Content marketing writing versus traditional copywriting – are they the same?
Not only are they different, but they require a very different set of skills from writers. The writer who can put together a great thought leadership article is working in a different way to one who is writing brochures, website text, and so on.
Generally, it’s those with a journalism background who adapt to content the quickest. They bring a solid understanding of putting together a convincing argument, backed up with solid sources (and translating those sources into something accessible), and structured in such a way that it sustains over the long-haul.
That doesn’t mean traditional copywriters can’t move across the aisle, but without some training or experience in journalism it’s going to be a struggle.
It might sound strange, but if you’re hiring a content marketing agency, ask about their writers. Think of it as insurance.