Are you interested in learning about the world of content and copywriting? If so, you’re in luck!
In this exclusive interview, we sit down with Sohail Kamran, an experienced content and copywriter, to get his insights and strategies for success. With over 15 years of experience in the industry, Sohail shares his tips on how to approach new projects, balance creativity and strategy, measure success, and collaborate with other members of a marketing team.
Whether you’re just starting out or looking to improve your skills, this interview provides valuable advice and perspectives for anyone interested in content and copywriting. So, without further ado, let’s dive in!
- 1 Can you tell us about your background and how you got started in content and copywriting?
- 2 How do you approach creating content for a new client or project?
- 3 How do you balance creativity and strategy in your writing?
- 4 How do you measure the success of your content and copywriting efforts?
- 5 How do you stay current with the latest trends and changes in the industry?
- 6 Can you walk us through your editing process?
- 7 How do you collaborate with other members of a marketing team, such as designers or social media managers?
- 8 How do you ensure that your writing aligns with a client’s brand and voice?
- 9 Can you share a specific project or campaign that you are particularly proud of and why?
- 10 What advice would you give to aspiring content and copywriters who are just starting out in the industry?
Can you tell us about your background and how you got started in content and copywriting?
I have been doing both content and copywriting in some capacity since 2005. I started writing when I briefly worked as an in-house content writer for a company.
During my time there, I learned the ins and outs of this business, but then I went on to pursue a banking career. In 2018, I bid farewell to my regular banking job and switched to full-time content and copywriting. It’s almost been five years now since that full-time switch to writing.
How do you approach creating content for a new client or project?
I follow a system. You must do more than throw content or copy in the air to get results. I first interview the client, get their business story, and then learn as much as I can about their project, their goals, and how they want to shape the content.
The second part and most important is the research, where you deep-dive into the market to learn everything you can use to benefit the project. You learn about the competitors, similar products and services, and what’s working and what’s not before you sit down to draft your work.
It is then a back-and-forth between the client and you as you discuss the different parts of the drafts, what’s working, and what requires changes until you finish and hand over the copy to the client.
How do you balance creativity and strategy in your writing?
To balance creativity and strategy, I combine structured planning with creative thinking.
This includes outlining goals, understanding the target audience, and creating a content roadmap while ensuring the writing is engaging, fresh, and captivating by experimenting with different styles and techniques. The resulting blend is informative, goal-oriented content that is captivating.
How do you measure the success of your content and copywriting efforts?
There are two ways to gauge that, and both come from the clients. Some clients will share (and some will not) their key performance indicators, including engagement metrics, conversion rates, and organic search rankings. That gives you a really good idea as to whether what you wrote worked or not.
On the other hand, those clients who would like to keep their KPIs confidential provide you with positive feedback, which pretty much means that the writing is successful.
How do you stay current with the latest trends and changes in the industry?
These are ever-changing times. AI writing tools can generate a 500-word blog in under 1 minute, better than 90% of the blogs most average writers could deliver. You need to keep track of everything around you and adapt accordingly.
Luckily for the copywriting and content writing community, we have access to some of the best content and copywriters on the planet! Most offer newsletters and give you the inside scoop. If you want to thrive in this industry, you should at least be on the email list of the top 10 writers in your niche and check out news relevant to your industry.
Can you walk us through your editing process?
Ah, this is one of the worst parts of writing, EDITING! Who likes to chop off their own words? But you have to do it!
There are two types of editing here:
1/ For Copywriting:
Copy is meant for regular everyday readers or your target market, and it takes a casual (usually chatty approach).
You don’t need heavy editing here but clear, simple, easy-to-understand English. Of course, proper formatting and running a spell check!
2/ For Content Writing:
You have to put the serious editor’s hat on! The key is to do your draft first and then let them and yourself rest for at least a few hours. Come back fresh and review what you wrote carefully and make the necessary edits (if need be).
This is a time-consuming but necessary step. You don’t want the sentence “work for you” to go as “twerk for you” because you missed it in the edit!
Mostly designing is not on the writers. However, sometimes, when we do have to run ideas or get input from other departments, we use what is called wireframing, which is a small visual representation of how to format the blog or copy in the design.
How do you ensure that your writing aligns with a client’s brand and voice?
It comes down to one word: “research” and digging out all the details. Everything you’d do to align with a client’s brand and voice, create a brand persona, and write copy, comes down to your research.
I have worked on hundreds of projects, so it is hard to pick one. However, on a personal level, working with coaches and running their email campaigns, Facebook ads, web copy, and making landing pages is the best thing you can do for them, especially when you see that your copy is helping them GET CLIENTS!
What advice would you give to aspiring content and copywriters who are just starting out in the industry?
Work hard. Unfortunately, many people are diving into the content and copywriting industry, thinking it’s a walk in the park.
Many course sellers are selling this pipedream of anyone who can become a content or copywriter. With AI looming in, people now think it is even easier. Newsflash! IT IS NOT.
Start off by following your interest and understanding both content and copywriting. Learn by doing legit online free courses that you will easily find on some of the best online learning platforms.
Then invest in a good program by a legit mentor. Invest in learning and invest in writing tools. You do not need a project to start writing. Start a free blog with a free hosting site and start posting daily. Improve your skills before coming in the market. And yes, it is not easy!