Please help! I'm looking for writing terminology. At our agency, we are getting more into creative writing vs ... executional writing? Please help me find the right term. Creative means developing the big idea (concepting), writing scripts and headlines with flair, etc.) for an awareness "hook" and then the other camp, which includes brochures, one pagers, banner ads, sales sheets.

What should we call the other type of writing? (Cont in comments)

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Copywriting vs Content Writing

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I’m not sure there’s a term for it, but it sounds like you’re trying to differentiate writing for collateral?

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Thanks for the reply. Yeah, I think that's mostly right. Though sometimes email, social and static web copy fall in this category, too.

Writing is not delineated like that. The two categories of work you described are brand work and below the line work but btl might no longer be in use, I dunno. I'm old. Or maybe brand vs tactical. Brand being for awareness, tactical being for support, with goals, CTAs.

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They must be pretty outdated now but they're a good place to start, good luck.

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Continued: to complicate things further, we offer "content production" which we define as "editorial" content -- articles, blog posts, email content, etc. that is evergreen and created + delivered in bulk.

Internally, people are saying "technical" writing which is wrong IMO. To me, technical writing means the writer is an SME in a specific field and writes user manuals, spec docs, technical reports. But tell me if you disagree. What do we call non-campaign writing besides editorial?

Is it content writing vs creative writing?

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