Content writing and copywriting sound like interchangeable terms, but they’re two different things that serve two distinct functions. Good content writing engages the reader by providing informative and educational content about your industry and brand. Good copywriting compels the reader to take a specific action, such as buying a product, signing up for an email list or subscribing to a blog.
So which one do you need when clients come to you to boost their business online: a content writer for your website or a web copywriter? The answer depends on the goals and objectives of the client’s campaign.
Nearly 100 percent of the time, though, you need both a content writer and a web copywriter. Here’s why:
Why You Need a Content Writer
Customers love buying things, but they hate the feeling of being sold. Navigating this dichotomy is one of the most challenging things in marketing. The most successful campaigns don’t push products and services on customers. Rather, they give customers a reason to buy and make them feel like it’s their idea.
That’s where content writing comes in. Rather than always trying to sell, sell, sell, content writing provides value to the reader.
Let’s pretend your client runs a mortgage brokerage. The client wants to increase their online presence and capture leads from people searching the internet for information about mortgages. You help the client set up their website. Now it’s time to populate it with content.
Purely sales content doesn’t give the customer what they’re looking for, and it doesn’t inspire their confidence. There’s a time and place to switch into sales mode. But that comes after your client has built rapport with the customer and earned the customer’s trust.
The way to build rapport and trust with a website or blog is through content marketing. It gives the customer something of use to them – such as detailed explanations of different mortgage types – without requiring anything of the customer in return.
It also establishes your client as an authority in their niche. It’s easier to sell to clients after you’ve demonstrated the depth of your knowledge and competence.
Why You Need a Web Copywriter
Anyone who has ever watched a sales movie understands the importance of closing. Remember the iconic scene with Alec Baldwin in Glengarry Glen Ross, where he delivers the ABCs of sales: Always Be Closing.
It’s true. If your client doesn’t use their content to compel a specific action, then they’re essentially just a free source of information.
That’s why good copywriting goes hand in hand with good content writing. Your client’s content writing establishes trust and provides value to the reader. Their copywriting calls the reader to action and closes the sale.
The interplay between content writing and copywriting form the crux of a winning online marketing campaign.
The easiest way to determine if your client needs a content writer or a web copywriter is to ask this question:
Is my client looking to build their brand and become an authority in their industry, or are they trying to close the sale and compel customers to take a particular action?
Chances are, they want to do both. And for that reason, having a winning content writer and a winning web copywriter on the job is vital for producing a successful campaign.
Need help with your web copies and blogs? Fill out our contact form or call us at (888) 983-3103 to learn about our engaging content solutions.