Words are powerful. The right ones spark curiosity, build trust, drive clicks and, yes, even close sales. But if you're a founder or marketing lead looking to hire someone who can "just write stuff," here's a quick reality check: not all writers do the same job.
Enter the age-old confusion: copywriter vs. content writer. They sound similar, and sure, both craft words for a living, but their goals, styles, and strategies are fundamentally different.
One writes to convert. The other writes to connect.
One aims to sell fast. The other builds long-term trust.
So, how do you know which one your business really needs?
Whether you're creating landing pages that convert visitors into customers or publishing blog content to climb the Google ranks, hiring the right writing expert can seriously boost your brand's visibility and results.
In this guide, we’ll break down the key differences between copywriting and content writing, when to use each, and how to hire the right fit for your goals.
What Is a Copywriter?
A copywriter is your brand’s secret weapon when it’s time to get people to take action, whether that means clicking a button, signing up for a newsletter, or making a purchase.
In simple terms, copywriters write to sell. Their goal is to craft persuasive, strategically written content that encourages the reader to take a specific action. Think of them as your marketing team's voice when it's time to convert browsers into buyers.
They're the reason you clicked on that perfectly worded ad.
They're behind the subject line that made you open the email.
They're the ones shaping the landing page that made you stay, scroll, and say, "I'm in."
What Does a Copywriter Typically Work On?
- Website landing pages
- Product descriptions
- Sales pages
- Email marketing campaigns
- Paid advertising (Google, Meta, LinkedIn, etc.)
- Social media ad copy
- Taglines and brand messaging
- Calls-to-action (CTAs)
The Core Goal of Copywriting:
To drive action. Every word is written with conversion in mind, whether that’s getting someone to click, sign up, buy, or engage. Copywriting leans heavily on psychology, clarity, and emotional triggers to guide readers toward a decision.
Copywriters Are Often:
- Experts in brand voice and tone
- Focused on customer pain points and buying motivations
- Skilled at transforming product features into compelling benefits
- Driven by performance metrics like CTR, conversion rates, and ROI
If your goal is to persuade, sell, or compel people to act, a copywriter is the expert you want on your side.
What Is a Content Writer?
If copywriters are the sprinters of the writing world, content writers are the marathoners, focused on building long-term trust, educating your audience, and driving organic traffic over time.
A content writer creates valuable, informative, and engaging written material designed to answer questions, solve problems, and keep your brand top-of-mind. They're not necessarily writing to sell in the moment; they’re writing to connect, inform, and build credibility.
You’ve read their work when searching Google for answers.
You’ve spent five minutes reading their blog post because it actually helped.
You’ve bookmarked their guide and shared it with your team.
That’s the power of content writing.
What Does a Content Writer Typically Work On?
- Blog articles
- Long-form guides
- SEO-driven website content
- Case studies
- Whitepapers and ebooks
- Newsletters
- Thought leadership articles
The Core Goal of Content Writing:
To educate, engage, and attract. Content writing is about offering value, positioning your brand as an authority, and building a relationship with your audience over time. It plays a key role in SEO, helping your business show up when people search for solutions you provide.
Content Writers Are Often:
- Skilled in keyword research and SEO best practices
- Able to simplify complex topics
- Focused on storytelling and tone consistency
- Measured by traffic, time-on-page, engagement, and backlinks
If your goal is to grow your online presence, rank in search engines, or nurture a loyal audience, a content writer is the expert you need.
Copywriter vs. Content Writer: A Side-by-Side Comparison
Still unsure which writing expert is right for your brand? Here’s a clear, side-by-side comparison that breaks down the key differences between copywriters and content writers, from their goals and writing style to the types of content they create. Use this chart to match the right role to your marketing needs quickly.
Which One Does Your Business Need?
Now that you know the difference between copywriting and content writing, the real question is: which one will help your business grow right now?
The answer depends entirely on your goals. Are you trying to generate leads quickly, or are you focused on building long-term brand awareness? Let’s break it down:
If your goal is to:
- Launch a new product or promote a limited-time offer → You need a copywriter to create compelling sales pages, email campaigns, and ad copy that drive conversions.
- Improve your SEO rankings and bring in steady organic traffic → A content writer is your go-to for creating value-packed blog posts and keyword-optimized articles.
- Nurture leads through your sales funnel → You may need both. For example, a content writer can create educational resources while a copywriter handles the email drip campaign that drives conversions.
