Through a novice's eye, there is no distinction between the job description of content writing and copywriting. Although they are both instruments for attaining marketing goals, each works on a different part of the marketing agenda.
If you've ever wondered about the fine detail that makes up both fields of writing, then this article is for you. In this article, we would take you through the complexities of each, how they fit into a marketing strategy, and pointers about which career path to follow.
Job Scopes: What do they entail?
Content writing involves the creation of written content to educate or entertain readers. It may drive sales as well, but that's not its primary purpose, it's only an unintended result. The main aim of content writing is to educate, engage and inform an audience by creating high-quality and valuable content.
Content writing is a subset of a bigger content marketing campaign. Written content that is incredibly useful and relevant to the needs, that is regarded as high value by the audience, grooms the audience by taking them from an unaware stage to a ready-to-buy stage. The main focus is to establish a connection between the brand and the audience.
Content writing exists in different forms: long and short-form blogs, e-books, whitepapers, and Email newsletters.
Copywriting, on the other hand, has persuasion as its focus. The art of copywriting is all about using expertly crafted words to compel and persuade an audience to take a purchasing action in favor of a business. It is also a subset of an overall marketing campaign.
The purpose of copywriting isn't always to make sales or something that translates into monetary value for the company. Many times, copywriters write copy(s) to "sell the click". For instance, Copywriting can compel website visitors to subscribe to the company's email newsletter.
Copy(s) exist in differing formats, there are social media copy(s), copy adverts, sales pages, landing pages, and email copy(s).
Here's a catch: learning about copywriting aids creation of better content. Good content speaks to the heart of the audience by taking on the role of a caring friend and that is precisely what copywriting entails.
This is the reason the job descriptions of many job listings for either content writing or copywriting have elements of the other field.
Differences between Content Writing and Copywriting
The difference lies in their aims. The primary aim of content writing is to educate and/or entertain while copywriting aims to sell.
Content writing and Copywriting work symbiotically. Content writing scouts for an audience, establishing a feeling of kinship in the target audience. Then copywriting comes on the stage and convinces the target audience to make a purchase from the brand by leveraging on the kinship.
What industries need content and copywriting services?
The lifeblood of every business is sales. Since both content writing and copywriting fit into sales and marketing, content writers and copywriters are needed in every industry.
The fashion industry is an example. Vendors of fashion items and clothing companies recruit content writers to build an audience for the brand by creating infographics to share on social media platforms (like Instagram) and blog posts to share on the company website. Content is typically centered on making good fashion choices and styling to connect with a fashion-conscious population. Routinely, the company puts out a copy(s) written by a copywriter on their website and social media pages to make sales and generate revenue.
Can you specialize?
In the marketing industry, this is usually referred to as niching down. The versatility of content and copywriting has made it possible to work in all industries. However, it is bad advice to be a jack of all trades. This is the main reason content and copywriters narrow themselves to niches in order to attain mastery and expertise.
By forming an acquaintance with the complex details and rudiments of a particular niche or niches (writers averagely chose 2-3 niches to specialize in), they can position themselves better in the industry to make major career headway. This explains why it is not uncommon for someone to bear the tag "Beauty copywriter" or "Health content writer".
These tags are however not limiting, occasionally the successful track record of content or copywriter catches the eye of potential employers outside their niche industry. Content and copywriters are consequently commonly recruited to work outside of their niche.
Note: Sometimes, copy and content writers don't constrain themselves to a niche. It's all a matter of individual preference.
Skills and Qualifications
For content writing;
Excellent Writing Skills. Content writers should have strong writing abilities, including grammar, punctuation, and sentence structure. They should be able to write engaging, clear, and concise content that effectively communicates the intended message.
Research Skills. Thorough research is needed to gather accurate and relevant information. Content writers routinely use search engines and online databases to find reliable information.
Branding and Tone. Every business has a personality. The combination of a brand's personality traits is what is referred to as branding. When writers create content, they should be able to align their writing style with the brand's voice, maintain consistency and effectively convey the brand's values and messaging.
SEO Knowledge. Search Engine Optimization (SEO) takes center stage in content writing. There is no point in writing blog posts if the target audience never gets to see it. Knowledge of the basics of SEO (including keyword research and on-page optimization) and writing content that is optimized for search engines while still providing value to readers is crucial.
Editing and Proofreading. Content writing requires that an article quality checklist is met. To meet up to standards, content writers review and revise their own work, ensuring it is free from grammatical errors, typos, and inconsistencies.
For copywriting;
Persuasive Writing. Copywriting requires the ability to write compelling and persuasive content that drives action through the proper use of language, tone, and structure to influence and motivate readers.
Creativity. Copywriters need to think creatively to develop fresh and innovative ideas for their copy. They should have the ability to craft unique and attention-grabbing headlines, taglines, and slogans that capture the audience's interest.
Storytelling. It is a proven fact that stories make people attentive. Therefore copywriters often use storytelling techniques to create an emotional connection with the audience. They weave narratives and create engaging stories that resonate with readers.
Research. It's a common saying in the copywriting world that "Great copy is born out of research". Copywriting requires in-depth research to gather information about the target audience, industry trends, and competition. The information is then used to tailor copy to the desires of the target audience.
Marketing Awareness. Copywriting transcends promotional materials. That's why copywriters should have a basic understanding of marketing principles and strategies. Marketing concepts such as target audience, value proposition, and call-to-action are concepts copywriters should form an acquaintance to incorporate into the copy they produce.
Do you need a specific degree?
Although many employers request that candidates have a degree in English or Journalism to become a Content writer and a degree in Marketing to get hired as a copywriter, most employers could care less, emphasis is placed on the result you are able to give. Your abilities can be proven by creating a Google Doc folder with samples of your blog posts (for content writing) or copy samples (for copywriting).
Freelancing vs. In-house
Freelancing is a type of work arrangement where individuals, known as freelancers, provide writing services on a project-by-project basis to clients. Instead of being employed by a single company, freelance content, and copywriters work independently and are self-employed. They offer their writing services to various clients by working remotely or from their choice location.
The major advantage of freelancing is unlimited income. Freelancing allows writers to function as businesses. Writers can take on multiple projects at once to increase revenue.
The major disadvantage is that there are periods when writing gigs may not be as frequent.
In-house employment refers to a work arrangement whereby writers work for one company with the traditional work schedule (9am-5am). It offers income stability but the downside is that income is limited to a specific figure.
Income and Payment structure
In freelance content writing, payment is typically on a "per word" basis. An employer may propose an agreement whereby the writer is paid a rate of "N10 per word". In the case of foreign employers, payment is usually made per 100 or 1000 words. An example is $10 per 100 words.
An in-house Intermediary content writer working with a good employer can earn about N150,000 per month. But a freelancer can aim much higher, many freelancers earn up to N500,000 per month.
Copywriters generally earn more than content writers due to the increased complexity copywriting requires. An intermediate in-house copywriter earns about N300,000 per month. But a freelance copywriter can earn up to N1,000,000 per month by working for foreign clients.
What is the right pick for you?
Copywriting involves intense work and creativity. If you're someone that loves the thrill of figuring people out and employing psychological principles in compelling people toward a particular audience, choosing a career in copywriting would be akin to a square peg fitting in a square hole.
A keen pointer that you're predisposed towards a career in content writing is if you enjoy the brilliance of novels and the artistic writing involved in conveying a clear message to an audience.
Irrespective of your initial choice, venture out by taking a beginner course in copywriting and a basic course in content writing. You never know what you truly like until you explore both worlds.