It’s one of those weird jobs, really. Everyone is their own content writer in some way, whether you’re crafting emails, updating your socials, or writing passive aggressive post-it notes on your lunchbox at work to keep out hungry colleagues (Kevin!). Add in the rise of AI tools like ChatGPT, and suddenly the whole world has access to programs that can churn out endless words in no time at all.
That’s led some people to think the role of a content writer is obsolete. I’d argue the opposite.
In a world drowning in AI-generated slop, it has never been more important to create content that actually stands out.
The variety of the job
But then again, you’re probably thinking, “you would say that wouldn’t you?” Well, yes it’s true… at Crisp, I’m Head of Content Writing. Which means on any given day I might be:
- turning a one hour podcast into a blog
- responding to a one minute client voicemail with a full draft
- writing financial planning articles
- or ghostwriting a monthly newsletter on behalf of a local vet
Sometimes a client will share an article they love and ask me to write something “like this, but better.” Other times, I have to tease ideas out of someone who swears they have nothing to say (spoiler: they always do).
It’s a mix of detective work, empathy, and craftsmanship.
But one of the most common things that happens on a daily basis is that a client will use Chat GPT to write a piece and then send it to me to “tweak it and make it better”. This is a tacit acknowledgement that every piece of content needs a human touch. A sprinkling of humanity. An aroma of authenticity.
Can I write faster than ChatGPT? Not a chance. Can I write with more humanity and authenticity, you better bloody believe it!
What makes a good content writer?
To be good at this, you need to absorb information quickly and understand people deeply. You are often writing in someone else’s voice, which means you need empathy to step inside their head, and the humility to accept that sometimes your draft will not land.
You need pride in your work but also thick enough skin to handle edits, pushback, or even a flat out “I hate this.”
You also need to know what AI slop looks like so you do not reproduce it.
Because right now, the internet is flooded. Scroll through your feed and you can feel it: generic posts, written for no one in particular, with suspiciously bland comments underneath. It is getting harder and harder to tell what is real.
Story listener before storyteller
People say being a content writer is about telling good stories. True, but before that, it is about being a good story listener.
When we are building a client’s website at Crisp, we hold informal content meetings. Nothing fancy, just conversations designed to dig beneath the surface. We are not just after facts and figures. We want anecdotes. We want the moments that make people laugh, the stories that explain why they do what they do.
Those are the raw materials of good writing. AI can string words together, but it cannot sit across from a client, notice their face light up when they talk about a pivotal moment, and capture that in a way that feels authentic.
Why it matters more now than ever
Once upon a time, people thought computers could never beat grandmasters at chess. Now even Magnus Calsen (best player in the world for those not paying attention) is not even getting close to even beating an average AI chess bot.
I used to think I could always spot AI content, but each week I feel a little less confident.
And that is why human writing matters so much right now. Because never before in history have we had to ask: was this written by a person? Our brains did not evolve to answer this question.
Working with a content writer is not about producing more content. It is about producing content that cuts through the noise, builds trust, and reminds people there is a real human behind the words.
Shoutout to my fellow content writers out there. Chin up. Just because everyone thinks they can do your job better than you doesn’t make it so.
👉 Ready for content that cuts through the noise and builds trust? Get in touch with us at Crisp.