Copywriting Success: Staying Ahead of the Curve

Freelancers will make up over 50% of the workforce by 2027. AI tools are already used by over 61% of marketers but clients still prefer the human touch in content creation.

Oct 22, 2024

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We live in a time when AI technologies are reshaping the content creation landscape, and human copywriters continue to maintain a competitive edge and keep their services in high demand. As a freelance copywriter, I've witnessed the industry's evolution firsthand.

In this post, I'll share insights from my professional journey, outline strategies to elevate your skills, address key challenges in modern copywriting, and recommend essential resources for career advancement.

Staying Ahead in a Dynamic Field

Content marketing evolves daily, introducing new tools and technologies to propel growth and reach new heights. The content marketing industry is experiencing explosive growth, projected to reach $137.2 billion globally by 2026, up from $42.2 billion in 2021. With freelancers expected to comprise 50.9% of the US workforce by 2027, opportunities abound for skilled copywriters.

The key to success is staying ahead of the curve. In my experience, three key strategies to adopt are continuous learning, networking, and portfolio updates.

#1 Never stop learning

Professionals who invest in themselves through constant learning are 21% more likely to feel confident in their careers. As a digital specialist, following industry news is a must — read thought leadership pieces, attend webinars, and even listen to podcasts.

As an example of weekly content I consume, here is the newsletter, Marketing Brew:

#2 Network Like Your Career Depends on It (Because It Does)

Leverage LinkedIn to connect with colleagues and industry leaders. Most of my clients found me through LinkedIn, so keeping your profile fresh and attractive for potential leads is essential. Share your recent work to showcase your impact and the quality of your writing.

#3 Keep Portfolio Updated

Update your portfolio regularly with your best and most recent work. This will demonstrate your evolving skills and help you stay relevant in a fast-paced industry.

Soft and Hard Skills: What's in Demand?

Soft and hard skills are equally important — SEO, content strategy, and data analysis (yes, even in copywriting). Here are the key ones:

Creativity, conceptual thinking, and communication. In both business and lifestyle articles, you guide the reader through the text, so make it engaging (otherwise, why should they bother reading?). Develop innovative ideas, leads, and hooks to capture your target audience's attention. Remember, your message should be precise yet persuasive.

Empathy and audience awareness. Know your audience. If you're writing for the general public, avoid professional jargon. As one of my mentors said, "Imagine you're writing for a milkman from Kansas—would he understand your point of view?"

Agility. Flexibility and adaptability have become the new standard for us all. As a content writer, you need to be like a "Swiss Army knife," able to craft content for space tech and fashion brands. That's why a copywriter's life is never dull, primarily if you work across different industries. And, of course, manage your time effectively, meet deadlines, and if you're running late with your work—let your client know.

The AI Challenge

While AI tools like ChatGPT have disrupted the industry, they haven't rendered human copywriters obsolete. A survey for my MBA thesis revealed that 66.4% of clients still value the "human touch" in content creation.

The key is to use AI as an assistant rather than a replacement, guiding it to create personalized, emotionally resonant content. In marketing, the adoption rate of AI is already relatively high — more than 61% of marketers use it for their strategies. Don’t miss this opportunity, either.

Must-Read Books for a Copywriter

Here are my favorite books every copywriter should read:

The best starting point is Copywriting Second Edition: Successful Writing for Design, Advertising, Marketing by Mark Shaw. The author guides you through writing concepts and illustrates them with real-life examples. The combination of theory and practice has proven effective for ages.

Ogilvy on Advertising by David Ogilvy. If you're a fan of advertising from the '70s and '80s, this book is for you. Written by the legendary Ogilvy, considered by many to be the father of advertising, he elaborates on his approaches to copy and even suggests breaking some rules.

Hegarty on Advertising – Turning Intelligence Into Magic by John Hegarty. The author explains different media formats—from press releases and columns to campaigns that won the hearts of many. It's a great complement to Ogilvy's legacy.

Storyworthy by Matthew Dicks. This is more of a personal development book than an educational one. The author shows how writing stories for C-level executives changed his life. He went from Reddit to becoming a best-selling author—proving that ghostwriting can be a prosperous industry.

As we look to the future, copywriting will become increasingly data-driven, focusing on users' needs and AI-powered elements. Invest in yourself, ask for client feedback (to identify areas for improvement), and set SMART goals.