Copywriting is a dynamic, valuable trade. Without
copywriting, the web itself wouldn’t exist.
Despite its importance, many people still don’t know what copywriting is or what
The answer is a lot more complex, yet less confusing than you might think.
So, what does a copywriter do, exactly? Follow along as we demystify this job
description, infographic-style. Consider this a guide to copywriting for beginners.
(Hint: It’s NOT the same thing as “copyrighting.”)
Somebody has to write all of those web pages,
blogs, articles, social media posts, emails,
and more into existence. The brunt of it falls
However, modern copywriting is a far cry from
the original ad copywriting of the ‘50s and ‘60s.
Instead of ads, catchy jingles, and slogans, think
blogs. Think helpful, educational, informational,
or entertaining content. Instead of print ads or
TV, think digital. Think the internet.
Copywriters have a hand in all of it!
COPYWRITING VS. CONTENT WRITING
Copywriters create copy AND content for clients.
Is there a diﬀerence? Yes.
What does a copywriter do? When it comes
to content and copy, a little bit of everything:
Copywriters aim to INFORM, ENGAGE, IMPACT, or PERSUADE
target audiences with WRITTEN COPY and/or CONTENT.
COPYWRITING IS THE ART
OF WRITING COPY.
� Copy refers to any piece of text written to move
the reader to some sort of action.
� You’ll ﬁnd copy on landing pages, sales pages,
and product pages. You’ll also see it in use via
calls-to-action – snippets of text calling the
reader to act – which can show up in blogs and
social media posts/ads.
CONTENT WRITING IS THE
ART OF WRITING CONTENT.
� Content refers to any piece of text written to
inform, educate, guide, or entertain the reader.
� Content usually is NOT sales-oriented. Instead,
its purpose is to provide value to readers, which
builds trust and loyalty over time.
WHAT DOES A
� Businesses and organizations
� Entrepreneurs and personal brands
� Anyone who needs engaging, impactful,
targeted, results-driven copy or content
written for their online platform
Writing to move people
to step into a business’s
Writing to cultivate
loyalty and trust among
Writing to position a business or
organization as an authority in
their ﬁeld or industry, using that
business’s voice and tone.
Writing content that
informs, educates, or
Writing copy that
moves the reader
Tweaking and reﬁning
grammar, style, and
and to match the
Vetting topics, keywords,
and sources to use in
the content or copy.
Learning and adopting
the correct, client-
approved tone and
MANAGING CONTENT PROJECTS
Ideating content, pitching topics, writing, editing,
revising, and working with other content creators
(content strategists, editors, graphic designers,
content managers, etc.) to get pieces publish-ready.
The Copywriter: A Jack-of-All-Trades
Most copywriters have the knowledge and expertise to
write at least a handful of these types of copy and content:
In-House or Freelance Copywriting?
When a copywriter works in-house, they work for one speciﬁc company and create
copy/content FOR that company. More often than not, they work in an oﬃce.
A freelance copywriter works on their own steam or for an agency. They may serve
many diﬀerent clients across various industries. Most freelancers work remotely.
SEO blogs Professional
Web pages and
Tweets Facebook and
Native ads on
White papers Product
Case studies and
FIRST THINGS, FIRST:
WHAT IS COPYWRITING?
are published on
are published on
EMAILS are sent
EMAILS are sent
WHAT DOES A
WHAT DOES AWHAT DOES A
THE 7 ESSENTIAL SKILLS
EVERY COPYWRITER NEEDS
1. Content Creation Fundamentals - Creating
compulsively readable online content in various
formats for multiple platforms, like blogs and
2. Writing Craft & Creativity – Changing up word
choice, tone, and POV to engage diﬀerent audiences
3. SEO - Optimizing copy and content to get indexed
in search with SEO best-practices
4. Conversions – Understanding how certain words
and phrases come together to create ultra-persuasive
messages that inspire people to act
5. Communication – Knowing how to communicate
ideas eﬀectively – and understanding how to make
complex topics easy to grasp
6. Online Research & Sourcing – Finding the best
sources to use in a client’s content to support claims,
including compelling stats and data, and knowing
how to link and cite correctly
7. Editing & Proofreading – Cutting the ﬂuﬀ to get to
the meat of the message, and knowing the correct
style and grammar to use in every writing situation
HOW TO BREAK INTO COPYWRITING:
5 TIPS TO NAB YOUR FIRST GIG OR CLIENT
What can you do to break into copywriting?
Buckle down and…
Who Needs a
Cultivate these skills and learn how to become a better copywriter.
They’re the foundation of what every copywriter does.
1. PRACTICE, PRACTICE, PRACTICE
Practice your writing craft. Read all you
can, write whenever you can.
2. PROVE YOURSELF
Create a portfolio of writing projects and
samples you’ve completed. (No projects
to your name yet? Imagine your ideal
client/assignment, and write for them.)
3. TAKE UNPAID WRITING
PROJECTS FOR EXPERIENCE
Take on unpaid work in your free time.
Help out family and friends with
your skills, then add those projects to
4. USE THE RIGHT RESOURCES
Search for jobs on Google, Indeed.com,
LinkedIn, and other job sites. Use keywords
like “content writing,” “copywriter,” “content
marketing writer,” and “freelance writer.”
5. NEVER STOP LEARNING
Keep improving your writing skills.
Take online copywriting courses, read
mountains of books, and follow
content writers you want to emulate.
WHAT DO COPYWRITERS DO?
WE WRITE THE INTERNET.
Pretty awesome, right?
a copywriter does on the daily, typing away behind their computer.