Choose AI Tools that Suit You
Familiarity with the AI tools market is essential to selecting those that best meet our needs—and therefore support our work most efficiently. Properly utilized, these tools offer the chance to significantly streamline our daily tasks. In addition to choosing the right tool, it’s equally important to understand how to prompt effectively.
Once you master the basics, you can treat AI like a hardworking, yet somewhat unruly, co-worker that requires supervision. Ultimately, AI needs us, and it’s far from perfect. How can it assist copywriters?
- Automation: Content generation, translation, proofreading—these time-consuming but essential tasks can be sped up with AI.
- Brainstorming—human and AI combined: What emerges from this fusion? Anyone who’s experienced the thrill of asking AI any question that pops into their head already knows the answer.
- Research: Massive amounts of data analyzed in seconds, summaries created, information synthesized. The result: more time for critical tasks.
- Less routine work = more creativity = higher job satisfaction. Hopefully, fears about whether all copywriters will be among the 300 million people expected to lose their jobs to AI [1] will soon fade away.
Master Project Management
The word „project,” as we know and use it today, was first recorded in the 17th century. Today, in a world of unlimited possibilities, multitasking, and hundreds of ideas (and projects) per minute, the ability to manage chaos, processes, and complexity is essential—even in the work of copywriters.
Problem-solving, coordination, communication, and risk management will distinguish your team. This way, they won’t just write excellent texts but will ensure their potential is fully realized.
These are definitely skills that AI lacks. The „ideal” future copywriter:
- Isn’t intimidated by complex projects. Through effective management, they can coordinate various aspects: not only content creation but also graphics, distribution strategy, and performance analysis.
- Understands that collaboration is key to success: they are communicative and open to suggestions.
- Shows flexibility—adapting their style and work output to the ever-changing market conditions and client expectations.
- Prioritizes based on efficiency. They wisely allocate time and resources: carefully planning and tracking project progress to avoid delays and budget overruns.
Navigate the World of Data
Creative work like copywriting won’t be effective without the somewhat less glamorous aspect of data analysis. With a solid knowledge base, specialists can work more efficiently and contribute more to achieving business goals.
Content created based on the right data—facilitating the understanding of the target audience—stands out in terms of quality and effectiveness. Well-prepared reports that generate useful insights should be the foundation of every marketer’s work, including content specialists.
What will the content of the future look like? Certainly hyper-personalized. At first glance, this seems like a great opportunity to leverage numerous options for creating content that is more engaging and effective than ever. However, it’s crucial to know which data to use and how to use it. Studies show that evolving privacy regulations, increased user awareness of data protection, and new technologies allowing people to control their data are challenges for every marketer, including those in copywriting [2].
The issue of data and its use should be considered individually, depending on the specific project. It’s not just the client’s responsibility but also that of copywriters. They are also responsible for ensuring the confidentiality of the data they access and should take steps to protect it from unauthorized access, misuse, or disclosure.
How can you protect the personal data of users you have access to?
- If necessary, obtain user consent for processing their personal data.
- Use secure methods of storing data.
- Limit access to personal data to only those who need to know it.
- Regularly implement security updates.
Stay (Very) Up-to-Date
It’s no surprise that in the marketing industry, a „traditional” academic education is not enough. Here, changes happen on all fronts every single day.
What should copywriters stay up-to-date with?
- Technology that affects their work. This includes not only AI but also social media planners, content management systems, analytics tools, and many others.
- Evolving consumer needs, their pain points, concerns, and demands—this knowledge comes primarily from industry reports.
- The client’s business progress, to maintain a big-picture view of the project—cyclical status meetings bring many benefits to the development of the collaboration.
- Current events. Curiosity is likely what led many copywriters to choose this profession in the first place. It’s worth nurturing it daily. Even if they have all the marketing knowledge at their fingertips and are familiar with the latest data reports, without knowing what their audience cares about, they lose the chance to create, for example, a viral RTM (Real-Time Marketing) piece.
Stand Out
Easier said than done. Originality is hard to define, but it’s something you feel when you encounter it. In the context of this article, originality is important on many levels: success is driven by a distinct personal brand, a standout writing style, intriguing interests, and, ultimately, a unique offer.
Having your own style (however you define it) will be an advantage in a world where many opt for the shortcut that is AI. Original, irreplicable content will be worth its weight in gold! In my view, the path to originality lies in acting despite fear, experimenting, being honest, and staying consistent.
Don’t Forget Relationships
Networking—AI (probably) doesn’t stand a chance here. The extra time you and your marketing team gain by using AI effectively is well-spent on team-building meetings, workations, training, or conferences—things you’ve likely discussed many times but never found room for in the schedule. These are worth the time: support, mentoring, collaboration, inspiration, and free-flowing exchange of information will boost not only creativity but also the effectiveness of your team [3].
Treat the new reality as an opportunity for your copywriting team to grow. Taking advantage of the opportunity to develop key soft skills will allow you to reach your goals faster and more effectively, standing out from the competition.
Key Takeaways:
- AI is already helping copywriters with many routine tasks—this is an opportunity that should be embraced! Use the improvements and develop in areas where AI stands no chance against humans.
- Project management skills such as problem-solving, coordination, communication, and risk management allow copywriters to work more efficiently.
- The future is hyper-personalization. Knowing the ever-changing data privacy laws and mastering data analysis and interpretation are not just differentiators but necessities for professional copywriters.
- Technology, rapidly changing consumer needs and behaviors, client business progress, and current events—all of these should be on a good copywriter’s radar!
- All these skills can be ineffective if not built on a foundation of valuable business relationships. Support, mentoring, collaboration, inspiration, and free exchange of information influence not only creativity and well-being but also the effectiveness and success of your efforts.
References:
- Jack Kelly, Goldman Sachs Predicts 300 Million Jobs Will Be Lost Or Degraded By Artificial Intelligence, www.forbes.com
- Molly Innes, Data analysis is the biggest skills gap for marketing teams, www.marketingweek.com
- Understanding the role of networking in organizations, www.emerald.com
