Copywriting secrets in the brave new world of content marketing

Last Thursday, an email from Greg Isenberg's newsletter hit my inbox. It immediately caught my attention, 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 makes the case that marketers are the new engineers. He says the tech world is shifting: from idolizing the 10x engineer to crowning the content marketer.

His reasons come down to three things.

First, AI is changing everything. With tools like ChatGPT and Claude generating code in minutes, the value isn't just in engineering anymore. It's about capturing and holding attention. I couldn't agree more.

Second, the brand evidence is hard to ignore. 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 that's so impactful fans tattoo the logo on themselves. That's loyalty.

Third, content is 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.

Greg's points are spot-on, but they sparked something bigger for me. A realization about a broader online shift that goes beyond just marketing: the rise of copywriting as a universal skill.

Copywriting: no longer nice-to-have

Copywriting used to be 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 I'm 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 are going to have to navigate some uncharted territory.

I think the creators and marketers who will succeed in the coming years aren't just good writers. They're a hybrid: 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, and brand identity forward.

That's 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, because it will be both your shield and your 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, I think focusing on three areas can make a real difference. I call them the 3 C's.

Convey. Can you explain complex ideas with real clarity? Can you simplify the complicated without dumbing it down? Can you explain blockchain in a way that your grandma would understand and actually 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.

Flex those copywriting muscles

I hope you take some (or all) of these ideas for a spin. I'll be working on these skills more myself, but for now, I have a Jack and Ginger to finish.

P.S. Sign up for Greg's newsletter if you haven't already. You won't be disappointed.