Content marketing vs. copywriting: what are the differences?

A content marketer does not only think of written text as a marketing tool but looks for a mix of means. This could be, for example, a podcast, a whitepaper, a short video, a newsletter or an infographic. A content marketer makes sure that content written by a copywriter conquers the market. And a copywriter is sure to score with catchy texts, thanks to the input of content marketers.

Collaboration between copywriter and content marketer

So writing is one of the responsibilities of a content marketer, but this is only part of the overall job package. The difference between a content marketer and a copywriter becomes clear when you look at how they work together. It is common for a content marketer to hire a copywriter for a text. Often, a specialised copywriter is then chosen: a writer with a particular tone of voice or expertise. That copywriter contributes with his or her expertise to the strategy a content marketer has set out with the client. A copywriter can be seen as a content creator; a content marketer is mainly concerned with coming up with content.

When a content marketer and when a copywriter?

So when do you engage whom? Ideally, the answer is: at the same time. If a content marketer and copywriter work together, on the basis of a well thought-out strategy, on the commercialisation of your service or product, you can be sure of a solid content strategy in both the short and long term. Not only the publications themselves are important, the online findability of the pieces and your product or service also plays a role. This data interpretation and translation to the target group is also an important task for the content marketer.

The added value of intensive cooperation

A copywriter knows what tone to use to reach (potential) customers. A content marketer knows which tactics can be used to retain those customers in the long term and how to acquire new customers. Content marketers and copywriters therefore depend on each other. They work closely together to help the customer with a unique tone and approach. Copywriting is mainly about the product. Think, for example, of a blog or white paper. Content marketing is mainly about responding to customer needs and building relationships.

Choose smart: choose an agency with a total package

If you are in doubt whether to hire a content marketer or a copywriter, the doubt says it all: chances are you are best off if you opt for a combination. Preferably in the form of a well-matched duo. Many marketing and communications agencies work this way, and for good reason. When you hire both a content marketer and a copywriter, you are guaranteed a total solution for your communication issues.