Copywriting

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Predictions for the copywriting industry in 2023

The short version 

Traditional editorial’s loss will be the copywriting industry’s gain. AI will evolve the quality of output… but not without ushering in some problems. The demand for experts will increase as entry-level copywriting evaporates. Ultimately, the quality of work has the potential to skyrocket. 

The longer version 

2023 is going to see big changes in the copywriting industry that will shape it for the foreseeable future. It will be mostly positive, but it will also include challenges that practitioners and brands must navigate carefully. 

Here are three predictions for where we see the industry heading in 2023.

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This just in... journalists step into far more lucrative careers.

1. More journalists will enter the copywriting field 

Traditional editorial teams and newsrooms continued to shrink in 2022. The last decade has seen many job losses across the print industry as magazines and newspapers restructured or pulled down the shutters entirely. 2022 saw the Washington PostFuture and Ziff Davis continue the trend, and there are many more examples across the world. 

We’ve seen a decline in editorial opportunities with our own eyes. It’s one of the main reasons why IrvineMedia was created. As a result, we’re seeing more connections leave journalism entirely and switch to copywriting. This is a good thing for brands. 

Having someone on board that has been on the receiving end of press releases, media alerts and anything else that’s delivered to pique the media’s attention knows what works and what doesn’t. They can bring fresh ideas to old formulas or create a tone of voice that resonates with your customers or partners.

 

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I. Want. Bzzzt. Your. Job.

2. AI-generated copy will become more commonplace 

Companies have already started to use AI such as Jasper and ChatGPT to write content for them. The technology is very impressive. We’ve played around with a few of these and they’re solid. They’re a budget-friendly way to create copy for brands, but they’re not foolproof – more on this below. Simply put, AI is great for about 200-300 words. Ideal for short blogs, social media posts and newsletter blasts. 

However, they go beyond this and struggle to tie the whole thing together. Where a human writer can take cues on inserting additional information seamlessly, AI – from what we’ve tested – cannot. 

It’s also not very accurate in its research. This is a snippet from ChatGPT when I asked it about Manchester United in 1999 – the club’s most successful season when they won the Premier League, FA Cup and Champions League. 

In the 1998-1999 season, Manchester United finished as runners-up in the Premier League, behind Arsenal, who completed a historic league and FA Cup double. Manchester United also reached the quarter-finals of the UEFA Champions League, where they were eliminated by Juventus. 

Hmmm. 

Machine-learning software means it will become more sophisticated in the future, but on the flip side, this means it’s “learning” from other people’s work. Heck, it could even churn out the same chunk of identical text for more than one client. Ethically and legally, this is a minefield. Who will take the blame if the copy is found to have been plagiarised – the software creator or the brand that used it? Still, AI will become more common in copywriting, which will lead to… 

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Time is running out for entry-level copywriting gigs.

3. Entry-level copywriting roles will be reduced 

Think of it this way: if AI can do the basic legwork of creating copy, and a seasoned copywriter/editor can smash it into shape, why would a company need a junior writer? They wouldn’t. This isn’t something we’re advocating for but on a cost sheet, the price of a software package is far more appealing than that of a writer. 

AI never needs a day off either. It doesn’t need a salary increase. And won’t be late for work. Well, unless the server is down. The demand for experienced copywriters who deliver high-quality copy from the off will increase. If AI is already being used at a company to produce content, then these roles will become a hybrid of a writer/sub-editor. Those looking to break into the industry will find it even tougher “thanks” to the use of AI.

IrvineMedia will ensure your copywriting is future-proof. Just fill out this form for a free quote

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Copywriting vs. content writing: what’s the difference?

Copywriting is used to persuade. Content creation is used to inform. Both have their place in digital marketing, but they’re not the same. Yes, there is some crossover. Being clear on what copywriting and content writing are can be the difference between success and failure. 

There’s a reason we’re highlighting this right now. We’re seeing a rapid rise in catch-all job vacancies that bundle both forms of writing together. The following extract is from a LinkedIn post searching for a content writer…

The successful candidate will be adept at producing daily blogs, newsletters, articles, press releases, ad campaign collateral, social media posts/ads.”

Let’s ignore for a second that this is roughly three roles in one. 

Some companies may get lucky and find someone that can do both copy and content writing. They’re out there, but they’re rare. The most likely outcome is an employee who is drained by the demands. And words that don’t quite hit the mark for your business needs.

Copywriting vs. content writing stress

 

Every writer one month into their confusing 2-4-1 role.

Copywriting vs. content writing: The key differences

Dig a little deeper, and the differences between copywriting and content writing are clear.

Copywriting drives awareness and sales by being…

  • Short form
  • Persuasive
  • Impactful
  • Catchy

Content writing informs by being…

  • Longer form
  • Educational
  • Entertaining
  • Accurate

There are exceptions, mind. Newsletters are a good example of this – especially if you have an eCommerce platform to direct people towards. However, knowing the differences can be the key to success for you next marketing plan. 

Each style of writing can supercharge your business when used correctly. But copywriting and content writing aren’t the same thing. Writers specialise in different fields just as athletes do. As great an athlete as Lionel Messi is, you’d likely pick LeBron James over him to win you a game of basketball.

IrvineMedia can handle both copywriting and content writing for your business. So to get a FREE quote, just contact us at info@irvinemedia.ae and let us know what you need.