Who are we writing for? The client pays us, so, to a degree, we’re writing to achieve their goals. The search engines rank our work, so they also have a seat at the table. And we have the pride of our craft on the line, so there’s an honourable mention for that.
But who’s reading the words we write? Who are we hoping to inspire into action or reach emotionally? It’s the user who matters most—our client’s client.
This directive emerges in many ways; how do they expect information to be presented? What emotion are they open to experiencing? What do they care most about?
This is all tied together in a single concept; UX or User Experience.
But, before we go into that, there’s something else to discuss.
What is AI to copy and content writing?
Automation has been part of society since ancient Egyptian times, but a history lesson isn’t going to help enlighten this particular topic. Artificial Intelligence isn’t the fantastical thing shown in movies, with rogue computers taking control of the internet. What AI means for us today is computer-generated processes and communication.
The concepts that make computer-controlled chess bots are now used to scrub the internet for data and automatically create copy and content, with sources, citations, and calls to action. A bunch of companies offer automated copywriting services; just try googling ‘AI copywriting’, and you’ll be overwhelmed with ads.
But, is it any good?
AI copywriting is developing, but it doesn’t look like it will take over from human-made content any time soon for a few good reasons.
First, while most companies offering these services point to Search Engine Optimisation as their primary goal, it doesn’t actually do very well. Google’s webmaster guidelines, basically the handbook for all things SEO, reject automated content as spam.
John Mueller, the Senior Webmaster Trends Analyst at Google, has been vocal about the issue. In April of 2022, during their regular Office Hours conference call, John said, “Currently, it’s all against the webmaster guidelines. So from our point of view, if we were to run across something like that, if the webspam team were to see it, they would see it as spam.”
For now, at least, it doesn’t look like Google will warm up to the idea.
So, if AI-generated content won’t rank you on Google, will it at least read well to the end-user?
The short answer is no, not really. Good content is conversational, emotionally connects, and reads fluidly. For now, at least, AI-generated content struggles to piece ideas together in a meaningful way, which makes it hard to read.
Some folks in the industry have high hopes for the future of AI-generated content, and it does seem to have a place in some cases, like super-specialised ads for credit card companies or websites with millions of pages. But when you need copywriting or content writing that has a purpose and needs to read well to your future clients, AI content just doesn’t cut it.
However, the biggest issue with automated content is that it misses the point. People don’t use copywriting simply to present bland information about a topic of the day; it has a purpose. And that purpose is achieved by understanding how people engage with information.
The User Experience.
So, we’re back to the user experience. What exactly does it mean?
The practice of UX design involves creating experiences to the standard of a single judge, the user.
The needs of our clients and where their page ranks on search engines are important, and that’ll often dictate what information is presented, but everything must be up to the standards of the user.
So, what does the world want? What do your future clients want to see in the copy and content they read?
This image is a great visual aid; it’s everything that will inspire people to continue reading your website, blog, or article. If your content doesn’t satisfy all seven of these concerns, then the user has enough reason to switch off and find something else.
Since copy and content writing does have a purpose beyond providing the public with something interesting to read, there’s a little more to it.
Our client has a website they want to draw people to or a call to action to engage with. UX is about joining those needs with the user’s concerns.
And to do that, there are a couple of objectives.
How do you overcome barriers and pique interest?
For copy and content writing to engage with the user, we need to overcome the barriers that prevent them from quickly absorbing the information presented, or else people will become frustrated and move on. Likewise, engaging their interest is critical, so they feel compelled to read on and learn more.
Through storytelling, we can take the information that our client wants to package, translate it, and present it in an interesting, accessible, and valuable way to their audience. Through UX design, information that people gloss over is instead written in terms that they care about and go on to engage with emotionally.
Most people won’t even scroll down on your website if they aren’t immediately presented with a reason to stay. Telling a story with UX design is fundamental to keeping their attention and taking them on a journey.
You need a copywriter who writes for your clients, not just you.
AI-generated content lacks the purpose that’s necessary for UX design. So, unless you’re pumping out personalised ads to millions of people, it won’t get the attention and genuine interest you want.
The best copy and content is written by people, for people. And at least for now, that hasn’t changed.
If you’re as excited as we are about creating great experiences for your potential clients, then book a chat today!