Will copywriting ever be automated?

It sounds like something out of Black Mirror or Bladerunner (or Fifth Element…did you see that? One of the best films ever made, seriously) but one day, automation is going to affect our lives. Big time.

In some cases we already trust automation to take care of things in our everyday schedules. If you’ve got an Alexa taking down your shopping lists, or a Hive switching off your heating while you’re out for the day, you’re already enjoying the advantages of an automation-led future. How exciting is that?!

But what if computer programmes could help streamline your workflow? Would you use a robot to make your copywriting tasks easier?

Hyperspeed Headlines

You might not know this, but there are already programmes out there that are used regularly to write basic news reports for news agencies. The odd thing? You can barely tell the difference between a short court report written up by a human and a traffic update composed by AI. Ouch.

This technology has been used to create advertising copy, too, using Google’s ‘cost-per-click’ system to train tech to make ads that play it safe, thereby encouraging more clicks while driving costs down.

However, marketing corporation Dentsu Aegis Network decided this wasn’t ground-breaking enough for them. As advertising giants, they knew that creativity is what drives the best marketing campaigns. So, they set off on a journey to teach their algorithms how to ‘think’, ‘feel’ and ultimately, get funny.

According to a fascinating news story about the project on BBC.co.uk, managing director of Dentsu Aegis Network Audrey Kuah said: "Our ambition is to train this AI copywriter to learn how to inject a little bit of that human creativity.”

The robots are coming…

The robots are coming…

The Human Touch

Does this spell the end of the road for creative copywriters?

I honestly don’t think so. While algorithms can be trained to write snappy, empirically interesting copy, the only creativity they can offer is learned.

In that respect, a human element has to exist, in order to push the creative boundaries.

I love writing heartfelt, engaging copy that informs, attracts and moves readers to act. I can’t deny that the idea of having an AI assistant I can send repetitive tasks to is actually a dream come true, for both me and my clients. Imagine all the time I could dedicate to producing thoughtful, creative content! Imagine how much more efficient the processes involved in setting up a website – for example – would be?

 I’m not concerned that robots will take my job. Well, let’s hope not; I quite like doing what I do.


At the end of the day, creativity comes from your lived experiences, your personality, your likes and dislikes and your own personal hunches. What works for one agency might not work for another. Ads that bring home thousands of pounds in revenue for one company might fall flat for others. That’s why humans, with our amazing adaptability and problem-solving skills, could never really be replaced.

I’m actually excited about where AI might take the creative marketing industry. How about you?

Until next time…

Monthly Content Review: December

Get chance to read my first monthly content review last month? In it, I offer links to some handy resources and blogs small to medium-sized businesses can make the most of, for the rest of this year and beyond, to ensure things are kept ticking along quite nicely.

So, what happened in November? Here's a snapshot of my month as a freelance copywriter.

I've been working with the lovely team over at True9 for some weeks now, helping them get a long-running client's website ready for a refresh. I've been crafting some new content for all sections of their site, including the 'About Us' page, and turning some of their case studies into (I hope) sparkling prose!

I continue to write a series of lighthearted but informative health blogs for Chemist.co.uk, as well as keep the news section of the Yazz Hair site updated. On top of this, I've recently hit 'send' on another blog for the Oxford Dictionaries site, and spent a lot of the month finalising plans for a website for my other writing-related venture. It's been a busy 2017 and I can't wait to see what 2018 has in store for myself and my clients

Two Go Wild on the Channel Islands!

I was in need of a spot of relaxation this month, what with all those projects on the go, so it's pretty convenient that my job sometimes allows me to jet off somewhere lovely and enjoy a trip away - completely free!

This assignment saw me writing a piece for Simply Magazines' portfolio of glossy mags, with a trip to Jersey with my Mum. Find out what happened when 'two went wild on the Channel Islands' by clicking here. Plus, you can also drool over this delicious-looking afternoon tea, below.


Rock 'n' Royal & a Trip Down Memory Lane!

News of the Royal wedding saw me take a trip down memory lane recently, thanks to this front page scoop I scored for a paper I used to be a full-time writer on. Who knew Prince Harry was a fan of former punk band, the Towers of London?!

Apparently, he is. Or was. I posted all about it on my Instagram page (come and say hello, if you haven't already).

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Time to Plan for 2018?

If you're a small business owner like myself, maybe you're ready to get the ball rolling on a great 2018? If that's the case, you can do a lot worse than check out this blog by the folks over at Moz.com.

It features tips on building a content marketing strategy, and it offers all sorts of advice you can make use of in the New Year. One of my goals for 2018 is to get better at updating my social media pages - and it's one thing we all could try to do as January comes into view.

