A copywriter is a professional writer who writes promotional literature for clients.
This ranges from writing a tag line you see on a billboard, to TV or radio advert scripts, to blogs and websites, tweets and Facebook campaigns, brochures, Google Ads, leaflets you get in the post, the writing on the back of a crisp packet, to the letter from your bank manager congratulating you on the purchase of your first property.
Copywriters write anything and everything they are asked to by their clients!
It’s not the kind of job where you can hide away doing nothing, because in a way, you are creating something each day, like a blacksmith or carpenter, only your tools are words.
What is a content mill?
A content mill is a slang word for a workplace where content writers’ productivity is measured against KPIs – Key Performance Indicators – say, how many unique articles you can write in a day.
Content mills lack spinning jennies, but they can contain huge amounts of ennui. Some people refer to them as sausage factories because of the production line nature of content mills.
What is an SEO Copywriter?
A Search Engine Optimisation copywriter writes with the specific goal of improving the search engine ranking of their client.
Keywords are the best tool for an SEO Copywriter, along with writing targeted meta tags and meta descriptions with a CTA -Call To Action or command.
Your keywords will relate to your niche, and the more targeted your niche, the better chance you have of doing well in the search engine results page – SERP- against your niche competitors.
What is keyword research?
Keyword research can help you to write targeted copy for your audience.
Think about keywords you want to rank well for in the search engine, then research what people interested in your topic are querying Google about. Your keywords should be around your specialist knowledge or niche. Then check for how these words are performing on GoogleTrends.
For example, I’m a Copywriter and my blog is about reading and writing, with some extras thrown in. On Google Trends, if I take the word Copywriter, here’s what I get:
What do the pictures mean?
The first image shows the majority of searches for ‘Copywriter’ are in England.
The third picture shows related topics and it’s very interesting to see a 400% increase in searches for ‘What does a Copywriter do?’
This seems like a natural choice for the title of my blog post!
What do Advertising Agency Copywriters do?
An advertising agency copywriter works for an agency and may have dozens of clients they write for. This is where your MadMen (TV series) earned their stripes in the 1950s, although modern workplaces are very different! Essentially, an advertising agency copywriter writes for their agency’s clients.
Did you know you don’t need to work in an advertising agency to be a Copywriter? If you want to work in advertising, many companies and charities hire writers in-house and do not outsource that work to agencies. If you do work in-house, it helps to have other general marketing skills such as social media and Google Analytics.
Copywriter Certification or Courses
Yes, there are certificates and qualifications available for Copywriting, but academic smarts can only help you so much. You do not need a degree to be a Copywriter, although my Degree in English Language & Literature has helped.
Some knowledge and experience of advertising and marketing can help, but ultimately, you need to be a do-er and produce written content, daily. I think the only qualifications you need are a decent standard of writing in your chosen language, preferably as your first language, and a willingness to research new topics and write about them- within a limited time frame, or ‘to deadline’ as it’s called.
What do copywriters do? They write whatever it takes to meet the brief and delight the client. It’s as simple as that.