If you write blogs and articles to engage and inform readers, it’s not the same to write a landing page. Writing copy for an ad is definitely not the same as writing a press release.
If you’re a beginning freelancer writer, and you still get confused at times, this article is for you.
According to an article in Forbes, a PR pro’s role is to “protect, enhance or build their client’s reputations through the media.” To do this, PR pros stage events, teach interviewing skills, and write. They write press releases.
And today, you’ll catch PR pro blogging too, and managing social media campaigns. That’s because PR pro’s have entered the social media landscape and they can’t only rely on their pitching abilities. Just a few years ago, PR pros depended on journalists to communicate their messages, but now, PR they have access to reach audiences directly using Facebook, Instagram, Twitter and so on.
I like CopyBlogger’s definition of copywriting: the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action. As a copywriter you’re not trying to protect, enhance or build your client’s reputation as PR pros do though copywriting can surely lead to that. But, that’s not the purpose. As a copywriter, you’re straight up trying to get a specific action.
Some “calls to action” can be: selling a product, a service, getting people to sign up for email alerts, or to raise money through a donation page. Copywriting can be used in a video for TV or the web. The point is that you are using persuasive language to drive a specific result.
Content Marketing Writer
Content marketers write blogs, email autoresponders for drip campaigns, social media posts, and newsletters to connect and engage with audiences. Freelancer.com describes a content writer as someone who “provides relevant information for products and services on a website.”
As a content writer you goal is not the PR pro’s goal which is to “protect, enhance or build their client’s reputation,” nor is it the copywriter’s goal which is to get readers to take some form of action. As a content writer, your goal is to inform, engage, and educate to build trust. Content marketers know that without value, true connection, and engagement, you can’t drive any results.
Mixing It Up
The PR, advertising and marketing fields have seen a completely different landscape from the last decade. And as writers in these fields it’s sometimes hard to tell what type of writing we are doing. But it is important to know what type of writing you are doing, so that you can successfully drive the intended results for your clients.
What I’ve noticed is that prospects looking for a writer more than often need a mixture of all three types of writing. Which is why I tell beginning writers to dedicate some time into honing their writing skills and allowing themselves to be versatile. For two reasons.
2. It’s all connected, but it’s not all the same.
In the world wide web everything intersects. PR, copywriting, and content marketing. PR pros have to blog and write newsletters at times. And don’ be surprised to catch a copywriter on social media. The internet is an enormous library and connecting with folks can take all three.
I’m not saying that you should take years of training in each area of writing. But, it’s a good idea to learn as much as you can about these connect and practice writing on your own.
2. It helps you narrow in on what you enjoy doing the most.
Learning a bit of everything can help you figure out what type of writer you want to be if you don’t already know after this post.
So what type of writer are you? Or do you fiddle with all three? Why? I would love to know about it in the comments.