Before discussing potential career paths of a copywriter, let’s more deeply define the copywriter’s role as it has evolved over the the years.
More than just a writer, today’s copywriter often wears multiple hats and provides valuable input across different stages of the campaign planning process. This means you act as a consultant with expertise in reaching customers through the written word.
Consider a “day in the life” of a copywriter for a moment:
- Converse with clients to fully understand needs and goals
- Conduct extensive research on products, services, customers, website search trends, competitors, and industries
- Review the selling features of products and services and focus on benefits
- Pitch ad concepts to clients and collaborate with customer service, marketing, and sales
- Recommend strategies and write/adapt copy across various formats and media
- Edit content to reflect the brand voice and customer
- Revise multiple drafts of copy based on feedback from stakeholders
- Analyze campaign results, provide input, and recommend content
How to get started as a copywriter
Build your portfolio
It’s never too late to start building a portfolio. Aspiring copywriters can either create material for their own business or reach out to a business in need and start gathering samples of work for a win-win situation. Start your own blog, optimize a website for a friend, or help a local small business set up online ads. Experiment with different platforms and techniques to build out your portfolio. Having a portfolio with a range of samples you created for online copywriting classes or internships can go a long way.
Seek out an Internship or Co-op
Gaining experience (paid or unpaid) can pave the way for your career. A great place to kick off your career as a copywriter is through a student internship. A number of companies support hiring recent graduates or co-op students and understand it’s an effective way to acquire new hires for the long term. There is a high chance the company will extend the contract or offer a full-time role if all goes well. Look for a supportive manager with a track record for supporting professional growth.
Work as a freelance copywriter
A freelance copywriter is self-employed, offering freelance work to clients of their choosing on a contractual basis. Work can range from part-time to full-time, depending on the number of clients and contracts you take on. You will need to find, manage, and invoice your own clients and set your own rates. What’s promising is that everyone with a business needs copywriting. Even the most experienced business owner may not have the time or skills to write copy that converts. As more and more companies transition online, digital copywriters will continue to be in high demand. This applies as much to tech startups as to companies in the entertainment industry who hire students from top film schools, for example. Today, a vast and growing range of companies are digital content creators in search of talented copywriters and storytellers.
Get hired as an in-house copywriter
Many copywriters start out in an entry-level position within a company, working closely with the rest of the marketing department. It’s usually a full-time job at an office or it can be remote, but you will be paid a salary. The marketing team typically includes at least one copywriter, who participates in the entire process—from the kick-off meeting briefing to measuring campaign performance.
Join a marketing or advertising agency
You can be a copywriter working for a digital marketing firm or advertising agency where you focus on one or multiple clients or brands all day and report to a creative director or art director and receive a consistent paycheck.
Copywriters may end up doing everything from pitching ideas and crafting key messages to offering feedback throughout the process, while testing and optimizing content. In larger marketing or brand agencies firms, copywriters can move up the ranks to become a director or even choose to run their own firm. A proven track record can help copywriters gain credibility and line up a roster of clients if they ever decide to start their own business.
Apply your skills and experience as a digital marketer
Ask any business owner or product/marketing manager and they will likely admit to reviewing one too many rounds of draft copy or rolling up their sleeves and crafting their own copy from scratch. If you are considering a career in digital marketing, you may want to sharpen your copywriting skills and take advantage of the surge in opportunities online. Whether you’re a solopreneur or a marketing executive at a large company, grasping the fundamentals of copywriting can go a long way when trying to nail your marketing strategy. It can also help you determine how to hire the right copywriter or how to become a copywriter yourself.
Copywriter Career Paths and Specializations
Copywriters can choose to generalize or specialize in specific types of copywriting based on the needs of various platforms and the nature of work.
Although there may be overlap, some of the different types of copywriting can include Technical Copywriting, SEO Copywriting, Content Copywriting, Marketing Copywriting, Creative Copywriting and PR Copywriting.
Technical Copywriting
Whether you’re a newbie or an expert, the goal of technical writing is to educate readers about complex subjects in a simple and easy-to-understand way. This can include user guides, blog posts, ebooks, or white papers and is often required by B2B companies. A technical writer might, for example, draft manuals that brief engineers and on a new product or prepare material for a business organization on carbon offsetting.
Search Engine Optimized (SEO)
SEO helps customers discover your website by ensuring your webpage(s) appear in search engines’ results pages. To rank higher, content should be designed and structured to offer value and rank for relevant keywords, while being readable and engaging for your intended audience. For instance, SEO copywriting can be reflected in blog posts and websites through smart titles, meta-descriptions, and keyword rich long-form copy that outcompetes the competition in terms of quality and authoritativeness.
Content Writing
“Content writing” may sound redundant, but, for better or worse, it represents a distinct type of work to a large group of employers. Content writers aim to generate interest, educate potential customers and tell a compelling story behind a product or brand. This includes creating and sharing valuable content to attract and eventually convert prospects into customers. This may be in long-form content as seen in blog posts and ebooks, designed for “content marketing” purposes (e.g., sharing over social media, through email campaigns, whitepapers that require a user to sign up for a newsletter, etc.).
Creative Copywriting
Consider the enduring effect of “Just Do It,” (Nike) “Diamonds are Forever,” (De Beers) and “Finger lickin’ good” (Kentucky Fried Chicken). Creative copywriting requires strategic, imaginative thinking. Creative copywriting is also directed to your specific audience in a relatable and unique way.
Rooted in research and based on deep insight, creative copywriting excites, persuades, and moves readers into a moment of reflection and action. For example, email requires relatable and compelling subject lines, body copy and CTAs to engage readers. Social Media copywriting focuses on adapting content to suit different social media platforms, which address different audience types. Meanwhile, other copywriters will attend film school or work in entertainment crafting stories and scripts for the TV and movie industry.
Marketing Copywriting
Marketing copywriting refers to promotional writing, often in the form of paid advertisements. It is a promotional type of writing that uses the written word to promote products or services. It may include PPC (Pay-per-click) ads, online ads, YouTube videos, as well as email. It’s important to optimize the copy to improve click-through rates.
B2B Copywriting
Business to Business (B2B) copywriting involves communications directed to business customers — at businesses themselves looking for products or services — and often means working within large enterprises. This style of writing is geared towards business owners and decision-makers for a company and is typically value-based. Common types of B2B copywriting include website copywriting, video scripts, white papers, case studies, blogs, SEO-optimized articles, ebooks, technical writing, and emails.
Public Relations
Public relations copywriting is about writing newsworthy updates to attract new customers and gain trust. It helps you earn an audience with credible sources such as reputable news outlets or blogs. Public relations copywriting includes news releases, which can earn great backlinks for your websites and help with SEO, as well as social media content, speeches, key messages and other public-facing communications.
Note that these titles may vary and that this is by no means exhaustive. In-house writers may even end up writing internal communications such as job aids and scripting for sales, newsletters, and speeches as well.