You've heard it a thousand times: content is king. And it's true — creating engaging, high-quality content is crucial to any successful marketing strategy.
But who should be responsible for crafting that content? With the rise of artificial intelligence tools (AI), you might be tempted to turn to AI solutions for help. However, while AI can't outright replace a human writer, the industry is trending toward using it, so a skilled copywriter can find ways to leverage it from time to time.
Here's why hiring a copywriter, who can effectively use AI tools when appropriate, is the way to go.
Authenticity: Real People Write Real Stories
Authenticity is one of the primary reasons to choose a human copywriter over AI. When you work with a copywriter, you get content from someone with real experiences and emotions. AI cannot replicate this kind of content, no matter how advanced the technology, because it will never have a personal history to tap into. That may work for some brands, but generally speaking, it's evident when an AI chatbot writes something for this reason.
What's worse? Your target audience may notice that something doesn't quite read as if a human wrote it and be turned off almost immediately. When copywriters dig into their emotions and experiences to create content, they'll likely produce something that resonates with your target audience more than AI ever could. They can weave together stories that inform, entertain, and inspire because they can allow their personality to come through in the writing! This is something that AI-generated content struggles to achieve, as it lacks the human element necessary for creating truly engaging and relatable stories.
That said, AI can be used to assist in the writing process through ideation and other methods, but it should not be the sole creator of your content.
Creativity: The Art of Captivating Your Audience
You know what they say: "If you want something done right, do it yourself." In this case, "yourself" should be replaced with "a human copywriter." Copywriters have the unique ability to think outside the box and develop creative ideas that AI just can't.
Why? Simple. AI is limited by its programming. For example, ChatGPT can only access information from the web up until 2021. It can only read published links for reference material and generate high-quality content with a highly detailed prompt. Even then, it may miss key components when asked to do something. Because of this, it struggles to create genuinely unique content that captures your buyers' attention.
A copywriter can brainstorm innovative ideas, experiment with different styles and formats, and ultimately create content that captures your audience's attention and keeps them returning for more. They also have the luxury of talking with others in their company to spitball ideas or workshop themes, strategies, specific paragraphs, headlines, anchor links, and more.
However, as noted, a copywriter can definitely leverage AI to brainstorm innovative ideas, experiment with different styles and formats, and ultimately create content that captures your audience's attention and keeps them returning for more.
Customization: Content Tailored to Your Brand
Your brand is unique, and your content should be too. When you work with a human copywriter, they take the time to understand your brand's voice, messaging, and audience or ideal client profile (ICP). This allows them to create content that is interesting and explicitly tailored to your brand and its goals. Copywriters can also consider where a person is in their customer journey and ensure their content aligns appropriately. AI tools, like the one offered by HubSpot, can assist in this process by providing data-driven insights to help shape your content strategy.
But, regarding AI, the tech is still catching up. While it can certainly produce content quickly like marketing emails, social copy, and CTAs, it still may need help to accurately capture your brand's personality and voice.
Adaptability: Copywriters Can Learn and Grow with Your Brand
As your business grows and evolves, so does your content strategy. A human copywriter can adapt to these changes, learning new skills and adjusting their approach to better serve your brand's needs.
AI-generated content, however, is limited by its programming. AI can improve over time, but it's less nimble and elegant than a human copywriter who can quickly pivot and adapt to new challenges, industries, or audience preferences.
Collaboration: Building a Stronger Content Strategy Together
Working with a copywriter, especially a skilled agency writer, is collaborative. They're not just a wordsmith or a cog in a machine — they're a partner who can help you refine your content strategy, identify new opportunities, and ultimately produce content that drives results.
In contrast, AI-generated content is typically a one-way street. It churns out material based on the parameters you input, but it can't offer the same strategic insight or collaboration a human copywriter can. It will only give you what you give it and nothing more. And even worse? Sometimes it may even provide misinformation, no matter what you ask.
Empathy: Understanding Your Audience's Needs and Desires
One of the critical components of successful content is empathy — the ability to understand and connect with your audience on a deeper level. Human copywriters shine when it comes to this. They can put themselves in your audience's shoes, understand their needs and desires, and create content that truly speaks to them.
AI-generated content hits a roadblock when attempting to recreate this level of empathy. While AI can analyze data and predict what might appeal to your audience, helping you move forward in your content creation, it can't truly understand or connect with them in the same way a human copywriter can.
Editing and Revisions: Fine-Tuning Your Content to Perfection
Great content isn't created in a single draft. It results from a meticulous editing and revision process. A copywriter understands this and can review, revise, and polish their work to ensure it meets your brand's high standards.
While quick and efficient, AI writing often requires manual editing and oversight. It may produce a large volume of content quickly, but it may not always meet your brand's quality standards without additional human intervention. That puts strain on your internal resources that otherwise may not have occurred if you had opted to work with a skilled content writer who can take feedback and make adjustments as needed.
Ways A Copywriter Can Use AI
Despite seeming completely anti-AI, it’s important to recognize that AI isn’t going anywhere, and it advances every day. So, we’d be remiss not to mention how a copywriter can utilize it (without asking it to write copy completely).
Here are some ways to utilize AI effectively:
- Idea generation: Use AI to brainstorm ideas, headlines, or topics for articles, ad campaigns, or social media posts.
- Research assistance: AI can gather relevant information, statistics, and facts to support your writing, making it more informative and engaging.
- Keyword research: AI tools can identify trending keywords and phrases to optimize content for search engines, improving reach.
- Language and grammar assistance: AI-powered grammar and spell-check tools can help you polish your writing, ensuring it is error-free and well-structured.
- Content organization: AI can suggest logical flow and structure for your writing, making it easier for your audience to understand and follow.
- A/B testing: Tap into AI to develop and test different variations of headlines, calls-to-action, or other copy elements to determine which performs better.
- Performance analysis: Analyze the performance of your content with AI, gaining insights on engagement, click-through rates, and other metrics to help you improve your writing.
- Creation of simple paragraphs: Some AI tools are reliable enough to help write out pieces of your content — like describing a product or service.
The Verdict: Choose a Copywriter for Content that Connects
Jumping on the AI bandwagon might seem like an efficient and cost-effective solution, but it simply can't compete with the quality, creativity, and empathy that a human copywriter brings to the table. By choosing a talented copywriter that is open to leveraging AI rather than relying 100% on AI for your content needs, you invest in authentic, engaging, customized content that will captivate your audience and set your brand apart.
So go ahead and give your brand the human touch it deserves. Explore our creative portfolio to see what our writing team can do. You never know, you may watch your content strategy soar to new heights in no time!