It can sometimes feel like we’re drowning in a world of online content. From fast social media feeds, bulging email inboxes, blogs, and opinions shoved down our throats, it’s easy for messages to get lost amid the hubbub.
If you’re running a business, finding a way to stand out amid all this deluge of content is becoming even more difficult. AI is also having an impact of course, making it much easier for businesses to post derivative, AI-generated copy that tells people very little and doesn’t create much engagement.
So, what can you do?
The key to ensuring your message gets heard in this noisy, online environment is to create personalised, tailored content with that all-important human quality.
Early studies are beginning to show that when it comes to encouraging clicks and developing engagement, humans simply do it better.
Human content generates more traffic for your website month on month, with the impact growing with the passage of time. Within a few months, the differences in performance between AI and human written content is considerable. This means that if you rely on AI generated content for your business, then you’re likely to fall behind competitors who are still producing content written by humans. That’s a very satisfying fact for the copywriting community, let me tell you!
Of course, developing a copywriting strategy that works for your business is about more than simply putting a few blog titles into ChatGPT and then posting the results.
If you want to get ahead, now is the time to invest in high-quality content with a strong human voice.
We all know that AI can generate thousands of words in seconds, so the human element to content marketing has never been more important. AI written work is generic, drawing on oceans of historical information and reassembling it based on the prompt it is given. This means that while it’s quick, it’s never original, and it can make mistakes.
AI doesn’t talk and communicate like we do. While it can sometimes give a facsimile of human communication, it lacks the spontaneity, individuality, and uniqueness of genuine human interaction.
Marketers are now realising that having a human, conversational approach can make all the difference to the success of their content. It’s something that AI can’t emulate without appearing stilted or corny, and increasingly, readers can spot it a mile off and it puts their teeth on edge!
Consumers are craving genuine human connection from their brands. A copywriter will take time to understand your brand, find out what makes it unique, what you want to achieve, and then produce copy that tells your story and resonates with your audience.
And here’s a spoiler alert. Copywriters know what human readers want, because they’re human too!
Large Language Models (LLM) like ChatGPT struggle to sound human and authentic. Because it’s incapable of making a genuine connection, requesting a more personalised, informal approach can backfire. The content it produces can feel forced, invasive, cheesy and robotic.
A human copywriter understands how to get the language right for different audiences, balancing empathy, context, and a sprinkling of psychology.
While AI can mimic empathy by trawling through word patterns, true empathy requires a unique human understanding of context, shared human experience, and emotional subtleties.
Human copywriters can adjust phrasing to meet the mood and expectations of the reader. They can include humour or cultural references that make an authentic connection. Perhaps most importantly, they can adapt the messaging for sensitive topics that AI all too frequently mishandles.
Every business is different, has its own goals, target market, voice, and personality. AI generated copy blurs those differences, making brands sound identical. When that happens, content can get lost, with search engines punishing generic, low-quality content.
For your business to stand out, your content needs to stand out. With more businesses coming to rely on AI produced content, those that add the human element have a real advantage. With Google and other search engines now deliberately weeding out bulk written, “spammy” AI generated content, human written content has the edge.
Brands that feature well-written, high-quality, human content are still the ones topping the Google organic search results, encouraging engagement, and building loyalty. Another satisfying fact for us copywriters!
Never forget that human connection is still a valuable commodity in your content marketing.
Standing out from the crowd as a business means understanding how and when to use AI, and when human beings do it better.
Our team of experienced copywriters can ensure that your content rises above the proliferating AI slop to deliver results for your business.
Contact us to find out about our comprehensive range of copywriting services:
Call: 07712 134893
Or email info@aurorascopywriting.com
