A vegan business cannot thrive without the right writer to educate and entice its potential customers. With all the different types of writers these days, how do you make sense of all the labels writers use, much less know what kind of wordsmith you should hire? Let’s take a look at the different writer labels you might stumble upon and see which writer will best suit your marketing needs.
What is a Freelancer Writer?
A freelance writer is a writer who writes for the web as a contractor or subcontractor. If you hire a freelancer for your business, you hire them to do a specific job(s). You do not worry about paying part of their healthcare premiums or employment taxes. There are many advantages to hiring a freelance writer including paying only for the work completed, flexibility, and specific skill set. If you find the right freelance writer, you will save your company money. Read more about the advantages of hiring a vegan freelance writer.
You will find all types of writers under the “freelance writer” umbrella. A freelancer can be a copywriter, a content writer, a journalist, an essayist, speechwriter, technical writer, business writer, curriculum writer, and more. All of these writers use their creativity to write different types of content, and as a marketer or business owner, it can feel overwhelming to determine which type of writer you need. In addition, some of these terms are often used interchangeably and add to the confusion. But, rest assured, read on, and let’s get clear on what kind of writer you should hire.
What is a Content Writer? Do you Need a Content Writer for Your Vegan Business?
The term Content Writer encompasses a broad spectrum. Content is anything you read on the web. If you read a blog, you are reading content. If you read the script within a video or podcast, that is also content and a content writer wrote it. When you read a social media post from your favorite vegan shoe brand, that post was written by a content writer. A white paper is considered content writing as well.
The following are examples of different types of content:
- Blog Articles – A short-form or long-form article to educate, entertain, and build trust with your audience. A blog is usually housed on your company website.
- E-newsletters – A one-page, concise email sent to clients containing company news and updates, or new products or services with the intention to inform and maintain audience engagement.
- Webinar Content – A slide show that pertains to a webinar presentation.
- White Papers – A well-researched report demonstrating useful and persuasive information about your company’s product or services. It is used to gather leads.
- Downloadable Resources or Opt-ins – A free e-book or guide to share with your potential customers specifically written to build authority and trust for your business and provide value to your customers.
What is sometimes confusing is that content writing pieces are sometimes referred to as “copywriting.” A white paper or a case study can be considered content writing OR copywriting, for example. Don’t be stirred by this. A good rule of thumb is to remember what each type of writing piece and writer does: The content writer informs, entertains, and builds trust with your audience, thereby building authority for your brand and business; a copywriter writes to persuade your audience to take a specific action like buying your vegan handbag or candy bar, for example.
What is a Copywriter? When Do You Need a Copywriter for Your Vegan Business?
A copywriter writes to persuade your reader to take action on a specific result. For example, if you want to sell your brand new vegan cookbook, you would hire a copywriter to write a landing page for your website which seeks to persuade the reader to buy your book. Or, you might have a delicious vegan cheese you want to sell. A product description for this cheese would require a copywriter to write persuasive words to entice your audience to purchase it.
Copywriting is different than content writing in that it seeks to create a response from the customer rather than seeking to inform or entertain. Make sense?
Below are examples of types of copywriting:
Landing Page – A page on your website created specifically for a marketing campaign. A landing page has the sole purpose of selling a product or service, like an e-book.
Case Study – A marketing tool used to convince your audience that your products or services will meet their needs.
Website Copy – Pages on a website including the Product or Services pages, the About page, Home page, or Landing pages.
Sales Letter – A strategically written letter snail-mailed to potential or actual customers with the intent of persuading them to take a specific action.
E-mail Series – A series of emails sent to clients on your email list written specifically to get them to purchase a service or product. Emails are also used to inform and build trust with clients, so once again, here is another caveat: is email marketing copywriting or content writing?
What About a Ghostwriter? What is That? When Should You Hire a Ghostwriter?
I’m going to have to throw in a vegan wrench into the mix. There is another type of writer referred to as a “ghostwriter.” This does not mean you would hire a ghost to write for you in the middle of the night when they are done haunting grandma. It means you would hire a writer who writes FOR your company without their name on their work.
There are freelance ghostwriters who write entire e-books or paperbacks for companies, get paid, then relinquish the rights to their work. For most businesses, ghostwriters are hired to write different types of content. If, for example, you require a content writer to write blog articles in your company’s voice and do not include their name on the blog, they are considered ghostwriters. To make things more blurring, a ghostwriter can be referred to as a content writer OR a copywriter.
Finding the right type of freelance writer for your vegan business is sometimes tricky. Knowing the differences between content writers and copywriters is important as a business owner or marketer. The important steps to take before hiring any writer are to research and know your audience and create a great marketing plan. Then seek a freelance writer who knows the differences between content writing and copywriting, make sure that person can write in your brand voice, and hire them. For an added benefit, hire a vegan freelancer who understands the non-vegan as well as the vegan consumer, and watch your business thrive.
“A content writer informs, entertains, and builds trust with your audience. A copywriter seeks to persuade your audience to buy your product or service.”