Copywriter vs. content writer- who should you hire first?

Is a copywriter a content writer?

Well- yes and no. Both content writers and copywriters produce content, but their intentions are different. 

Long content has one primary function: to create a connection between your brand and ideal customers. 

It does that by providing helpful, informative or entertaining information, depending on the customer's profile. Long content supports the brand image by reflecting what your brand stands for. That means both the content and language used have to sync with your brand values and audience. No matter how many people write your content, it has to have the same ring to it. Ideally, you can gauge the target audience of a brand simply by the words they use. Oatly and Innocent are good examples: they both target middle-class, health-conscious people who like good design and want a brand to align with their values. Sentences like "strawberries save water in Spain" are mixed up with word plays. 

These companies know that it takes the average customer 2 years or more to make a purchase. During that time, content writing is your best friend. It builds the relationship between you and your customers and needs to be part of your digital marketing strategy. 

Copywriting, on the other hand, has one goal only: to sell. Great copywriters do that by creating FOMO or telling us we deserve better. But their job is much easier if they're working with an audience that's already warmed up. And that's the job of a content writer. 

An example of content writing 

Let's say your potential client, the company Flex has a problem. They offer pet sitting services via an app but don't yet have the traction they need to make their business profitable. They want to increase their downloads and use of the app. To reach this goal, users have to

• Know them

• Trust them

• Like them

First, the company needs to become known to increase its audience. Here, a blog is an essential weapon in their arsenal. It should feature articles based on typical questions their ideal customers have. That could be topics such as "how does petsitting work?" or "5 tips for finding the right pet sitter for you." If the blog posts are well written and engaging, they will pop up as soon as the pet lover types these questions into the search box. By clicking on the article, the reader is directed to the website of Flex. Now they have the information they were looking for and get a chance to look at what the company has to offer. They might solve their problem there and then by downloading the app, or they might bookmark the article for later use. The blog post has a CTA (Call To Action) at the end, such as downloading the app. In this case, the long content- a blog post - has directed a potential customer to the website and created a connection with the brand. 

If Flex clients want to know more about the company, they might sign up for another form of content writing: newsletters. While they can also be written by copywriters to sell a specific offer, they are primarily used to deepen the connection between your customers and your brand. Newsletters don't need to be long, but they need to be personal. Generic emails don't give a company an advantage over its competitors, and no reason for subscribers to read them. 

An example of copywriting

Let's say Flex is ready to launch. They know their ideal clients' needs, pain points, and goals to a T. Their funding is secure, their app is working. Thanks to their long content, they already have a nice stream of warm potential customers. It's time to sell. 

That's the hour of the conversion copywriter. They will create a landing page and social media ads that speak to the customers' emotions. Anything else would be a waste of time. According to Harvard Professor Zaltman, 95% of our buying decisions are subconscious.  As they say: sell the sizzle, not the steak. Copywriters are likely to use a tried and tested formula to get you the results you're looking for. After all, that kind of writing is a learned skill, not an inherent talent (I didn't say that- Joseph Sugarman did). 

Suppose the long content published before is good. In that case, it will be much easier for the copywriter to convince potential customers that this is a product or service worth investing in.

So who should you hire first?

No matter the size, every company needs a long-term content strategy built on long content. Having a content writer on board first will make it easier for a copywriter to increase sales and grow your business. That way, you'll create a connection with your ideal clients that will outlast any campaign. 

If you're ready to get a bespoke content strategy and long content, I'd love to support you. Just book a free discovery call with me by clicking the button above!