The demand for copywriters is at an all-time high, and as a result, prices are steadily rising. If you’re looking to become a copywriter, it’s important to note the different specializations available. While journalistic copywriting is common, more and more companies are seeking specialist copywriters for advertising campaigns, marketing material, or simply product descriptions. Before heading off to university to study journalism, it’s important to consider what specializations may be available to you. Here’s a short list of the most in-demand copywriting specializations.
1. Marketing
With the rise of the digital age and the explosion of online content, marketing as a specialty holds a lot of allure. If you’re skilled at crafting compelling messages, persuading consumers to purchase products, and analyzing brand performance, you can carve out a niche in the marketing field. Having a solid foundation in marketing analytics will prove invaluable as you develop your copywriting career. You will be able to demonstrate your value by specializing in marketing analytics and applying for a range of marketing jobs, from inbound marketing to digital marketing, marketing research, and more.
2. Advertising
In the same way that marketing is focused on product promotion, advertising is focused on brand building and brand retention. An ad agency or inbound marketing agency will often specialize in connecting potential customers with the products and services offered by large corporations. If you have a natural talent for persuading people to buy products they don’t necessarily need, you can explore the advertising industry, where you will work on campaigns for various brands and companies. You will learn the fundamentals of market research and analysis, public relations, and media and digital marketing.
3. Advertising Agencies, Marketing Agencies, and Integrated Marketing Agencies (IMA)
If you’re looking to build a career in marketing or advertising, it’s important to note the specialization within these agencies. While many of them will consist of marketers, copywriters, and designers, some will only hire marketers, copywriters, or designers. Having familiarity with all these disciplines will prove invaluable as you begin your career. An Advertising Agency or a Marketing Agency will often outsource some of the work to a third party called an IMA. An IMA is an agency that specializes in combining marketing and advertising, which is where you would fit in if you’re looking for a job in this area. If you’re looking for an in-demand career, specialize in marketing analytics and design thinking, and you will be able to find work anywhere within this cluster.
4. Journalism and Mass Communications
If you’re looking to build a career in journalism, it’s important to note that there are four distinct specializations within this field. While many people simply enter the field, wanting to become a journalist or writer, you can actually develop your professional skillset through a formal education in journalism. With a four-year degree in journalism, you will gain the knowledge and the qualification to fully enter the field. With a specialization in digital journalism, you will learn the fundamentals of journalism and mass communications and gain the flexibility to effectively work in any environment. You will also gain the ability to fully master various software tools such as word processors and web browsers. If you have a natural talent for gathering information, crafting it into engaging articles, and presenting it in a manner that encourages the reader to act, you can specialize in news analytics and apply for a variety of jobs, from editorial positions at newspapers to digital content creators for news websites.
5. Literature
Literature is the study of literature, and like journalism and advertising, it covers various topics. As a literature student, you will learn about various modes of storytelling, including literary classics, plays, and poems. While you are not necessarily required to specialize in literature, if you have a natural talent for story-telling and are able to articulate an idea clearly and effectively, you can specialise in narrative content and apply for a number of jobs, from copywriting to content marketing and social media management. Having a background in literature can also prove invaluable if you are a freelance copywriter who specializes in ghostwriting blog posts, press releases, and company literature.
6. Business
If you are looking for a career in business, it’s important to note that there are six specializations available. If you already have a background in economics, you can specialize in financial journalism and gain access to a wealth of financial jobs, from print journalism to television market analysis. If you have a natural talent for gathering information, analyzing data, and presenting complex ideas in an engaging manner, you can apply for jobs in business administration, strategy, or marketing. If you are looking to break into the field, specialize in e-commerce and apply for jobs in online marketplaces or business-to-business marketing, where you will use your persuasive writing and marketing knowledge to promote products and services within a business context. Last but not least, if you have a passion for marketing and always wanted to get into marketing, but lacked the necessary skillset or contacts, specialize in business marketing and apply for jobs in marketing or sales.
As you can see, not all copywriting jobs are created equal. While many people simply enter the field, hoping to make quick cash, you can actually build a lucrative career as a specializer in the field. The demand for creative, talented writers is at a premium, and as a result, competition for jobs can be fierce. If you put in the necessary work and are able to demonstrate your value, you will be able to secure yourself a lucrative position in a prominent firm.