Always looking for ways to strengthen our professional skills, Nhan, our Content Manager, and I headed to CopyCon, an annual conference that brings copywriters and creatives from around the country (and a few from across the pond) together to learn, mingle and connect. After an early alarm and a few hours sitting on the tarmac thanks to a delayed flight, we arrived at The Royal College of Physicians in London’s Marylebone, excited for a day packed with creativity and learning.

We weren’t disappointed. With talks from leading creatives on topics ranging from the value of data in developing targeted content, to the significance of creating emotional connections in your copy, I left CopyCon feeling inspired and ready to implement all the tips and tricks I’d learned into the content I produce.

There’s Always a Story

A talk I found particularly interesting was by agency copywriter, Charlie Stewart, about how it’s essential to tell stories in your copy. As a digital marketer passionate about infusing any campaign with a story that connects with customers, I found Charlie’s emphasis on the importance of establishing – then subverting – expectations to entertain and surprise your readers incredibly interesting. No matter the subject matter, placement, or target audience, there’s always a story to tell. Charlie also touched on the value of drawing stories out of the everyday. Talking to, and understanding, who your clients are, not just the service or product they offer, is essential in getting to the heart of their story. What drives them? Why do they do what they do? What has led them to this very place, where they require your services? Ask these questions, and you’ll get a story. Stories are content—and content converts.

Structure Isn’t as Boring as It Sounds

In the final session of the day, content connoisseur Dan Nelken spoke about the importance of structure in creativity. As marketers and content writers, we can often fall into the trap of expecting our creativity to be like a tap; easy to turn on, and always flowing when we need it. Dan spoke about how this approach can actually cause us to feel stuck and stifle our creative process. By approaching creative tasks methodically, we’re able to infuse our content with all the relevant resources, references,and insight that good copy requires. Identifying the steps for how you generate a great blog post or calling on tried-and-tested headline generating techniques can be the difference between staring at a blank page and producing something you’re truly proud of.

Copywriter Chit-Chat

Beyond the talks, something I found incredibly valuable about my CopyCon experience was the opportunity to network with fellow copywriters. From freelancers and in-house teams to boutique agencies and global industry players, there were (literally) hundreds of professionals present, with a kaleidoscope of experience that I couldn’t wait to tap into. Between talks we chatted about the role of AI in content production, how to convey the value of good copywriting to clients, and everything in between. It was a great day all round, and a fantastic opportunity to assess how I can continue to build my skills, as well as a wonderful way to connect with peers.

I’m already implementing the wisdom I got from the day, and I can’t wait to see what I learn at CopyCon 2025!