Why PayPal just offered someone $292,000 to write emails

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PayPal just posted a "Head of CEO Content" job with a WHOPPING salary of $292,000.

The role description? Handle CEO executive communications, employee comms, thought leadership, social media strategy, community management, analytics, and cross-team collaboration with PR and marketing.

That's not a specialist role. That's a Swiss Army knife.

Why This Matters for You

Whilst everyone debates LinkedIn vs newsletters vs TikTok, the market's already decided what it wants.

Companies don't want five different freelancers. They want one person who can write LinkedIn posts, email sequences, ad copy, and platform-specific content.

In my ghostwriting business, clients constantly ask: "Can you also do our newsletter? What about ad copy? Can you write video scripts?" Now I’m a sucker for saying yes, conscious that mentors like Nicolas Cole would tell me that such a generalist approach would risk being commoditised.

But in an AI-generated world, adaptability is critical.

More Services = Fewer Clients

When you can handle a client's full content spectrum, the numbers give you leverage.

Instead of charging $2000/month for just LinkedIn posts, you're looking at $5,000 for comprehensive content support. Two or three clients and you're sorted. Quite possibly the fastest route out of the corporate handcuffs.

PayPal's posting required 12-15 years of experience, which tells you everything about how companies value strategic content skills. Even with AI everywhere, they're still willing to pay quarter-million salaries for humans who understand nuance and brand voice.

The ad's closed now, but the lesson remains: the biggest opportunities aren't going to platform specialists. They're going to people who can think strategically across the entire content ecosystem.

Most freelancers are still stuck picking one lane, whilst the real money flows to those handling the full spectrum.

Speaking of full spectrum.:

What Now?

If you're already freelancing: Next time a client asks if you can "also do X," don't refer them elsewhere. Start saying yes and figure it out. The difference between a stove-piped specialist and a $5,000 content strategist often comes down to willingness to expand your offering.

If you're starting from scratch: Pick one service that naturally leads to others. Email copywriting opens doors to landing pages and social media. LinkedIn ghostwriting flows into newsletter writing and thought leadership. Social media management expands into community building and content strategy.

The content game isn't about mastering every platform perfectly—it's about understanding how they work together to tell a cohesive story. Start with one, then let clients pull you into adjacent services. Strategy is where the moolah is.

Otherwise, they’d just use Fiverr!

PayPal's quarter-million-dollar job posting just proved that the future belongs to content generalists, not specialists.

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