Content writing is an umbrella term for any written content that appears on your business pages, socials, or ads - although marketing materials are usually referred to as copywriting.

When people talk about content writing, they’re usually referring to long-form content like blogs. Blog posts help your business to show up in Google search results - and now in AI search results too - by answering questions your potential customers are looking for the answer to.

Content writing also nurtures your existing audience and gives you another avenue to communicate new products, deals, and events.

It can be an incredible marketing tool for smaller businesses, but business owners often aren’t able to budget time or money for regular content writing.

Google has openly shared that it is working to deprioritise AI content from search results, and some of my clients have even reported that relying on AI (before they started working with me) got them removed from search results completely.

This can be devastating for local businesses that rely on people actively searching for what they do.

Further, according to a 2024 survey by Bynder, 50% of consumers can spot AI generated content (particularly millennials), and 1 in 5 consider brands that use AI content “lazy”, “untrustworthy”, and “uncreative”.

With the negative social and environmental impacts of AI increasingly making headlines, public perceptions of AI content are not likely to improve.

In other words, yes, you could use AI - but at your own risk.

You want good content writing, but you don’t think you have the skills, time, or budget for it - that’s the problem I’m trying to solve.

Write Good is a free forever weekly newsletter offering the latest insights in content marketing.

As we progress, I’m also aiming to create toolkits and templates that you can use to speed up your own DIY content writing, and 1:1 audits and training for those looking for a higher level of support. These won’t be free, but there’ll be special offers for Write Good subscribers.

Honestly, if you can, you should (I’m still taking writing clients, if I have availability!) - this product is for business owners who aren’t looking to go through the hiring process and support a regular writer at the moment.

Hiring a regular writer can be difficult - my clients have told me plenty of horror stories, and I’ve had my own run-ins where I’ve thought I’d hired a writer and inadvertently hired AI. It’s tough out there. If you just want to do it yourself, it doesn’t have to be hard.

Send me an email at writing@katherinepocock.com