Case study

Digital copywriter — Chris Worthington

With his responsibilities including generating content for a range of websites, platforms and blogs, Chris' previous experience with writing at university has held him in good stead

How did you get the job?

I started out in copywriting doing a work placement with an advertising agency to get a feel for the job. After working in a few agencies around Lancashire, I interviewed for search marketing services company every1 and was fortunate enough to be offered a job.

Describe a typical working day…

I'll come into the studio, check my emails and make a list of what I need to get done that day, taking into account any meetings I need to have and any looming deadlines. From there I'll begin planning and writing different content across a range of formats. Any given day could involve a mixture of blog posts, news articles, web pages, social posts, scripts, ad copy or copy checking. These all have to take into account different audiences, tones of voice, style and compliance issues depending upon the client.

Throughout the day I'll respond to requests from clients and bounce ideas around with the rest of the content team, which is a massive help when planning future work. Sometimes, I will also get involved in the work the creative team does. This can include working with the team on branding documents, advertising, positioning statements and creative concepts.

How has the role developed?

I've found my role becoming increasingly more 'digital' which means there has been more focus on SEO friendly content for websites, blogs, news pieces, emails and social media. While this does mean there's been less traditional 'creative' work it poses its own set of new challenges and opportunities to try new things.

What do you enjoy most about the job?

The creative aspect. There can be an assumption that writing for the web can be easy. However, you need a definite creative flair to be able to make a topic like financial solutions interesting enough for an audience to want to read about it, while still making sure you include various SEO considerations.

What are the challenges of working in this sector?

Trying to not be overly precious about your work. You might be incredibly proud of something you've written, but if it needs to be tweaked to accommodate new information or be better aligned with a commercial objective then it needs to be changed.

Keeping calm, especially in a smaller team. The amount you need to write might look oppressive, especially when there's a need for lots of ideas to be generated very quickly. This can be really daunting and stressful. Being able to step back and focus on individual tasks is key to combating that feeling.

What advice would you give to someone who wants to be a copywriter?

Copywriting can be an amazing job. It can be eye-opening, entertaining and demanding in equal measure, but it's a role that will get constantly scrutinised because lots of people simply assume they can do the same job themselves. I think the best way to combat this is to not only have a passion for writing, but also to be confident enough to justify your choices and the work you produce.

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