Freelance Masterclass 101: Become An Expert Copywriter

Content is the backbone of inbound marketing for the B2B world. Put simply, people and businesses use content to educate and entertain themselves, and to connect with products and services. The people responsible for this content are likely to be marketing copywriters, a.k.a. those mysterious types who write the internet. It’s no small task, trust us. If your job is far from the point of sale, you'll always find it hard to make more money as an employee. That's why being a freelance copywriter is such a wonderful career. It is protected and it's close to the point of sale. You will always be needed and will always be able to command a good fee.

A copywriter creates clear, compelling copy to sell products and/or educate and engage consumers, flexing persuasive writing muscle on websites, blog posts, product descriptions, email blasts, banner advertising, newsletters, white papers, PSAs, social media platforms, including Twitter and Instagram, and other marketing communication vehicles. The job may also entail brainstorming concepts and developing storyboards; working with marketing and other creative departments to develop communication strategies; and ensuring consistent brand messaging, including voice and tone, across print, TV, radio, direct mail and other communication channels. A typical day on the job might include researching a topic online or conducting an interview, figuring out how to convey an idea to a specific audience, writing and editing copy and finding images to accompany content. How important are digital skills? In a word: very. Writing content is no longer enough. “You have to know how to optimize the content to drive traffic to your client’s website, landing page or blog,” says Holt. This means keeping current with digital technology, including Google’s algorithm changes so you know which SEO techniques are most effective, she notes.

Who is a copywriter’s boss? If you’re freelance, you’ll likely report to your client’s marketing director. If you work for an agency or a company, you’ll probably take your cues from an advertising, promotions or marketing director.

How do I get ahead in this position? Practice writing and develop a style, advises Hawkins. And for the love of chocolate, don’t ever, ever plagiarize. “You’ll be outed faster than a cheating politician,” she says. How can someone break into this field? A bachelor’s in something like journalism, English or marketing can help, but a powerhouse portfolio filled with an array of samples you created for online copywriting classes or internships or while lending your services to a nonprofit is what will wow potential employers.