When I tell people that I’m a freelance writer, most people look at me with a somewhat befuddled look on their face. 

“So, you write…for businesses. Like, what do you write?” 

Look, I get it. At first, I didn’t understand the different types of writing that businesses use, despite being a writing teacher and a teacher-of-teachers for eleven years. But once I started looking, I was able to see that the writing was everywhere, and it was obvious to spot the businesses that knew how to leverage specific types of writing for specific goals in their businesses. It was also obvious to spot the businesses that didn’t.

Let’s talk about Copywriting and Content writing. 

Two major types of writing that businesses use to meet their goals are copywriting and content writing. While many people have opinions on which type of writing is more lucrative, more effective, or more important, I’d argue that both types of writing are equally important when leveraged at the right time to make progress toward specific goals. As a business owner, knowing your specific business goals can help you to determine which type(s) of writing will best help you get there. 

Let’s talk about the subtle differences between copy and content writing. 

Copywriting: Any type of writing that aims to market and drive sales of a product or service. Purpose: Persuasion.

Desired Result? Sales.

• Writing on billboards? Copy.
• Sales pages that you click on to buy that online course? Copy. 
• Those emails you receive from your favorite stores? Copy. 
• Product descriptions and descriptions of rental properties? Copy.

Again, if the main goal of the writing is to drive sales of a product or service or is used for promotional purposes, it is copywriting. 

Copywriting is extremely persuasive in nature. The main goal is to get that click and get the consumer to take out their credit cards.

Even so, copywriting can be deeply connected with other aspects of marketing, such as graphic design, web design, etc. 

Why would you hire a copywriter? If the main goal of an aspect of your business is to drive sales. (And who doesn’t want sales, right?)

Content Writing: Any type of writing that aims to increase engagement, visibility, or provide education to an audience. 

Purpose: To Inform and/or entertain.

Desired Result? Gaining credibility and trust. 

• Blogs? Content.
• Many posts on social media? Content. 
• E-books, newsletters, brochures? Content.
• And many more. 

You’ve probably heard the phrase, “Content is King,” which refers to the point that high-quality content that is unique, useful, and tailored toward specific audiences is essential to the success of a business. 

But why is that? 

Today, you can find almost anything online. And with a little time and effort, you can often find it for free. That’s one reason why so many businesses are investing in content creation – the more you foster a relationship with your clients, the more they trust you as an authority in your field, and the more they find you useful…the more likely they will maintain loyalty to your brand and buy from you. 

So while copywriting may be a bit more…in-your face…

 (“CLICK HERE to receive this once-in-a-lifetime offer before time runs out!”)

…content writing is long-game.

(Here is a free handout, let me teach you through my blog, be a part of this community…THEN buy from me because I’ve earned your loyalty). 

It can also be a great way for businesses to increase their value in Search Engine Optimization (SEO), which is a great way to increase your visibility in Google searches across time. Google actually has some free courses on SEO, which you can find here.

Why would you hire a content writer? If the main goal of an aspect of your business is to increase engagement, build loyalty, and gain credibility with your client base. (And who doesn’t want to invest in the community that feeds them?)

Truth: much of this writing can overlap. Despite the specific purposes of sales, engagement, or credibility, all of these types of writing aim to grow businesses across time. But as a business owner, knowledge is power, and the more specific you are about your business goals at any point in time, the more likely you will be able to harness a strategy to achieve those goals. 

And Freelance writers – the better you get at tailoring your writing to specific purposes (or getting real with your prospective clients about what their goals actually are), the better your content and copy will be. 

Three questions to ask yourself when considering how you market your business (or if you are a freelancer, questions to ask your client: 

1. What is my goal? 
   • Note: you may have some marketing writing in your business with one goal, and others that have a different goal, all under the same business. For example, you may use social media to gain credibility and influence (content), but use your website to drive sales (copy).
2. What makes my product/service unique? (USP – Unique Selling Proposition).
   • What makes you stand out against your competitors? Why would someone buy from you and not them? 
3. Who – really – is my ideal client? How does my product/service make their lives better/easier?

*Want to learn more about how to market yourself? Check out Nick Packard on Linkedin for impressive and actionable tips to help you grow your business.*

Taking just a few moments to get these ideas on paper can be a great investment in your business growth. 

And if you’re considering doing this work yourself…well, just read my blog on why you may want to outsource that writing work to the experts.