Copywriting is becoming more and more common as businesses strive to keep up with marketing trends. If you are looking to venture into a copywriting career, it is crucial to know whether your skills will be in demand before you dive in.
Copywriting is a highly requested skill because it persuades customers to take action and drives sales. Several factors, such as new technology, the changing market, and the availability of education and training have contributed to the rising demand for copywriting.
In this post, we will discuss the current demand for copywriting and the factors leading to that demand. Let’s get started!
What Is Current The Demand For Copywriting Like?
Copywriting is an essential element of any successful business. Marketers need to advertise their products and services in order to reach more people and boost conversions. To do that, they need copywriters.
Effective advertisements need to be well-written and well-planned. Poorly written ads may fail to bring in leads, thus resulting in reduced profits.
As such, businesses need to hire skilled copywriters who can craft highly converting ads.
The necessity of building an online presence has led billions of businesses to create websites and social media profiles.
This has led to stiff competition as businesses strive to outdo each other and rank on the first pages of search results.
Therefore, in order to succeed in this busy sector, businesses need copywriters who can utilize search engine marketing techniques.
Most businesses have expanded their reach and are now operating globally. Companies like this need to have excellent marketing messages to help them penetrate new markets.
Hiring creative and competent copywriters helps global brands remain relevant in the market and outshine their competitors.
Now that we know that copywriting is in high demand, let’s dive into the factors that influence that demand.
In this section, we will discuss how the copywriting market, career, and technology play a role in the growing need for copywriters.
1. The Copywriting Market
The market for copywriting is constantly changing and these changes affect the demand for copywriting. Below are some factors that influence the copywriting market.
In an economic situation that has seen inflation skyrocket and the economy stagnate, many businesses are struggling. If they can’t make sufficient sales, they risk going out of business.
In a bid to stay in operation, brands are focusing more on boosting conversions. To make more sales, they need to improve their marketing messages to convert more leads.
They need an exemplary copy that persuades. To do this, they need copywriters who can craft and polish their messages.
Recent trends show that writing in a positive tone inspires readers to take action. The current economic situation is tough, and the last thing consumers need is to be reminded of the challenges.
It helps to approach their pain points in a positive way that reminds them there is hope and a solution to their problems.
Businesses need to invest in good copywriters who can write optimistic copy. In turn, this appealing skill set adds to the demand for copywriting.
The marketing industry is growing exponentially as new businesses pop up. For instance, the direct response marketing industry is worth $2 trillion and it will likely continue to expand.
With several saturated industries, billions of businesses need ads, sales letters, emails, scripts, and more products that copywriters can create.
For a while, advertisers used misleading clickbait tactics that did not deliver on their promises. Although this worked in the short term, it was an unethical way to do business.
Recently, big firms such as Google and Facebook have updated their ad policies to protect consumers from these tactics.
For instance, Facebook created an ad policy prohibiting misleading ads about financial products that scam unsuspecting customers.
Google also updates its ad policy regularly to deter any malpractice that could harm consumers. With these policy changes, it is clear to see that things are changing in the marketing world.
Now, businesses need to be as accurate and truthful in their messaging as possible.
More and more brands are hiring professional copywriters so they can stay away from using clickbait and flashy gimmicks that trick customers into buying.
Privacy and safeguards for customer data are of the utmost importance now. Firms, especially those in Europe, are taking steps to protect customer data at all costs.
Instead of needing to navigate to the settings to change permissions, users can easily do that through a pop-up notification.
Whenever users interact with an app that collects revenue by collecting user data and ad tracking, they receive an alert that enables them to allow or restrict these features.
Social media apps were among those that lost access and hence could not target their ads to the right consumers, leading to a loss in revenue.
Good copywriting can persuade people to share their information, so it’s important in the modern world.
2. The Career Aspect Of Copywriting
The demand for copywriting skills varies depending on the quality of service a copywriter can offer. However, various factors dictate what level of copywriter a company can hire.
This means that there will be demand for every level of copywriting, but the rates and salary will vary.
As more businesses seek growth, they are willing to invest in expert copywriters who will help them achieve their goals faster. Even beginners can find work though.
Copywriting skills often correlate with the level of experience a copywriter has.
For instance, senior copywriters have more experience and can produce better-quality copy for clients than entry-level copywriters. Therefore, they’re seen as more valuable.
As such, the demand for skilled copywriters who can produce converting copy is high. Businesses want results, and they want them fast.
Hence, they opt for skilled copywriters who will save them time and still get the results. These writers can also qualify for higher pay rates.
3. Reasons Businesses Are Hiring Expert Copywriters
Copywriters can create compelling content that converts. Some business owners may not have the ability or the time to write great marketing messages.
For such businesses, outsourcing their projects to expert copywriters is a priority.
Many copywriters have the ability to write content for a variety of formats and platforms. For instance, they may write copy for social media, websites, emails, and blogs.
This is a great advantage for businesses because it saves them the trouble of hiring and working with several employees.
