Winner of the Aspire Award: Kelly Gilmour-Grassam

Winner of the Aspire Award: Kelly Gilmour-Grassam


Kelly is a freelance copywriter and founder of Making You Content. She has a passion for helping her clients’ businesses grow – providing quality copy tailored to their branding and goals, as well as support and guidance on content strategy and marketing. This is her story.

Kelly first began freelancing while studying at the University of Nottingham. When she wasn’t busy with uni work, Kelly used her skills to write for the online student magazine, The National Student, her own music blog on Tumblr, ‘The Sound Hound’, and for the airline, EasyJet. All this while having two waitressing jobs to boot.

“After graduation I went travelling, where I began to realise how much I enjoyed freelance work. I would wake up a couple of hours before anyone else to write, so that by the time everyone was awake, my work was finished. It meant I could build a small base of clients and have a portfolio ready when I returned to the UK.”

Despite not being sure what career path to take after university, Kelly continued copywriting. Working for so many different clients made her see that freelancing was the right choice. Kelly loved the flexibility and was fascinated by the fact that she could create her own income if she was prepared to work for it. 

“The beauty of freelancing is that you can work the way you work best. I’m an early bird, so I love getting ahead on projects before everyone else wakes up. But if you need to go to a meeting or want to go for a run during the day, you have the freedom to do that.”

Kelly’s business grew through word of mouth. Due to the impressive nature of her work, she constantly receives referrals from clients, which can lead to her working on 20 different projects at a time: a figure that reaches 40+ during busy periods. To handle the workload, Kelly took on several other freelancers.

“The copywriting industry in particular seems to be growing in importance; businesses are realising that creating quality content regularly is essential if they’re going to establish their presence online.”

The close relationships she builds with clients are key to her work. Kelly’s personal approach makes her stand out in the industry, and is the reason why she was able to build a network so quickly since becoming a full-time freelancer in March of last year. Kelly is open and honest with how and when she can complete work, constantly in touch with clients, and makes sure she dedicates a fair amount of time to each project.


“Kelly blew us away with her passion and how successfully she had established her copywriting business.”

So what next? Kelly has a five-year plan. By the age of 28, she would like her business to be at a point where it can run by itself if she is ever away. Next year she is planning to hire her first employee, which will then lead to her building a full team.

“It’s never been a more exciting time to be a part of the freelance community. I’ve noticed that self-starters are getting more recognition, from the Government through to my peers. I’m extremely proud to be part of a community of ‘do-ers’ who work hard to achieve their goals.” Kelly believes the number of those taking the leap will continue to grow in the coming years.

“More and more people are waking up to the fact that becoming a freelancer is a career option. But that’s not the only reason why the number of freelancers will continue to increase. For small businesses freelancers are extremely beneficial, as they can help their business grow without the risks associated with hiring employees for short-term projects.

“I’ve been overwhelmed by the response to becoming Young Freelancer of the Year. The generous support of the IPSE Awards’ sponsors and the exposure it has brought will be invaluable as I continue to grow my business. I hope it will encourage others to join this fantastic community.”