The Power of the Pen vs the Rise of AI

It seems that AI is on everyone’s lips at the moment — and also their pages?

AI has integrated into our everyday lives — from the way we communicate, search, learn, and work.

And its rise is something that we’re all still trying to understand the extent of.

The digital marketing industry is just one of many quickly trying to adjust to its rapidly changing state.

And when it comes to content and AI, the question has no definitive answer. 

Some are predicting a future where AI pumps out content piece after content piece, completely eliminating the need for human intervention.

Others (like us) see it as a powerful tool. 

One that streamlines content creation’s administrative aspects, enabling content writers to pour more focus into creating compelling narratives that provide engagement, entertainment, and education.

Using AI in Content

Understandably, the fear that AI will take over content writing is becoming more and more prevalent as AI continues to adapt and improve.

However, this fear is simply a misunderstanding in disguise. 

While AI can generate text, that’s not all it brings to the table in terms of content.

Nor do we think it is its strongest skill.

AI's greatest strength in content writing lies in its ability to process data, identify key details, and perform administrative tasks at an undeniably faster rate than we humans can. 

These capabilities ensure that AI is, and will continue to be, an invaluable resource to streamline content duties and contribute to a greater output rate for writers.

And we’ve been taking advantage of this opportunity to improve content processes and delivery. 

Research and Data

A content piece can only be as good as the research put into it. 

Think back to your high school and uni days, where you would spend hours upon hours researching various topics to give you a good enough understanding to write ~1000 words (give or take).

Remember how long and tiresome just the research could be?

And then you still had to write the content.

Now, AI can do the bulk of the research for you.

Finding relevant sources, collecting data, and scanning articles, reports and websites for you.

Now, of course, we still need to be careful and fact-check the information to ensure accuracy.

But what was once an hours-long task can now be completed in a matter of moments. 

Keyword Research and SEO Optimisation

Interestingly, AI has been used in keyword research and SEO tools for years before the recent boom. 

Reputable tools such as Surfer SEO, Ahrefs and SEMRush have been using AI to assist content writers in improving webpage visibility and identifying gaps in keyword rankings. 

Now, these tools have incorporated new AI uses, such as content guidelines and structure, to help writers create valuable content that both readers and search engines are looking for.

Content Outline and Structure

 They say the first sentence can often be the hardest. 

But, with AI tools and assistants, entire page structures, inspiration, ideas, and topic points can be generated in just a few seconds. 

Having the bones of a blog article, webpage, newsletter, or even email response laid out in front of your writers can spur them on faster, meeting deadlines quicker and allowing them more time for content writing. 

Content Repurposing

Ever written an article and then been asked to repurpose the content into respective social posts and newsletters?

AI is incredibly useful in repurposing your own existing content into different formats, saving time and energy that can be put into other tasks.

The Importance of Human Creativity

AI in content sounds pretty good, doesn’t it?

Maybe a little too good?

If you’re wondering where human writers are going to fit into this new age of writing if AI has so many benefits, we’ve got one word for you: humanity.

Unfortunately, no matter how smart, efficient, or advanced AI becomes, it will always be just that — AI.

AI is confined by what it knows and the hard rules of grammar. 

And while (obviously) grammar is important and needs to be followed, no one is better at bending the rules to create emotion or pace like us humans. 

Human writers have a natural ability to weave empathy, intelligence, persuasion, cultural context, and so much more, in just a few words. 

We have the ability to create unique content that connects with readers on an emotional level, using context, personal experiences, and simply understanding who people are and what they need to know.

So, How Will Both Fit?

Our prediction is that while the art of writing will still lie with humans, the method will be shared with AI.

In short: the future of writing will become collaborative. 

AI can handle the heavy lifting of administrative tasks, research, and briefing, and lend a helping hand for ideas and structure. 

Meanwhile, human writers will remain responsible for:

• Strategic Vision: Defining content strategies, brand voice and tone, understanding target audiences’ wants and needs, and execution.
• Creative Storytelling: Developing engaging narrative, driving connections with readers, and injecting personality.
• Critical Thinking and Nuance: Sensitively delicate topics, understanding cultural context, using insight from experience across different industries and platforms.
• Ethical Considerations: Ensuring content production remains accurate and adheres to ethical guidelines and principles.

Essentially, you can expect to see the same engaging, impactful content produced at a faster rate. 

The End of the Blank Page

In the not-too-distant future, writer's block could be a thing of the past.

Like we said earlier, often the hardest part of any content piece is starting. 

And with AI, we have the opportunity to start not with a blank page, but one with concepts, ideas, and structures readily available to offer quick inspiration and a roadmap to the conclusion. 

Combining human skill and knowledge with the convenience of AI, we give our writers the opportunity to write faster, access further insight, and achieve a higher level of efficiency than ever before. 

Enhance Your Content With BFJ Digital

At BFJ Digital, we don’t rely on AI to produce our content.

We utilise it to assist our writers, taking them to the next level in performance and quality.

By combining the benefits of both human and AI writing abilities, we create engaging, data-driven content strategies that produce meaningful connections and powerful statements.

Are you ready to embrace the future and enhance your content marketing strategy?

Get in touch with us today.