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As an entrepreneur, you’re very likely keeping a close eye on your conversion rates – the higher your conversion rates are, the more profit you’re raking in.
Statistics show that companies that create content see six times higher conversion rates than those that don’t. So, the math is clear. You need a content creator or an entire team responsible for this very important aspect of your marketing.
But, you might find yourself somewhat confused when you start looking for someone who will create content for your business. You’re probably scratching your head about whether you should hire a content writer or a copywriter.
While it’s true that these two professions share a similar background, it’s good to distinguish them. Knowing the key differences between the two will help you approach your marketing efforts with knowledge and an ability to make better decisions, particularly when it comes to hiring the right people to create your campaigns. You’ll be able to communicate with these professionals in a more effective manner if you understand what their job entails and how it differs from similar writing jobs that fall under the marketing umbrella.
So, let’s dive in.
What Is Copy in Marketing?
Strictly speaking, copy refers to written material for your website and other marketing channels, including social media, ads, or emails.
However, it’s not just any kind of text.
Copy has the purpose of capturing readers’ attention and getting them to take action.
Therefore, a copywriter’s job is to craft a piece of advertising material that will sell your audience on your brand and prompt them to make a purchase.
And for that, they need to have a way with words and the right skills because only perfect copy sells.
Job Responsibilities of a Copywriter
A copywriter is responsible for creating sales copy for different channels, which means that it’s up to them to research products, competitors, target audiences, and industry trends.
All this information will help them develop a unique brand voice or adapt their copy to the existing brand voice.
Together with a designer, they have brainstorming sessions and create outlines for ads and other marketing campaigns.
When it comes to actual writing, it’s worth mentioning that copywriters work on so-called short-form content. In a nutshell, that is copy for ads, landing pages, web pages, video scripts, email and direct mail campaigns, social media, and billboards, to name just a few.
Taglines and slogans are also their responsibility.
So, we can conclude that the main purpose of copywriting is to advertise and sell.
What Is Content Writing?
The main role of content is to educate, inform, entertain, and engage existing and potential customers.
Content writers create long-form copy such as blog posts, articles, e-books, white papers, and scripts for how-to video guides. All these formats have the purpose of establishing authority, building a deeper relationship with the brand, and ensuring it stays top of mind.
Another important aspect of content writing is search engine optimization. SEO plays an important role in increasing website rankings and improving the visibility of content in search results. This way, you can boost your website traffic and subsequently generate more business opportunities.
If we bear in mind that the top result in Google’s organic search results garners 31.7% of all clicks, it’s obvious why well-optimized content is critical for lead generation and growing your business.
Job Responsibilities of a Content Writer
Although content writing doesn’t immediately sell, it’s an integral part of the process.
Content practically sets the stage for other, more direct sales activities.
That’s why you need an experienced content writer who is capable of creating helpful content that will resonate with your target audience and add value. Plus, these professionals have to be familiar with effective SEO practices.
To create educational and engaging content that will both attract visitors and comply with Google’s guidelines, content writers have to:
- Do detailed research on relevant and trendy industry topics and flesh out their concept by giving it substance
- Edit and proofread their content to eliminate errors and boost readability
- Include relevant keywords to improve the content from an SEO perspective
- Craft eye-catching headlines to capture readers’ attention right off the bat
Do You Need a Content Writer or Copywriter?
Although similar, these two roles aren’t interchangeable.
Content writers write content that will drive traffic and create business opportunities, while copywriters turn these leads into paying customers with the help of persuasive copy.
They create different content formats for different stages of the buyer’s journey.
So, if possible, it’s best to have both a content writer and a copywriter on your marketing team.
Invest in Writing Professionals to See Great Results
When you’re running a small business or a startup, marketing usually isn’t your first priority, so it’s operating on a shoestring budget. But, if you want to move the needle and grow your business, having both a copywriter and a content writer could be a fantastic investment.