Just like apples and oranges aren’t the same – nor are copywriters and content writers.

But content writing and copywriting STILL continue to be (mis)used interchangeably. This is what fails your content’s ROI.

Here are three ways to avoid it –

1. What is the purpose of your content?

Identifying the purpose of your content can easily de-mystify the dilemma.

Content writing creates content to educate or entertain readers – they tell stories to build trust and authority for your brand.

Copywriting persuades readers to take a sales-related action – purchase a product or make a call.

2. What is the format of your content?

The format of your content is a clear indication of the type of writer your business needs.

Content writers are adept at creating long-format (300+ words) content like blog posts, articles, social media posts, white papers, case studies, e-books, newsletters, and everything else that requires to tell a story.

Copywriters whip out short and crisp descriptions needed for PPC landing pages & ads, Cost-per-mille (CPM) ads, social media ads, product pages, website sales copy, sales emails, and SMS ads.

3. What is the nature of your content?

According to research conducted by Harvard University, over 9 in 10 consumer purchases are driven by emotion.

Good copywriters evoke emotions like security, pride, comfort, a sense of belonging, and instant gratification through their words to enable these purchases.

That too in highly condensed language – often incomplete sentences that will create enough FOMO for direct sales.

Unlike copywriting, content writing appeases the Grammar Nazi. It ensures that readers' thoughts remain uninterrupted, as content here is consumed for the purpose of learning and sharing.

The skill sets required for copywriting and content writing are drastically different. It's outrageously unreasonable to expect or demand a writer to have both. Unless you're looking to produce largely mediocre and confusing content.

Don’t cheap out on the writer you hire – bad writing costs businesses billions.

Your content is your gold and your writer, the gold miner.

This blogpost was first published here.