I have brazenly declared that copywriters run the world. But what about the just-as-important content writers who get forgotten in favour of their snappy copy-cousins?
Today I am righting my past wrongs and shining an equal light on both.
While their titles may be used interchangeably by those who don’t know better, content writers and copywriters are both vital parts of the same ecosystem.
And knowing the difference between them could determine the success of your next project.
The Similarities Between Copywriting and Content Writing
Want to have your mind warped? Copy (i.e. words) is always content but content doesn’t always have to be copy. Content is an umbrella term for information vessels like videos, sounds, animations, etc.
To sum it up quickly, these titles are “same same but different”.
What confuses most people is that they’re both writers... right?
Well yes but by that logic, a best-selling novelist is the same thing as a blogger or technical writer.
There are obvious similarities between content and copywriters, like:
Involved in marketing/advertising
Essential in branding
Utilise creativity, research skills and communication abilities
Masters of the writing craft
The Differences Between Copywriting and Content Writing
We could get all technical here but that’s never been my style. In my mind, copywriters are jocks and content writers are gurus.
Copywriters
Running out onto the field (that being a social media caption, product description or CTA button), copywriters get the crowd cheering. They’re high-energy, sprint writers who want to help their audience cross the finish line to make a sale.
The clock is always ticking down on them and they juggle the pressure like true professionals. With limited space to make an impression (sometimes only 2 - 5 words), these copy competitors want to make an impact.
Watch them don their brand’s colours with true devotion — ensuring that tone, voice and personality are never lost over the roar of the audience.
Off the field, these deal-driven and goal-oriented athletes can be found chilling in the advertising or sales locker room.
Content Writers
Gurus — content writers— look upon their energetic brethren with amused serenity.
These communication monks have opened up their third eye to the wider possibilities of written content. They believe that true enlightenment (and engagement) is achieved in the long term. Watch their pristine robes sway behind them as they stroll leisurely with blog posts and FAQ pages.
Copywriters might hype up the crowd but it's content writers who keep the crowd loyal to the team (even when they’re losing).
Gurus focus on entertaining, informing and educating. Their mastery allows them to communicate a brand’s values, tone and goals through written content — without the customer/consumer feeling like they’re being sold to.
Sadly, a content writer’s job is often a thankless one. The ROI on copywriting is pretty straightforward — you’ll see the numbers if a post or piece of copy does well. But content writers’ work often goes unnoticed. Their effort may bring in a high volume of leads, but it's the copywriter who usually converts.
SEO
While it may seem pretty black and white, there’s a big grey area: SEO.
While copywriters surge ahead towards the sale, content writers have to prep the field. That means that SEO is traditionally the realm of the latter.
In fact, there’s no such thing as an SEO copywriter.
But wait, Sam… aren’t you an SEO copywriter?
The Conundrum of SEO Copywriting
I am.
But how can I brand myself as such if the label doesn’t truly exist?
To that, I ask: why do BigFoot, the Loch Ness Monster and unicorns have their own Wikipedia pages, countless TV shows and worldwide notoriety if they don’t exist?
Even if it’s a misnomer, SEO copywriting exists because people think it does (although this logic doesn’t work for the other creatures).
Copywriting and content writing are often used interchangeably because they overlap.
During the research for this post, some articles stated emails and web page writing are the concerns of a copywriter. Others were adamant that it's a content writer’s territory.
The industry is constantly changing and redefining itself — meaning that things get muddled.
Then why do I call myself an SEO copywriter?
Part of it is deliberate. In my experience, the title “copywriter” is more popular and generally better understood.
I think this may be because content writers often get confused with content creators (which is a whole different kettle of fish). So, to be blindly loyal to the “correct” title would mean missing out on potential connections.
The other part of it is naivety. (Imagine finding out you don't exist because a couple of articles told you so)
I’m not a purist. I drink my coffee with sugar and almond milk. I have a keen interest in SEO, I’m a copywriter who blogs and writes web pages. But I don’t often write articles, e-books or scripts. I switch between the two mindsets, pulling out the necessary bag of tricks when appropriate.
So until they close Nessy’s fan pages, I’m happy as an SEO copywriter.
(Just as a side note, not all content writers are SEO-savvy so don’t make that broad assumption either.)
How To Know When You Need a Copywriter vs a Content Writer
You need to ask one simple question: What is your end goal?
If you need to drive up sales, get things heating up on your social platforms or are planning a campaign (like an end-of-season sale): who you gonna call? A copywriter!
If you need to keep your audience engaged, bring in more traffic through SEO or require high-quality written content, then dial 082-content-writers. (Maybe not that specific number though…)
Okay, but what if you need both?
Say you’re creating a website from scratch, rebranding or doing a complete overhaul, you need someone to wear multiple hats.
Like me, there are hybrids out there. But expect to pay for their comprehensive skill package — after all, you’re getting two skills in one person.
Final Thoughts
Even after all of this, some will scratch their heads and wonder what the point is. The point is: just because “aesthetician” and “anaesthetist” sound similar, doesn’t mean I can trust both in the surgery room.
The same goes for these two professions and your brand or business’s ultimate goal.
Some writers love the long eloquence of content writing while others live for the adrenaline rush of copywriting. Some do both. Don't just assume because there’s “writer” in their bio that they will be willing or capable.
You shouldn't jeopardise your projects by expecting a content writer to do the work of a copywriter, and vice versa.
And if you're still in need, my inbox is always open to further discuss this thrilling topic (I am not even being sarcastic.)
Until next time, I’m Sam — your friendly neighbourhood SEO copywriter/content writer/freelance blogger.
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