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The Rise of AI Copywriting in Content Marketing

Luke Joyce

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How to spot AI vs human copywriting.

Have you noticed how much content sounds the same these days? As an avid reader of marketing blogs and articles, I’ve started to feel like I’m experiencing deja vu. The rise of copywriting tools and AI in content creation means that similar ideas, phrases, and formats are copied and pasted across the internet.

While repurposing and reusing content certainly has its place, as content creators, I think we must not lose sight of the human element. Real people are reading and engaging with the content we produce. And real people can spot the difference between human writing with a unique voice, perspective, and relatability versus content that feels manufactured.

Let’s explore the difference between copywriting and content writing (1) and how to spot content with the human touch. As marketers and content creators, I believe we owe it to our readers to produce content that connects, inspires, and moves them. Does your content do that? Or does it all sound the same?

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The copywriting takeover: AI’s impact on content marketing.

These days, there’s a lot of ‘copy’ in content.

With AI tools churning out blogs and articles, it can be hard to spot human writing. As a content marketer, I want to highlight the difference. After all, humans are still doing the reading.

AI writing tools can’t match human copywriters - yet. 

Generally, they lack the creativity, emotional intelligence, and life experiences that shape a writer’s voice. While AI can analyse data, identify patterns, and even mimic your tone of voice, the results often sound robotic and lack heart.

As AI advances, many jobs once thought to be ‘safe’ from automation may be at risk (2). But I feel copywriting and content creation will be some of the last to go.

Why? Because people connect with people, not machines. We want to hear from real copywriters who craft a story, tap into emotions, inject creativity and understand their audience. 

How can you spot a human copywriter? Look for a conversational and engaging style. Short, compelling sentences. Natural transitions between ideas. References to shared experiences or cultural events. Perspectives that go beyond the surface level. Most of all, writing that sparks an emotional reaction - whether through humour, surprise, or deep feelings.

While AI will keep improving, human writers possess natural strengths that artificial intelligence may never fully achieve. So the next time you read an insightful, moving piece of content, there’s a good chance a copywriter was behind the screen. And that’s something AI can’t copy.

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What is the difference between copywriters & content writers?

It seems like everyone is a content writer these days. With so many AI tools generating content, it can be hard to spot the human writers. Launching my copywriting and content marketing agency amid the AI surge, I believe that authentic human connection transcends what machines can offer. This belief fuels my agency’s resilience through the AI revolution.

Copywriters vs content writers.

Copywriters focus on writing copy that sells or persuades, while content writers aim to inform and engage readers. Copywriters drive conversions, while content writers build relationships. 

Of course, the line between the two is blurring. Many copywriters incorporate storytelling, and content writers optimise for search. At their core, copywriters sell, and content writers educate.

A fundamental way to tell human writing is the conversational tone. Copywriters and content writers speak to readers as fellow humans, using “you” and “we.” They share experiences and opinions, not just facts. Their writing has warmth, sometimes humour and empathy.

Human writers also have a mastery of language that AI can’t match. They play with alliteration, metaphor, irony and rhythm. They have an intuition for what phrasing or structure works best. Their writing flows better.

Ultimately, human copywriters and content writers bring creativity, emotion, and humanity to their work. They make deep connections between ideas and understand how to evoke reactions in readers. As AI continues to advance, human writers will be in high demand. The human touch, I believe, is here to stay.

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Signs that your content marketing was written by a human.

As AI tools get smarter and more advanced, spotting human copywriting on the internet might get more challenging. However, a few telltale signs give away a human author.

1. A unique copywriting style and voice:

Human writers have a distinct style, tone, and perspective that comes through in their writing. AI tools may mimic different tones, but the writing often sounds predictable. Human writing has a personalised voice with varied sentence structure and word choice.

2. Emotional intelligence:

Humans can empathise with readers and tap into emotional connections. They may use emotions, share personal stories, or make culturally relevant references. AI struggles with emotional nuance and making human connections. The writing may come across as too formal or lacking in warmth.

3. Flow and rhythm:

Experienced writers develop an intuitive sense of flow, rhythm, and pacing. They know how to keep readers engaged with varied sentence lengths, strategic paragraph breaks, and a balance of simple and complex ideas. In comparison, AI-generated content can sound choppy, repetitive, or wordy.

4. Flexibility and creativity:

Human writers can pivot quickly based on feedback or new information. They tap into creativity to find new analogies, examples, and ways of explaining concepts. AI is limited to the data and algorithms provided, often rehashing the same ideas or examples. New scenarios or abstract concepts may trip up an AI writer.

5. Attention to detail:

Humans have an eye for details that AI often misses, such as using specific examples, spell-checking thoroughly, correct grammar, formatting, and ensuring factual accuracy. While AI quality improves, human writers still surpass AI in catching subtle details and imperfections. They have a built-in sense of what sounds "right" that AI struggles to achieve.

