To Bot or Not to Bot – AI vs Human Content Writing

Since starting with Crucible, discussing the (many) pros and cons of AI has been a daily conversation!

AI is, factually, a world-changing tool for every enterprise, organisation and freelancer.

But if you (like me) are in the business of attracting more clients to your business… we can’t ignore that humans connect best with humans. And AI sloppy-copy is so obvious to see and so off-putting to engage with.

In my career I’ve sold all sorts. From wedding cakes to overseas property investments to cycle racks to (now) digital marketing services.

For anyone that has worked with me as a client, colleague or mentor you will be familiar with my pattern of speaking, subtle Dengie accent, and a huge use of metaphors and malapropisms I drop into any conversation for a “learning point laugh”.

Whether I’m speaking, presenting or writing, you can hear all of these things and identify me, as me. Whatever I sell, I may use different technical terms relevant to the product/service, but it’s clear I’m using my twang of Carrie language to connect with people.

It’s the same for AI.

• “It’s not A, it’s B”,
• “It cannot be overstated”,
• Em Dash overload…
• Predictable patterns and phrases, usually a jarring delivery, but always identifiable as AI.

So while you can use AI to do your copywriting and yes it can get you ranking on SEO (to a point, as long as it’s quality content and you’ve given it some good inputs), it’s really obvious when you do.

So how do we as a Digital Marketing partner for varied (and usually, niche) businesses within Construction and Property generate engaging and technically correct content?

And more importantly, how do we structure this in a way that sounds like YOUR business. YOUR sales teams. YOU?

My next sentence may seem disingenuous given what you’ve read so far, but please stay with me, all will become clear. We use AI.

We use AI to speed up the process of capturing your market terms, technical details and essential phrases you use in your sales pitches and aftermarket support. During our initial onboarding conversations, we record everything with an AI notetaker, prompting you with questions that an educated or un-educated ideal client of yours would expect to be answered before they even consider contacting you.

Your business’s language comes naturally to your teams and there will be industry-specific and company-specific colloquialisms you use daily. When a prospective client who has read this online, progresses to having  a conversation with you, use of the same language and terms builds trust as well as securing higher search rankings.

Once we’ve completed our discovery call, the golden notes are processed via Claude for copy prompts and subject identification. From this point, our human content writer steps up to the plate.

Having human copywriters in our team is as essential as having bricks and mortar for building a house. Relying solely on AI content is like building a house without foundations.

So once our humans get to work and produce content and the structure for delivery, they then work together with our performance team and clients to critique and analyse the wording, delivery and SEO ranking.

This process typically takes around 3-4 weeks to bed in and we may need additional shorter discovery sessions during this time to perfect your business “sound” and presence.