A copywriter is a writer working in online marketing. Their job is to create text that connects a brand with its audience.
We’ll look at what a copywriter’s work involves, which skills and knowledge are crucial for success in this field, and the steps to take to start a career in copywriting, which is increasingly in demand today.
Copywriting in practice: writing for online marketing
Copywriting in online marketing focuses on creating text that aims to attract users’ attention and prompt them to take action, such as making a purchase or registering. It’s important for the text to be not only creative but also strategic—tailored to the specific objectives of a campaign, such as increasing conversions or building brand awareness.
Writing for online marketing requires a good understanding of the target audience, SEO optimization, and the ability to write short yet effective copy. Copywriters often focus on ad copy, blog posts, email campaigns, and website content, with each type having its own style and purpose.
Daily bread of a copywriter: what gets written?
In their day-to-day work, a copywriter focuses on several main areas.
- Social media content – short, engaging, and often interactive copy that supports engagement and community building on platforms like Facebook, Instagram, LinkedIn, and Twitter.
- Email marketing – personalized emails used to maintain customer relationships, share updates, or motivate purchases.
- Blog posts – long-form content aimed at educating and entertaining readers, optimized for SEO to attract organic traffic and support the brand’s authority.
- PR articles – press releases, interviews, and other PR texts that aim to improve brand image, inform the public about important events, or strengthen media relations.
- Websites and landing pages – website copy designed to convert visitors into customers, whether through a clear value proposition or direct calls to action.
- Ad copy – short, punchy, and effective text for online ads, banners, and PPC campaigns, designed to quickly grab attention and drive clicks.
- Scripts for videos and podcasts – copy for multimedia content that supports visual or audio communication and ensures smooth messaging.
- Product descriptions – text that describes products or services.
Each of these formats requires a different approach from the copywriter, with emphasis always on effectiveness, readability, and the ability to prompt the reader to take the desired action.
Overlap with other fields: what to focus on
Copywriting requires knowledge from several other areas. A successful copywriter should be familiar with the trends and techniques used in digital marketing, SEO, analytics, and social media. The more of these areas they master, the more effectively they can create content that reaches the target audience and delivers tangible results.
- SEO (Search Engine Optimization) – understanding search optimization is key to writing copy that ranks highly and attracts more visitors.
- Google Analytics – knowledge of analytics tools helps copywriters monitor content performance, understand user behavior, and optimize copy for better results.
- PPC and PPV advertising (pay-per-click and pay-per-view) – the ability to craft effective ad copy for Google Ads and social media campaigns, as well as impression-based ads, is essential for increasing conversions and reaching a wider audience.
Copywriter: employment or freelance?
Working as a copywriter on a traditional employment contract offers stability, a regular income, and social security. It’s ideal for those who prefer a fixed work schedule and the security of a company environment.
- Stable income and benefits – regular pay, health and social insurance, vacation, and other employee benefits.
- Teamwork and professional development – the opportunity to collaborate with colleagues and take part in larger projects with room for career growth.
Benefits and pitfalls of freelancing
Freelancing brings not only freedom but also responsibility for your own professional path. A copywriter who chooses this form of work must focus not only on writing but also on managing their business and organizing their time.
- Time management – the need to divide time effectively between writing, client communication, and administration.
- Digital detox – balancing work with rest and screen-free time helps maintain mental health and productivity.
- Continuous development – ongoing improvement in copywriting, keeping up with trends, and learning new techniques to stay competitive.
Copywriters who made history: what to read
Some copywriters not only shaped the field but also wrote books on copywriting that remain essential reading for anyone looking to improve in this profession.
- David Ogilvy – author of Ogilvy on Advertising, a bible for copywriters that provides essential lessons in advertising and copywriting.
- Claude Hopkins – Scientific Advertising offers deep insights into the psychological principles of advertising and its scientific basis.
- Joe Sugarman – in The Adweek Copywriting Handbook, he shares his experience and techniques for effective ad writing that boosts conversions.
- John Caples – Tested Advertising Methods is a classic focused on testing and optimizing ad campaigns to achieve maximum results.
BONUS: slogans as a standalone discipline
Slogans are a key tool in copywriting, focusing on short but powerful phrases that grab attention and are easy for customers to remember.
- Creativity and simplicity – a slogan must be concise, catchy, and express the essence of the brand or product.