Whenever we talk about the ‘Writing Job,’ we believe all are the same, whether it is Content Writing, Copywriting, or Content Strategist. Well, unless one is a professional writer, people think that all writing is essentially the same.
So, here we are to clear this confusion between terms like Content Writer, Copywriter, and Content Strategist. There are some minor differences between each job role that make them distinct.
Well, it is very important to know how these roles differ from one another because each discipline has its own unique set of objectives and challenges. Hence let’s begin the discussion with the introduction of each.
Who is a Content Writer?
The main purpose of content writing is to inform and increase customer engagement. And, the major role of a content writer is to meet marketing objectives by creating informative pieces and support the content marketing team. However, it can be said that most content writing is educational by nature and doesn't feature a promotional angle or call to action.
Moreover, Content writers create pieces that offer valuable information on a company's offerings while building trust. Generally, content writers need to produce long-form content such as blog posts, how-to guides, and whitepapers.
If we talk about the work of a good content writer, they will produce authoritative works that contain a great deal of detail and are journalistic by nature. Plus, Content writers are proficient at researching hard and using strong evidence while backing up claims.
Content writers produce more intricate work than Copywriters; hence, they work on shorter deadlines. Apart from that, Content writers create pieces that are hundreds or thousands of words in length. Plus, to keep track of pieces that may take days or weeks to create, they often work with some content calendar.
Skills That Make One a Good Content Writer
The best content writers will surely possess the below skills:
i. They will use relevant keywords to maximize search engine visibility.
ii. They will be experienced in writing engaging long-form content.
iii. To make it easy to read and scan, they will know how to structure content.
iv. They will have a strong grasp of the English language and grammar rules.
v. They will know how to keep the reader interested in their content.
vi. They thoroughly proofread and edit the content for accuracy.
vii. They use research to increase the credibility of the content.
viii. They have experience writing for a range of industries.
ix. They are always up or capable of bringing out fresh content ideas.
x. They adhere to the deadlines outlined by the client.
xi. Most importantly, they will work with the client until they’re happy with the copy.
Some Examples of Content That Content Writers Create
Advertorials are what we generally read on websites or in magazines. To inform readers about a certain subject while simultaneously selling a product, they write such type of articles.
Blogs are often written to draw visitors to a business site or help convert prospects into customers. These blogs walk a fine line between Copywriting and content writing. Well, you might be thinking that if these blogs are also for sales, then why they are not considered in Copywriting. So, let’s take it this way. If the blog particularly contains informational content for the readers, then it comes under content writing. But if any blog is simply an ad for a new product, then it is considered as Copywriting.
3. Website articles
These articles attract traffic to a site, but their purpose is to entertain or inform a reader.
4. Ebooks/White Papers/Case Studies
Ebooks/White Papers/Case Studies are good examples of content writing. Longer subjects that can't be covered in an article or blog post can be written in this way to inform the readers about them.
5. Social Media
Even social media posts can be an example of content writing, as they somehow generate leads to a targeted audience.
The Dos and Don’ts of Content Writingi. Avoid the usage of offensive language, slurs, or expressing personal opinions and viewpoints outside of a business context.
ii. Avoid swearing, slurs, or expressing personal opinions and viewpoints outside of a business context. So, don’t overdo it.
iii. It is okay to do practice, even if you are experienced, so keep writing a few practice blog posts and send them to friends for some honest feedback. Also, don’t hesitate to listen to customer feedback so you can improve for sure.
iv. Plagiarism can cost you a lot more, especially when it comes to web content.
v. Keep in mind that the day your blogs start getting old, you are just losing streak. So, all you need is to make sure to update your blog regularly. Because outdated content not only reflects poorly on your business but also bores readers.
vi. Many times what you write is already written. Hence, there is no freshness in your article, and that’s what readers are looking for. Yes, your article writing should be innovative, fresh, and interesting. Stop repeating what other people are saying make people listening to you.
Who is a Copywriter?
