Marketers are the New Engineers
From code to content
Greg Isenberg
Jul 25, 2024
I remember when I first moved to Silicon Valley. I noticed people worshiped engineers—and rightfully so. A 10x engineer was the difference between your startup being known or unknown.
But now something is changing.
I went to computer science school, so it hurts me to say this but content marketers are the new engineer. Companies seek attention grabbers instead of the code wranglers. The shift from code to content is undeniable. In an era where every website and app is just a few Claude prompts away from being copied, the ability to grab attention and spread ideas has become the new technical skill.
Claude changed my view on this. It’s not fully there yet, but the trajectory is clear. We’re seeing a paradigm shift where the barrier to entry for technical replication is lowering, while the ability to stand out and capture attention is skyrocketing in value. And content is how you do that.
Let’s talk numbers. Companies that invest in content marketing see six times higher conversion rates. Brands with strong content marketing enjoy 7.8 times more site traffic. The data speaks for itself. Look at Duolingo. Their quirky TikToks have turned a language learning app into a social media sensation. Earned them 12.5M followers on TikTok. Or Notion, with its community-driven approach, creates content that is so good that people tattoo Notion logos on them.
Content is king, and marketers are the new royalty.
So, what does this mean for you?
First, become a marketer. Ideas matter, but the ability to spread them is transformative. Master this, and you’ll be indispensable. You can hire this out, but until you really understand the ins and outs, you probably won’t be able the right talent.
Been thinking about what makes a top-tier content marketing these days.
The best marketers understand the art of copywriting—saying something simply, beautifully, and persuasively. They know how to use visuals to create contrast, craft a narrative, and speak visually. They get product psychology, knowing who they’re talking to, how to talk to them, and what will get them to spread the message.
The best content marketers are part copywriters/part community people. When they post on social, they have this invisible connection with the audience. They create a feedback loop to give you killer product ideas and keep you business relevant and thriving.
The best marketers build brands. They know how to protect and grow brands. And how to rally your company to support this.
The best marketers are irresistible. They understand the nuances of copy, the power of selfie videos, and the importance of distribution. We all know distribution is more important than the product. The best product in the world means nothing if no one knows about it.
Believing in your ideas and conveying them with conviction is more important than the idea itself. Marketing is an art, while computer science is a science. We’re in an age where the ability to captivate and convey is everything.
Welcome to the age of the marketer, where the ability to grab attention and spread ideas trumps all.
Your moat is your marketing. Never forget that.
Embrace it.
Note: I write posts like this every week, packed with free startup ideas, insights on business building, and strategies for succeeding in the online world. It’s called Greg’s letter.
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