What content writing is — and what it isn't
If you ask me what content writing is, the first thing I’ll tell you is that it’s not copywriting. Not really. More on the finer distinctions in a moment.
I’m leading with what content writing isn’t, because there are a ton of copywriting how-to books out there, and they’ll clutter up your search results the moment you search for a content writing guide.
Now, some of these books are excellent, and ought to be mandatory reading for any writer in any genre.
Many of them focus on a particular style of direct marketing copywriting (the venerable predecessor of today’s “casinos hate it when you do this” clickbait headlines).
Often, these books are practically direct marketing masterpieces in themselves, promising 6-figure-or-more incomes.
This isn’t that.
This is about content writing.
What’s the difference?
Of course there is considerable overlap between the terms “copywriter” and “content writer,” and they are often used interchangeably.
So what do the two disciplines actually produce that’s different?
The materials produced by content writers generally include blog posts and articles, case studies and white papers, product and web site copy, email, social media communications, and corporate communications. Mostly, but not all, long-form stuff.
Copywriters, on the other hand, produce ads, taglines, sales-oriented emails, and landing pages. Short stuff.
These deliverables are not set in stone, and there is much fuzziness in the dividing line.
Another useful distinction between the two roles is that the impact of content writing is almost always measured in the long term (months, quarters, years). The skills required to create it involve extensive research and/or experience, adaptability, and deep empathy for your audience.
Contrast this with the short-term impact of copywriting, and the skills you need to compel immediate action (an understanding of psychology, moderate-to-severe killer shark tendencies, … and some empathy).
The most helpful way of distinguishing the two is by examining the goals of each.
Copywriting typically aims to convert – in other words, to sell. That is a deep skill in itself, and even as a content writer, there will be times when your goal is to push the reader across the threshold from bystander to buyer.
But by and large, the ultimate aim of content writing is to engage your audience.
In other words, it’s the kind of content that attracts and holds attention with the promise of valuable information.
Other hats generally not worn by content writers
There’s a world of disciplines and job titles that are cousins to content writing, and that occasionally share vaguely similar objectives – but they require very different aptitudes.
Here’s a sampling, prompted by recruiter queries I’ve fielded over the years.
Technical writer
Think of a technical writer as an engineer who knows how to write. To get a sense of how challenging the role is, try writing some instructions for opening a pack of gum.
Grant/proposal writer
Grant and proposal writers are the ultimate chameleons of the writing world. They often need to get up to speed on highly specific and technical notions, extremely quickly.
SEO writer
Great SEO writers are able to create bot & spider-friendly content that neither looks nor feels spammy. It’s a highly developed skill, more akin to solving cryptic crosswords than assembling jigsaw puzzles.
Marketing writer
The marketing writer tends to be the kitchen drawer of the corporate writing world. That’s where you find your rubber bands, weird pitting utensils, takeout menus, and secret chocolate stash. It’s an ill-defined role that’s rife with paths to burnout. Good marketing writers are worth their weight in crypto.
What skills do great content writers share?
I’m not going to generalize. Content writers are as different from one another as sorbet and pig shank pie.
BUT if I were, I’d say there’s only one skill you really need to write content. Everything else will follow.
That skill is focus.
It’s focus that will give you the research, time management, and problem-solving aptitudes you need to get long-form content done, from the blank page through to final publication.
It’ll also give you the sandy grit you need to read and reread your content for the thousandth time, in your quest for the cleanest copy possible.
And it will give you the space you need to create the fresh thoughts and analogies you need to give your content momentum and punch.
Now, if you are like me, your focus needs work. That’s OK.
Start by booking focus time into your calendar. Then give it a shot.
It won’t work at first. Keep trying. Don’t forget to sleep and exercise. You’ll get there eventually.
Thus endeth the dad talk.
So are you a content writer?
Notice that I’ve used the word “skill” throughout this post, as opposed to “art” or “talent.” Or “magic.”
That’s because content writing is not magic. It’s something you can learn:
Even if you’ve never written more than a grocery list before.
Even if you think you have no creativity (you almost certainly do).
Even if you hate writing … although you’ll find that you don’t hate writing at all, after we discuss writer’s block (a myth) and your inner critic (not a myth).
Are you a content writer now? Maybe. Maybe not.
Can you become an effective content writer? Yes, absolutely. Watch this space to learn how.
Looking forward to reading you soon.
This blog entry is from the Content Writer’s Handbook series.
Next entry: How to write content your audience will actually read (Part 1: diagnosing leech content)
Sign up to get series updates.
Thoughts? Questions? Let me know.
