Content writers have been feeling the effects of generative AI, perhaps more than many other industries. AI tools have made it possible to publish content faster and at a higher volume than ever before. But with that speed comes a new set of challenges: everything’s starting to sound the same, audiences are more skeptical, and there’s a growing need to create content that genuinely connects and adds value. Here’s how today’s content writers can stand out from the crowd.
Focus on Authenticity
Search engines have been adapting, better detecting when content is useful, original, and aligned with user intent, instead of just containing the right keywords. As more and more content floods the Internet, understanding the reader, a truly human ability, has gained in importance. The best content answers real questions with real insight, and that empathy is still difficult to fake with AI. Considering questions like “What does the reader need?”, “What are they trying to do?”, and “What language makes them feel understood?” help writers craft content that connects with readers. Sharing lived experience and original thinking makes content unique and offers viewpoints that AI cannot.
Think Beyond Traditional Formats
Gaining experience with video scripts, micro-copy, and other formats beyond traditional blog and social posts will help content writers navigate the changing industry. Onboarding flows, tooltips, and other user touchpoints impact how users interact with a product, and are often where content has the most direct business impact. Proving competency in these areas can open up new opportunities for skilled writers.
Expand the Job Description
Content writers can no longer focus solely on writing content. Incorporating building strategy, editing, and curating into their processes will help them evolve and compete as the industry changes. Some ways these skills can be used include:
- Bringing ideas together from different sources to write deeper articles
- Shaping a narrative arc and distinctive voice for a brand
- Working with designers and product teams to craft user journeys
- Including emotional nuance and user empathy in every piece
- Making judgement calls about what is worth saying
These are all human skills, and will only become more valuable.
Be Ready for the Future
A few more things can help content writers prepare for the future:
- Sharpen your thinking skills: AI can generate words, but it can’t replace good judgment. Writers who can think clearly and communicate complex ideas simply will always be in demand.
- Build your own point of view: Stay original. Know what you think about a topic and convey it with confidence. Having an opinion and sharing it persuasively will stand out.
- Don’t be afraid to stay human: Use AI as a tool to refine your writing, not to replace it. Make sure everything you write contains context and your (or your client’s) voice.
Content writing tools are changing, but that doesn’t mean the world won’t still need a human perspective. Using AI responsibly and selectively will help writers succeed as the content world changes.