I call myself an iGaming writer. However, when I first started freelancing, I used the term copywriter. But they’re not the same thing.
At first, I didn’t know the difference. I don’t mind admitting it. Now that I do, I see lots of people on LinkedIn making the same mistake.
So, what’s the difference between a copywriter and a content writer?
Copy or Content?
A copywriter is more of a salesperson than a regular content writer. The idea is to use words to capture people’s attention, trigger emotions and provoke their imagination. Ultimately, the intention is to convert a reader into a paying customer.
But you write casino reviews for iGaming affiliates. You’re selling a product. Isn’t that copywriting?
No, it isn’t.
When I write a casino review, I write an objective piece of text that lays out the negatives as well as the positives. Even if your client asks you for an insanely biased review, you’re still producing content, not sales copy.
What is Sales Copy?
I’m no expert in copywriting, so if you are, please forgive my clunky definition. But in my mind, copywriting is about producing short, sharp messages that urge a potential customer to act. It’s purely sales-driven and it addresses a specific need, often in an emotionally engaging way.
Content is more of an umbrella term. A piece of sales copy could certainly be described as “content”, but not all content is “copy”.
Content Builds Trust
As an iGaming writer, I produce lots of content that aims to build long-term trust with readers. Hence the importance of honesty when reviewing a gambling site like a casino or sportsbook.
Whether it’s a blog post, an ebook or text for a corporate website, the mission is usually to inform. These are the rules of Pot Limit Omaha. This is how to play blackjack optimally. These are our company’s values.
Sure, the client’s overall goal might be to drive readers towards opening a new casino account, or signing up to play online poker. But the purpose of my iGaming content is not usually to provoke someone into taking immediate action.
And that’s why you should call me a gambling writer, a content creator or anything other than a copywriter.