Learn some of the key differences between these often confused terms
The roles of a copywriter and that of a content writer are often confused. Both figures are equally important in building a brand or product. We have gathered information from Domestika experts to define these two marketing processes and understand their main differences.
They may be different, but both aim to connect with customers by using important messages about a particular brand. The common part of these two disciplines is the word writing, and indeed they both exist to tell a story about a brand or a service. However, their style, purpose, and strategy deployment are quite far apart. Let’s see in detail what their differences are.
Promotion vs. Information
Copywriting is the act of creating text that promotes or advertises a specific product, service, or campaign, etc., to a targeted audience in a persuasive and motivating way.
Content writing is the act of planning, writing, and editing online content, summarizing and explaining what something can offer to its potential customers or users. While content writers still want to convince you and keep your attention, they aim to educate, entertain, and instruct the readers.
The text used for promotions is called copy, hence the term ‘copywriter’. Its use is widespread, and while we may not realize it, we are constantly bombarded with it. Copywriters help create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, social media posts, and other marketing communications.
Content writing format
A process that has emerged with the rise of online presence, content writing use is multifaceted. It includes article copy, blog posts, press releases, web page information, product descriptions, and other corporate material. It also includes SEO (Search Engine Optimized) content and content for social media marketing and optimization.
Different writing styles
Senior copywriter Paul Anglin (@paulanglin) says that, although it may sound reductive, copywriting means selling. This is not necessarily selling a product, but selling a benefit. To write a compelling copy, you need to keep the message short, so people can see straight away if they are interested in what you offer. In his Domestika course, he looks at different ways to make sure your copy feels relatable and human. Using personal pronouns when talking about your brand or product and avoiding the passive voice are fundamental copywriting rules for making an impact on your audience.
If copy sells the benefit of a product in a few persuasive words, content writing allows for a more lengthy writing style, where the features of a product or service are detailed and have few restrictions. Therefore, the style is entirely different as you’ll need to create more text to show how to benefit from your product or service fully and describe it more exhaustively.
Storytelling is a powerful tool to build positive brand experiences. Both disciplines employ the medium of story and allow a brand or service to connect with their audience and keep customers and users engaged and loyal. To know more about these processes, visit the Domestika Online Marketing and Business pages here.
You may also be interested in:
- Copywriting for Social Media, a course by Paul Anglin.
- Content Creation and Editing for Instagram Stories, a course by Mina Barrio.
- Introduction to UX Writing, a course by Mario Ferrer.