Copywriters can also produce SEO-optimized content, which is a necessity in this era of digital marketing.
(Don’t forget to check out our article on: Copywriting vs Digital Marketing)
Hiring a copywriter enables businesses to publish copy that is not only compelling, but also optimized for search engines.
In addition to creating copy that ranks, copywriters have the expertise necessary to write accurate content that appeals to people and search engines alike.
For instance, Google EAT devalues content with false information. But that is not the only consequence. Businesses risk losing leads and clients due to misleading information.
Accuracy and honesty are critical to success in the copywriting world.
Finally, businesses need to publish up-to-date information. However, keeping up with the current trends can be challenging for busy business owners.
Copywriters can constantly learn and stay in line with current trends. They can also create content on a regular schedule so the business stays in the public eye.
Technology is always evolving and advancing. These changes impact the way that business is done, so the ability to adapt is important. Copywriting is also subject to technological advancements.
Changes in technology have an impact on copywriting. In this section, we will look at the latest technological advancements and how they impact the demand for copywriting.
Machine learning and artificial intelligence (AI) have been around for a while. However, the use of AI became more popular in 2020 because several new tools were invented and put to the test.
For instance, Chase, a banking giant, signed a deal to use Persado’s AI tool for copywriting after the AI-generated copy outperformed human copywriters.
This incident caused several copywriters to lose their jobs. This incident alone shows machine writing has the potential to reduce the demand for human copywriters.
And if you’ve not been living under a rock, you must be aware about how ChatGPT has literally taken the world by a storm.
So, will AI copywriting replace human copywriters?
On this one, there is no one-size-fits-all answer. Whether or not AI replaces human copywriting depends on several factors.
But at the moment, it is highly unlikely that machine writing will completely wipe out human copywriting.
First of all, the Google algorithm despises AI-written content, and publishing such would violate its rules. It also means machine writing is not great for businesses that depend on SEO.
Another major drawback of an AI writer is the lack of human touch. Consumers are humans; hence, they are more likely to relate to copy that sounds emphatic.
In addition, most tools simply regurgitate content that is already in existence to come up with content they term “unique” because it is free of plagiarism.
As such, the content produced may contain biased content from other websites, leading to undesirable results.
AI doesn’t really generate anything new. Instead it combines and remixes existing content, which can only take a business so far.
For now, influential brands like Chase can afford to use AI because they are already established. This means they do not rely entirely on copywriting to sell products.
As such, machine-produced content works just fine for them, but this is not the case for every business.
1. What is the future of AI in copywriting?
AI writing has already been proven to save organizations time and money.
Over time, these tools will improve in their ability to write. When that time comes, copywriters and marketers can use AI tools to make their work easier and faster.
If it ever reaches a point where AI takes over, copywriters can still stay relevant by taking on roles that are beyond AI. For instance, they can offer services like marketing strategies and planning.
Generally, when a new trend comes up, it causes a stir and then quiets down over time.
Should AI take over, copywriters will be forced to do what it takes to improve their skills to remain in demand.
Focusing on creativity and unique ideas will help human writers stay at the top of the field.
Therefore, despite the imminent threat, copywriters will probably always find a way to be better than AI. People can study how AI works and then improve on its weaknesses.
They can also capitalize on areas that machines can’t reach.
2. How Technology Affects The Demand For Copywriters?
Technology has transformed the sales process in several ways that have led businesses to adapt to stay relevant.
From advancing data analysis to inventing social tools and automating, technology has streamlined the sales process to be smoother.
The many changes in technology have increased the demand for copywriters in several ways. Aside from benefiting businesses, technological advancements have also made the lives of consumers easier.
Technology has made it easy for consumers to access information, so they can educate themselves about anything online.
In turn, these informed consumers are selective and will know when a brand shares incorrect information. They won’t be drawn in with cheap tricks and misinformation.
Therefore, businesses need skilled copywriters with sufficient industry knowledge to serve the modern customer.
The informed customer can also spot cheap marketing tactics. They will catch onto sneaky brands that keep sending low-quality ads.
Once they identify them, they know they shouldn’t trust these businesses. To counter this, companies need copywriters who can craft informational copy that readers can trust.
Customers can also access information about competitors’ products to compare them before picking the best ones.
Inorder to make sales, a company needs to have a great product and a great pitch! Copywriters can convince prospects that their product is the best one on the market.
Finally, consumers can learn about the product performance and reception by checking customer reviews and testimonials.
With this new level of knowledge, they expect personalized customer service from brands.
Copywriters can collect and analyze customer data to learn about customer experiences and expectations. Once they do, they can craft better messages.
More businesses spring up each day, so competition is commonplace in the modern market. Many businesses struggle to outshine their competitors and they need every advantage they can get.
As such, copywriting is (and will continue to be) in demand. Though AI copywriting threatens to replace human copywriters, it may not lower the demand for copywriting entirely.
Copywriters possess several skills that will enable them to diversify their services to remain relevant.