Introduction

In the world of copywriting, trends are more than just passing fads; they're opportunities to generate some real revenue. As we edge closer to 2024, I'm zeroing in on three areas where freelance copywriters can really make some cash. 

I’ve spotted three different content creation jobs that are flying under the radar. Specifically, we're talking about Podcast Advertising Scripts, Sports Marketing Materials, and Company Branding.

1. Podcast Advertising Scripts

The Rise of Podcasts

Podcasts aren't just for the background noise anymore; they're a cultural phenomenon. Everyone's listening, and ultimately the stats don’t lie. A comprehensive study conducted by The Podcast Host confirms the spike in podcast popularity both within Australia and across the globe. 

This boom isn’t just good news for podcast hosts; it’s a golden opportunity for advertisers and highly skilled Australian digital marketers. As I see it, the podcasting space is ripe for the taking, and those who understand its value are in for a win.

Copywriters should look to tap into the potential goldmine of podcasting.

​The Art of Engaging Scripts

Let's get real – most podcast ads could put you to sleep. They're often the 'skip' part of 'skip or stay'. Having said that, there are some that are genuinely enjoyable, proving that the right content writer could make or break a company’s podcast marketing campaign. What’s more, industry statistics indicate that they’re anincredibly effective advertising medium. 

As copywriters, we have the power to turn these ad segments from filler to feature. It’s about crafting a podcast advertising script that resonates, that sticks in the listener's mind. It’s not so much about explicitly selling the product, but rather about storytelling that fits the podcast’s vibe and keeps the audience hooked.

Financial Rewards

Given the sums of money that are involved, businesses heavily scrutinise the success of their campaigns. They’re realizing that a compelling, well-written podcast ad can be a game-changer in terms of brand reach and audience engagement. We're not just penning words; we’re shaping how brands are perceived in a highly engaged medium. 

The demand for skilled Australian copywriters who can deliver this level of engagement is skyrocketing. The potential earnings in this niche? I don’t think I’m exaggerating when I say the sky is the limit.

In 2024, I believe a job well done will equate to a job very well paid in the script writing domain.

2. Sports Marketing Materials

The Link Between Sports and Corporate Sponsorship

In the high-stakes world of sports, corporate sponsorship isn't just a nice-to-have; it's the lifeblood that keeps teams and individual athletes afloat. However, we're not just talking about the blockbuster leagues, as financial investment plays a pivotal role in grassroots sports. 

So, what bridges the gap between potential sponsors and athletes? Well, finding sponsorship is all about how athletes sell themselves. The fact of the matter is that companies aren’t just slapping a logo on a jersey; they’re buying into a narrative. 

Sports aren’t watched with the head, they’re watched with the heart. An expert copywriter will understand this better than anybody, leveraging the surrounding emotions to create a compelling narrative that irresistible to corporate sponsors. 

Copywriting's Pivotal Role

All across Australia, athletes and teams have incredible stories that often go untold. Why? Because they lack the narrative flair to capture the attention of sponsors and fans alike. My belief is that's a gap that the best content creators can fill. 

​As copywriters, we have the unique ability to craft narratives that not only highlight an athlete's achievements but also their human side, their struggles, their triumphs. This is about creating a brand, a persona that sponsors want to align with. It’s turning stats and achievements into a narrative that sells, not just the athlete, but their story.

Sports Copywriting is an incredibly lucrative and exciting niche.

The Financial Equation
Let's talk numbers. For a freelance copywriter, delving successfully into sports marketing can be a career changing move. When you crunch the numbers, investing in a good copywriter is a drop in the ocean compared to the sponsorship deals it can help unlock. 

And it's not just a win for the athletes or teams; it's a win for you too. As more players and athletes come to appreciate the value of compelling branding and storytelling, the demand for copywriters who can deliver this is soaring. 

This is a niche where your words can directly translate to lucrative deals – both for your clients and for your own portfolio.

3. Company Branding

The Start-Up Boom and Branding Challenge

Here’s the thing about the startup scene: it’s crowded, it’s noisy, and it's brimming with ambition. In this bustling space, your brand's voice needs to be more than just loud; it needs to be distinctive. 

This is where company branding comes in. It’s no longer about who shouts the loudest; it's about who can leave a lasting impression. And guess what? As a copywriter, you hold the key to that conversation.

