Taking The Pulse Of Aussie Copywriters During COVID-19
The Clever Copywriting School’s survey of Australian and international copywriters has this year taken the pulse of the profession at the height of the COVID-19 pandemic, finding almost half have less work due to the pandemic.
Download a copy of the full report HERE.
The survey, which took place in May 2020, has previously (2017 and 2019) been a snapshot of copywriters working in Australia. This year, however, the focus was on taking stock of the impact of COVID-19 on copywriters, both in Australia and overseas.
Responses show there really isn’t a one-size-fits-all outcome for copywriters in COVID-19 – while around half (47 per cent) saw a decrease in work, 27 per cent actually saw an increase.
Kate Toon (main photo), founder of The Clever Copywriting School, said the results were reflective of the diversity of the profession as a whole.
“It’s been an interesting time for copywriters. Many have been incredibly busy while others have felt the impact of project work postponements, a decline in enquiries and, and more invoices being paid late.”
“The diverse experiences of copywriters reflects the diversity of the work copywriters are doing. As a profession, we’re now working across almost every industry you can think of – from health and medical writing to real estate, parenting, engineering, hospitality, retail, financial services, tech start-ups and legal, there really isn’t an industry that doesn’t benefit from working with a highly-skilled copywriter.”
More than half (59 per cent) of copywriters surveyed are feeling a medium or big impact from COVID-19 on their business, and around half (47 per cent) have seen a decrease in the amount of work they have due to the impact of the virus.
Some 40 per cent of participating copywriters have lost clients as a result of COVID-19, but 25 per cent respondents have seen an increase in the number of clients, and also an increase in the number of hours they’re working.
Three-quarters of respondents haven’t lowered their rates, and around one in four have changed their business approach or services offered due to COVID-19.
“I think it’s great that most copywriters aren’t lowering their rates (76 per cent), but are adapting their business and packages to support clients who are doing it tough,” Toon said.
“The copywriters we surveyed are being creative with how they provide their services – for example introducing packages to help businesses get online (website and email copywriting), sharing tools for people to market effectively during the pandemic, or turning their copywriting workshops into online content.”
Beyond the solid measures of rates, clients and hours, how are copywriters actually feeling during COVID-19?
Not surprisingly, with 43 per cent of respondents juggling work with home schooling kids, the biggest response to how copywriters are feeling is ‘tired’. But on a more positive note, almost half the respondents said they were feeling hopeful (47 per cent) and optimistic (49 per cent) in the week of the survey.
Amanda Vanelderen from WorkWords Content says while 2020 hasn’t been the year she expected, it’s been a chance to reset for her clients and for her own business.
“There were a few nervous weeks at the beginning when everyone pressed pause on quotes and briefings. Throw in having the kids at home and it was a pressure cooker. I’m sure I wasn’t the only one who checked job sites in the dead of night,” Vanelderen said.
“But business budgets have switched back on faster than I thought, which is a huge relief. I’m seeing a rise in enquiries for content and SEO strategies – from businesses forced online who want to stay there, and from established brands who haven’t had to compete before. Things are looking up if you have the skills to support clients through their digital transformation.”
In comparison with previous years, the ways copywriters source new clients are definitely changing.
Not surprisingly, traditional face-to-face networking is becoming less important, and there’s been an increase in the number of people using social media presence and online networks to grow their business and attract new clients. One in 10 (12 per cent) reported their source of new clients had changed due to COVID-19 – mainly an increase in the use of freelancing websites such as Upwork or Freelancer to source new business.
Upskilling is also on the menu during COVID-19.
Some 61 per cent of copywriters were doing additional training, courses and education at the time of the survey, and the areas of training most in demand are brand identity/tone of voice strategy, content strategy, and SEO copywriting. UX, landing pages, Google AdWords and social media strategy were also popular for copywriters looking to further their training, reflecting the importance of copywriting when it comes to optimising the presence of client businesses online in 2020.
“It shouldn’t come as a surprise that SEO and big picture thinking are front of mind for copywriters. We’re more than just writers for hire, we’re strategic thinkers who add value to clients, and help them get found online,” Toon said.
The Clever Copywriting School is Australia’s largest online community of copywriters, and focuses on skill-sharing, collaboration, coaching, training and job opportunities. It also hosts Australia’s annual copywriting event, CopyCon.
Please login with linkedin to comment
The Clever Copywriting SchoolLatest News
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.