Copywriters and content designers have a lot in common, so you’d be forgiven for thinking they do the same thing. However, although both share an eye for detail, their job roles differ.

In this blog post, we’re giving an insight into what each role is like and why both are crucial for content projects.

What does a copywriter do?

A copywriter is someone who writes content for advertisements and marketing materials. This can include:

print
television
radio
digital

Why do we need copywriters?

Agencies might hire copywriters or have an in-house copywriter to help them get the tone of voice, language and meaning of the content just right.

Often copywriting is mistaken for just being ‘clever’ with words. Instead, it’s more like using your words to persuade and influence, often to make a sale.

What makes a copywriter?

There are lots of skills a copywriter should have, ranging from compulsory to desired.

Necessary skills:

knowledge of English language
impeccable attention to detail
the ability to work well with others
excellent verbal communication skills.

Desirable skills:

the ability to sell products and services
familiarity with following briefs
a creative mindset.

What’s a typical day like for a copywriter?

Copywriters spend a large amount of their time writing (obviously). However, what differs is the style, format and tone of writing.

You may find yourself writing a persuasive article in the morning, then switching to bouncy, fluffy copy for a hairspray brand in the afternoon. No two days are the same and this is what helps copywriters improve their writing expertise.

As well as writing, you’ll be expected to edit and proofread your work (and often the work of others). This involves checking for spelling, grammar and factual accuracy.

Throughout the writing process, copywriters work closely with the client to make sure what they’ve produced matches the brief and that the client is happy with it. This usually means having an amend process to avoid continual changes.

What does a content designer do?

Like copywriters, content designers are responsible for creating content. But where it differs is content designers also review and update content to coincide with the end-to-end user journey.

Reviews and updates (usually) happen after user research sessions, using evidence and data. Often, content design is a lot more about thinking about the user and their needs, than just writing words. Like copywriting, you try different things to see if it works, but content designers are heavily influenced by the results of the user research.

Content designers create more than just words – they help create digital products and services that people find easier to use. They’re extremely user-focused and write with a user, not a client, in mind.

Why do we need content designers?

On agile projects (especially in government), there are a variety of different roles including:

user researcher
product owner
business analyst
developer
delivery manager
product lead
service designer.

Each role offers something different and helps move the team in the right direction. A content designer is a crucial (and busy) member of the team.

Most of the discussions and work the rest of the team do requires some form of copy production. That’s where the content designer comes in. They’re at their best when working closely with the rest of the team – especially user researchers to learn what users really want.

Content designers are great at reinforcing user needs to the rest of the team, making sure the shared goal they’re working towards is fit for purpose.

What’s a typical day like for a content designer?

Like a copywriter, no two days are exactly the same, but usually a content designer is working in a team on a project with an end goal. This involves helping a user achieve something.

It’s also likely content designers will work closely with subject matter experts to make sure the service they’re creating for their users is factually correct, as well as easy to use. This means lots of meetings, phone calls and sharing their progress with the team.

If you think you’d be perfect as a copywriter or content designer but need some training, get in touch to talk about our content design training.

Do copywriters and content designers do the same thing?