Hudgens uses AI as a starting point.
“AI can be helpful for creating a baseline of information,” he notes. “It can aid in primary research on an unfamiliar topic, help you build out an outline, and, in some cases, write a junior-level draft 1 of a post.”
But Hudgens emphasizes the need for a human touch to refine content, “A strategic eye is needed to apply SEO best practices, include topic expertise, provide a unique point of view, and add value throughout.”
Hudgens also advises, “If you find yourself coaxing an answer out of AI (rewriting your question multiple times to get a better or more accurate response), it’s probably time to find a different avenue to research the topic.”
Echoing this sentiment, Hennessey advocates for a balance between human and AI-generated input.
“We mainly rely on human writers to write our content,” he says. “AI has its place – such as in creating content outlines, generating headline ideas, etc. – but is often devoid of the unique storytelling and real-world scenarios provided by human writers.”
Hennesey adds, “The best content is content that connects a concept to a real pain point that a reader is experiencing. AI content can often read as generic, and then you’re at risk of blending in with other brands.”
8. Focus On Differentiation
“It’s more evident than ever if and when writers are using AI for content creation,” Alves observes.
“Think of words and phrases you’ve seen recently that have gained traction over the past few years. Some of these might include ‘delve into,’ ‘furthermore,’ ‘revolutionize,’ and more.”
For content to stand out, Alves advises focusing on originality – a quality that remains beyond AI reach.
“To rise above the AI noise requires creativity, differentiation, and using humans to draft text. AI hasn’t yet surpassed human writing capabilities, and it’s now easier than ever to spot.”
9. Set The Limits Of AI In Content Creation
Foster approaches AI tools with caution, strictly using them for specific tasks like content outlines, SOPs, and templates.
“My clients have high standards when it comes to capturing their voice and stories, which are not easily replicated by AI,” she explains. “Also, the risk of the content getting ‘flagged’ as AI and subsequently hurting their rankings is not worth the risk.”
That said, Foster doesn’t dismiss AI entirely. “Though I certainly understand that AI content has its place, and I don’t vilify anyone who uses it,” she acknowledges.
10. Maintain Your Own Creativity And Direction
According to Betts, “This is the biggest content marketing conundrum there has ever been.”
While he’s a massive advocate of AI for broader insights and automation, his approach to AI in writing is selective.
“I use it for research, generating ideas, and expanding angles – but not for automated content creation,” he clarifies. “Why? I spend more time correcting and editing, disrupting my creative flow, and burying key messages in unnecessary fluff.
When you have an important message, you should convey it in two clear sentences, not two paragraphs of AI-generated content.”
Betts notes that the challenge becomes more complex in larger organizations:
“While AI can help small businesses scale content production when used properly for insights and assistance, larger organizations face significant process challenges. It exacerbates the ‘too many cooks’ problem – suddenly, every reviewer becomes a content marketing expert, sending edits from Claude, ChatGPT, and other AI tools.”
He adds, “As the final owner, you waste time editing a mishmash of inputs that miss the original message and goal.”
Looking ahead, Betts sees that this productivity versus counter-productivity battle will be a major issue for large organizations to solve in 2025.
His advice is clear: “Success lies in using AI as a supportive tool while maintaining your own creativity and direction. Own it all, basically!”
Read more: The 10 Best AI Writers & Content Generators Compared
How To Succeed As A New Content Writer
To thrive alongside AI, trends, and algorithms, content writers must lean into their unique strengths – skills that machines can’t replicate fully – and that’s where they win.
How can beginner content writers break into this competitive space? Here’s our experts’ advice.
11. Rely On Your Knowledge
“Don’t let AI write your content or do your research,” Riemer advises. “It will respond in a very confident way, but it is not accurate.”
AI, though advanced and sophisticated, is not without its flaws.
Riemer explains, “AI makes assumptions and has biases. It also modifies like a social media algorithm to make you happy and meet your personal needs. That does not mean it is good, high quality, or factual.”
Rather than leaning too heavily on AI, Riemer encourages content writers to rely on their expertise. “Use your brains, talents, and knowledge, and then have AI tidy up when you get stuck.”
12. Stay Curious
For Alves, curiosity and continuous learning are essential.
“Always stay curious,” she advises. “Content marketing and SEO best practices are constantly evolving, and so too must writers.”
To stay up to date on the latest best practices, Alves suggests reading credible industry-related publications, attending events, registering for webinars, and reading books from renowned authors.
“It’s a fast-paced industry where expertise and continued education are a must,” she explains.
13. Identify Your Strong Suits
Foster advises writers “to identify their strong suits and learn how to communicate that to prospective clients.”
Leveraging what you already know is key.
“If you are a retired medical professional and are skilled at writing medical content, go in on that. If you have a quirky, conversational approach, you might be better matched to web copywriting for more creative brands,” she suggests.
Finding your distinctive writing style also matters.
