

Effective copywriters know this and work the words hard to get results.

Content writers: write words that educate, entertain, or engage readers on a topic.

Content writers often have a background in journalism, academic writing or technical writing. Ultimately, you'll find content writing used for:

• long or short form (blog-type) articles exploring a specific topic or theme.

• thought leadership pieces to build a brand's authority and expertise in an industry.

• instructional content that takes a complex topic and simplifies it for the reader (white papers).

• step-by-step instructions on a process.

Content writing is not built to sell or advertise. It's built to add value for your audience, build your brand's authority, and establish trust with your clients.

Experienced content writers are phenomenal at:

1. interviewing experts in their field and shaking jargon mumbo jumbo off the message readers need

2. researching a topic in depth and breadth

3. storytelling to educate, engage and empathise with readers.

And there's a reason that (stellar) content is King - it's what helps Google decide if you're worthy of eyeballs.

Does it matter if I hire a copywriter versus a content writer?

Yes, because:

• although the skills for copywriting and content writing seem deceptively similar, and in some way they are, each are experts in their field for different reasons. And this will influence what they write for you.

• you need to know what type of writing will add value to your business and that will influence who you need. Do you need to generate qualified leads or build brand awareness? Do you need subscribers to a newsletter (and why) or a knowledge centre to become a thought leader in your industry (and why)? Or do you need an everything bagel of writing?

  
  

No, because:

• most talented and effective copywriters are perfectly capable of writing engaging content. But, it's a bit trickier the opposite direction - it's more challenging to move from content writing into copywriting because copy involves persuasion with speed and accuracy.

What to look for when hiring:

• portfolios that show 80% copy with 20% content - this should give you the confidence that they are skilled in both, but more so in the high-demand skillset.

• experience in SEO copy or content writing - these professionals are highly sought after because they're not only skilled writers, but they can optimise what they write for Google to generate higher engagement.

• if you find a copywriter (and certainly a content writer) who understands Content Design principles, just hire them on the spot. These unicorns are rare and beautiful creatures who recognises the importance of writing to make the user experience seamless.

• writers who have experience with practical, inbound marketing principles like Marcus Sheridan's They Ask, You Answer.

• writers who aren't afraid of AI and see it as simply one of many tools in their nifty tool belt; they can use it effectively, ethically and appropriately (be that to write or to research).

Why don't copywriters advertise their content writing skills?

It's pretty simple - for some, it's not financially worth it. Content writing often takes more time, more research and enormous effort. And most people outside of a marketing team (even within it) don't understand the difference, so it's not worth explaining.

Instead, they simply charge through the roof when asked to write content or simply don't take on the brief.

If you're looking to hire the best of both worlds without the faff or want to explore how powerful copy and content can transform your business, book in a chat with us!