Content Writer vs Copywriter: Which one should you hire?

One question I get asked a lot is, what's the difference between a content writer and a copywriter? And which one am I supposed to hire?

In the content marketing world, these terms are often used interchangeably. But there are some important differences between a content writer vs copywriter that can impact who you decide to hire, whether it’s a new team member or a contractor.

Knowing the difference between the two types of digital marketing writers will help you better understand what you’re looking for in a writer and allow you to make the best decision for your business.

What's the difference between a content writer and a copywriter?

To understand the difference between a content writer and a copywriter, we’ll first want to dive into the definitions of each. Once you know what each type of writer specializes in, it’s easier to see the difference between the two. (And get the high-quality content you’re looking for!)

What is a content writer?

A content writer is someone who writes content, usually for the web. The purpose of that content is often to educate, inform, entertain, or inspire the readers.

Typically, a content writer would work on more long-form content like blog posts, ebooks, and web pages, but they might also work on things like social media posts, video scripts, email newsletters, or any other piece of content that's aimed at educating the audience.

A content writer’s work typically requires a lot of research. Whether they’re a blogger or an SEO content expert, they will likely focus on a certain type of content.

What is a copywriter?

A copywriter is someone who writes content with the goal of persuading or influencing the reader to do something. That doesn’t always mean they are persuading someone to buy a product or service.

When you hear the term “conversion,” it doesn't always mean a purchase. Sometimes it just means you want them to take an action like downloading a lead magnet, taking a survey, taking a quiz, or something else.

Essentially, a copywriter focuses on conversions, whether it’s a sale or something else. They specialize in sales copy but might focus on writing landing pages, sales letters, sales emails, taglines, Facebook ads, text messages, and any other type of content you might need for your marketing campaigns.

What’s the difference between copy and content?

Copy is sales content. So the only difference between copy and content is that copy is sales- or conversion-oriented. Whereas content doesn’t necessarily have to be sales-focused. It can be used to educate, engage, inform, or entertain readers.

Any form of writing is considered content, regardless of the format or purpose. But we often distinguish between copy and content because they use different skill sets. Not every copywriter is a content writer and not every content writer can write copy.

Content writers vs copywriters

The main difference you need to consider is that while content writers focus on content intended to inform and educate, copywriters are trained in sales psychology and writing skills and techniques that influence people to take action and buy. That doesn’t mean a copywriter can’t write an awesome blog post or a content writer doesn’t know how to craft a CTA.

For example, I am a copywriter. The other writers in my agency are copywriters. But we still write a lot of content for our clients where the goal is more to educate and inform than sell something directly. (Just like this blog post you’re reading right now. ;) )

In other words, as a copywriter, you're also writing content sometimes. And content writers aren't necessarily trained in the finer skills of writing for sales, but that doesn't mean they don't know how to write a call-to-action that influences someone to take action.

For example, a content writer might be writing a blog post that is aimed at engaging the audience, but then they have a CTA to download some kind of freebie. They are encouraging the audience to take that action, but they're not necessarily a copywriter because it's not focused on sales.

Should I hire a copywriter or content writer?

You should hire the type of writer that most closely fits your content needs. If the bulk of your material is marketing- or sales-focused, you're probably looking for a copywriter. Again, many copywriters can still write content that's aimed at educating and informing, like SEO blog posts or website copy.

If you're looking for someone who will be focused on educational content creation, like writing thought leadership content, ghostwriting a book, writing a lot of blog posts, or creating white papers, then you might be looking for a content writer. Many content writers may also be able to write short-form copy that’s sales-focused.

What's more important than the title is the writer's actual experience. When you interview writers, you’ll want to ask them questions about the types of content they have experience writing. Then, make sure that their experience aligns with what you’re looking for.

Questions to ask when hiring a copywriter or content writer

Rather than focusing on what they call themselves, you should ask questions that help you better understand if they’re a good fit for you. Here are some questions to get you started:

• What is your favorite type of content to write? This will help you understand not only what they can write but what they actually enjoy writing and are passionate about.

• Tell me about your experience writing [type of content]. Ask about the specific types of content you want them to write to get an understanding of their experience and skill level.

• What types of clients have you worked with in the past? Writing for a small local business is much different than writing for a larger corporate client. Finding out if they’ve worked with clients like you before will allow you to gauge if they’re a good fit.

• How did you get into copywriting/content writing? This question will give you an idea of what types of experiences have shaped their skill set and approach to writing.

• Are you experienced with writing for search engine optimization? Both copywriters and content writers may be trained in SEO. The only way to find out for sure is to ask about their experience.

During the hiring process, you should also ask to see some writing samples. This will give you the best idea of their talent and skill set. Look for samples for businesses in your industry with a similar target audience or with a similar brand voice to get an understanding of how they might write for you.

You can also ask about client results to get an understanding of potential ROI. Some copywriters will have case studies or client stories that show they solved their clients’ problems and the results of their work.

Even if they have testimonials or case studies on their website, you can also ask for recommendations from people they’ve worked with before. Sometimes shooting a quick email to a previous client to confirm they enjoyed their work with the writer can save you a lot of heartaches later on.

The answers to your interview questions will tell you a lot more about a writer’s skill, experience, and ability than their job title. Both copywriters and content writers are able to create valuable content that will help you increase brand awareness, nurture your target audience, and sell your stuff.

Yes, you've gotta have something to type into Google, Instagram, or YouTube to find the person you're looking for. But when you actually find a writer, it's more important that you really talk to them and understand what they can do. That is more important than what they actually call themselves.

How to hire a copywriter who sounds like you

I have hired a lot of copywriters in my day–both for my corporate job and my current agency. I know how hard it is to find a copywriter who not only knows how to write but can sound like you and write in your brand voice.

So I created a free guide that’s gonna help you save a bunch of time and headaches as you start looking for and interviewing copywriters.

Get my free guide, How to Hire a Copywriter Who Sounds Like You (But Better).

This guide will help you avoid all the mistakes I’ve made hiring copywriters over the years. It’ll answer all your burning questions, including:

• Am I ready to hire a copywriter?

• Who do I need to hire?

• Where do I find that person?

• How can I make sure they sound like me?

• How much should I pay them?

If you have any other questions about the difference between copywriters and content writers or you have a question about hiring a copywriter, pop those questions in the comments, and I’ll answer them!