As I wrote about recently, many jobs listed on the job boards for copywriters are actually for content marketing writers. Since the field of content marketing is still evolving, writers and brands are both confused about the difference, and exactly what skill sets brands need in writers to produce effective copy. There are definitely a lot of similarities between the two types of writing and most successful copywriters can easily transition into content marketing writing, but there are subtle differences between the two types of writing.

Copywriting is when you create deliverables with a primary intent to sell the company’s services and products. The goal is to persuade the reader to hire the company or buy the company’s products. Everything from the topics, the language, and even the headlines are aimed to achieve this goal of persuasion. As a copywriter, you may write brochures, newsletters, product sheets, articles, and blog posts. With copywriting, one of the most important pieces of the deliverable is a call-to-action that encourages the reader to do something, such as call the company or visit the website.

On the other hand, the purpose of content marketing writing is to inform and educate the customer on topics that the brand’s customers care about. Effective content marketing does not include a specific call-to-action or overly “salesy” language. The writing is typically in the style that you would see in consumer or trade publications, often includes expert sources, and usually does not mention specific company products.

You may find (as I have) that some clients hire you to do content marketing writing, but when you get into the project, they keep steering you towards advertising and marketing writing. By understanding the difference and helping to educate your clients, you can help your clients achieve their goal, either through copywriting or content marketing writing.

What has your experience been with the difference in content marketing writing and copywriting?