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Nov

Copywriter vs. Content Writer: Skills, Writing Fees and Expectations

Barry Feldman: November 21, 2016 | Content marketing, Writing | 2 Comments »

copywriter-vs-content-writer-1

Need content? You could enlist the services of a content writer. It probably won’t hurt a bit. But it probably won’t help either.

Given the immense demand for content, millions of freelancers, small agencies and writer brokerages have crawled out of the woodwork to offer cheap, quick-turn content writing services.

The writing they deliver seldom accomplishes much as measured by marketing objectives, but no one’s guilty of anything. The client placed an order for content. The vendor delivered it. End of story?

Yes, usually that’s the story in its entirety. However, it’s just the beginning of this one. You see, I wrote this article to answer questions I often get when asked to quote writing fees by prospects and new clients for creating content.

To simplify, it usually amounts to: copywriter vs. content writer—what’s the difference? However, it may not be quite that simple. A number of posts have been written as attempts to tackle the question. Usually, they say something like:

  • A copywriter writes ads or marketing material to sell products and services or raise brand awareness.
  • A content writer writes educational content without promotional messages.

I’m not close to satisfied with this overly polarized answer. You might have some noble goals in mind for your content marketing, but it’s not a public service. You do it for the reasons listed above in the copywriter definition. Those reasons are marketing objectives and to accomplish them you need a copywriter—and more—someone with marketing skills.

What an average web content writer does

An average content writer for the web writes content, usually blog posts. As you might expect, the writing’s usually average.

Average content writing fees: < $100.

Average research: 10 – 20 minutes.

Average marketing experience: Minimal.

Average results: Words on a page. Zero links. Zero traffic generation. Zero conversion. Zero sales. (Read more about how most content badly underperforms in research published by Buzzsumo and Moz.)

You can probably guess the number of reasons I can think of to hire an average content writer.

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