Copywriter or content writer:

Who should you hire?

The terms copywriter and content writer are often interchangeable, especially in recruitment. Before you hire someone, be clear about what type of writer you need. It could save you a lot of money.

Consider this:

Do you want a writer to influence and persuade, or educate and inform?

Do you want a writer who can convince people to do something in just a few words or a writer who can craft thought-provoking insight?

Generally speaking, a good copywriter persuades people to take action with:

• Short-form copy

• Web copy and landing pages

• Slogans, adverts and advertorials

• Emails and e-shots

• Brochures and leaflets

A good content writer educates and informs with:

• Long-form copy

• News and articles

• Case studies

• Insights and thought leadership

• White papers

• SE0-driven web content

Simple. Or is it?

The lines between the two are blurred, and hirers, marketers and writers disagree on the exact definitions and scope. I regularly see recruitment ads for copywriters and content writers with exactly the same specification.

It boils down to the individual writer’s capabilities, not just what they call themselves.

As a writer of both persuasive AND informative content, of varying lengths, I’m both copywriter and content writer depending on the need.

I write persuasive, short-form web copy but the bulk of my work these days is 500 to 1000-word insights based on interviews with subject matter experts. These are written not only to educate and inform target audiences but to compel people to take positive action and elevate my clients’ brands.

This is far removed from the content writer or AI writing machine who bashes out articles at speed by rehashing content already in the public domain.

What’s the writer’s USP?

It’s important not to think all copywriters, or all content writers, are the same. There are massive differences in skill, ability and experience. When you give two writers a brief, you will never get the same result. Remember, a writer’s website and portfolio will give you a far greater idea of their ability than their CV.

Every writer has a unique selling point (USP) and this isn’t always immediately evident to the hirer. My own difference is my background in newspaper journalism. And my ability to research a topic and interview subject matter experts to identify the most original and useful information that will resonate with readers.

With this in mind, the question is not so much, ‘do I hire a copywriter or a content writer?’, but ‘can this person deliver what I want?’.

It could be a copywriter. It could be a content writer. It could be mix of both.

And don’t get me started on the term ghostwriter (someone who writes under the name of someone else). I'm one of those too 😉.

What type of writer - and writing - do you need?