Copywriting is quite different from Content Writing. While the content writer attempts to inform or convey information, copywriters do marketing via their content. Yes, the purpose of Copywriting is to market or sell the products. A Copywriter will create short-form copy that includes things like print ads, press releases, email campaigns, magazine features, landing pages, and billboards with a focus on selling services or products.
A good Copywriter has a firm hold on Search Engine Optimization or SEO and will work closely with the marketing manager. That indicates that Copywriters conduct keyword research to perceive what potential users are searching for. Further, they create a copy that will boost the company rank higher in search engine results so that consumers can find the products and services they need at first ranks. Using tools such as Google Analytics, they can monitor these search terms to adjust the content they produce to suit emerging trends.
Apart from all, a Copywriter’s skill set comprises a deep understanding of advertising principles and marketing strategy. They're often in charge of drafting marketing materials such as press ads and sales letters. They are generally well versed in advertising concepts, including direct mail, Pay-Per-Click (PPC), and LinkedIn advertising.
Similar to content writers, Copywriters are also used to working on tight deadlines. Besides, copywriters often need to make catchy social media posts that are on trend with little to no lead time. Many times, to drive engagement and build connections with customers, Copywriters also perform follow-ups.
Plus, in building brand awareness, Copywriters are essential. Because to deliver an awareness of the company's values, they create posts that appear on social media and other digital marketing platforms. Also, to create a personal connection between the company and potential customers, they tend to write engaging content in a friendly tone.
What Makes One a Good Copywriter?
What a particular target market needs to hear is only a good Copywriter will tell us and would combine wit and persuasive language to compel readers to take a specific action. Here are some skills the Copywriters need:
i. Use language to inspire confidence in the brand and also understand the needs of the target audience.
ii. To connect with readers, use the appropriate brand “voice.”
iii. Research about the business and understand its marketing goals.
iv. Write copy that is free of jargon, plain-speaking, and is never boring.
v. Narrate complicated ideas easily.
vi. To stir emotions in the reader, know how to use storytelling.
vii. Proper implementation of SEO.
viii. Make sure to craft short-form copy that is highly persuasive.
ix. Stick to the brief and deadlines outlined by the client.
x. Adhere to the deadlines outlined by the client and work with them until they’re happy with the copy.
Some Examples of Copywriting
i. Conventional forms
This is one of the best forms of advertising, plus classic examples of Copywriting.
ii. Website funnels
iii. Sales emails
These types of emails are sent to people already subscribed to a company's mailing list. Moreover, to entice the recipient to click on a link that will take them to a product or information page, these are specially crafted.
iv. Direct mails
Direct mails include postcards, sales fliers, and sales letters that are sent through traditional mail systems.
Brochures, made and sent with the intent of selling a product, also come under the Copywriting category.
Vi. A paid Facebook ad
These ads that generally appear in a user's feed are also an example of copywriting.
Yes, Taglines are also great examples of a copy.
Even the text on a Call-to-action button can be an example of Copywriting.
The Dos and Don’ts of Copywriting
As we have very well known, Copywriting has the power to engage your audience. And, somehow, that is the reason it is gaining this immense popularity.
However, there are several attributes of good copy because somehow, what you are doing is giving an experience to your audience via your writing. So, Copywriting must heighten that experience.
So, here is the list of some DOs and DON’Ts that will help you write a more effective copy.
i. Create appealing headlines.
ii. Use direct, clear words.
iii. Convert your audience.
iv. Try to encourage your audience to take action.
v. Make trust in your brand.
vi. Avoid being pretentious.
vii. Avoid jargon, archaism, clichés, slang, etc.
viii. Try not to confuse your audience with difficult or baffling words, so use simple words.
ix. Do not exaggerate your writing; let your audience imagine what you are trying to say.
Who are Content Strategists?
As we have discussed above, a copywriter needs to focus on the engagement of the words. Similarly, a content strategist determines what content exactly needs to be included to inform the copywriter about why and how they should write their story.
