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The role of copywriting or writing in general has transformed dramatically since I first started my career as a journalist. Back then, we carried notepads and basic audio recorders. Today, we have iPhones, AI transcription tools, and various ways to create content faster than ever before. This evolution raises important questions about the future of copywriting as a career choice. So let’s answer and look into: Is copywriting a good career?
The evolving nature of content creation
Content creation has shifted significantly from the days when writing a single piece could take a week. Modern expectations demand faster turnaround times without sacrificing quality. But what defines quality? Is it performance metrics? Uniqueness? The ability to connect with audiences?
One critical challenge many copywriters face is writing about industries they’re not experts in. Success often requires talking directly with stakeholders and subject matter experts to gather genuine insights. Simply researching online or writing from a brief rarely produces the distinctive content needed to help brands stand out.
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Many freelance copywriters choose to focus on specific industries, which can be a powerful strategy. The deeper your industry knowledge, the more valuable you become to clients in that space. However, this raises an important question: how do you choose your industry focus? While many copywriters gravitate toward B2B SaaS companies, it’s crucial to understand that not all software companies are the same. Each operates in distinct verticals with unique challenges and audiences.
The job market reality
The current job postings on LinkedIn reveal some interesting patterns. Searching specifically for “copywriter” positions yields only about 1,560 openings. However, expanding the search to “copywriting” brings up over 20,000 results – though this includes roles where copywriting is just one component of the position.
These listings span across various titles, from Chief Content Officer to Marketing Content Lead to Vice President of Communications. This diversity highlights how copywriting has become integrated into broader marketing and communication roles rather than standing alone as a distinct position.
Today’s copywriter often needs to be a hybrid professional. Job descriptions frequently combine traditional copywriting skills with strategic planning, data analysis, and cross-functional collaboration. For instance, a senior copywriter role I reviewed expected candidates to develop brand pillars, create multi-channel campaigns, and use data insights to drive content decisions.
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Channel-specific challenges
They are expected to create a variety of “marketing materials,” on channels that need very different skills. Writing for different channels presents unique challenges. Billboard copy, for example, differs significantly from digital ad copy, even when both require similar word counts. With digital platforms, writers can preview their work directly in the final format and make real-time adjustments. That’s very different from sending printed materials off to the press.
Working within platform constraints has become crucial. Writing tweets in a Word document, for instance, often leads to content that exceeds character limits. Modern copywriters need to work directly within their delivery platforms to ensure their content fits technical requirements while maintaining creative impact.
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The technology factor
Modern copywriters must embrace technology to remain competitive. Tools like Otter.ai for transcription and Opus for video clips have become essential for content creation and repurposing. The emergence of AI avatars and other advanced tools is further changing how we create and deliver content.
Time management has become increasingly critical for copywriters. The role now involves managing complex workflows, coordinating with multiple stakeholders, and balancing creation time with administrative tasks. Some companies expect copywriters to handle data analysis and performance tracking, adding another layer of responsibility to the role
Many job listings emphasize perfection in grammar, editing, and proofreading. While tools like Grammarly help maintain high standards, the pursuit of perfection can become problematic. As Seth Godin mentioned when he appeared on my podcast, perfectionism often holds people back and prevents them from completing projects. The key is finding the right balance between quality and productivity.
Modern copywriting increasingly requires a data-driven approach. Writers need to understand analytics, measure content performance, and use insights to inform their creative decisions. This represents a significant shift from traditional copywriting, where success was often measured more subjectively.
The career verdict
Is copywriting a good career? The answer isn’t straightforward. While there are 4 million people on LinkedIn with copywriting in their profile, dedicated copywriting positions are limited. However, the skill of copywriting remains valuable and in demand.
Finding your place in the industry requires understanding that today’s copywriter needs to be more than just a writer. The role has evolved into a strategic position that combines creativity with analytical thinking and technological savvy. Success depends largely on finding the right company, culture, and industry fit – factors I explore in my book about marketing careers.
The future of copywriting will likely continue to blend with other marketing disciplines. The most successful copywriters will be those who can navigate this evolution while maintaining their core ability to create compelling content that drives results.