If you’re reading this, I assume you’re either a content writer or copywriter yourself, or someone who knows one. Maybe you’re even a hybrid writer, combining both copywriting and content writing.
If not, then you might be wondering what all the hub-bub is about. Writing is writing is writing, right? Not so fast. There’s more to it than meets the eye. Learning how to write effective content is something that all marketers must know. Especially if they want to succeed in today’s competitive world.
What is Content Writing and Copywriting?
Put simply, content writing is a form of marketing communication that uses various media to provide valuable information on behalf of a company or brand. Content is usually used to describe a product or service and can include everything from written articles to video scripts, infographics, and more.
Copywriting is the practice of drafting advertisements, marketing materials, and other sales-related correspondence for brands and companies. It often involves editing content to make it more persuasive, interesting, and easy to understand.
If you’re a fresh graduate looking for a job, you might wonder what all the fuss is about. Content writing and copywriting are both vital to your professional and personal life, so it’s important you understand the basics.
Differences Between the Two
As mentioned, content writing is quite a versatile field. This is because you can vary the types of content you produce according to the needs of the marketing campaign. The sky is the limit, really. You could write an informative piece on a subject you’re an expert in, or create a funny meme to bring in more customers.
Copywriting, on the other hand, is pretty strict when it comes to the style and tone you need to maintain throughout the entire piece. It’s important to remember the difference between informative and entertaining content when writing commercial copy. As a content writer, you’re in the business of educating your audience about your products and services. So your role is to provide as much information as possible without coming off as too pushy. The easier you make it for your reader to understand your message, the more effective your communication will be.
Key differences between the two
Let’s examine some of the key differences between a traditional content writer and a copywriter, as well as the advantages and disadvantages of each.
Structure
Content writers create content for websites and blogs. The structure of their pieces usually follows a simple formula including these key elements:
- a headline
- a short paragraph describing the content
- a conclusion
- a resource box including links to supporting materials (if available)
The advantage of this format is that it’s easy to understand and follows the basic guidelines of a web page. If you’ve ever written a school report in English, you’ll know what I mean. The disadvantage is that this rigid structure makes it challenging to add personality and spice to your content. Unless, of course, you add a lot of little quirks and styles throughout your piece that make it original and interesting. In that case, your content will be much more effective than a plain-vanilla piece. If, however, you try to add a lot of personality and spice at the expense of making your content confusing, it will come across as artificial and forced.
Content Type
Traditional content writers usually produce lengthy magazine-style articles that often require extensive research. These are perfect for high-quality, long-form content that consumers want to read. The advantages of this type of content are that it usually takes a lot of time to create, which means you can be sure your audience will have the opportunity to read it. The disadvantage is that, for whatever reason, your audience might not feel like they need or want to read something so formal and intellectual. Even if it’s an excellent piece, it might not resonate with your reader. In cases like this, a shorter piece might be a better choice.
Copywriters, on the other hand, take a more visual approach. This means they might produce short, sharp videos, infographics, or just plain ol’ blog posts. There’s no one best type of content; it really depends on the needs and goals of your campaign. However, with more and more people turning to video content in their information-gathering process, journalists are having to learn new skills in a bid to keep up with the demand. One of the most in-demand skills currently is video editing. Knowing how to do this can put you ahead of the competition.
Audience
If you’re a content writer, you’ll mostly be dealing with one audience: the person reading your article. As a copywriter, you’ll be targeting two audiences: the person reading your ad, and the person buying the product or service you’re marketing.
As a general rule, you want to write for the average person. Not some fictional character whose life you’re portraying. If you want to sound authentic, write about what you would say and do yourself. This could mean that your pieces come across as a little bland and unoriginal. However, if your goal is to sell a product or service, the person you’re writing to will become your best friend.
If you’re stuck for content ideas, examine the world around you. Who or what influences your judgment? What are you passionate about, and what do you want to communicate to your audience? From there, you can develop a theme for your content and work your way backwards to create engaging and informative pieces.