In simple words, a Content Strategist creates a purpose, vision, and direction for the content in the first place. Plus, they ensure that everything written is valuable to both the business as well as the reader, and also the content is maintained over time by them only. It could be said that whatever they do, the result is a win-win for everyone the content touches.
Author of Content Strategy for the Web, Kristina Halvorson, defined content strategy in one of her earliest articles. She wrote,
“Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.”
There are some different points of view when a content strategist thinks of a website or marketing campaign. Like, they think about:
i. What are the goals of the business, and how can the website or marketing campaign best accomplish that?
ii. Which content is relevant to the target audience?
iii. What is the company asking people to do after getting this content?
iv. How to provide the best user experience to the customers via the content?
Besides all, a content strategist also develops a plan that determines what information needs to be present, how this content will be discovered or delivered, what should be the hierarchy of that information, and which may take the form of:
i) Site Audit
ii) Content Marketing Strategy
iii) Website Architecture
iv) Content Gap Analysis
v) Competitive Reviews
vi) Search Engine Optimization Strategy and Recommendations
vii) Social media Strategy
What Makes One A Good Content Strategist?
There is a skill-set that every content strategist should be able to among all other tasks and only that makes him/her a good Content Strategist.
i. Determine the target audience for the brand.
ii. Create a flexible content strategy that supports business goals.
iii. Fix guidelines for the style and the tone of all branded content.
iv. Tries to encourage collaboration & manage a content team.
v. Must think of ways to use the marketing budget to maximize the return on investment.
vi. Figure out to maintain short-term as well as long-term marketing goals.
vii. Do not compromise the quality of the content, plus keep projects on schedule.
viii. Involve and be ready when required to create content.
ix. Make sure about the content consistency across all channels.
x. Find out the ways to use analytics tools to find out the best distribution channels.
The Dos and Don’ts of Content Marketing
Here we are listing dos and don’ts of Content marketing so that your brand receives some productive results with the help of your strategy. Check them out:
i. Double-check while you are setting your target audience because if your content is not relevant to them, then there is no sense of writing it.
ii. The content is not only relevant if it is associated with your product; hence, make sure that your content is a direct example of your brand voice in action.
iii. Make a strategy by keeping your company's key objective in mind and also think about your purpose of doing before writing.
iv. You need to be consistent if you want to be successful, so make sure you have a fixed schedule.
v. Maybe your content is amazing, but that's not it. Because you need to promote it as well for better reach. So, make sure you post your content on social media platforms and also send them to the influencers and make your content as visible as possible.
vi. As 90% of readers do believe in sharing is caring and like to share quality content with their friends and family, so ensure that you are allowing your readers to share the content.
vii. Not only Content writers but content strategists also need to be careful that their content is fresh or not.
viii. Make your content catchy and emotional that can connect with people because dry content generally does not attract or convert.
ix. Always calculate the success or failure of your content; don’t just assume it. Yes, use matrices to find out what your trajectory looks like.
x. Do not sound commercial or sales-y via your content. Just provide the legitimate value because it will automatically convert people in your favor.
xi. If you are focusing on consistency, then you do not need to think much about your frequency. If your content quality is good, then it is enough for a great time.
xii. Don’t overload the CTAs in your content, it will do nothing but confuse your customers, and this also makes them feel about leaving. So, give them just one CTA (Call To Action), which is specific and relevant to your piece of content plus sales funnel.
xiii. There will be a time when you might lose some subscribers or followers, but that doesn't mean you are failing, so don't just feel discouraged because your progress might be just slow as it builds.
xiv. The ways of Content Marketing keep changing, so don't be just stagnant about your theories. Keep changing your approach, keep improving, and keep growing.
xv. To improve the engagement and reach, let people comment on it and also respond on time so they will feel the interaction.
Final WordsSo, we have seen the difference between all the job roles related to content. No doubt that when presenting your brand online, words are your most effective tool. All Content Writing, Copywriting, and Content Strategist are beneficial for branding and marketing of your business. Hence, use the above information and make the best out of your creativity.