Job profile

Digital Copywriter

Digital Copywriter Job Profile

What is a Digital copywriter?

Digital copywriters are responsible for writing engaging and persuasive content for a target reader.

The aim of writing copy is to get the reader to perform an action after reading your content such as buying a product or service. However, it may also be for informative reasons, such as to position a company spokesperson as a thought leader on a current industry trend or issue. You will mostly be writing content for company websites and will either be employed by that company or will be hired as a freelancer.

Responsibilities

As a digital copywriter, you’ll need to possess the following skills:

Strong communication and interpersonal skills to liaise with clients, stakeholders, and creative teams effectively
Project management and scoping skills to understand and meet the client’s requirements and manage multiple assignments at once
Excellent writing and editing skills with a focus on persuasive and informative copy tailored to the target audience
Research and analytical skills to identify key messages and angles for articles
Creativity and the ability to come up with fresh and interesting ideas for content
Understanding of search engine optimization (SEO) and keywords to optimize copy for webpages and blogs
Basic knowledge of HTML and content management software (CMS) to input and publish content if required
Collaborative mindset to work with creative teams and review the impact of your work

Salary

Junior copywriters can expect to earn between £22,000 and £33,000 per year. As you become more experienced, you can expect to earn between £25,000 to £40,000 per year For Senior copywriters, your annual salary can increase to between £45,000 to £80,000.

According to Glassdoor the national average salary for a digital copywriter is £25,062 You may also choose to be a freelance copywriter. In this case, your salary is up to your discretion, depending on how much you charge for your services. You can charge via the hour or day or by a project fee. If you are charging an hourly rate the average tends to be between £30 to £100 per hour. The average daily rate is approximately £440. If you are working for an employer, you may be eligible for benefits packages and bonuses.

Working hours

Your working hours will depend on whether you are employed or working freelance. Most copywriters work Monday to Friday, but hours will depend on the project you are working on as they will have varying deadlines that you will need to meet.

What to expect

You can expect a dynamic and challenging work environment as a digital copywriter. Here are some things to expect:

Managing multiple projects at once can be stressful, but it also keeps the work interesting and varied.
You’ll need to be adaptable in your writing style and tone to meet each client’s and target audience’s needs.
Your work will be subject to editing and feedback, so you’ll need to be open to constructive criticism and willing to make revisions.
While you’ll primarily be office-based, you may need to attend face-to-face meetings with clients at their offices or at events.
Most copywriting agencies are based in London, but there are opportunities across the country, particularly in larger cities.
In-house opportunities are available in bigger organizations, and these positions can be found throughout the UK.

Qualifications

Copywriting roles are open to graduates from all degrees, including those with a foundation or HND. You do not need specific qualifications to become a copywriter but you will need to be able to demonstrate the skills necessary for the job i.e have a portfolio of your work or experience of running your own blog.

Having a degree or experience in a similar industry such as marketing or journalism will be beneficial, but not crucial. There are many digital copywriting online courses available to give you an insight and introduction to the industry. You may also want to do some research to find e-books or of the like, which will provide tips and advice great for when starting out.

Skills

must have skills:

As a digital copywriter, you’ll need to possess the following skills:

Strong communication and interpersonal skills to liaise with clients, stakeholders, and creative teams effectively
Project management and scoping skills to understand and meet the client’s requirements and manage multiple assignments at once
Excellent writing and editing skills with a focus on persuasive and informative copy tailored to the target audience
Research and analytical skills to identify key messages and angles for articles
Creativity and the ability to come up with fresh and interesting ideas for content
Understanding of search engine optimisation (SEO) and keywords to optimize copy for webpages and blogs
Basic knowledge of HTML and content management software (CMS) to input and publish content if required
Collaborative mindset to work with creative teams and review the impact of your work

Work experience

It’s critical to create an online portfolio of your work for employers and clients to view when being interviewed or when pitching for a job.

It’s also great to have when approaching agencies for internships, working experience, or shadowing opportunities. To make sure you have the best chance of success you might want to consider shadowing other copywriters or getting work experience within a range of different organisations and industries, This will ensure you are able to adapt your writing style. However, you may want to focus your writing on a particular niche or specific industry, which also works well.

Employers

The three most popular types of employment are in-house, agency and freelance. Large corporations will have in-house marketing and communications teams, in which the digital copywriter will be included. Smaller organisations are more likely to source a freelancer or agency to write their content. As a freelancer, you will work directly with your client.

Professional development

For In-house or agency roles, you will mostly receive all of your training on the job and will learn from the team about the processes and tools in place. You will also get exposure to other skills such as SEO, account management, social media, etc. As you become more ingrained within the team, you will most likely take on specialist job roles that match your skills and interests. Your employer may be open to letting you go on additional training courses, such as those offered by the CIM.
The CIM also offers memberships and chartership opportunities as you advance in your career.

If you are freelancing you will need to seek your own opportunities for professional development. You could decide to do this through training courses but it will be key to create a network of clients that you can rely on for repeated business. Social media platforms are a great way to form this community.

Career prospects

You may enter the industry as a junior copywriter and work your way up the ladder. In order to make this process quicker, you should consider working on a range of projects as a junior which will allow you to demonstrate your wide variety of skills and ability to work with different clients to future employers.

As you progress in your digital copywriting career, you may have the opportunity to specialise in a particular field or sector. Some examples of specialisations include technical writing, education, scientific writing, and marketing. With five to ten years of experience, you can move up to a senior-level copywriting position. As a senior-level copywriter, you will typically take the lead on projects and be responsible for managing the brand, budget, and team.

Another possible career progression is to become a digital content strategist. In this role, you will be responsible for the planning and execution of content creation and delivery across various platforms, with the aim of achieving the best results for the client. You will need to have a good understanding of digital marketing, including SEO and social media, as well as excellent communication, project management, and analytical skills.

The BA Business & Marketing programme will provide you with the specialist skills and knowledge to excel as a marketing professional, giving you a competitive edge in the graduate employment market. UWS’s links with local and national organisations ensure that the teaching and assessment provided in this programme focuses on the marketing issues that impact businesses today. This will equip you with hands-on experience in applying critical thinking to solve challenges in the workplace.

Other related courses include: