Content Writer vs
Who do you choose?
In the world of copy, marketing, and advertising – you have probably heard about Copywriters and Content Writers.
But I bet you haven’t heard of Storytellers.
Sure, storytellers are authors, directors, producers, and the creative geniuses behind Hollywood’s biggest hits.
And a copywriter, a content writer, and a storyteller can be the same person.
But when it comes to business, I bet you haven’t heard how a storyteller can help you.
In this post, I am going to break down each type of creator, when you need one over the other, and why you shouldn’t settle.
In the writing world, there are also technical writers, User Experience (UX) Writers, and Bloggers, but this post will be centered around Copywriters, Content Writers, and Storytellers.
Compare & Contrast
Copywriters, Content Writers, and Storytellers (The Big 3) all have the same end goal in mind when they write.
The Big 3 all write words that are aimed at getting consumers to know, like, and trust the brand vying for their hard-earned money.
They each craft persuasive arguments that help consumers make a decision that there is no other option because The Big 3 elevated their client to become the ONLY decision.
How The Big 3 arrive at their destination though, is where they go their separate ways.
One writes copy, one writes content, and one weaves it all together.
But as each writer arrives at the end, they all arrive with a different intensity of sales associated with their arguments.
One makes it clear that the end goal is sales.
One aims to educate, then sell.
And one hopes to transport you to a reality that the audience can see themself benefiting so well in, they buy for fear of missing out.
Just to get this out of the way – Copywriters and Copyrighters are not the same things.
Copywriting and Copyright are two completely different actions.
Copyright is something you apply for, to protect intellectual property and “original works of authorship as soon as an author fixes the work in a tangible form of expression” (source).
Copywriters, on the other hand, write words that are building up to the call-to-action, the sell.
They expose your pain, describe the benefits you would be missing out on, give you a too good to be true deal that most likely has an expiration date to drive urgency. And then they hook you.
They get you to click that button to pay them the money to get the thing so you don’t miss out.
Good copywriters will get your emotional buy-in, ease your logical concerns, and burst your objective bubbles so by the time you enter your payment information, buyer’s remorse will (hopefully) be non-existent.
And because they have the ability to sell sand to a dessert, copywriters are, in all sense of the word – good at what they do.
Whether it’s a long-form sales page, an above-the-fold landing page, a hard-hitting product page, an E-Book, a Press Release, a Case Study, or anything that has a call-to-action mixed in somewhere – good copywriters are easily a jack-or-jill-of-all-trades.
But they are good at what they do. Sales.
If you need content that is targeted, results-driven, and benefits your bottom line directly – then you should hire a copywriter.
But if you are looking for something with a little more creativity and a little less sales-y – then let’s keep this show on the road.
The terms “content writer” and “content creator” are often used interchangeably.
Content writers specialize in the written word, whereas content creators bring those words to life through videos and graphics. That doesn’t mean they are two separate entities. Quite the opposite.
Content creators often collaborate with content writers to write the scripts, and content writers sometimes collaborate with content creators to bring their words to visual life.
It’s not rare to find a content creator who is also a content writer. The two go hand-in-hand easily.
Whatever term you choose to use, content writers and content creators have the same end goal(s) in mind – informing, educating, guiding, entertaining, inspiring their audience
Content writers excel in writing copy whose main purpose is to provide value to the readers, helping brands build trust and loyalty over time.
Whether the final product is a video script, a blog post, a social media post, an article, an E-Book, or even just plain old website content – content writers know how to build rapport with their audience.
A rapport built on trust.
One that doesn’t end in a sale. At least not right away.
The end goal is not primarily a sale because the end goal is for the brand to grow its KLT factor.
So if you need content that will help you educate your audience before selling without formally selling it, a content writer would be the perfect fit.
But if you are looking for something a little more captivating, a little more fun, a little more of both worlds yet not both worlds – keep on reading.
Storytellers write stories. Stories that can transport readers to a different reality. A reality where they can not just see themselves benefiting, but feel themselves benefiting.
Storytellers weave together sentence after sentence that builds and builds. They create worlds and characters and plots. They help readers visualize new possibilities, fresh perspectives.
Think back to the last time you were so enthralled with a book, that it took you a day or two to break out of the trance it held you captive in.
Chances are, you were held captive either because the writing was just that good, or because a piece of you could relate to something in the story.
And that, my friends, is what I call that – emotional relatability.
The more you can relate to your consumers, the more likely your consumer is going to buy.
Why? Because people buy based on emotions. Not logic.
Primarily on the emotion of trust. Trust that you have the solution to their problem.
When you hire a storyteller to help you craft copy for your brand, you are guaranteeing a connection set in trust between you and your customers based on that cool term I may or may not have just come up with – emotional relatability.
There is nothing wrong with hiring a copywriter or a content writer.
We all want to see you succeed. We just arrive there via different modes of transportation.
But I caution you, don’t hire a storyteller if you need a level of professionalism that includes straightforward sales.
And definitely don’t hire a storyteller if you just want basic, surface-level content.
Storytellers go big because home can be boring.
So if you are ready to go deeper, to captivate your audience, to grow your buyers into fans, and pull everything together into a story that just so happens to positively affect your bottom line – then you need to hire a storyteller.
I am a storyteller.
I bet you didn’t see that coming…heh jk lol
I am a storyteller. I merge the worlds of copywriting and content creation and tie them together with plot lines and story arcs full of metaphors and action and climaxes.
I pull all the formats together to weave a compelling story that will grip your audience and leave them wanting more.
And because I can weave a story together – I will bring your brand to life, off the page, and into the minds of your audience.
Are you ready to try something different? Something new? Something…fresh?
Hit this button and let’s connectHit this button and let’s connect
In the meantime, Adventure on with Curiosity,
~ Kelly Steele, MBA (she/her)