I don't like content creator. It sounds so empty. It's what Instagram influencers call themselves. Plus Ioads of things are content; words, photos, videos. I like to narrow it down.

It upsets me that no one seems to have an accurate idea of what copywriters do though. I'm a professional copywriter and I've never written a sales pitch in my life. I write university profiles, blogs about what studying certain subjects is like, guides to applying to university etc etc. Yes, the aim, at the end of the day, is for the company to make sales, but the copy I write is informative and helpful. Most copywriters are in marketing not advertising.