From the outside looking in, it’s easy to chalk all writing up as being similar, but there are significant differences that are essential to know if you’re planning to dive headfirst into the world of freelance writing. The difference largely comes down to the purpose and intent of the piece that you’re writing.
Freelance writers can cover both types of writing, though it’s natural to prefer one over the other. Exploring the differences between content writing and copywriting is the best way to learn more about each and advance your career. Let’s take a closer look at what separates the two.
Primary goals
The primary goals of content writers and copywriters are quite different from each other. Copywriters are more focused on selling a target audience on a brand, its services, or its products. The writing is more persuasive and aims to show the brand in the best light possible for the target audience, demonstrating how it can solve their pain points.
Content writers are much more focused on informing and educating the audience with the content they produce. The pieces are geared toward providing information and pairing it with instructions rather than selling or persuading an audience.
Writing tone
Copywriting and content writing also differ in tone. Content writing is geared toward a long-term goal and looks to achieve that goal through a nurturing and educational tone. The articles often use an engaging and friendly tone that is paired with facts to establish authority on the subject the piece is covering. It’s best to avoid an emotional tone when working on a content writing brief.
Meanwhile, freelance writers who are tackling copywriting briefs want to use a writing tone that generates a response in audience members and inspires them to make a purchase. The tone is designed to create a fear of missing out while highlighting the benefits of the products or services. When paired with a friendly but authoritative call-to-action and informal language, copywriters can make a connection with their audience.
Article length
Copywriters stand apart from content writers due to the length of the content they produce. Typical briefs that copywriters cover include advertisements, web page content, email campaigns, catalogs, and video scripts. In general, their pieces are much shorter than those written by content writers.
Content writers are expected to provide long-form pieces. These writers provide content like magazine feature articles, email newsletters, blog posts, and newspaper features. While there is some overlap between content writers and copywriters, they are generally separated by the length of the pieces they write.
Metrics for success
Content writers and copywriters have different goals when writing for clients, and understanding those goals can provide more insight into what sets the two types of writers apart.
Content writers are focused on producing content that drives organic web traffic to a client’s website. The number of visitors and the time they spend on the landing page and the overall website are the ultimate measurements of success.
Copywriters can measure their success by the number of visitors they can convert into customers with the content they produce. A simpler breakdown of the metrics for success for copywriters is the number of sales generated by the copy.
Position in the sales funnel
The last thing to know about the differences between content writing and copywriting is each type’s position in the sales funnel. Copywriting can be found at the bottom of the funnel, with the content persuading readers and audience members to make a purchase. It is action-oriented, and it brings the point home with an effective call-to-action.
Content writing differs because it is located at the top of the sales funnel. The content is written to raise awareness and guide audience members through the buyer’s journey. The informative nature of copywriting makes it an ideal way to share information about the brand and its products or services with interested parties and lead them toward the bottom of the funnel.
Grow your writing skills and knowledge
As a freelance writer, nothing can set you apart like in-depth knowledge about different writing styles and briefs. Content writing is an effective way to raise awareness of a brand and the products or services it provides. Copywriting employs a persuasive tone and short-form content to encourage the audience to make a purchase or subscription, both of which can lead to a successful freelance writing career.