When it comes to creating compelling written content, businesses often find they need to outsource their writing to a professional. Two key roles in this domain are content writers and copywriters. Although these terms are sometimes used interchangeably, purists will say they encompass distinct skill sets and purposes. At The Veterinary Content Company, we sit somewhere in the middle – while we’re primarily content writers, we do also offer some copywriting services, and we understand that some of our clients may not be completely sure whether they need a content writer vs copywriter. In this article, we’ll explore the nuances of these roles and help you determine which one best suits your business’s needs.

Content Writers

Content writers specialize in creating informative, engaging, and value-driven content that educates, entertains, or informs the target audience. They excel in producing articles, blog posts, guides, whitepapers, and other forms of long-form content. Content writers focus on delivering high-quality content that establishes thought leadership, builds brand authority, and drives organic traffic to a business’s website. They conduct thorough research, incorporate relevant keywords, and craft compelling narratives to captivate the readers.

In the pet industry, content writers need to be knowledgeable about many areas of pet care, as their articles need to be medically correct and trustworthy. This is why content writing is the main service we offer at The Veterinary Content Company – it is where our veterinary skills are most useful to pet businesses. Google even recognises our qualifications and affords extra value to articles in a concept called E-E-A-T.


On the other hand, copywriters are experts in persuasive and concise writing. They are skilled in crafting captivating headlines, taglines, product descriptions, advertisements, sales pages, and other forms of promotional content. Copywriters aim to entice the audience, evoke emotions, and drive specific actions, such as making a purchase or subscribing to a service. Copywriters are who you need to reach for if you need sales-y writing, or you want to design a brochure or poster with a compelling message for your advertising campaign.

At The Veterinary Content Company, we do do some aspects of copywriting. For instance, we help write website copy and copy for medical brochures. However, we tend to turn down work if it becomes too sales-y, as we can’t endorse products and this can come a little too close for comfort.

Do you need a content writer or copywriter?

To determine whether your business needs a content writer or a copywriter, you should consider your objectives, target audience, and the type of content you require. Here are some key factors to consider:

  1. Goal of the Content:
    If your goal is to provide valuable information, establish authority, and engage your audience over the long term, a content writer will be best. They can help you build an extensive content library, improve your website’s SEO, and nurture a loyal readership. If your main aim is to create a sales piece, and the writing is an advertisement, that’s where you need a copywriter.
  2. Audience Engagement: Consider the preferences and needs of your target audience. Are they seeking in-depth knowledge, guides, or insights? Or are they looking for concise and persuasive messaging that compels them to take action? Understanding your audience’s preferences will help you choose between a content writer and a copywriter.
  3. Budget and Resources: Evaluate your budget and available resources. Copywriters often command higher rates due to their specialized skills and immediate impact on conversions. Content writers, on the other hand, can provide a steady stream of valuable content at a relatively lower cost.


Content writers and copywriters play distinct roles in creating effective written content for businesses. While content writers focus on providing valuable information and building long-term relationships with the audience, copywriters specialise in persuasive messaging and driving immediate action. By considering your business goals, target audience, and content requirements, you can make an informed decision on whether to hire a content writer or a copywriter—or even both—to enhance your overall content strategy and maximize your business’s success.

Remember, the choice of content writer vs copywriter ultimately depends on your specific needs. At The Veterinary Content Company, we’re happy to help you decide which is best for you. If we can’t help, we’ll point you in the direction of someone who can.

Joanna Woodnutt

Joanna Woodnutt

Dr Joanna Woodnutt MRCVS is a qualified vet, freelance writer, and editor at The Veterinary Content Company. She lives in the Channel Islands with her husband and daughter, as well as their naughty but loveable terrier, Pixie.