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Key advice for content and copywriters in 2025
Things are changing for people who write content. Here’s what I’ve been noticing over the past year or so.
We’ve seen several years of brands investing more in content creation, but now the tide has begun to turn. Macroeconomic factors and marketplace conditions are affecting the level of financial investment many brands are putting into content production.
Just like ‘The Arts’, ‘content’ is often an easy target when quick cutbacks and savings need to be made.
Competition for freelance content work appears to be at an all-time high. Applicant numbers for content/copywriting roles appear to be at an all-time high too.
What does this mean? Hiring organisations can take their pick from large pools of applicants; whether that’s for an in-house position or freelance/contract work (and they’re taking their sweet time to decide — or so it would seem).
Content-related AI technology like OpenAI’s ChatGPT continues to be ‘topic of the day’, every day. Content people don’t know whether to run from AI, embrace it, ignore it, or try and blow it up… but one thing is for sure; AI-driven assistants aren’t going anywhere.
And, AI was the biggest theme running through the responses I received when I asked some industry heavyweights/content experts for…
