Copywriters freelancers

A copywriter is a word specialist who creates advertising messages for communication campaigns. The form this takes depends on the product or service to be promoted. They work closely with the artistic director. Freelance copywriters work in different specialties such as press, radio, and web.

Freelance copywriters are versatile professionals who specialize in creating written content for various purposes. Some common types of freelance copywriters include:

SEO Copywriter 

SEO (Search Engine Optimization) copywriters focus on creating content that is optimized for search engines. They research relevant keywords, incorporate them strategically into the content, and write compelling and informative articles, blog posts, and website copy to improve a website's search engine ranking.

Marketing Copywriter 

Marketing copywriters specialize in crafting persuasive and engaging content to promote products or services. They create marketing materials like advertisements, sales letters, product descriptions, and email campaigns that aim to drive sales and conversions while effectively communicating a brand's message and value propositions. They work alongside communication consultants to craft a holistic marketing approach. 

Technical Copywriter 

Technical copywriters excel in translating complex technical information into understandable and accessible content. They often work on projects like user manuals, product documentation, and technical guides, ensuring that readers can grasp intricate concepts and instructions.

Creative Copywriter Freelance

Creative copywriters focus on producing imaginative and emotionally compelling content. They specialize in creative advertising copy, slogans, taglines, and storytelling that evoke emotions, build brand identity, and engage audiences on a deeper level. Creative copywriters often work as social media managers and create copy for various social networks.

Public Relations Copywriter

A public relations copywriter is a professional responsible for crafting written content that promotes and enhances the image of a company or individual. Their primary goal is to create compelling and persuasive messages that effectively communicate key messages to the target audience, whether through press releases, articles, or other media materials. Public relations copywriters work closely with PR teams to maintain a positive public image and build strong relationships with the media and stakeholders.

The work of a freelance copywriter, or Marketing Writer, is centered around two areas:

Design: coming up with creative concepts for clients that can be used on one or more communication media.

Writing: creating copy for the brand based on these concepts.

As a pillar of the brand’s communication and marketing strategy, the copywriter puts words to ideas, which can then be used for communication and advertising purposes. These ideas then become strong concepts that can be used for future advertising campaigns. They are also responsible for their client’s editorial line on internal and external communication media.

At the end of a project a freelance copywriter may provide their client with a:

• slogan for a brand based on strong, clearly defined positioning
• tagline to be used on the occasion of a product launch
• pitch outline for spoken word
• storyboard for an advertising video…

As you can see, deliverables can vary greatly for copywriters! Don’t hesitate to get in touch with a freelancer to see what they can do for you.

First, the freelance copywriter has to immerse themselves in the entire brand universe of their client by means of documentation, a creative brief, specifications, etc. This initial phase allows them to gather all the information needed for their work: an understanding of the product/service to be promoted, the target audience(s) to reach, the message(s) to highlight, etc. To do this, they can also collaborate with the brand’s research, communication and sales departments in order to gain insight.

The copywriter must become a specialist in their client’s sector in order to grasp the common language and lingo, etc. They gather as many references as they can (cultural, technological, societal, etc.) to use in their various projects.

They’ll then propose different concepts to the client, through mood boards and a statement of intent.

Once the concept has been approved by the client, the freelance copywriter will write the relevant content, depending on the chosen media: dialogue for a TV advert, content for social media posts, press releases, advertorials for magazines, etc. They must therefore be familiar with the uses and limitations of each media.

In order to have a visual dimension to their work, which is essentially text-based, they often work alongside an artistic director or a content manager. This is usually part of a creative team.

Lastly, they manage the various stages of advertisement production with the relevant professionals: graphic designers, directors, editors, etc. They must ensure that the message they designed remains consistent, right up to the delivery phase.

The earnings of a freelance copywriter in the UK can vary widely based on several factors, including experience, expertise, location, industry, and the specific projects they work on. On average, freelance copywriters in the UK may earn anywhere from £20,000 to £60,000 or more annually.

However, it's important to note that freelance copywriters often have fluctuating incomes as they may have periods of high demand and periods with fewer projects. Rates can also vary significantly depending on whether they focus on short-form content like blog posts or long-form content like technical reports, as well as whether they have expertise in areas like SEO copywriting or specialized industries. Additionally, some freelance copywriters charge per project rather than an annual salary, making their income more project-dependent.

It’s important to focus on several criteria when choosing a freelance copywriter on Malt:

Check the copywriters references

Although all copywriters have good writing skills and general knowledge, it’s a good idea to take a look at the type of companies they’ve worked for. Indeed, coming up with concepts for a local authority is not the same as for a food brand! So be sure to check whether their references relate to your sector.

Verify the copywriters specialization

Some freelance copywriters choose to focus on a particular medium to offer more in-depth expertise. For example, one Copywriter may focus solely on scripting TV adverts, while another may work exclusively on writing taglines for brands.

Review the copywriters reputation

We’ve developed a review system at Malt. Clients leave reviews at the end of the project, so you can see how the freelancer works and their success on previous projects.