Written by the The Melotti Media Team, checked by Christopher Melotti
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We’re pretty sure you’ve heard of AI copywriting by now – who hasn’t, right?
Everyone has been talking about the emergence of AI technologies like ChatGPT and Bard (among many others) in the copywriting space. Naturally, this has left many wondering: has AI killed copywriting?
The answer may surprise you (it did, us!).
So, in this article, we’ll delve into this intriguing question and explore the evolving landscape for strategic business copywriting in the era of AI.
Does your business still need a professional copywriter? Let’s find out!!
The rise of AI in Copywriting
The rise of AI in copywriting is undeniable.
But are human copywriters interchangeable with ChatGPT? No.
Neil Patel, a well-known digital marketing guru, argues that as popular as AI gets, it provides more opportunities for human copywriters to stand out and highlight their differences.
Our very own Christopher Melotti echoes this sentiment, emphasising that, “if anything, AI is a valuable tool in the copywriter’s arsenal. And in reality, it empowers copywriters to transform and elevate their content marketing expertise.”
AI technologies like ChatGPT and Bard have brought forth the era of AI-generated content. But does this mean businesses no longer need human copywriters?
The answer lies in understanding that human copywriting did not die; it has just evolved.
AI is a tool, not a replacement for human creativity.
ChatGPT can assist in generating general content, but it’s all about the expertise around before and after. Otherwise, it’s garbage in, garbage out.
The art of crafting persuasive and emotionally resonant messages still requires a human copywriter’s touch.
The role of Human Copywriters in the AI Era
We know this first-hand because this is what we have done: copywriters have recalibrated their role in the AI era.
While AI can ‘write’ well, that is NO guarantee that it can get your business’ unique copywriting needs right.
The essence of corporate copywriting and content marketing remains the same: it’s all about connecting your business with your human customers on a deeper level through an understanding of human emotions, perspectives and linguistic nuances that AI can’t grasp.
Let’s paint a clearer picture: imagine the entire copywriting and content marketing niche as a sandwich.
- THE ESSENTIAL FIRST LAYER: HUMAN COPYWRITER STRATEGIST
The first layer of bread is the strategy that a marketing copywriter provides. It involves all the brainstorming, conceptualisation and other strategic aspects of understanding your business’ content needs to establish tactical context. - THE FILLING: AI COPYWRITING
AI is the filling – content can be efficiently generated only after all the strategy is complete. AI is efficient and fast, but you still need the final layer of bread to complete the sandwich and polish the AI-generated copy into something that your human audiences will love. - THE ESSENTIAL TOP LAYER: HUMAN COPYWRITER EDITOR
Once you have the AI Output, you still need to professionally edit it to make it fit what you’re doing, in the right tone, style, quantity and more.
This perfect combination creates a winning branded content marketing that appeals to all types of audiences: both AI-savvy customers and those who prefer human-to-human interactions.
Now, the million-dollar question: AI vs Human Copywriter
Actually, it’s a $25-billion-dollar question (that’s how much the global copywriting industry is worth). Should you get AI or a copywriter for your content needs?
For businesses that value genuine human connections and conversations, human copywriters are essential. They bring that unique human touch to your brand’s messaging. However, for those who embrace AI, human input ensures that the essential human touch is maintained in content generation.
In fact, our team at Melotti Media recently worked with an Australian business, Bradshaw Concrete Designs. By working with a professional message marketing team, Bradshaw was able to experience both the efficiency (that AI copywriting offers) and the value of human expertise.
At Melotti Media, while we acknowledge the potential of AI tools for a more efficient content marketing process, we know that its efficiency is best paired with human EQ and expertise.
So it’s not a battle of AI vs human copywriters, but simply a matter of finding the perfect balance that yields exceptional outcomes.
How Human Copywriters take the AI game up a notch
As AI-powered systems like ChatGPT can produce content quickly, an increase in the number of average content has come along with it.
This is why professional human copywriters play a vital role in enhancing AI-generated content.
We simplify the process by providing strategic direction and editing. This ensures that the content not only resonates with the audience but also aligns with and highlights the brand’s unique values and objectives.
The crucial differences that human copywriters bring to your business, as Neil Patel puts it, are the following:
- Expertise
- Experience
- Authority
These are elements that AI alone struggles to convey in the content it ‘writes’.
Human copywriters infuse content with their understanding of industry nuances, human emotions, and the power of storytelling. This unique blend creates content that goes beyond information and generic ideas; it connects brands with people on a personal (and emotional) level.
While AI can generate marketing content efficiently, it’s the human touch that builds a genuine connection with the audience. Embracing AI is essential for keeping up with the fast-paced digital landscape, but the human expertise factor is what sets today’s copywriters apart.
Because quality content is not just about words; it’s about crafting narratives that captivate, engage and convert.
In the end, it’s all about what your business and your customers need.
It’s essential to always consider your business’ unique needs and objectives, as well as the journey your customers are in. Yes, AI can generate average content for you, but it’s the human copywriters’ expertise that can take your brand messaging to the next level.
For a balanced approach that combines the efficiency of AI with the emotional resonance of human-created content, a human copywriter can be your secret weapon. In the world of AI, copywriting is far from dead; just thriving in its evolution.
As we embrace the AI tools of today, don't forget the magic of human creativity in crafting original, compelling brand narratives that leave a lasting impact.
How can we help your business achieve success in an era of AI?
At Melotti Media, we understand that you want to get cut through in a competitive Australian market and achieve Sydney business success amidst the rise of AI content.
However, you may find that you’re time-poor and spread thin or you still have a lot of unanswered questions.
You don’t need to worry.
At Melotti Media, we can assist by writing distinct marketing content that suits your brand while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
To speak to your trusted Australian Message Marketers and Sydney copywriters, email us at enquire@melottimedia.com.au or phone 1800 663 342.
The Melotti Media Team
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au
