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Continuing Professional Development

How to keep learning, stay current, and develop your skills throughout your career.
4 min readReviewed January 2026Annual review
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Key points

  • The industry evolves constantly
  • Learn from every project, not just formal training
  • Track your development using the Competency Framework
  • Balance breadth and depth in your learning

Why CPD matters

Copywriting and marketing are constantly evolving. What worked five years ago may not work today. Platforms change, consumer behaviour shifts, and new techniques emerge.

The Code of Conduct states:

“We commit to continuous learning and professional development throughout our careers.”

CPD helps you:

  • Stay competitive in a changing market
  • Expand the services you can offer
  • Charge higher rates for specialist skills
  • Avoid becoming outdated
  • Maintain enthusiasm for your work

Read the Code of Conduct

CPD defined

Continuing Professional Development (CPD) is the ongoing process of building, maintaining and improving your professional skills and knowledge throughout your career.

Learning sources

Professional development comes from many sources:

Formal learning

  • Courses and workshops
  • Certifications
  • Conferences and events
  • Books and structured reading

Learning from work

  • Challenging projects that stretch you
  • Feedback from clients and peers
  • Analysing what worked (and didn’t)
  • New industries and sectors

Community learning

  • ProCopywriters events and resources
  • Peer groups and mentoring
  • Online communities and discussions

Self-directed learning

  • Reading industry blogs and newsletters
  • Following thought leaders
  • Experimenting with new techniques

Learn by doing

The most powerful learning often comes from applying new ideas to real projects. Don’t just consume; practice and reflect. After a project, ask: what worked? What didn’t? What could I do differently in future?

Using the Competency Framework

The ProCopywriters Competency Framework outlines the skills, knowledge, and behaviours expected of professional copywriters at different stages of their career. 

The framework provides a structured way to assess and develop your skills.  

How to use it:

  • Self-assess — where are you now across different competencies?
  • Identify gaps — which areas need development?
  • Set priorities — what’s most important for your career goals?
  • Plan learning — how will you develop these areas?
  • Track progress — review regularly and update your assessment

Threshold vs contextual competencies:

Focus on developing threshold competencies (the essentials) before moving to contextual ones (the extras). Build a solid foundation first.

For example, clear briefing and ethical practices are threshold competencies that everyone requires; specialist sector knowledge or Content Design skills may be contextual.  

Visit the Competency Framework

Staying current

The marketing landscape changes constantly. Stay informed:

Key areas to watch:

  • Platform changes (social media, search, email)
  • New technologies (AI, automation, analytics)
  • Regulatory developments (advertising standards, data protection)
  • Consumer behaviour trends

Good habits:

  • Subscribe to key industry newsletters
  • Follow relevant thought leaders
  • Aim to attend at least one event per year, whether in-person or online
  • Read books, not just hot takes

Critical thinking:

Not every new trend is worth following. Develop judgement about what matters and what’s hype.

Planning your development

Make CPD intentional, not accidental:

Annual review:

  • What did you learn this year?
  • What do you want to learn next year?
  • What skills would support your current and future career goals?

Budget for learning:

  • Time — block regular learning time
  • Money — invest in courses, books, events
  • Energy — learning takes mental effort

Balance:

  • Depth — becoming an expert in something
  • Breadth — expanding your range
  • Practical — applicable to current work
  • Exploratory — new areas for future

Record your CPD

Keep a log of your professional development. It helps you reflect on learning and can be useful for demonstrating expertise, articulating your value and justifying your rates.

Summary

Continuous professional development is part of being a professional. The best copywriters never stop learning. They stay curious, seek feedback, and adapt to changes in the industry.

Use the Competency Framework to guide your development, plan your learning intentionally, and balance formal training with learning from your work.