Geico is a great example of testing new creative approaches all the time to get across the never-changing marketing appeal in their "Geico Easy" campaign theme. The campaign stays on message because it gets tested at every turn.
Writing copy is fun even when deadlines are the only muse and space is in short supply.
the last word.
In a fickle marketplace engulfed by celebrity influencers, affiliate marketing, random Tweets and ever-changing algorithms, your words need to be worth more than keystrokes. It's copy that can pry somebody out of their Barcalounger to go buy that Buick Skylark or get them to choose Granny Smith apples over Valencia oranges. Try singing some catchy content next time you're in the shower. There's really no comparison between copy and content. It's copy that moves your strategy forward and makes people choose your brand over another. If you're looking for more, put your money on copy.
Like any shy person of a retiring nature, I always struggle with self-promotion, and find it easier to write for others than to blow my own horn. Humility notwithstanding, whatever you're selling, I can sell it better. I get to say what you mean.