With time and experience, AI tools will continue to advance and produce content that rivals human writing. But for now, a close read reveals signs that point to the human touch behind the words. As a reader, look for a voice that resonates, ideas that inspire, and details that delight. Chances are, you've found writing with heart and soul - not just algorithms.

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Why original, human-written content still matters.

Much of the content we consume daily is created by artificial intelligence. AI tools can churn out blog posts, social media updates, and email newsletters at an incredible pace. 

The problem? A lot of it sounds the same. As humans, we crave authenticity and originality. We can spot AI-generated content from a mile away.

That’s why human writers and copywriters are so valuable. We connect with human-created content because it feels, well, human. The writing has a natural flow and relatability that AI struggles to achieve. As a reader, you should be able to sense the difference.

1. Original ideas and unique perspectives:

Human copywriting brings their own experiences, perspectives, and creativity. They can make unexpected connections and share insights authentically. Copywriters, in particular, are skilled at understanding audiences and crafting resonant messages.

2. Compelling stories and examples:

Humans have an innate gift for storytelling. We share stories to teach, inspire, and connect. Human writers can compellingly craft stories and examples with descriptive details that help you visualise what they share. They choose stories and examples intentionally to highlight key points, not just to fill space.

Example 1: We’ve all seen those social media posts peppered with emojis, a clear marker of AI’s handiwork in content creation. That’s my number one clue that AI has had a go at it. Integrating AI into copywriting has its merits, yet infusing human insight is strongly advised. It boils down to the specific needs of the project.

Example 2: When crafting a case study or narrating your company’s sustainability journey, these are areas where the depth of human thought leadership is superior. Nothing beats the rich detail gained from interviewing subject matter experts, finding current facts, and allowing data to come into play to create the story. It’s best to avoid AI copywriting tools altogether in these examples.

3. Personality and tone:

A human writer’s voice comes through in their work, giving the content a warm and relatable tone. They intentionally craft this voice and tone to match the brand and audience. In contrast, AI tools struggle to achieve a consistent and authentic-feeling tone. The result can feel robotic, impersonal, and off-putting.

While AI will continue to advance, human writers are still unmatched in their ability to create engaging, impactful content. Brands that want to build real connections with their audiences would do well to invest in high-quality, human-crafted content. In a sea of AI-generated media, actual human copywriting stands out.

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How to find genuine copywriters and content writers for your business.

With so much content being churned out today by AI tools and freelance writers, it can be hard to spot genuinely human writing. As a business, you want to find copywriters and content creators who can connect with your audience on an emotional level. 

Tips to help you identify human copywriting:

Tip 1 - Look for a conversational tone:

Humans write how we speak. Look for natural content that flows smoothly from one idea to the next. AI-generated content often has an awkward, choppy style.

Tip 2 - Check for compelling stories or examples:

Humans understand the power of stories to engage readers. Look for content incorporating real-world stories and examples of personal experiences to bring critical points to life. AI struggles with crafting authentic stories and examples. 

Tip 3 - Look for emotion and unique opinions:

Humans aren’t afraid to show emotion or share opinions. Look for content that stirs your feelings or argues for a particular point of view. AI-generated content is very neutral and fact-based.

Tip 4 - See a range of sentence lengths:

Human writing has a natural rhythm and flow. You’ll see short, punchy sentences along with longer, more complex ones. AI-generated content tends to have very uniform sentence length and structure.

Tip 5 - Notice the clever use of language: 

Humans often use rhetorical devices like alliteration, metaphor or irony to make their writing more compelling. These types of creative language choices are challenging for AI to replicate. For instance, in discussing the dynamic duel between digital talent and the heartfelt humanity of content creation, we witness words weaving a wondrous web, captivating the curiosity of our readers and elevating the essence of our message.

Finding real human writers may take more effort, but it will result in content that resonates far more with your target audience. Look for copywriters and content creators who demonstrate these human qualities in their writing. Your audience will appreciate the difference.

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Our final thoughts for now - but these will continue to evolve. 

You've made it to the end of this article, so you now know some of the telltale signs of human writing versus AI-generated content. As the content marketing landscape gets more crowded, standing out requires a human touch. 

Readers can sense authenticity and connect more with content that has a conversational tone, varied sentence structure, and imperfections. 

At Kyyte, we focus on crafting content with a purpose and personality. Our writers aim to spark interest and build trust, not just fill pages with keywords. So, the next time you read an article, see if you can spot the human writing. 

If it draws you in and leaves you wanting more, chances are there was a real person behind the words. 

We believe there is a place for AI in copywriting and content marketing. However, we highly recommend this always be given to a human copywriter to add the human touch that content needs and deserves. 

Content may hold the throne, but the copy is what gives the kingdom character. 

Keep an eye out for copywriters and content writers. They are here to reignite your curiosity and move you with words.

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AI copywriting FAQs.

Sources:

(1) According to Neil Patel, the difference between copywriting and content writing lies in their goals and styles. Copywriting aims to persuade and drive actions, while content writing focuses on informing and engaging the audience with valuable insights (source).

(2) Job Automation Risks in 2024: How Robots Affect Employment