AI, with its ever-growing list of capabilities, one of them being content creation, ‘sauntered onto centre stage’ uninvited, yet frustratingly talented. Its ability to churn out pages of content are leaving even the most caffeinated content writer gasping for air trying to keep up. This, for the time being, is something that is unlikely to change.
Yet, it seems that people are noticing a decline in the effectiveness of AI-generated content. A daunting realisation that is now fuelling a growing demand for genuine human input – or rather the ability to infuse machine-generated text with the emotionality that only a human heart and mind can provide.
At Cadmus Copy, we’re also seeing a considerable rise in clients needing simple copy editing services, showing a renewed appreciation for the human spark in content refinement. This makes sense, as while AI is certainly advanced, it’s fair to say that it fumbles when it comes to the necessary depth, context and sentiment when wielding the English Language – which, after all, works on what is felt as much as what is said.
In this post, I aim to reaffirm the necessity of human copy editors – the last guardians of true quality and emotional resonance – in a world increasingly engulfed by machine intelligence.
What Are Copy Editing Services and How Have They Evolved?
While traditionally confined to dusty publishing houses and news organisations, the digital age has evolved the specific needs and nature of copy editing – it’s funny how the ‘digital age’ has a habit of doing that.
A copy editor still serves as the armoured gatekeeper to publication, cutting away the unnecessary and adding the necessary, ensuring that the material is not just error-free but also the best version of itself. They look at written content and think, ‘How can I make this better?’, scrutinising the simpler elements like spelling and grammar and also the overall style, consistency and accuracy of the content.
But, this would be the traditional version of a copy editor. Today, copy editing services have inevitably shifted to accommodate the quickly changing demands of digital marketing!
While the core responsibilities remain, modern copy editing services now juggle a number of digital marketing tasks that somewhat blur the lines between traditional copy editing, content editing and SEO.
It actually reminds me of the relationship between copywriting and content writing – not least that people confuse them for the same thing. While both are very different in their traditional definitions, they actually tread very effectively on each others ground, each benefiting from the other.
Similarly, the modern copy editor has become an integral part in digital content creation AND dissemination. They may find themselves optimising headlines, ensuring content is suitable for mobile viewing, or even working closely with designers and developers to refine a new, compelling narrative.
They have, in a sense, become the merry jack-of-all-digital-trades, masterfully balancing the power of words with the broader objectives of digital marketing strategies.
This noticeable shift is not just a response to our digital age, but a necessity for survival in it – made only more noticeable with the entrance of AI. Copy editors are now becoming more in tune with the growing T-shaped marketer, a role which perfectly reflects the wonderfully complex and interconnected nature of digital marketing.
As more digital aspects will inevitably come into our lives (and our brains if Elon has his way), copy editing services will continue to evolve, requiring versatile skills that straddle the technical, the creative and also – let’s never forget – the human connection.
The Human Connection
As more AI content is being used, the roles and responsibilities of copy editing services have changed too. It’s very unlikely that an AI system would misspell much – or misplace an EM Dash. But, it falls fast and flat on its face in areas requiring deeper understanding and true emotional depth.
This becomes glaringly evident when we consider something as important and necessary as brand messaging and consistency – which should always involve an emotional connection.
Your brand is the very embodiment of your values, promises and relationship with your audience. Copy editors know this, making sure that every piece of content, regardless of the platform being used, faithfully reflects your brand’s unique identity and voice. They help establish that emotional connection to ensure stability and longevity for your brand.
The modern copy editing service now edits your content so it effectively EVOKES – does it illicit excitement, nostalgia, a sense of belonging? They go over your content marketing material and ensure that there is an emotional layer which transforms your content from basic information into a truly engaging experience for your reader.
In short, a copy editor adds the emotive and memorable flourishes that give your AI content its real impact. The human punch that lasts!
The Cost Of Free
One of the biggest catalysts to businesses using AI content is that it’s cheap – or even better, free.
But, as they say, ‘free’ always comes with its own price tag. While you might save a little upfront now, the long-term costs are far more damaging if you are publishing AI content straight onto your site.
The absence of quality, human input in your content (especially core content) can lead to a lasting disconnect with your audience, damage to your brand’s credibility and a dilution of your overall message. It’s the copy editor that makes the copy clean, cutting and and consumable. If you forgo that step, you are missing out on the real magic.
And I haven’t forgotten that regular content is part of the SEO picture – the more the better, right? Well, not quite. Search engines, especially Google, are getting smarter at identifying and penalising AI-generated content (or rather, content that doesn’t follow its E-E-A-T framework). If your content is not refined by a copy editor, it can suffer in search rankings, making your ‘free’ AI content considerably costly.
It’s also safe to assume that as we approach 2024, AI content will face further scrutiny by the search engine overlords, no doubt worried that if unchecked, AI tools will inevitably scrape information from it’s own writing, watering down the quality of content until it’s as weak as bad tea.
Your audience, and therefore Google, demand more than just well-spelt words on a page. They seek content crafted with care and expertise and not hastily generated for a bigger digital presence. Your audience can, and will, spot the difference between quality and guff, just as Google’s algorithms can sift through your words, rewarding real depth over life-less content.
That is why digital copy editing services – will stay in demand! They’re the solid and sturdy stepping-stone between AI content and effective content. They take the bulk of what you have (whether it’s AI generated or otherwise) and make it something relatable, engaging, impactful and successful.
AI Is Here To Stay
Considering the way things are progressing, I suppose the question at the moment isn’t whether AI will replace human copy editors; but rather, how can we use the strengths of both to create something better. We need to recognise the true value of human connectivity and input, while also recognising the undeniable efficiency of AI.
Just as social media was once the new frontier that brands had to accept and adapt to, so too is AI. Embracing it is a necessity for staying relevant and competitive – especially when considering scalable digital marketing.
Digital Marketing, by its nature, is meant to change and adapt to new tech and the role of the copy editor is not diminishing, but transforming, becoming ever more useful in fact.
It’s an exciting prospect really, one that promises more opportunities to shape the way we connect with our customers.
Copy Editing Services Aren't All We Do
Cadmus Copy is the human spark that gives your content the punch that lasts!
We create 100% organic content that speaks directly to your readers, and we also edit and infuse emotion into the content you give us.
Keep your customers connected, convinced and committed to your brand!
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Cadmus Copy was recently included in an article published on Design Rush, where we discuss the importance of SEO and content.
