Copywriter

A copywriter creates written content for marketing, advertising, and digital campaigns across multiple platforms and media types. They develop persuasive, brand-aligned messaging for websites, social media, email campaigns, print advertisements, and promotional materials in Australian and international markets. The role requires balancing creative expression with commercial objectives, audience psychology, and brand guidelines.

Develop marketing copy for digital advertising campaigns including search engine marketing and display ads, ensuring compliance with Australian Consumer Law messaging standards. Write product descriptions, sales pages, and landing page content optimised for conversion and search engine visibility. Create social media content calendars and individual posts across platforms including Instagram, LinkedIn, Facebook, and TikTok, adapted to platform-specific conventions and audience demographics. Collaborate with graphic designers and art directors to align copy with visual creative and brand identity guidelines. Conduct audience research and competitive analysis to inform tone, messaging strategy, and content positioning. Edit and refine copy for clarity, brevity, grammar, and consistency with Australian English conventions and brand voice. Develop email campaign scripts including subject lines, body copy, and call-to-action messaging for marketing automation platforms. Write long-form content including blog articles, case studies, whitepapers, and thought leadership pieces for B2B and B2C audiences.

The standard entry pathway requires a bachelor degree or higher (ABS Skill Level 1). Specific qualification requirements vary by employer and state. Some employers may accept equivalent experience. Check yourcareer.gov.au for available courses and dewr.gov.au/skills-reform/free-tafe for subsidised training options.

You'll spend a lot of time justifying creative ideas to people who aren't writers, tweaking copy based on feedback that contradicts itself, and seeing your best work watered down by committee. Pay caps out faster than you'd expect. AI tools now write basic copy, so you need to prove you add real value. Burnout is real when clients demand constant revisions.

Remote work is increasingly common, so you can find jobs based anywhere but competition is toughest in major cities. Agency work tends to cluster in CBD areas.

Published for ANZSCO unit group 2124, the wider group this job sits in, not for this job on its own.

This is the median for full-time employees who are not managers and are paid at the adult rate, before tax and salary sacrifice. It is a guide to what the work pays, not a wage rate.

Source: ABS Survey of Employee Earnings and Hours, May 2025, customised report.

• Adaptability and Flexibilitycore
• Attention to Detailcore
• Customer Needs Assessmentcore
• Digital Literacycore
• Feedback Collection and Actioningcore
• Process Documentationcore
• Research and Analysiscore
• Stakeholder Communicationcore
• Team Collaborationcore
• Time Management and Prioritisationcore
• Verbal Communicationcore
• Workload Self-Managementcore
• Written Communicationcore
• Active Listening
• Continuous Learning and Upskilling
• Correspondence Drafting
• Cultural Awareness and Sensitivity
• Email Management
• Google Workspace (Docs, Sheets, Drive)
• Microsoft Office Suite Proficiency
• Negotiation

• ABS OSCA 2024, occupation definition and task statements
• ABS Survey of Employee Earnings and Hours, May 2025, customised report.
• ABS, 2021 Census of Population and Housing based on usual place of residence (Custom Report). OSCA Experimental Estimates.

Role data is drawn from official Australian Government sources, and each figure names where it comes from. Where a role is not in the ABS classification, the page shows no government figures for it. Data may not reflect every local variation.

Where our numbers come from.

Last updated: 30 October 2026