Ghostwriter vs Copywriter vs Content Writers: The Differences
Every zebra is different. Across all three species, no two patterns are the same, and it's those nuanced differences that allow zebras to recognise each other. Stripes are their calling card. Similarly, ghostwriters, copywriters and content writers have distinctive skills. Knowing the differences can help you leverage each writer's unique strengths and maximise your content strategy.
Contrary to popular belief, not all writers are the same.
While some excel at bringing an aspiring thought leader’s ideas to life, others are experts at crafting persuasive conversion pieces, and another produces engaging socials and blog posts and articles. Each has unique strengths in transforming ideas, insights and conversion goals into compelling narratives for various platforms.
So what are the roles that each writer plays?
Defining Ghostwriters
A ghostwriter is an experienced, professional writer who creates content on behalf of the person contracting them. The key goal is to capture and reflect your unique voice, style and ideas. Contracted work is usually agreed upon under an non-disclosure agreement (NDA), and the ghostwriter cannot make any public claim of authorship on the work.
Modern leadership includes the task of regularly creating and sharing thoughtful, original content across digital and print platforms.
This content, read by management and employees, stakeholders, board members, industry experts, venture capitalists, potential investors and customers, plays an important role in building your personal brand and authority standing in your field. However, few leaders have the time to write the volume of content required, so they turn to a ghostwriter to assist.
Ghostwriters have two very particular skills: listening and extracting.
By asking probing questions, editing the materials you’ve provided and articulating your ideas and insights in your own voice and style, ghostwriters take on the heavy lifting of writing high-quality content. They’re frequently contracted on an ongoing basis by high-profile individuals, founders or thought leaders to consistently write:
This content reflects your thoughts and expertise without demanding your time or writing skill – giving you back valuable time to focus on strategic tasks. Ghostwriting also gives voice to non-writers and those who lack confidence in their skills, thus ensuring their ideas are still shared and heard.
Understanding Copywriters
Copywriters specialise in crafting persuasive and marketing-oriented content designed to drive conversions and engage the audience. The copywriter is contracted and paid based on an agreed brief, and although the company/brand owns the copy produced, the copywriter can generally display/claim credit for writing the work, in order to solicit further work/clients.
They’re often employed by marketing teams, CMOs, entrepreneurs, solopreneurs to write piece-by-piece conversion driving pieces:
Copywriters need to deeply understand the ICP or target audience's needs and desires to create compelling copy that motivates action . They excel at creating clear calls to action (CTAs) and the use of persuasive language to capture the audience's attention and interest.
This makes copywriters a vital team member in advertising campaigns, email marketing, website copy and growth marketing initiatives, where the primary goal is to convert readers into customers.
Exploring Content Writers
Content writers, also known as content creators, focus on producing informative and engaging content tailored to your audience's interests. The content is generally educational, inspirational or entertaining in its premise, and it uses a much longer tail approach to conversion as compared to a copywriter.
Depending on the type of content and stage of the sales funnel (TOFU>MOFU>BOFU) immediate action is not necessarily expected, as it’s understood the content is designed for the needs of each stage and its goals – awareness, evaluation, conversion – through ‘What is’, ‘How to’ and ‘How we’ content.
The content aims to improve discoverability, deliver readability and build engagement:
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Experienced content creators research their work to ensure it’s accurate, relevant and helpful to readers. They also utilise SEO best practices to increase visibility, drive traffic and keep your audience engaged via a variety of forms and mediums:
The key role of a content creator is to inform, entertain and engage the audience, making their work essential for blogs, websites, and social media platforms.
Key Differences: Ghostwriter vs Copywriter vs Content Writer
Having an understanding of the differentiation between all three types of writers, is crucial for companies, brands and individuals – to know who to select as the the right professional for their needs.
3 Choices: Finding the Right Writer for Your Needs
Selecting the right writer depends on your project goals:
Understanding the strengths of each type of writer helps you make an informed decision. By carefully evaluating your needs and choosing the right professional, you can ensure that your content effectively supports your business goals.
The Right Writer for the Right Task
Understanding the differences between ghostwriters, copywriters, and content creators helps you select the right type of writer for your specific needs.
Each writer brings unique skills and focuses – their calling card – that vary from maintaining a client's voice, to driving conversions or engaging an audience. Knowing those differentiators helps you better leverage their expertise and achieve your content goals.
Ready to reclaim your time, and publish content to build an authority position – all without having to do the work? Send me a secret DM on LinkedIn – I won't tell anyone – with the word ‘GHOST’ and we can see if we're a fit.
Visit my LinkedIn profile and connect . There are 20+ years’ writing experience packed in my keyboard and 3 options to work with me.
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This post originally appeared on WORD SWORDS
Helping female solopreneurs work smarter, make more money, and be happier in business
3moThanks for breaking down the distinctions between each Di, this is a really helpful article.
Editor and Writer
3moHaving been each of these things, I can confirm they're all different roles with different (but related) skill sets! It's definitely a tricky thing to get across to potential clients. Thanks for doing the heavy lifting, Di!
Technical Writer | Content Writer | Editor
3moIt's true that high profile leaders often reach out to ghost writers (sometimes directly, sometimes quietly) for writting support. Good ghost writers are good listeners, that's also true - they can extract enough information to write intuitively.
VP of Revenue at Practice Protect
3moIt's interesting to see the differences, what do you think the most common write is Di Mace?