I see people asking "I have #UI skills, how do I get better at #UXDesign?" My answer is: learn #ContentDesign.

You can't hide behind whizbang styling when your medium is text. It becomes obvious that the copy is the tip of the iceberg. The rest of the work is in the information architecture that lies beneath. You stop thinking in screens, and start thinking in systems.

UI/copy is just a touchpoint of the system. You still have to design the system underneath and between the touchpoints.