{"id":3276,"date":"2025-01-31T14:33:28","date_gmt":"2025-01-31T20:33:28","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3276"},"modified":"2025-01-31T14:33:28","modified_gmt":"2025-01-31T20:33:28","slug":"the-definitive-copy-vs-content","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-definitive-copy-vs-content\/","title":{"rendered":"The Definitive Copywriting vs. Content Writing: Justin Returns"},"content":{"rendered":"
\n
\"A
He’s a complicated man.<\/figcaption><\/figure>\n<\/div>\n\n\n

Last week, we met Justin, the super<\/em>-elaborate personification of a brand<\/a> I\u2019ve worked with in the past. And I promised our buddy Justin, believe it or not, has a lot to do with the (ever-ongoing, oft-vehement) debate about the alleged difference between copywriting and content writing<\/a>.<\/p>\n\n\n\n

So:<\/p>\n\n\n\n

Justin is great to work with, and so flexible. On the website, he\u2019s clear and authoritative but accessible \u2014 he really wants you to understand what he\u2019s talking about. In blog posts, he\u2019s a little more accessible and a little less authoritative \u2014 you always feel like he respects you and is talking to you and not down to you. (When it\u2019s a byline elsewhere, he does lock it down a bit to make sure he\u2019s appropriately professional on someone else\u2019s turf.)<\/em><\/p>\n\n\n\n\n

In his ads, he\u2019s Fun Justin. He\u2019s One and a Half Beers Justin. He jokes. He gets a little talky, often about himself, but you don\u2019t mind because he\u2019s still fun. Sometimes it makes you like him even more. Justin is never mean, or Too Much \u2014 he\u2019s easy to talk to, easy to listen to, easy to trust, and easy to respect, and all those things are real, authentic Justin. Any time you run into Justin, you feel like he\u2019s being himself. And you really like himself.<\/em><\/p>\n\n\n\n\n

And yes, Justin is a versatile guy. He contains multitudes. But Justin is not an actual person<\/em>. He\u2019s the creation of a marketing team based on the assorted qualities of a brand. His existence is the work of art directors and writers bringing him as close to life as a fictional character is going to get.<\/p>\n\n\n\n

And to write a compelling Justin, those writers will have to also contain multitudes.<\/p>\n\n\n\n

The whole point of coming up with an brand persona (or a crazy-detailed brand personification) is to establish a unified expression of the brand so as to reach, convince, and ultimately convert potential customers. It\u2019s one brand, one goal, one voice, and apparently two completely distinct ways of getting there.<\/p>\n\n\n\n

Job titles are not destiny.<\/h2>\n\n\n\n

I\u2019m not going to push back on the inarguable logic of assigning job titles<\/em> \u2014 hand someone the blog posts, someone else the web copy, someone else the ads \u2014 for efficiency in delegating work. But we have a tendency to turn those titles into isolated fields, totally distinct, never the twain shall meet. It\u2019s a natural human instinct, to sort and draw lines and (over)simplify, but it doesn\u2019t serve us as writers.<\/p>\n\n\n\n

Copywriting supposedly exists to convert, and content writing ostensibly exists to inform, educate, and\/or entertain. Copywriting sells, content writing builds relationships. Copy uses emotion, content doesn\u2019t. Content is long form, copy is short form, except when it\u2019s long form. Copywriters and\/or content writers do social media, depending on who you talk to. One or the other uses storytelling, depending on who you talk to. Both use brand voice, but in different ways, and if you don\u2019t already know how I\u2019m not going to tell you.<\/p>\n\n\n\n

Cool.<\/p>\n\n\n\n

The copywriting-vs.-content-writing debate consistently conflates the tasks we perform<\/em> with the things we do<\/em>. It acts like those titles that help us sort out the work are walls that define what we do as creative professionals. But those are just walls we build ourselves. In the end,<\/p>\n\n\n\n

We are all Justin.<\/h2>\n\n\n
\n
\"A
No one understands him.<\/figcaption><\/figure>\n<\/div>\n\n\n

When you\u2019re writing blog posts for Justin, you aren\u2019t just trying to inform and\/or educate and\/or entertain \u2014 you\u2019re helping your audience get to appreciate his knowledge and trust him with a deeper relationship, want to reach out to him, learn more about him, even come to him with their problems.<\/p>\n\n\n\n

When you\u2019re writing ads for Justin, you aren\u2019t just trying to sell people stuff \u2014 you\u2019re letting them not just know him better but want<\/em> to know him better. Because he\u2019s fun now but also promises to be smart and respectable. Or because he seems to really get you and care about the things you care about, and that makes it easier to trust him.<\/p>\n\n\n\n

