Copywriters are a fiercely protective bunch.
If you spend much time interacting with copywriters, or lurk in their social networks, you will quickly see that they define a clear difference between content writing and copywriting. And they are keen to maintain that distinction.
You see the Internet, or more specifically search engines, has created an insatiable need for new content. Blogs need posts, websites need new pages and content marketers require whitepapers, infographics and other written content. This is what is classed as “content writing”, and is intended to inform the reader by giving them useful information.
Copywriting on the other hand, is regarded by practitioners as the fine art of writing. Creating tag lines, fashioning calls to action or fine-tuning long form sales letters. Copywriting draws on the emotions of the reader in order to elicit a sale.
This distinction, argue many copywriters (vehemently), is what sets them apart from their content-producing brethren.
Which is rubbish.
Web content written by businesses exists for one reason – to make money. Copywriting may appeal directly to the reader as a blatant sales pitch, but content creates interest, click throughs and finally conversions. Copy and content produce the same results, they just use different routes to get there.
Most of the writing I do for clients falls into the category of “content”. But the ultimate goal of every project I undertake is the same – to make money.
Is content writing really different to copywriting? In terms of the methods used, probably. But in terms of the overall goals and results, I would say no.
So if you need some web content written, or perhaps a spot of copywriting, I’m happy to help with either. Just drop me a line.