“Generalism is a killer in such a competitive space; don’t try to do/be everything and anything,” Foster warns. “Find the one to three things you are best at, then find the prospective clients that are looking for that type of content or writing style.”
14. Become A Subject Matter Expert
Hudgens believes that content writers need to position themselves as subject matter experts to succeed in the industry. He explains, “The more you write on a topic, the more you can start connecting the dots and leveling up your examples.”
He also recommends following industry experts on LinkedIn, reading competitor content, subscribing to newsletters, and generally immersing yourself in the industry.
To make sure your writing sounds natural, Hudgens encourages reading your content out loud.
He further notes that AI models tend to keyword stuff, include a lot of repetition, and lack personality in their writing.
“Be sure that your writing avoids these faults and is easy for a reader to follow and understand,” he suggests.
15. Use Your Experiences To Your Advantage
Betts offers timeless advice: “Always start with what you know.”
Reflecting on his career that began in search sales 25 years ago before moving to marketing, Betts shares that he wasn’t a writer initially, but his accumulated knowledge led to writing opportunities that snowballed.
“Don’t pretend to be an expert on unfamiliar topics just because AI can provide information. This is especially crucial in niche industries with specific terminology and nuances,” he advises. “One misused concept will expose you as a novice.”
To refine your craft, Betts recommends reading extensively before writing and studying different writers across industries to develop a unique style.
“Build your own formulas and incorporate others’ opinions, but ensure they’re objective and supported by data,” he says. “Avoid becoming a ‘screenshot content marketer’ who prioritizes attention over substance.”
Betts also encourages content writers to start with short articles and gradually build to longer-form content.
“Messaging is fundamental,” he notes, suggesting the creation of simple message houses before writing. He recommends this exercise: “Take a 1,500-word piece and condense it to 50 words. This teaches you to identify and build key messages effectively.”
Over time, you’ll gain valuable personal insights and experiences as you write more. Betts urges writers to use these to their advantage and not to hesitate to decline briefs that don’t align with their expertise or vision.
“Quantity is important, and quality is essential – they don’t trump each other; you can have both, but that really does become an art form, and AI needs to improve – which it will – to help scale that more in the future.”
16. Stand Out With Personal Branding
In an age where AI-generated content is all too common, Hennessey encourages beginner content writers to break through the noise by demonstrating their unique style and tone of voice, highlighting the value of storytelling over the use of generic AI content.
He points out that many brands are looking for creative, outside-the-box content. “There are also many brands that are resistant to the use of AI content and specifically want to work with human writers.”
To gain visibility, “writers can make themselves known through personal branding, a great portfolio, and an active online presence (LinkedIn seems to be the goldmine),” he says.
17. Find A Niche And Don’t Believe The AI Hype
Lloyd-Martin believes in the big thing that beginner content writers need to do to succeed: “Learn how to differentiate themselves online and be clear in their web content and LinkedIn profile on how they help clients.”
One way to achieve this is by finding a niche.
“Some writers find working within a certain niche makes that easier – if you were a vet tech in a previous work life, you could showcase your expertise by writing for the pet care industry,” she explains.
Lloyd-Martin also stresses the importance of writing case studies and asking for testimonials early in a career. “Keep asking,” she urges. “I know it feels weird to ask, but most people are happy to help. The more social proof you have that says you’re awesome, the easier it is to “sell” yourself to new clients.”
It’s also always a good idea to join a community of like-minded folks (or hire a business coach). She says, “Other people can help us untangle our brains and figure out what to do next.”
“As writers, it’s easy to get in our heads and think we can figure everything out ourselves. We can’t. Sometimes, it takes someone else to nudge us towards the answer,” Lloyd-Martin shares.
She also recommends learning everything content writers can about SEO writing, Google, and UX. “The more you know, the more valuable you are to your target client.”
Lloyd-Martin wraps up by addressing a common misconception.
“As a side note, don’t believe the hype that AI has taken over and writers aren’t making money. Writers are making money – but they also have tight and wired business models.
They charge appropriate money for their work, market themselves and their unique expertise where their target market lives, and ask for referrals.
It is harder in today’s world, and those ‘Make Six Figures Your First Year’ emails are … aspirational. But you can create a digital content business that you love and supports you.
Read more: The Top 10 Content Marketing Skills You Need (Plus Tips On How To Master Them)
Why Content Writers Matter More Than Ever
The future of content won’t settle for generic posts or surface-level ideas.
As the insights of our industry experts affirm, there will always be a need for authentic and on-brand writing that connects on a human level.
Adapt, or risk fading into the background. Think like a strategist. Tap into emotions and empathy.
And watch yourself become the kind of content writer who’s irreplaceable.
Editor’s note: All interviews have been lightly edited for clarity, brevity, and adherence to our Editorial Guidelines. The views expressed by the interviewees in this column are theirs alone and do not necessarily represent the view of Search Engine Journal.
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