Marketing copywriters rely on words (not photos or visual art) to create content that will inspire people to buy a product or service. A copywriter must know the type of audience he’s speaking to and how to deliver a coherent and moving message.
No certificate, degree, or professional experience is necessary for this job – often, personal experience is enough (with the intent to perfect the craft). A marketing copywriter must mainly be persuasive – whether writing a brochure, a newsletter campaign or an advertisement, being convincing and truthful in the message (copy work) is what matters.
There are numerous types of marketing copywriters, such as freelance marketing copywriters, website marketing copywriters, and agency marketing copywriters. And we will explore these a bit deeper so you may distinguish which of these suit you best – whether you seek to be a copywriter yourself or seek to hire one.
Freelance Marketing Copywriter
Freelance copywriters work more freely(no pun intended), choosing the work they want and don’t want. If not independently, they often work for advertising agencies and in-house companies by contract.
Most of the time, freelancers work by project and charge an hourly rate or fixed rate, depending on the length and intricacy of the content (flyers, brochures, blog posts, etc.).
Website Marketing Copywriter
Just as it sounds, a website copywriter focuses on a brand’s website content, including blog posts, articles, home pages, FAQs, landing pages, email campaigns, and any sales material. Website copywriters may work with SEO experts to ensure the work is relevant and easy to find on the web.
While a website copywriter works with optimizing a brand’s entire message, a website copywriter is not supposed to sound promotional but more like inviting a friend over to join the movement (whatever the brand represents). Their job is to keep people returning to the brand’s website – generating and keeping steady traffic.
Agency Marketing Copywriter
These are much more experienced and versatile than freelance copywriters. Agency copywriters must know sales optimization, social media tactics, knowledge in design, campaign tactics, advanced communication skills, and even press releases.
Agency copywriters may take an extra duty or two – reviewing content, developing websites plus design work, drafting press releases, and more.
While there are numerous types of marketing copywriters, remember that they all have one main goal: selling the brand, the product, course, etc., through words. If you are an aspiring marketing copywriter or looking to hire one, ensure that they are persuasive, moving, and most of all, truthful.