What Even Is A Content Writer, Anyway?

Hey there! I’m Jenny, the newest addition to the Hedge Content team. Since I joined, the single most common response I’ve gotten is this:

“That's great!... But what exactly do you do?”

I get it. ‘Writing’ is a catch-all term. I was new to the whole content writing concept just a few months ago. But it’s quickly become a must-have for any brand to draw in organic leads.

It’s fair enough that I have to explain it (more than once) to my 82-year-old grandma. But if you’re looking to glow up your company blog or start an online writing career, it’s time to swot up on what a content writer is and how they can help you.

And I’m in a great place to write this because I’ve got a fresh pair of eyes on the whole thing.

Damnit, Pam. Don’t call a content writer a copywriter!

Here’s my newbie perspective on what sets content writing apart from other disciplines.

I don't think one is inherently better, and I wouldn’t want to disrespect the work copywriters put into their craft. They’re just different. Writing to persuade is one thing; writing to inform is another.

I’m generalising here but content writing is about company blogs, articles and guides, whereas you’ll find a copywriter working on website copy, headlines and ads. Content writing leans more towards the realm of journalism, whereas copywriting falls more into advertising.

So no, the two are not the same picture. If you’re hiring a writer, you should get clear on what you need before you hire.

Creative thinking is a must

We all know there are a thousand million articles on popular topics. But then a client wants the same. So how does a content writer rehash the same topic without sounding just like everyone else? By getting creative.

Content writing is about balancing teaching the reader something, subtle promotion of the brand and hooking it up to something interesting. The holy trinity, if you will.

For your brand, that might be a clever metaphor running throughout an evergreen article or writing about trending news topics your target audience would be interested in.

Take it a step further if you can take the heat. Content writers can throw out spicy takes for you and get the conversation cooking. They can connect the dots with trending topics in ways your content hasn’t touched before.

That’s why content writing is first and foremost a creative pursuit, even in something like finance.

It’s not just about SEO

SEO gives me the ick. There, I said it.

Sure, it’s a part of content writing, but it isn’t the be-all and end-all. Stuffing a thousand keywords into an article guarantees a poorly done piece of content. Your reader will spot it a mile away.

If you want to stick in the mind of your target audience, talk about what they’re interested in and establish yourself as a thought leader. Or, as our esteemed leader Jason calls it, barbecue content.

To engage with your brand, readers want some personality. Make ‘em laugh. Make ‘em cry. Hell, make ‘em shake their fists at the screen. Just don’t sound like an SEO robot. And that’s where content writers shine.

Content writing needs a specialist

At Hedge, we’re finance and fintech experts. In short, we know our shit. We’re not about to pretend we can write well on cycling (though I am an avid Peloton-er) or different cooking techniques.

To write effectively and quickly, content writers need to have a deep understanding of the topic and the current affairs around it. That’s where the magic lies. You don’t just want something done - you want it done well. The right content writer with the right knowledge will supercharge your sales and save you time. It’s a win-win.

Hopefully, you’re clearer on what a content writer does now. Or my take on it, at least. Got another perspective? I’d love to hear it.

Ready for some word wizardry? Get in touch today.