WHICH ONE DOES YOUR PROJECT NEED?
In the years I’ve been writing for businesses, the copywriter vs content writer conversation has evolved quite a bit. More agencies and freelancers are offering content and copy together as part of a wider digital marketing strategy – because it makes sense.
And this is good news for you if you’re ready to hire a writer (or just weighing up your options). The key is understanding your marketing goals so you can choose the right skillsets for your project needs, and be sure your writer has them.
So, what are the distinct skills of copywriters Vs. content writers and where do they intersect?
Content writers: the great storytellers
When it comes to creating valuable content around your brand, the content writers are the ones who are going to get your audience’s attention, get them engaging with you, sharing and following your posts and feeds.
Think of your content as a first date. You’re getting to know each other, building that initial spark and learning more about them to figure out if you’re a potential match. This is where your blog posts, social reels, or how-to-guides come in.
In this phase, the goal isn’t to seal the deal – it’s to build trust, show credibility and connect on a level that leaves them wanting to know more. Like any first date there’s no guarantee of the next one, but great content naturally paves the way for a deeper conversation.
Great content writers know how to tell a story, keep your audience informed and entertained, and this is exactly what modern day scrollers expect. Smart brands are shaping their marketing strategies around the way their audiences are consuming content to meet them where they’re at.
If you want to drive organic traffic back to your web pages, build authority, and connect with your audience on a personal level that keeps them coming back, your content’s going to help build that online relationship with them.
Content writer skills and strengths:
- The ability to quickly grasp your industry and audience
- A storytelling knack that connects with your audience and keeps them engaged
- Expertise in crafting both long and short-form content for various platforms and mediums
- An SEO-driven approach to every piece they write for the web
Traditional marketing talks at people.
Content marketing talks with them.
Doug Kessler
Copywriters: the persuaders
Copywriters, on the other hand, are all about driving action.
They write the punchy, persuasive words you see in ads, email offers, and sales pages. The kind of words that catch your attention and make you feel as though the words are speaking directly to you.
The skills of a copywriter hinge on a careful balance of persuasive conversion-focused techniques with proven buyer psychology. Our job is to inspire your readers to do something, whether it’s clicking, signing up, or tempting you to book in for a week-long stay at that eco-lodge you’ve been dying to visit.
Copywriters are experts at keeping it short and impactful – they know how to highlight benefits, create urgency, and use language that speaks directly to your audience’s needs.
People don’t buy because they understand, they buy because they feel understood.
Joseph Sugarman
Copywriter skills and strengths:
- Clear, concise, and persuasive writing honed from years of training
- A sharp focus on highlighting benefits and calls-to-action
- Deep understanding of consumer psychology
- The ability to capture brand voice and tone effectively
So, who do you hire?
The reality is any successful marketing strategy needs both.
Together content writers and copywriters take your audience from brand awareness all the way to action. (And I’m talking more than just round first and second base! ;D)
- For building brand authority and growing organic reach, a content writer is the way to go. They’ll create valuable content that keeps your audience engaged and builds trust over time.
- For conversions, sales, and direct response, a copywriter is key. Their words are designed to drive action and deliver measurable results.
Or… why not go with a writer that does both?
If you want a smoother, more streamlined approach, working with a writer who writes both copy and content could be a great fit. They can handle your whole marketing strategy with a more integrated perspective (which means less legwork for you!).
If you’re ready to hire a copywriter or you’re on the hunt for content writing freelancers, reach out and let’s chat.
