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Ross Heintzkill Writes Content

I am a content writer. Sometimes the terms “copy writer” and “content writer” get used interchangeably, but I think they’re different.

As a content writer, I write and edit the words that companies use to represent themselves and to build their identity. According to each company’s need, I adapt my voice, vocabulary, intent and style based on who the audience is and what needs to be accomplished with the piece.

Content educates and informs readers while building brand awareness and trust. Content improves SEO while fleshing out the company’s position or making a point that’s important to them and their brand. Content establishes a company as a serious player in the industry while providing a place for clients, partners and customers to get more information about the company itself and its products.

I have nothing for respect for copy writers — look no further than Alex Cattoni’s YouTube channel to see what a great copy writer looks like. But you can also see what the differences are between copy writing and content writing.

What’s the Difference Between Copy and Content?

Copy sells and content builds.

The central difference between copy and content is in what you’re trying to accomplish. Obviously, copy and content share a lot in common: they’re both collections of words that company’s use to do something. And copy and content share a lot of the same mediums — that is, they go into similar products like emails, webpages, blogs, newsletters. Not only that, the audiences that companies are trying to reach with both copy or content often overlap.

But copy and content are not the same thing, and generally they shouldn’t be used in the same product.

That’s because “copy” is written to achieve one, specific result (it’s what that result is that changes). So, for example, sales copy is written to encourage a reader to make a purchase. Or, marketing copy is written to encourage a reader to provide their email address, to click a link, or to download a sales brochure. Whatever the desired end result happens to be, “copy” is trying to compel a reader to do that action.

On the other hand is content. “Content”, which I write, focuses on building brand awareness, creating goodwill, generating audience participation, or educating the audience. Content can be something as simple as an About Us page that feels funny and leaves the reader feeling like they understand the company, or as complex as a white paper that feels official and well-research and leaves the reader feeling like the company is a leader in personnel management strategies.

The difference between copy and content is subtle. Many writers do both without knowing it, and many companies ask for one when they mean the other. Professional writers adapt and provide what’s needed.

But to discerning readers, “copy” and “content” feel very different when they’re on the page. And knowing who your audience is and what you’re trying to accomplish is key to good writing.

Does Ross Heintzkill Write Copy?

Sure! I can write copy. I tend not to, though.

It’s a little bit like a tennis player playing racquetball. A lot of the principles are the same, and the skills are pretty transferable. But the rules are different and I just like one more than the other.

All that said, I’ve written hundreds of thousands of words for blog posts, newsletters and emails — and some of those were content-focused and others were copy-focused. In the end, it’s about getting the customer what they want.

Whether you want copy or content, I can write it for you. And whether you know exactly what you want or you’re still trying to figure that out, I can help. Reach me by filling out this contact form: