Copywriting Vs. Content Writing: What Does My Business Need?
The question I get asked most regularly is, "So what IS copywriting?"
I often hear uncertain guesses like, "So you deal with copyright?" or "You write screenplays?"
And it isn't just my friends and family who ask me these questions, but business owners and fellow entrepreneurs too.
Then we add the term 'content writing' into the mix, and now we've really got people confused, as those who are not in the industry tend to use these terms interchangeably.
Both copywriting and content writing are vital to the success of any business (especially now in the digital age), so it's time to set the record straight.
If you're wondering whether you need a copywriter, a content writer or both, let's break it down.
So What Is Content Writing?
Content writing is a form of communication that aims to inform, educate and/or entertain an audience — for example, this very blog. Think of content writing as a conversation between you and a friend, where you're building trust, awareness and loyalty over time.
The copy (aka the words) feel organic and provide value, mutually benefiting both parties as your audience receives great content and starts to feel a sense of belonging with your brand.
Content writing can include assets like articles, e-books, blogs, brochures, social media captions, newsletters, emails and more. But you'll soon see that some of these assets also overlap with copywriting.
And What Is Copywriting?
While content writing subtly hints towards your purpose through valuable content, copywriting is its persuasive cousin.
This form of communication encourages readers to take action, whether that's purchasing a product, joining an email list, downloading a freebie, clicking a button, you name it.
To do so, copywriters are required to understand the inner workings of their clients' ideal customers, so they can speak directly to them. So not only are copywriters fantastic at crafting copy, but they understand human psychology, detailed marketing processes, campaign strategy and more.
Traditional copywriting assets generally include landing pages, email campaigns, website copy, video scripts, ads, sales pages and product descriptions. However as I mentioned above, many assets can double as content or copy, depending on the intent behind the piece. Social captions can be used to entertain or sell a product, blogs can educate but also persuade the reader to purchase.
"But Kelsey, I want to inform, educate, entertain AND sell my product."
And you can! As I mentioned, a lot of copy assets fall into both categories and contain some content writing and some copywriting—like blog posts that tell you how do something which then link to a paid course showing you step-by-step, or a social post educating you on a topic and then encouraging you to click to learn more.
These calls to actions are persuading your reader to take action, whether you've informed, educated or entertained them first.
"Is there a price difference between content writing and copywriting?"
Copywriting is more concise, as each word is chosen specifically to attract the right customer for your offer. To reach this ideal audience, copywriting requires a great deal of market research plus the use of psychological triggers, hooks and more to get inside the head of your buyer. The first step is getting in tune with the thoughts, emotions, patterns and behaviours of this ideal customer.
Content writing still requires an ideal audience, but the outcome of the copy is less tied to a result. Since copywriting can be specifically linked to metrics — like sales, clicks, sign-ups, etc., — people pay more for conversions, whereas content writing can appeal to a wider audience and nurture them vs. sell them.
"So which kind of writing do you offer at Content by Kelsey?"
I started my professional writing career as a content writer in 2017 (with many years of writing already under my belt). However, I enrolled in Alex Cattoni’s Copy Posse Launch Pad program in January 2021 and fell in love with copywriting.
Since then, I have slowly shifted my business to incorporate both kinds of writing but lean more heavily on copywriting, so I can help entrepreneurs and business owners crystallize their message, reach their ideal client, and make a bigger impact by converting more of their ideal audience.
Because that's just it…
There are a LOT of products and services out there that most of us just don't need.
But with persuasive writing, the power of marketing and the good ol’ internet, a trained copywriter can help you get your products to the right people—just like Alex’s copywriting course made its way to me (through an *excellent* marketing funnel, I might add).
I am honoured to join the new school of copywriters and create a lasting impact for ambitious leaders in the business, personal development and travel-inspired space.
Sound like you?
If you're ready to launch a product or course, create a new email campaign, redo your website copy, unify your message or beef up your blog, I can help you grow your brand (and profits) through copywriting.
Connect with me and let's schedule your free 30-minute call.
