The Difference Between Writers and Copywriters
We’ve talked a lot about copywriting and a lot about creating content. So what exactly is the difference between being a copywriter and just being a writer who creates content? It’s a common misconception that the two are the same. In reality, there are some key differences, along with several similarities.
What Does a Copywriter Do?
Copywriters are focused on promoting the company and boosting sales. Each piece of copy that’s written has a goal of advertising products, services, or the company in general. The words written by copywriters are an excellent tool for driving traffic to a website and convincing readers to take action quickly with copy that converts.
Copywriting tends to be short form. Writers will find themselves working on projects like crafting Facebook posts, working on headlines that will grab the attention of readers, and summing up a message in 280 characters or less on Twitter. Companies doing copywriting well can tell a story in just a few words so that readers are more likely to engage with the brand and become loyal customers.
What Does a Writer Do?
A writer is anyone who writes anything. Content writers, in particular, are focused on providing useful written resources. That content might be for blog posts, wording for the website itself, or for extras like e-books and case studies.
There’s a lot to be said for short form copy. Copywriters can get their point across quickly, with short messages directed to a target audience that’s likely to read them. On the other hand, content writers have the opportunity to expand on their message and give readers all of the details they need to get informed and make smart decisions.
When it comes down to it, everything a writer does is for the good of the company. Whether it’s a social media post that’s clearly trying to persuade followers to purchase from a flash sale or a pillar page designed to provide in-depth information with a subtle call to action, both have the same end goal. Writers working for a company are promoting that business and attracting readers to make sales.
Writers and copywriters should work hand in hand, combining their skills to generate writing that’s engaging and promotional. While the two roles will come with separate projects and responsibilities, each piece that’s written will be an integral part of a cohesive content plan.
When it comes to keeping your readers informed and engaged, both copywriting and content writing are an important part of the plan. Be sure to create a balance between selling your services and giving your customers quality information to keep them coming back to learn more about your company.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.