What is the difference between copywriting and journalism

I spoke to a friend who does both journalism and content marketing work. They warned me that pitching a publication on behalf of a business could get me blacklisted. In my next meeting, I told my client this would cross ethical lines.

Moral of the story? But it can make things a little murky. For example, an NGO called Church Land Programme contracted me to write a researched report about mass evictions of shack dwellers in Durban. This is a minor example and everything worked out fine. In fact, other publications picked up the story, and an excerpt from my report was published in New Frame. But I imagine that as I or you become more immersed in particular niches, these crossovers between journalism and copywriting will occur more regularly.

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November 10, am In the world of content marketing many of us who hail from a background in journalism, as reporters and editors, can sometimes get a little protective of our territory as writers. Email Address Get started. I agree to the Privacy Policy set out by this site. Send me everything. Collective Stories Our monthly newsletter.

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I once knew a woman who categorised everyone she knew based on which member of The Muppets they were like. In her world, copywriting would be a bit like Animal—kinda wild and intense and scary. Where journalists would be like Sam the eagle—authoritative, rational and logical. Having someone who can peek behind the curtain and show you how things are working helps you manage the emotional roller coaster. Their authority helps. Great journalism can get inside the features of something, rather than being dazzled by its benefits.

Both will enrich your life enormously. But there will always be a wall there. A distance between you and the subject matter. A coolness. Copywriting has all the flushed, sweaty heat of a sudden emotional reaction. Good copywriting is a skilled profession that draws strongly on journalistic skills to produce a good result. An excellent copywriter will also have a strong understanding of marketing and commercial media, but it all starts with journalistic skills.

First and foremost, as a copywriter you are hired to tell a compelling story. You are usually aiming for your reader to take some action in response to your copy — buy goods or services, donate money, recall something about a brand next time they see it, or better understand an issue.

A journalist writing about the controversial Rushcutters Bay skate park may rely on Sascha and her skateboard to be their hook. When copywriting, you might relate that more Australian youths and men die of suicide than any other cause, and go into specifics about the age range , triggers, prevention and support later in the copy. They say that the key skill for selling and friendship, and marriage, and parenting is listening. First you keep your ear to the ground for story ideas, to feel the zeitgeist and hear how our language is evolving.

Then you listen carefully to your editor, or your client, about the brief. What do your instincts tell you? Where do you need to dig deeper? Finally, you listen to the story. What are you missing? We are an advisory organisation and if our copy is wrong it undermines our entire brand and message.