If you’ve ever Googled “hire a writer,” you’ve probably come across different terms, like content writer, copywriter, and freelance writer. Whether you’re trying to attract new customers through a blog, boost sales with high-converting ads, or commission an article for a magazine, the kind of writer you choose matters. Depending on your organisation’s goals, the type of writer you hire may differ.
Content, copy, or feature writer: what’s the difference? Should you just use Artificial Intelligence (AI) to write your content? I explain the different types of writers below, what each one brings to the table, and whether AI is a smart (or not) alternative.
**This article was researched, written, and edited by a human.
Content, Copy, or Feature Writer?
#1. Content Writer
Content writing is a term that describes writing that specialises in creating content for blogs, newsletters, social media, podcasts, etc.
It’s the art of communicating without selling, and a tool used by organisations, not-for-profits, and businesses big and small.
Organisations use content writing to create content for their clients and readers that is useful and valuable. They use content writing to establish trust, create brand exposure, build authentic connections, and attract customers to their business via search engines and other digital media platforms.
For example, you are a bookkeeper and want to attract more customers to your website. So, you start a blog that answers your clients’ pain points, and write content such as, ‘Accounting Software: Which is best for your business?’. Which helps you get found on search engines.
The ultimate goal of content writing is to create content that is easy for people to consume and doesn’t seem like an ad. Blog articles are a necessary addition to your website, as they help you get found on search engines for search terms you may not be targeting with your main website pages. Writing for social media is more than just promotion; it requires knowledge to write content that is targeted to your audience and engaging, and hiring a content writer to write your newsletter ensures consistency in creating value for your clients.
#2. Copywriters
Copywriters are primarily concerned with creating content that converts and sells. An example of this includes writing product descriptions, print ads, social media or Google ads, landing pages, flyers and sales emails.
The aim of the copywriter is to get someone to buy something. Whereas a content writer’s goal is to inform, a copywriter’s aim is to convince.
If we return to our bookkeeper example.
Content Writer: How costly payroll mistakes can affect your business.
Copywriter: Payroll mistakes cost more than you think. Avoid errors with expert help.
Copywriting and content writing are styles that are frequently confused. Often, people think they need to hire a copywriter to write blog articles or social media posts. Although it’s likely that your copywriter can write blogs for you, it does take a different set of skills to write copy that sells a product or service.
Where things can get confusing is that there are several categories of copywriting, such as Search Engine Copywriting (SEO), ad copywriting, technical copywriting, e-commerce copywriting, sales copywriting, etc.
Copywriters can specialise in a specific type of copywriting (i.e., SEO) or can offer industry-specific experience (i.e., Real Estate, Tech, healthcare, not-for-profit, e-commerce).
#3. Freelance Writers
Both content writing and copywriting can be freelance roles. But what makes a writer a freelancer? Generally speaking, it’s someone who works for themselves and offers writing services. They may charge per hour, word, or project.
Feature writing is a form of freelance writing for newspapers or magazines. This type of writing requires experience in writing in a journalistic style. Feature writing shares a similar structure to content writing, in that it involves research, is often informative, and usually has an angle. But with feature writing, the writer usually chooses the angle. With content writing, the writer is often working for a business or organisation.
For example: NZ accounting firm eyes global expansion (Feature article about accounting in the NZHerald)
Freelance writing often suits people who prefer to write independently, whereas copywriting and content writing involve writing content for a client or business.
Can’t I just use AI to write content?
Yes, you can use AI to write your content. But it often lacks the creativity and personality of a human writer. It’s sometimes lacking in structure too. For example, if you want your blog article to rank in a Google AI search, you need to know how to add keywords to make that happen, or at least know how to prompt AI to do so.
AI can help create content faster and is a great tool for putting together a first draft, especially if you’re not a confident writer. But if you want to use AI to create content, hire a writer who knows how to use it.
A good content writer will use AI to help develop your content faster and more of it, but will optimise your content so it performs well in search, so it’s in your voice, and doesn’t feel written by AI.
What’s a Ghostwriter?
A ghost writer is someone who is hired to write content on behalf of another person. This is often in the form of blogs or website content, but it could also be books or speeches. Ghostwriters aim to capture and embody the unique style, tone and perspective of the person they are writing for. It requires collaboration with the person in the form of interviews, and understanding their personality and thoughts to ensure they create content that feels genuine and authentic to them.
Need authentic, human-written or AI-assisted content for your business or not-for-profit? I can help with copywriting and content creation that gets found on search engines. Get in touch!