Copywriting secrets in the brave new world of content marketing

Last Thursday, an email from Greg Isenberg's newsletter hit my inbox. It immediately piqued my interest, and since I knew I'd be flying in a few days, I saved it for later.

Well, I just finished reading it and wanted to jot down my thoughts while they're fresh (and while the good vibes from this Jack and Ginger at 30,000 feet are still with me).

In his email, Greg asserts that marketers are the new engineers. He claims the tech world is shifting—from idolizing the 10x engineer to crowning the content marketer.

His reasons are three-fold:

AI's game-changing impact: With tools like ChatGPT and Claude generating code in minutes, the value isn't just in engineering—it's about capturing and holding attention. I couldn't agree more.
Compelling brand evidence: Greg highlights that "Companies investing in content marketing see six times higher conversion rates. Brands with strong content marketing enjoy 7.8 times more site traffic." He points to Duolingo's quirky TikToks, turning a language app into a social media sensation with 12.5M followers, and Notion's community-driven content so impactful that fans tattoo the logo on themselves. Now, that's loyalty.
Content as the new moat: In a world where products are easily replicated by ever-cheaper and accessible technology, your unique edge lies in how you tell your story.

While Greg's points are spot-on, they've sparked a realization in me about a broader online shift—one that goes beyond just marketing: the rise of copywriting as a universal skill.

Copywriting: No longer nice-to-have

Previously, copywriting was a secret dark art that came solely from the bellies of ad agencies and marketing departments. Businesses would shell out piles of cash, footing the bill for three-martini lunches—all in the name of "creativity." We've all seen Mad Men, right?

But these days, I'm noticing copywriting everywhere. Whether tuning into a podcast or scrolling through 𝕏, it's impossible to miss its growing presence.

Those entrepreneurs spending days fine-tuning their pitch decks for funding? Copywriting.

The landing page your favorite indie developer put together to sell their product? Copywriting.

And those content creators on 𝕏 you follow, the ones who always seem to have something compelling, interesting, or unique on their timeline? Say it with me—copywriting.

Copywriting isn't just for Madison Avenue anymore. It's becoming a vital skill for anyone looking to make their mark on the world. Whether you're selling a product, an idea, or yourself, you're in the copywriting game now.

The brave new world of content marketing

If copywriting is no longer a nice-to-have but a necessity, today's content creators will have to navigate uncharted territory.

In my opinion, the creators and marketers who will succeed in the coming years aren't just wordsmiths—they're a hybrid role that's part copywriter, part community builder, part psychologist, and full-time brand guardian.

These marketers won't just "create"—they'll forge new connections while pulling their product/idea/brand identity forward.

This is a tall order.

So, what does this mean for content creators, marketers, and entrepreneurs over the next few years?

First, you need to sharpen your storytelling skills. Learn to say things simply, beautifully, and persuasively—clear over clever every time.

Next, master the art of distribution. The best content in the world means nothing if it's hidden away in a dark, dusty, digital corner. You need to spend as much time getting your words, ideas, and stories in front of people as you do creating the content.

Finally, build your brand, as it will be both your shield and spotlight. Figure out what makes you "you," and lean into it with everything you've got.

The 3 C's

Your ideas matter, and people want to hear them. To navigate this new world where everyone's a copywriter, focusing on three key areas can make a lot of difference. I call them the 3 C's:

Convey: Can you explain complex ideas with crystal clarity? Can you simplify the complicated without dumbing it down? For instance, can you explain the intricacies of blockchain in a way that your grandma would understand and be intrigued by?
Convince: Can you craft an argument so compelling that your audience can't help but nod along? Can you persuade without being pushy? Think about how Apple convinces us we need the latest iPhone—not through hard sells, but through storytelling that makes us feel like we're part of something bigger.
Connect: Can you build genuine relationships through your words? Can you make each reader feel like you're speaking directly to them? This is what separates good content from great content—the ability to make your audience feel seen and understood.