- Establish authority in your industry → A content writer can help with thought leadership, case studies, and expert guides that earn trust and backlinks.
Consider Your Stage:
- Early-stage startup? You might need a hybrid; someone who can do both types of writing well enough to get your brand off the ground.
- Scaling company with a marketing budget? Invest in specialists. A skilled copywriter and a dedicated content writer working in tandem can dramatically elevate your growth.
Hiring the wrong type of writer won’t just waste time; it can cost you traction, visibility, and even sales. The right one, on the other hand, will amplify your message, connect with your audience, and drive measurable results.
Can One Person Do Both? The Truth About Hybrid Writers
It’s a common question for growing businesses, especially startups: Can’t I just hire one person to handle both content writing and copywriting?
The short answer: sometimes, but it depends.
There are talented writers out there who can switch gears between crafting SEO blog posts and writing persuasive sales copy. These are often referred to as hybrid writers or full-stack content marketers. They’re versatile, adaptable, and a great fit for small teams that need one person to wear multiple hats.
But here’s the catch: great content writing and great copywriting are two different skill sets. Each requires a unique approach, mindset, and even voice.
When a Hybrid Writer Makes Sense:
- You’re a startup or solo founder on a tight budget
- You need someone to handle a little bit of everything, from blog content to email copy
- You're still figuring out your brand voice and content strategy
When You Should Hire Specialists:
- You’re running paid ad campaigns and need high-performing copy
- You want to scale your blog, improve domain authority, or build out a content hub
- You’re focused on measurable outcomes like conversion rates or organic traffic
What to Look for in a Hybrid Writer:
- A diverse portfolio that includes both sales copy and educational content
- A strong grasp of both SEO principles and persuasive copy techniques
- The ability to adapt tone and style based on the audience or platform
So yes, it’s possible to find someone who does both. Just make sure they actually excel at both. The danger lies in hiring a generalist who’s “okay” at everything but doesn’t drive results in either area.
How to Choose the Right Writer for Your Brand
Whether you're hiring your first writer or adding a new expert to your marketing team, choosing the right fit isn't just about reviewing writing samples; it's about aligning skills with your business goals. The right hire can elevate your brand’s voice, drive traffic, and turn browsers into buyers. The wrong one? Missed opportunities and wasted budget.
Here’s how to make the smart choice.
1. Start With Your Goal
Ask yourself: What are we trying to achieve right now?
- If it’s conversions, sales, or direct response: Hire a copywriter.
- If it’s thought leadership, SEO, or audience growth: Hire a content writer.
- If you need both, decide if you want a hybrid or two specialized roles.
2. Review Their Portfolio for Purpose, Not Just Prose
Look beyond grammar and flow. Pay attention to:
- Style and structure — Do they match what you need (e.g., punchy for ads vs. in-depth for blog posts)?
- Results — Have they driven conversions, rankings, or engagement?
- Voice — Can they write in a tone that matches your brand?
3. Ask the Right Questions
When interviewing, go beyond “tell me about your experience.” Ask:
- Can you show me a writing sample that drove results?
- How do you approach writing for different stages of the funnel?
- How do you incorporate SEO or conversion best practices?
4. Test With a Real-World Assignment
A short paid assignment can reveal a lot:
- Give the candidate a clear prompt related to your brand
- Evaluate their ability to adapt voice, structure content, and meet objectives
5. Consider Remote and Nearshore Talent
If you’re open to hiring remotely, don’t overlook nearshore talent from Latin America. Many skilled English-fluent writers from the region offer top-tier quality at competitive rates, making it easier to find a great fit for your brand without overspending.
The Takeaway
Whether you're writing to sell or to educate, words shape how your audience experiences your brand. And in a world where attention is limited and competition is fierce, the difference between a good writer and the right writer can directly impact your growth.
Copywriters help you convert.
Content writers help you connect.
Both help your business move forward in different, but equally powerful, ways.
The key is knowing your current goals, understanding what each writer brings to the table, and hiring accordingly. Need short, punchy messaging that converts? Hire a copywriter. Want to rank on Google and build long-term brand loyalty? Call in a content writer. Need both? Find specialists or a hybrid who can wear both hats, with skill.
Your brand voice isn’t just what you say. It’s how you say it and who you trust to say it for you.
Need help finding the perfect writer for your brand? At South, we connect U.S. companies with top-tier remote talent across Latin America, including skilled copywriters and content writers who understand your market, speak your brand’s language, and deliver results.
Schedule a free call today and let us help you hire the right voice for your business!