Emotional Connection and Memorable Branding

Brand storytelling isn’t a buzzword; it's what separates the best from the rest. It’s how the world’s leading organisations forge an emotional connection with their customers. Far from being ana after thought, it’s an essential component of the modern corporate strategy. 

In a world where consumers are bombarded with choices, the brands that stand out are those that make them feel something. It could be a sense of belonging, innovation, or trust. As a copywriter, your role is to weave this emotional thread into every word, every tagline, and every campaign. 

That’s how brands become memorable, and let's face it, memorable is marketable.

Rewarding Creativity

Now, let’s talk opportunity. When it comes to company branding, the demand for creative, insightful copywriting is through the roof. Startups, especially, are on the lookout for wordsmiths who can help them carve out a unique identity. 

The potential for financial gain here is huge. You're not just providing a service; you're shaping the voice of the next big thing. And for a brand that hits it big, the copywriter who helped them get there? Well, that’s a career-defining move.

Conclusion

As we cast our eyes towards 2024 looming large on the horizon, it's clear that the copywriting landscape is teeming with opportunities, especially in Podcast Advertising Scripts, Sports Marketing Materials, and Company Branding. 

Each of these niches offers more than just a substantial paycheck; they offer a chance to be at the forefront of change and benefit from the spoils that come with being the first to the table. Establishing yourself as a key player within these copywriting sectors will do wonders for your industry reputation. 

For the ambitious copywriter, I believe that you should seize the opportunity with both hands. The demand for creativity, for that human touch in a digital world, has never been higher. And for those ready to rise to the challenge, the rewards promise to be just as high.

So, as you look to build up your client base for 2024, keep an eye on these burgeoning sectors. Each of them presents a unique way for businesses of all sizes to forge emotional connections with their clients, and if they emerge as victors from your work, then you will emerge with the spoils. 

Colin Smith

Colin Smith is a freelance copywriter who specialises in B2B/B2C content. He has worked with clients across the English-speaking world to build their brands and increase sales by informing and engaging consumers.

Follow me on Instagram

I think businesses should steer clear of this corporate nonsense in 2023.

Introduction

Let's cut to the chase. In a world where digital content is polished to the point of seeming almost artificial, have we lost touch with what really resonates with our audience? Think about it – when was the last time a super formal corporate message made you feel... anything? 

That's what we're diving into today. Is it time for businesses to loosen their ties a bit and embrace a less formal approach in their digital marketing strategies for 2023? This isn't about throwing the rulebook out the window, but rather, sparking a conversation on finding that sweet spot between professional and personable. So, let's get into it and see what sticks.

The Shift in Consumer Preferences

It's no secret that the digital marketing landscape is evolving rapidly. Consumers today are bombarded with content, making it harder for brands to stand out. But here's the kicker: people are craving authenticity more than ever. They're scrolling past the cookie-cutter corporate speak and seeking brands that talk to them, not at them. 

A study by Stackla shows that 90% of consumers say authenticity is important when deciding which brands they like and support. This shift isn't just a passing trend; it's a loud wake-up call for brands to get real with their audience. 

By adopting a tone that's more conversational and less formal, businesses can create a connection that resonates on a human level. It's about striking a chord with your audience, showing them the people behind the brand, and building trust through genuine communication.

The Power of Informality in Digital Marketing

Let's dive deeper. The magic of informality in digital marketing isn't just about being relatable; it's about breaking through the noise. In a sea of polished ads and flawless copy, a dash of casual, human touch can be a breath of fresh air. 

Take Dropbox, for instance. They revolutionised cloud storage marketing by using simple, conversational language, making a complex tech topic accessible to all. This approach not only humanises the brand but also boosts engagement. 

According to a report by Sprout Social, 70% of consumers feel more connected to brands with CEOs who are active on social media, showcasing their real personality. It's clear: when brands ditch the jargon and speak like a friend, they don't just attract attention – they build lasting relationships.

Balancing Professionalism and Personality

Walking the tightrope between being professional and personable can seem daunting. The key? It's all about authenticity. You don't have to sacrifice professionalism to be more approachable. It's not about using slang or being overly casual; it's about finding your brand's unique voice that resonates with your audience. 

