Despite its popularity, the responsibilities and scope of copywriters, including freelance writers, have changed significantly in recent times. Many hold a basic understanding of what a copywriter does, yet often wonder about the specifics of the role and how to begin a career in this field. Indeed, copywriting encompasses a variety of forms, and the copywriter roles can differ greatly. Depending on your career path, you may engage in tasks such as:
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Crafting Client Content
Primarily, creating content for clients constitutes a significant portion of a copywriter’s duties. If you are an in-house copywriter, you might write exclusively for a single company. However, as a freelance copywriter, you have the flexibility to write for diverse clients across multiple industries. If you’re wondering, ‘What is the copywriter job role?’, writing is the fundamental activity, though it only partially encapsulates the entire scope. As a full-time copywriter, your projects might include drafting articles, web content, blogs, newsletters, and reports. Essentially, any written material a company employs—from marketing taglines to ad jingles, press releases, and even staff manuals—has likely been crafted by a copywriter. While some copywriters may specialize in certain project types, the profession offers ample opportunities to explore varied content forms.
Adapting to the specific demands of each project is crucial for copywriters. For instance, if tasked with writing for a web design firm, you might need to accentuate certain services and the advantages of specific design features.
For most copywriters, these responsibilities consume a considerable amount of time. Preliminary research is often essential, though the extent can vary based on the project—technical documents and comprehensive articles usually require more in-depth investigation than brief blog entries.
After gathering the necessary information and understanding the project requirements, you can commence creating the needed content. While this represents the bulk of a copywriter’s responsibilities, individual work styles may differ—some might find it easier to write post-research, while others prefer to research concurrently with writing.
Editing and Proofreading
For any copywriter, proofreading is an indispensable skill and a critical component of the copywriter job description. After completing a piece, it’s crucial to review it for errors or typos, ensuring the delivery of quality content to clients and maintaining your professional reputation—particularly vital for freelancers seeking to build client trust and secure repeat business.
Typically, a piece is proofread multiple times before being sent to the client. In agency settings, a copywriter will proof their own work first, followed by a review from another agency member before final submission.
While all copywriters should proofread their work, those with more experience might also edit and proofread works by others. If you have a keen eye for detail and can spot grammatical errors and syntax issues, taking on additional editing and proofreading tasks could be a suitable expansion of your copywriter duties.
Strategic Decision-Making
Occasionally, the copywriter job role extends to strategic marketing management or participation in a company’s marketing initiatives. Although not traditionally part of copywriter responsibilities, the rise of digital content has blurred the lines between content creation and marketing strategy.
When content is intended for online use, it may serve various purposes such as promoting services, enhancing brand recognition, or engaging customers, often incorporating SEO strategies.
Companies might seek a copywriter’s input on content direction and keyword integration for marketing effectiveness. This is especially common in small to medium enterprises (SMEs) that might not have the capacity to manage these aspects internally.
Although some copywriters may prefer to focus solely on research, writing, and editing, engaging in a marketing strategy can offer significant benefits. Expanding your skill set to include the development, execution, and management of online marketing efforts can provide a more comprehensive service to clients and potentially increase your earnings.
Generating New Business
Many copywriters opt for freelance work, often beginning their careers through platforms like Get Brand Up. The flexibility to tailor your work-life balance and work independently is a compelling aspect of freelance copywriting. As a freelancer, however, you are responsible for acquiring your own projects and securing new clients, adding another layer to understanding ‘what is the role of a copywriter?’
In promoting your services, you may find yourself networking both online and in person, attending meetings and briefings, and maintaining regular communication with current clients. Additionally, managing the administrative aspects of the job—such as invoicing and tax preparation—is also part of a copywriter’s duties.
While copywriting involves considerable writing, the role is much broader. With opportunities to conduct thorough research, write in varied styles, manage marketing tasks, and attract new business, modern copywriters have the potential to specialize and tailor their careers to fit their lifestyles and expertise.
