Copywriter

What is copywriting?
Copywriter responsibilities
Key skills of a copywriter
Demand for the profession
Earnings of copywriters
How to become a copywriter?

What is copywriting?

A copywriter is a professional specializing in creating texts intended to address various marketing and business tasks. Their work includes writing content that helps increase brand awareness, boost sales, attract potential customers, and strengthen loyalty among existing users.

In simple terms, a copywriter is an author of commercial materials. They can create both long articles for blogs and shorter texts for landing pages, contextual and targeted ads, social media posts, as well as email newsletters. A copywriter must have a good understanding of various content formats and be able to write news, articles, and posts.

Copywriter responsibilities

The main task of a copywriter is to create textual content; however, depending on the type of company and the specifics of the job, their responsibilities may vary. For example, in SEO agencies, the specialist may work on rewriting existing texts to achieve uniqueness, while in an online store, they will work with product descriptions and banner texts.

Below are the main responsibilities that are often found in employers' requirements for copywriters:

Writing texts: studying the technical specifications, gathering information, and creating texts with subsequent approval from the client.
Editing: in some companies, a copywriter also performs editing functions, checking and editing expert materials.
Content adaptation: creating posts for social media, email newsletters, and infographics based on long reads.
Participation in content strategy: copywriters may participate in developing the content strategy and contribute ideas to the content plan.
SEO optimization: an important part of the job is optimizing texts for keywords to improve visibility in search engines.
Team collaboration: working with other specialists, such as marketers, SMM specialists, SEO specialists, and designers.

Key skills of a copywriter

The success of a copywriter is influenced by both professional and personal qualities. Let's look at the key skills necessary for successful work:

Understanding the principles of text creation: knowledge of the peculiarities of various genres and formats, ability to adapt materials for different platforms.
Literacy: knowledge of spelling, grammar, and style rules.
Editing skills: ability to correct errors and structure the text.
Knowledge of marketing fundamentals: understanding how to create content that captures the audience's attention.
Basic SEO knowledge: awareness of keywords, Title, Description, and other elements that contribute to good ranking.
Visual skills: basic abilities in image editing and working with graphic programs.
Working with services: using various programs to check texts for SEO compliance and improve readability.

Demand for the profession

Copywriters are in demand in various business sectors—from IT companies and online schools to online stores and media. They can work in marketing departments, creating content for social media and corporate websites. Copywriters are also needed in advertising and digital agencies, where they create SEO articles, slogans, and texts for advertisements.

On the hh.ru website in April 2024, there were more than 3000 job vacancies for the query "copywriter." Depending on personal preferences, a copywriter can choose the work format: in a company, agency, or freelance. Each of these options has its pros and cons:

In-house: deep immersion in the business specifics, diverse tasks.
In an agency: the opportunity to quickly enhance skills, but with a high workload.
Freelance: freedom to choose projects, but the necessity to find clients independently.

Earnings of copywriters

The earnings of copywriters vary depending on their experience and skills. According to a study by "Tinkoff Journal," in 2023, the median income of a copywriter in Russia was around 50,000 rubles. Beginner specialists can expect a salary of 25,000 to 30,000 rubles, while experienced copywriters can earn more than 100,000 rubles per month.

Copywriters can seek orders on specialized exchanges, freelancing platforms, social media, and job sites. Each of these platforms offers its opportunities for job searching and gaining new orders.

How to become a copywriter?

There is no "Copywriting" major in Russian universities, however, many specialists learn through practice or take courses. A beginner copywriter can register on exchanges, take inexpensive orders, and study the basics of SEO, SMM, and editing. Paid courses offer practical assignments and feedback from experts, allowing them to create a portfolio.