First things first: did you know there’s a difference between copywriters and content writers? If you don’t hire writers regularly, you might use the terms interchangeably. And you’re not alone, much to the dismay of the writers of the world.
Because copywriters and content writers aren’t the same thing. Their skills, goals, and even their mindsets are different. Hiring the wrong kind of writer can lead to mismatched expectations, off-brand messaging, and wasted time. So, what’s the difference?
The Core Difference
At a high level, the difference comes down to purpose.
• Copywriters are focused on persuasion and conversion. Their goal is to get the reader to take a specific action, whether that’s to click, buy, sign up, or donate. Copywriters are commonly found in ad agencies and in-house marketing teams working on campaigns, brand messaging, product launches, and more. They’re typically conceptual thinkers who bring big ideas to life.
• Content writers are focused on education and engagement. They write blog posts, white papers, newsletters, and other long-form content that builds trust and authority over time. Content writers are usually part of content marketing teams or agencies that prioritize organic growth, thought leadership, and SEO.
What Copywriters Do
Copywriters specialize in crafting tight, impactful messaging across a variety of formats:
• Ad headlines and taglines
• Email marketing campaigns
• Landing pages and product descriptions
• Social media ads
• Brand voice and messaging guidelines
• Experiential and campaign concepts
A true copywriter is a skilled ideator as well as writer. In many cases, they’re paired with an art director and are expected to come up with the concept for an entire campaign, not just the words.
What to look for:
• Agency or in-house campaign experience
• A portfolio that showcases short-form, conceptual work (headlines, ads, brand messaging)
• The ability to translate a creative brief into a compelling message
• An understanding of audience psychology and brand voice
• Versatility across platforms and tones
What Content Writers Do
Content writers create thoughtful, often long-form material that informs, educates, or entertains an audience:
• Blog posts and articles
• Thought leadership content
• Case studies
• E-books and white papers
• SEO-optimized web content
• Email newsletters
Their work supports content marketing strategies and is often used to nurture leads, boost SEO rankings, and build credibility over time.
What to look for:
• Strong research and storytelling skills
• Familiarity with SEO and keyword strategy
• Experience writing for digital platforms
• A portfolio with samples like blog posts, newsletters, or industry articles
• The ability to adapt voice and tone for different audiences
How to Choose the Right Writer for the Job
Start by asking what the goal pf the piece is. If you want to drive action, such as selling, clicking, or converting, hire a copywriter. If you want to inform or engage by educating, explaining, or building trust, hire a content writer.
Still not sure? Here’s a cheat sheet:
Type of Project Hire a:
Taglines, ads, brand messaging Copywriter
Campaign concepts Copywriter
Blog posts or SEO articles Content writer
Case studies or white papers Content writer
Email marketing Copywriter (usually)
Social media ads Copywriter
Social media thought leadership Content writer
Sometimes You Get a Twofer
It’s worth noting that some writers have the ability to switch between persuasive copy and educational content. If you’re hiring for a small team that needs versatility, that’s great news. But don’t assume every writer can (or wants to) do it all. Ask for samples in the style appropriate for the role and clarify expectations up front. Usually, a copywriter will be able to do most of the projects a content writer can, but not vice-versa, because not everyone is a conceptual thinker.
Don’t call me that!
Words matter, including the ones you use to describe the type of writer you need. By understanding the fundamental differences between copywriters and content writers, you’ll hire smarter and set projects up for success from the start. You’ll also demonstrate to writing candidates that you know your stuff.
Need help finding writing talent? Whether you’re looking for a writer who can persuade or one who can educate, our team can connect you with the right kind of writing pro.
Let’s get creative!