For example, Mailchimp has mastered this art. They maintain a professional image while using a friendly, conversational tone in their communications. This balance is crucial for building trust without losing credibility. 

Harvard Business Review highlights the importance of tone in customer communications, noting that a brand's voice significantly impacts customer satisfaction. By fine-tuning your brand's voice to be more authentic and less formal, you can create a more engaging and trustworthy image.

SEO and Informal Content

Now, let's talk about the SEO game. You might wonder, "Can informal content really rank well?" Absolutely. In fact, Google's algorithms are increasingly favouring content that engages and satisfies user intent. This means that content which speaks directly to readers, in a language they understand and relate to, can have a significant SEO advantage. 

Moz, a leader in SEO software, emphasises the importance of user-focused content. By naturally weaving in keywords and addressing the reader's questions and needs in a conversational tone, you're not only improving readability but also enhancing your content's chances to rank higher in search results. 

Remember, SEO isn't just about keywords; it's about connecting with your audience in a way that feels natural and genuine.

Case Studies: Success Stories and Lessons Learned

Real-world examples speak volumes. Let's look at some brands that hit the jackpot with a less formal approach. 

Ever heard of Innocent Drinks? Their social media presence is a masterclass in informal communication. With witty, off-the-cuff tweets, they've cultivated a brand personality that's both engaging and memorable. This strategy has not only increased their social media following but also boosted their overall brand loyalty. 

Another success story is Wendy's. Their playful and sometimes cheeky Twitter persona has set them apart in the fast-food industry, showing that a little humour goes a long way in connecting with customers. 

These cases teach us an important lesson: authenticity can differentiate your brand in a crowded market. It's not just about what you say, but how you say it that counts.

Risks and Considerations

While the informal approach has its perks, it's not without risks. Straying too far from formality can sometimes backfire, especially if it doesn't align with your brand identity or audience expectations. The key is to know your audience and understand the context. 

For instance, a law firm adopting a too-casual tone might risk undermining its professionalism. On the other hand, a startup in the tech industry might find a relaxed tone more effective. 

Forbes notes that understanding your audience is crucial in marketing strategy. It's about striking the right balance – being relatable without compromising the brand's core values and message. Always remember, what works for one brand may not work for another. It's essential to tailor your approach to fit your unique brand and audience.

The Future of Digital Marketing: Formal vs. Informal

As we look ahead, the debate between formal and informal digital marketing continues to evolve. What's clear is that there's no one-size-fits-all answer. The digital landscape is dynamic, and so are the preferences of consumers. Brands need to stay agile, constantly adapting their communication strategies to stay relevant and engaging. 

Marketing experts like Seth Godin advocate for understanding the changing trends and the importance of storytelling in marketing. As we move forward, the ability to tell your brand's story in a way that resonates with your audience, whether through a formal or informal approach, will be key. 

The future of digital marketing lies in understanding these nuances and leveraging them to create a unique brand voice that stands out in the digital crowd.

Conclusion

As we wrap up our exploration of the less formal approach in digital marketing, it's clear that this isn't just a trend – it's a reflection of a broader shift in consumer expectations and communication styles. Whether you decide to embrace a more casual tone or stick to traditional formality, the key is to remain authentic and true to your brand's voice.

Remember, the goal is to connect with your audience, not just to sell to them. By understanding your audience and crafting messages that resonate on a personal level, you can create a lasting impact. So, as you ponder your next digital marketing move, consider how a pinch of personality could be just what your brand needs to stand out in the digital realm.

Ready to give your digital marketing strategy a fresh, authentic voice? At The Copy Cat, we understand the power of a well-crafted message. Whether you're looking to inject a dose of personality into your brand's voice or seeking a balance between professionalism and approachability, I’m here to help. 

Let's collaborate to create a digital marketing strategy that not only resonates with your audience but also sets you apart in the bustling digital marketplace. Don't let your brand get lost in the noise. Reach out to The Copy Cat for a consultation, and let's discuss how I can elevate your digital marketing strategy together.

Colin Smith

Colin Smith is a freelance copywriter who specialises in B2B/B2C content. He has worked with clients across the English-speaking world to build their brands and increase sales by informing and engaging consumers.

Follow me on Instagram