7 Key Differences Between a Marketing Content Writer and a General Content Writer
In today’s digital landscape, the demand for skilled content writers is higher than ever. However, not all content writers are the same. Depending on their focus, writers may specialize in various types of content, each with its own set of goals, strategies, and audiences. Two such roles that often get conflated are those of the marketing content writer and the general content writer. Though both are essential in the broader content ecosystem, their responsibilities, skills, and objectives differ significantly. This article explores seven fundamental differences between a marketing content writer and a general content writer, shedding light on what sets them apart.
1. Purpose and Objective
Marketing Content Writer:
The primary purpose of a marketing content writer is to drive specific business outcomes, such as generating leads, increasing conversions, or enhancing brand awareness. Their content is crafted with the intention of influencing the reader to take a particular action, whether it’s clicking a link, filling out a form, or making a purchase. Everything from the tone to the structure is designed to align with marketing strategies and goals.
General Content Writer:
A general content writer, on the other hand, may produce content that is informative, educational, or entertaining without necessarily aiming to drive a direct business result. Their focus is often on providing value to the reader through well-researched and engaging content. The primary objective is not always to sell or convert, but rather to inform, educate, or engage the audience on a particular topic.
2. Audience Targeting
Marketing Content Writer:
Marketing content writers have a deep understanding of their target audience. They write content with a specific buyer persona in mind, tailoring their messaging to resonate with the audience’s needs, pain points, and desires. They use insights from market research, customer data, and analytics to craft content that appeals directly to potential customers or clients.
General Content Writer:
General content writers may also consider their audience, but their approach is broader. They might write for a wider demographic or a general readership, focusing on delivering content that is accessible and valuable to a diverse group of people. Their content might not be as narrowly targeted, making it suitable for a broader range of platforms and purposes.
3. Content Strategy and Planning
Marketing Content Writer:
For marketing content writers, content is a strategic tool. They work closely with marketing teams to develop content that fits into larger campaigns and strategies. This involves careful planning, keyword research, and alignment with SEO best practices to ensure that the content not only reaches the target audience but also serves the business’s broader marketing goals.
General Content Writer:
While general content writers also engage in planning and research, their approach is less tied to a specific marketing strategy. They may focus more on editorial calendars, content series, or one-off pieces that don’t necessarily connect to a larger business objective. Their planning is often centered around the content’s subject matter and its appeal to readers, rather than its role in a marketing funnel.
4. SEO and Keyword Optimization
Marketing Content Writer:
SEO is a critical component of a marketing content writer’s role. They use keyword research to identify the terms and phrases that potential customers are searching for, and they incorporate these keywords strategically into their content. The goal is to improve the content’s visibility in search engines, driving organic traffic and potential leads to the website. They are often well-versed in on-page SEO, meta descriptions, and other technical aspects of content optimization.
General Content Writer:
While general content writers might also use keywords, their focus on SEO is usually less intense. They may include relevant terms to make the content more searchable, but they are less likely to engage in in-depth keyword analysis or to prioritize search engine rankings. Their primary focus is on the content’s quality and readability, with SEO being a secondary concern.
5. Types of Content Produced
Marketing Content Writer:
Marketing content writers create a variety of content types designed to support marketing efforts. This can include blog posts, landing pages, email campaigns, product descriptions, case studies, white papers, and more. Each piece of content is crafted to serve a specific purpose within a marketing strategy, whether it’s nurturing leads, educating prospects, or closing sales.
General Content Writer:
General content writers may produce a wider range of content, but it is often less focused on marketing. They might write articles, essays, editorials, reviews, how-to guides, and other forms of content intended to inform, entertain, or provide insight. Their work can appear in a variety of contexts, from magazines and websites to educational materials and corporate communications.
6. Call to Action (CTA)
Marketing Content Writer:
A defining feature of marketing content is the presence of a clear and compelling call to action (CTA). Marketing content writers excel at crafting CTAs that guide the reader toward a specific next step, whether it’s subscribing to a newsletter, downloading a resource, or making a purchase. The CTA is a crucial element that ties the content back to the overall marketing objectives.
General Content Writer:
In contrast, general content writers may or may not include a CTA, depending on the content’s purpose. If the content is purely informative or educational, a CTA might not be necessary. When present, CTAs in general content tend to be softer or more subtle, encouraging further reading or engagement rather than driving a specific conversion.
7. Measurement and Analytics
Marketing Content Writer:
Marketing content writers are often held accountable for the performance of their content. They regularly analyze metrics such as page views, click-through rates, conversion rates, and social media engagement to assess the effectiveness of their content. This data-driven approach allows them to refine their strategies and improve future content performance, ensuring alignment with business goals.
General Content Writer:
General content writers might be less involved in the analytics side of content production. While they may track reader engagement and feedback, their success is often measured more qualitatively, such as by reader satisfaction, content reach, or the content’s impact on the brand’s reputation. They may not be as focused on the direct business outcomes of their work.
Conclusion
Both marketing content writers and general content writers play vital roles in the content ecosystem, but their approaches, objectives, and skills differ significantly. A marketing content writer is laser-focused on driving business results through targeted, strategic content designed to influence and convert. In contrast, a general content writer prioritizes delivering valuable information and engaging readers across a broad spectrum of topics and purposes.
Understanding these distinctions is crucial for businesses and organizations looking to hire content writers. Depending on their specific needs, they may require the precision and strategy of a marketing content writer or the versatility and broad appeal of a general content writer. By recognizing the unique strengths of each role, businesses can better align their content strategy with their overall goals, ensuring they reach their target audience effectively and achieve the desired outcomes.