The digital world has seen a huge rise in the amount of content available. Now you can simply enter some prompts and have blog posts, captions, and copy in seconds. Fast, cheap, and very tempting.
However, due to the large amount of generated content being published on search engines, people are getting tired.
When every business uses an automated template, you lose your unique voice and personality. Investing in professional content writing services will help you have a unique brand when trying to rank in search engines, gain authority, and convert.
1. The Hidden Pitfall of Purely Automated Copy
While you could argue SEO has always focused on quality content, nowadays search engines (such as Google) are using systems such as ‘Helpful Content’ which rewards unique and reader-focused content.
If a business uses an entirely automated system, without expert guidance, they will often suffer from:
- Information Repeats – The content repeats web information without any real-world experience.
- Bland Content – Boring sentences full of generic buzzwords will instantly make your content look poor.
- No Personal Touch Or Accuracy – The automated system doesn’t have any real experience in the industry.
Your audience will be bored as they feel it’s been created by a machine, leaving you with high bounce rates, low trust, and lower conversions. Businesses who want to rank high invest in a website content writing service to create engaging landing pages and content.
2. Human Content Increases E-E-A-T (Experience & Empathy)
E-E-A-T (Experience, Expertise, Authoritativeness, and Trust) plays a massive role in the performance of your website in search. While automated systems can provide summary-style content, they struggle with the ‘Experience’ element.
Human content writers know how to create content with a real touch and personal experience:
- Experience & Case Studies – Interview employees who know your brand inside out and create real stories and case studies using your clients.
- Empathy – Real empathy is needed to understand what your customers are struggling with, reassure them, and create trust with your brand.
- SEO Content – Skilled SEO content writing services will create content with your target keywords using an engaging tone.
3. SEO Focused Content
While SEO does rely on using your keywords, you need to satisfy the user. Your content must answer their questions thoroughly.
Working with professional SEO friendly content writing services will ensure you get the perfect balance between:
- SEO – Articles will have clear H2/H3 headings, include your target keywords, and have great meta descriptions to help the search engine crawl your content.
- Value – Provide real value, engaging CTAs, and unique brand messaging.
4. The Ideal Workflow: Using Technology as an Assistant, Not the Author
While human content is key, it is still important to use technology. To create a great digital strategy:
- Use Software – For brainstorming, outlining, keyword research and basic grammar checking.
- Use Humans – For creating ideas, brand voice, content structure, empathy, strategic keywords, and fact-checking.
By working with skilled strategists, you will know your technology is working for you.
Final Thoughts
People will purchase your products/services, not search engines. People love to read content with a real voice, honest communication, and solutions for their needs.
Don’t settle for generic content. Invest in a reliable content writing service to ensure your digital presence uses human creativity and strategic SEO.