Justin isn\u2019t some schmuck who only talks about himself \u2014 he wants to have meaningful conversations with you. He\u2019s not some blowhard \u2014 he\u2019s smart and interesting and makes you want to spend time with him. His entire goal isn\u2019t to sell you things \u2014 in fact, very little of what Justin does is directed toward closing any kind of deal, because no one wants to spend time with that guy.<\/p>\n\n\n\n

When you\u2019re writing for Justin, job title notwithstanding, you\u2019re not trying to sell. The vast, vast<\/em> majority of the time, you\u2019re drawing your customer in and guiding them to a place where they ask<\/em> to buy things from<\/em> him. And the work you\u2019re doing isn\u2019t discrete or divisible into buckets. The buckets only come out is when you sit back from the work and shift your thought process to drawing lines and circles.<\/p>\n\n\n\n

Contain multitudes.<\/h2>\n\n\n\n

Those arbitrary divisions do nothing but hinder us in our job. If a copywriter thinks their job is only to sell and not to build relationships, they\u2019re going to slap an emotional appeal on top of some sales blather for an ad that doesn\u2019t connect to the needs of the audience.<\/p>\n\n\n\n

If a content writer thinks their job is only to inform\/educate\/entertain, and not evoke an emotional response and compel the reader to action, they\u2019re going to write a post that informs the reader but doesn\u2019t compel them to become more deeply engaged with the brand.<\/p>\n\n\n\n

If a copywriter ignores storytelling because it\u2019s supposed to be a content thing, they\u2019re missing out on a way to make web copy more than just informative. If a content writer ignores it because it\u2019s supposed to be a copy thing, they\u2019re missing out on a way to make a podcast that really hits home with the audience. <\/p>\n\n\n\n

Shouldn\u2019t ads build trust and credibility? Shouldn\u2019t blog posts engage and capture attention quickly? Shouldn\u2019t product pages be SEO-friendly? Shouldn\u2019t infographics be brief and engaging? Those stunning, emotionally exploitive Chevy ads<\/a> \u2014 are they copy, because they\u2019re ads, or content, because they\u2019re long and aren\u2019t focused on conversion? Would stapling a CTA onto the end make the ultimate difference?<\/p>\n\n\n\n

This is not me saying copywriting and content writing could<\/em> be the same or should<\/em> be the same. It\u2019s me saying they already are.<\/p>\n\n\n\n

No true Scotsman.<\/h2>\n\n\n
\n
\"A
We can dig it.<\/figcaption><\/figure>\n<\/div>\n\n\n

Yeah, I know this part is, arguably, logically fallacious. It\u2019s my blog. Don\u2019t @ me.<\/p>\n\n\n\n

If you\u2019re a copywriter or<\/em> a content writer and you\u2019re good at your job, I can guarantee you\u2019re being both, no matter what a dozen variations on the same infographic are trying to tell you. I\u2019m not going to demand you say it out loud or anything, but in your heart, you know it\u2019s true.<\/p>\n\n\n\n

If you\u2019re a copywriter or a content writer and you\u2019re not being both, maybe because one of the variations of that same infographic told you not to, I can guarantee you\u2019re missing out on a crucial element that could help you be better at your job. Whispering that to yourself is that\u2019s the first step in expanding your skillset and your self-image and really becoming something awesome.<\/p>\n\n\n\n

Embrace it. Live it. Love it. Copywriting and content writing are one and the same. Copywriters have the skillset to write content. Content writers have the skillset to write copy. You\u2019ve had the power all along.<\/p>\n\n\n\n

And, of course: Baby Creatives<\/h2>\n\n\n\n

I have been, historically, a strong advocate for the Baby Creatives. And where this debate is concerned, I\u2019ve seen so many promising aspiring writers wringing their hands over whether they should become copywriters or content writers, talking about how they love doing both and hate to have to choose. Listen to me, Baby Creatives: You don\u2019t have to choose. What you have in you is enough to grow into the career you want, so don\u2019t let some arbitrary distinction stand in the way of you getting paid for doing what you love.<\/p>\n\n\n\n

You might have to tweak your resume accordingly when you apply for a job named \u201cContent Writer\u201d vs. a job named \u201cCopywriter\u201d (because we\u2019ve also convinced clients there\u2019s a distinction between content writing and copywriting), but it\u2019s still you. It\u2019s still all<\/em> of you.<\/p>\n\n\n\n

Do it for your career prospects. Do it for your professional development. Do it for the love of the craft. Do it for yourself.<\/p>\n\n\n\n

Do it for Justin.<\/p>\n\n\n\n

*I offer my sincere apologies to Richard Roundtree, Isaac Hayes, and the cast and crew of <\/em>Shaft. I started googling for images for this post and things got wildly out of hand.<\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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