In today’s digital space, journalism and copywriting are being fused into one. Professionals who can merge both fields are uniquely positioned to thrive.
To understand what it takes to blend the credibility of journalism and the persuasive power of copywriting, we sat down with Tobi Amure. He is a renowned journalist, copywriter, and digital strategist. Tobi’s journey is a masterclass of modern content entrepreneurship.
Tobi, thank you for joining us. You’re a leading journalist and copywriter, especially in finance and casino reviews. Can you share your background and how you got started?
Thank you for having me. The journey began in 2017, but wasn’t always finance and iGaming content. The first gig I secured was for Stockbossup, where I published educational content. From there, I transitioned to crypto copywriting, working for Turboxbt.
Regarding my background, I hold a degree in Pharmacy from Obafemi Awolowo University. However, my passion for finance and content creation quickly took over. Over the years, I’ve worked as a marketing advisor, crypto news editor, and many more roles. I have always focused on turning complex topics into accessible, actionable content.
How do you define the overlap between journalism and copywriting? Also, what key skills are needed to succeed in both?
The crossover between these fields is where credibility meets persuasion. As journalists, we are trained to present verified information with integrity. On the other hand, a copywriter is responsible for driving actions that align with corporate goals. Merging both means telling compelling yet investigated stories that engage audiences and deliver value for businesses.
Trends will change based on the industry and your audience, and adaptability will help you navigate new terrains comfortably.
Successfully achieving the overlap requires research, storytelling, and SEO skills. Above all, you need to learn how to adapt. Trends will change based on the industry and your audience, and adaptability will help you navigate new terrains comfortably.
What are the benefits of niche specialization, and how did you build expertise in areas like finance and casino content?
There’s this saying, “Jack of all trades, master of none.” If you dabble in numerous aspects of journalism or copywriting, you risk not mastering any. This is why you must stick to one area with a broad spectrum. For instance, finance covers investing, banking, and fintech.
Another advantage of niche specialization is a streamlined workflow. You get to develop deep, reusable knowledge, making your writing process more efficient. For example, reviewing a casino like DailySpins.com requires knowledge of games, bonuses, regulations, player concerns, and SEO.
For me, the foundation for building expertise was studying and networking. I still read publications, join forums, and network with operators.
With the rise of sponsored content, how do you maintain journalistic integrity while meeting commercial objectives?
Transparency is non-negotiable! If the content is sponsored, then it should be clearly labeled. Readers should also conduct personal research on sponsored materials.
Irrespective of the content, I apply the same standards: thorough research, accuracy, and fairness. For commercial content such as a casino review, the affiliate relationship will be disclosed. My assessment will also be fair, with strengths and drawbacks highlighted. This has helped me build credibility that appeals to my readers and clients.
What key practices ensure a sustainable journalism and copywriting business?
Consistency is very important to staying at the top of your game. This is why I have integrated AI tools to streamline my workflow. Not only do they help me stay consistent, but I have also become more efficient.
Mastering SEO is also essential—especially for niches like casino reviews. Here, search energy traffic is the driving force. This means conducting keyword research, optimizing on-page elements, and tracking performance. As regards dealing with clients, clear communication and timely delivery are key.
Lastly, continuously learning. You can’t know it all and must challenge yourself to learn every day. I stay updated on industry changes and new tools.
What are the biggest trends and challenges in journalism and copywriting today, and how are you adapting?
The most significant trend definitely has to be Artificial Intelligence (AI). The launch of ChatGPT in 2022 changed content creation–from ideation to drafting. This ushered in the era of generative AI like Gemini and Grok. Although they have increased efficiency and quality, the bar for originality has significantly declined. I believe writers can depend on them for research, but must be creative and original in content creation.
I have adapted well, embracing new technologies and learning to reach the younger audiences. This helped my career, as I have the skillset to attract high-paying clients.
The major challenge has to be that younger audiences consume more video content than reading. They would rather watch a YouTube short or TikTok than spend five minutes on a finance literacy guide. Other challenges include economic pressures and balancing commercial and editorial integrity.
I have adapted well, embracing new technologies and learning to reach the younger audiences. This helped my career, as I have the skillset to attract high-paying clients.
What advice would you give someone looking to start or grow a journalist and copywriter business today?
Start by identifying a niche that aligns with your interests and expertise. You’ll only find fulfillment in what you enjoy doing. Once you have identified the niche, give in to study. Ensure to invest time in research and always stay updated on trends.
There will be thousands in any field of specialization. This is why you need to develop a unique voice and value proposition that will set you apart from generic content writers. A distinctive individual who has mastered the fundamentals is what clients seek.
Finally, don’t neglect the business side: contracts, invoicing, and client management.
Looking ahead, what’s the future of journalism and copywriting, and what excites you most?
The future is heavily centered around technologies such as AI. Only those who can blend its offerings with creating will be at the top of the journalism and copywriting ladder. I’m excited to know what the future holds. By leveraging new technologies, I will be able to reach global audiences, which will solidify my expertise.
This interview has been edited for clarity and length. For more thought leadership on business, innovation, and digital strategy, visit The European Business Review.
