In our series of job interview questions related to marketing positions (social media manager, digital marketer, email marketer, content manager) now we've come up to one more pivotal trade - copywriter. And long gone are the days when a copywriter was just generating content in his area of expertise, nowadays he/she is a part of creative teams writing (and editing) for a variety of topics and channels. A copywriter also brainstorms ideas and concepts together with designers to articulate business messaging in the best possible way. Below you will find some of the questions one might face at the job interview for a copywriter position.
- How do you write content that is optimized for search engines?
Content ideas and topics should be carefully selected based on analysis of trends: search volume, keywords, current events, etc. Competitor websites/pages/profiles should be checked for their type of content and identifying their top-performing pages and topics, their structure and format then should be analyzed. Generally speaking, one should use relevant sets of proper keywords to generate content (as well as to be included in it, obviously), and once written text pieces should be run through SEO tools, for instance Yoast plugin.
- What software/applications/tools would you use for copywriting?
There is plenty of choice depending on business goals and context. One can start with SEO tools such as keyword research tools (Google Trends, Keyword Planner, Semrush), analytics tools (Google Search Console, majestic), rank tracking tools (Ahrefs, Wincher), technical SEO tools like Seolyzer, CWVIQ, UoCity. Then, there are writing aid and content idea aid applications such as Grammarly, Hemingway, Wordtune, Perplexity, Buzzsumo. Other types of software that might be useful are illustration tools, graph generators, backlink detectors, plagiarism checkers. And last but not least, the newest phenomenon of ChatGPT is a curious tool with lots of potential though it should be applied and handled with a sound vision.
- How detailed would you like the writing instructions/requirements to be?
General business goals should be clearly communicated at least. Skilled copywriter would be competent enough to get the idea quickly and do a respective research to start writing. Not so seasoned creators would prefer detailed instructions from the start, and the ability for follow-up questions.
- What is the most important aspect of copywriting?
User persuasion. The goal of copywriting in business is always to persuade a reader/viewer/subscriber to make a purchase. In various contexts the crucial goals of content could be to capture attention, to communicate the message clearly, to evoke an emotional response, to persuade to take action. Often, the challenge in copywriting is to compel readers about a product or service they are not familiar with. The second biggest challenge is the oversaturated and fast-changing market.
- What are today's trends in copywriting?
First and foremost, the move towards being more personal and human/relatable, which among many other things implies simple down-to-earth phrasing rather than formal language. Another trend is short form and therefore the ability to get a message across quickly. Yet another trend is more leaning on visuals, that is videos, reels, stories, infographics, images.
- What rules and tips should a copywriter abide by at all times?
There is no uniform approach or a set of rules for all copywriters, since it all depends on the type of content, type of company/business, market context, format and delivery, etc. However, several general tips are always helpful, including keeping it simple, knowing the target audience, compelling headlines, strong calls-to-action (CTAs) in any piece of content, editing and proofreading.
- What CMS have you used and which one do you recommend?
Content management systems (CMS) is a special software application to publish, edit, and overall manage content online that is put out on a website. I have used WordPress, Wix, and Squarespace (insert yours) in my previous projects, and I like WP the most since it offers multiple possibilities via plugins.
- Is writing different depending on a channel/medium?
Copywriting is all about understanding audience needs, so the context is always important. Therefore a copywriter has to adjust the tone and the writing style for each channel, i.e. website, social media, YouTube, email, print. For example, emails should be brief and direct, website/blog posts should be engaging, etc.
- How would you measure the efficacy of content?
Evaluating the success of copywriting is key to ensure it is reaching the set goals. A combination of metrics (CTRs, open rates, engagement), A/B testing, and analytics (e.g. Google Analytics) can be applied to optimize further work.
- How do you handle negative feedback?
Feedback is always helpful. I am appreciative of feedback when it is constructive, and in such instances I try to clarify specific issues and then redo and/or refine the content accordingly.