The Importance of Content Writers: Why They’re Still Essential for Your Business

Today’s digital world is so fast paced that new marketing technologies are appearing constantly. And, with the rise of artificial intelligence (AI), automation tools, and content generation platforms, businesses might be questioning whether or not they even still need traditional content writers. 

After all, with so many resources available, why not cut costs and generate content more quickly using AI technology?

But, we here at EmoryDay feel very strongly that while there is nothing wrong with companies leveraging AI, content writers are still a vital part of any marketing strategy. And, they are still very much essential for your business. 

7 Reasons Why Businesses Still Need Content Writers

1. The human touch is vital for marketing success. 

While AI can generate lots of different types of marketing content: emails, blog posts, social media posts, etc., it lacks a human touch. And, according to an article on LinkedIn, “AI tools are impressive and useful for basic content, but they lack the heart and soul that human writers add.”

Content generated by AI lacks creativity, empathy, and the ability to play on human emotions. Think about it, a skilled writer knows how to gently tug on the heartstrings of readers, which is a major and effective marketing tactic. Human writers can also draft content for consumers that make them feel seen and understood. If you want your business’s marketing content to have a human touch, then you need human writers. 

2. AI doesn’t know how to include emotional and psychological triggers. 

When it comes to content—especially marketing content—it’s crucial to tap into both emotional and psychological triggers that drive human behavior. The ultimate goal of marketing content is to motivate readers to take action. And, skilled marketing content writers know how to do this without sounding manipulative, fake, or too salesly. Great marketing content writers understand the emotional and psychological triggers that drive human behavior. And, they are able to incorporate content that does so in a natural way that doesn’t offend or turn off the target audience. 

Without incorporating these emotional and psychological triggers, your marketing content may fail to resonate with your current and potential customers. And, this means they won’t take the desired action of the content, like filling out a contact form, calling your business, setting up a consultation, etc. 

3. Writers are needed for content curation. 

Even if you are using AI for your business’s content creation needs. You still need a content writer to use and be in charge of these AI tools. According to Page One Power, AI generated content is “programmed based on specific data points and input parameters.” 

So, the quality of the content output is based on what the input. Professional content writers are needed to provide this input. 

4. AI can’t produce the same level of quality content as a human writer can. 

We talked a little about this in our post AI Marketing. And, we feel it bears repeating. 

Businesses that stop using real writers and rely only on AI for their content needs will see a drop in the quality of their content. 

In fact, a major quality issue with AI generated content is factual errors. According to HubSpot, “47% of marketers say that generative AI has provided them with inaccurate information.” The marketing experts at HubSpot further explain that AI can also produce content that contains bias, doesn’t align with your brand, or lacks your brand voice, which leads us to our next point. 

5. AI can’t create and maintain a consistent brand voice.

Every business should have a voice and consistent tone that create their unique identity. Some brands are playful. Some brands are serious. Some are professional. Some are edgy. 

Whether your brand is playful, professional, serious, or edgy, your content needs to reflect your brand and tone across all communication channels. A consistent brand voice is critical to building trust and recognition. 

Human marketing content writers have the skills to create and maintain a consistent brand voice for your business across all of your content channels. 

And, while it’s true that AI has evolved to a state where it can mimic tones, you still need a human content writer to ensure that your brand’s messaging is cohesive, consistent, and that it strategically aligns with the voice of your business. 

6. AI struggles with long-form and thought leadership content. 

AI is great for pumping out short-form content. But, when it comes to producing high-quality, in-depth, long-form content—like case studies, white papers, or thought leadership articles—it falls very short. 

AI doesn’t have the ability to research, analyze data, or synthesize complex information. It doesn’t have the skillset to write authoritative or industry expert articles. And, this is the kind of content that establishes your brand as an authority as well as attracts and engages leads and customers.

If you want to be seen as a leader in your industry, you need to produce high-quality long-form and thought leadership content. And, that is only something a human content writer can accomplish.  

7. AI tools lack the ability to integrate SEO.

Search engine optimization (SEO) is essential in helping your target audience discover your content and your brand. While AI tools can generate SEO-friendly content, they lack the ability to naturally integrate SEO. 

Marketing content writers have the skills necessary to not only optimize content for SEO, but they can do so in a natural way. And, this helps keep the content valuable for your readers and high quality. This will also help improve your SERP rankings. 

Relying solely on AI to integrate SEO, leads to content that sounds forced and doesn’t engage your audience. This can even hurt your rankings in the long run.

Can AI and Content Writers Co-Exist?

Absolutely! And, they should. According to Page One Power, “content writers should embrace AI as a helpful tool rather than a threat.” In fact, the marketing company goes on to say that by “leveraging AI tools and technologies, writers can focus more on their strengths, such as storytelling, critical thinking, and producing engaging content.”

Content Writers Are Still Essential! 

Hiring content writers is still one of the smartest investments you can make for your business!

At the end of the day, while AI tools can help streamline certain aspects of content creation, they can’t replace the creativity, expertise, and strategic thinking that human content writers bring to the table. 

If you want to produce effective high-quality marketing content that consistently showcases your brand, you need content writers. 

EmoryDay’s Content Writing Service

We have some of the best content writers in the business on our team! And, they consistently deliver high-quality content that:

• Educates
• Builds trust
• Creates conversion opportunities
• Improves keyword search rankings
• Supports marketing efforts

Get your Free Account Today! If you have any questions about our content writing services, just fill out our contact form or give us a call at (888) 494-3810.

Resources:

https://blog.hubspot.com/marketing/ai-marketing

https://www.pageonepower.com/linkarati/why-real-writers-are-still-essential#:~:text=These%20writing%20tools%20still%20need,needed%20to%20provide%20these%20elements

https://www.linkedin.com/pulse/why-we-still-need-human-content-writers-age-ai-ayesha-bashir-qgj3f