Most commonly reported Work Activities

•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.

Working Life

Content writing involves writing and editing original text on behalf of an organisation.

Writing is obviously the main task of a content writer, but they also spend time coming up with new content ideas, attending meetings with management and planning and prioritising content for the future.

Although the type of writing vary depending the organisation, the writer is often expected to have the ability to work with a variety of subject matter with a degree of proficiency. Organisations rely on the content writer to research the topic and to ensure that the content is accurate as well as well presented.

Working for a commercial business means that the content writer assesses what the consumer wants and selects and writes relevant information.

For other organisations, the content writer may write informative articles and blog posts. They can also draft policy reports and write press releases, or any communication, including social media postings.

If the content writer produces content for an organisation’s website, he/she may also be expected to apply SEO writing, which stands for Search Engine Optimisation. It is a form of writing that helps websites become more visible and appear on the first few pages of results when someone searches for a related topic on search engines, such as Google.

Technical Writers are sometimes also referred to as content writers, but they typically write user guides and product descriptions, for software and hardware or healthcare products.

Most commonly reported Work Tasks

• Discuss with the client the product, advertising themes and methods, and any changes that should be made in advertising copy.
• Present drafts and ideas to clients.
• Vary language and tone of messages based on product and medium.
• Develop advertising campaigns for a wide range of clients, working with an advertising agency's creative director and art director to determine the best way to present advertising information.
• Write articles, bulletins, sales letters, speeches, and other related informative, marketing and promotional material.
• Conduct research and interviews to determine which of a product's selling features should be promoted.
• Invent names for products and write the slogans that appear on packaging, brochures and other promotional material.
• Review advertising trends, consumer surveys, and other data regarding marketing of goods and services to determine the best way to promote products.
• Collaborate with other writers on specific projects.
• Conduct research to obtain factual information and authentic detail, using sources such as newspaper accounts, diaries, and interviews.

This occupation is typically suited for people with the following Career Interests:

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

 Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

 Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

There are varied pathways to becoming a Content Writer, but as writing skills are essential in this career, employers often look for candidates with a degree in English, journalism, or communications for example. A marketing qualification and/or background can also be relevant.

But more importantly, you need to have samples, or a portfolio of written work. A portfolio can be built up by your blog posts, articles in local papers, or anything else that shows off your passion for, and ability to write. It should include different styles of writing to demonstrate that you are able to adjust your tone and style to the intended audience.

You can develop your writing skills by applying yourself and building up experience, but you can also choose to study further. If you work as a content writer in a particular sector, there may be a relevant postgraduate course where you can develop your sector knowledge as well as your researching and writing skills.

After a number of years’ experience as a content writer, you may be able to progress within a company, to a more strategic position such as a Digital Media Content Manager for example.

You can also work as a freelance content writer and secure better and more profitable contract over time as you build up your professional reputation.

Screen skills work based learning programs: Training for production staff may be on-the-job. The company may organise short off-the-job courses for trainees.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: digital, media, production, broadcast, radio, journalism .

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: journalism, digital, marketing, content, development, creative writing, publishing, art, design, portfolio preparation.

Search for PLC Courses

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: journalism, digital, communication, arts, english, creative writing, humanities.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: journalism, digital, content, creation, new media.

Search for Postgraduate Courses

Professional Development 

Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.

IFTV Irish Film & Television network 

Careersinscreen For a list of TV/ Film production companies and Career roles.

Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.

Salary Range (thousands per year)* €26k - €65k

Salaries vary based on employer, location, experience, duties, and role (sessional or full time contracted).

Data Source(s):
CPL / Morgan McKinley/ Brightwater/ Prosperity/ Sigmar

Last Updated: March, 2024

Note: The following information relates to occupations that include: Artists, Authors, writers and translators, Actors, entertainers and presenters, Dancers and choreographers, Musicians, Arts officers, producers and directors, Photographers, audio-visual and broadcasting equipment operators, Graphic designers, Product, clothing and related designers.

This information has been derived from the Solas National Skills Bulletin (2024).

Employment growth was almost on a par with the national average for this occupation; employment grew strongly between 2021 and 2022 but declined slightly thereafter. Based on the CSO Census data, over a quarter were graphic designers, with other key roles including actors, authors/writers, photographers, artists and arts officers.

Employment permits issued in 2023 were primarily for roles in animation, film and TV. Online job adverts (Eurostat/CEDEFOP) related mainly to graphic designers. At present, the data does not indicate that issues exist in sourcing skills for this occupation.

• The Association of Freelance Editors, Proofreaders and Indexers of Ireland

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