I'm helping myself get organised with a paper planner. I usually use Google calendar to schedule events and meetings - and I still will be doing. But for longer-term objectives, I'll be using this fun little planner I found on Amazon. Who said organisers need to be dull?

Instagram: #thanksforthememories!

If you're an Instagram devotee and you haven't yet done it, make sure you head here to discover your social media highlights for the year.

The 'Instagram Best Nine' site rounds up...yep, you guessed it...nine of your most-liked photos from 2017, creating a fun and nostalgic photo collage for you to look back on. Or wonder why you're such a narcissist (see mine, below) #slightlyashamed

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Are you on Instagram? Hit 'follow' on my business page here and I promise I'll do the same back.

I just wanted to take this opportunity to wish everyone - my clients, old and new, and anyone who's stopped by and read my blog, or simply made an enquiry via my site, a very Merry Christmas and all the best for 2018.

And if you think I can help you tick a few things off your to-do list in the New Year, get in touch and I'll book out some time for you in my new planner.

Until next time...

Word Up! Here's My First Monthly Content Review...

The last month or so has been manic. So manic, in fact, that I've reached out to a couple of talented freelance copywriters for an extra pair of hands on a project or two. It's meant that I can meet my clients' deadlines well ahead of time, which is always a bonus - for me and them.

So, what else have I been up to in the last month or so? I've been helping a company that sells kids' toys update its site, put together a series of landing pages for a web hosting firm, kept on top of Distinctive Chesterfields' social media pages, and made some final tweaks to some content for a bed manufacturer. And now to rest (pun intended)!

What's been going on in the wider world in October? Apart from a million and one pumpkin pics (I love seeing everyone's efforts on Facebook, Instagram and the like), and the clocks going back (hooray for darker nights - no, really, I absolutely love them!), there's been all sorts. And in my very first Content Review post, I'll be sharing with you some of the best articles, hints and tips from around the net. In this monthly posts, there'll be advice for copywriters, suggestions for small businesses, and a few bits and pieces in between. Read on...

Discover How to Stand Out Online

Want to know how to propel your brand? Katrina of KC Communications has written this blog, which tells you exactly how you can. The Managing Director of a fellow Huddersfield business, Katrina left a full-time marketing position a few years ago to found her brand - and over on her blog, she offers plenty of useful info for companies looking to get ahead. Check out the piece Katrina's penned about boosting your business online; it gives you all the details you need to ensure you're seen and heard amongst a sea of competitors.


"Can I Get an 'S'?, Can I Get an 'E', Can I Get an 'O'"

Reputation is everything when it comes to standing out online, but you can also give yourself a helping hand by way of a little thing called SEO.

Most of us are well aware what SEO stands for, but for those not in the know it's 'Search Engine Optimisation'. And what that means in simpler terms is 'using a little technical know-how to ensure your site is pops up when people search for the services you offer' (well, that was a mouthful!)


Don't know where to start? Aaron of The Evergreen Academy may well be able to help. He has a super duperly exciting online course to help any business owners looking to give themselves a leg up on Google. I've tried it out myself and it's smashing.

One of Aaron's best pieces of advice, though, is this: 'To rank well online, you have to deserve to rank.' So, create good, regular content and you're pretty much onto a winner. It's what I'm aiming to do as we speak, by writing this very post.

"Talk to Other Copywriters"

As a member of The Professional Copywriters' Network, I always keep an eye on its site to see what others are writing about. There's always plenty of good stuff to be found over there, with a regular 'Members' Spotlight' piece. One of the latest was definitely worth a read. In it, Cat Roberts-Young advises that anyone looking to join the industry should simply 'talk to other copywriters'.

I'd say the same rings true for freelancers in general. It can be a lonely life, working from home on your own - and this group has proved a life-saver on those mornings when I'm ready to chew someone's ear off (hello, Postman!) about anything and everything.


And yeah, if you're wanting to make the foray into freelance copywriting, say hello! I was fortunate enough to receive plenty of advice when I was starting out and I'd love to think I've helped someone a little, too.

Want to Make Your Content Smarter?

Okay, so your content won't be able to do maths. Well, I hope not anyway (damn, robots!). But you can make it smarter, according to Search Engine Watch. It's all about that little acronym again: SEO. But it really is important to optimise your site. Otherwise, it can seem like you're talking to yourself, especially if your site is relatively new.

And Finally...

Andrew Boulton is, hands down, one of my favourite copywriters. See, it's nice to give praise where it's due - even if it is your competition. But seriously, what that guy can do with words...

So I thought I'd share this with you: Andrew's piece on how copywriters write copy. Putting content together is like making an omelette, apparently. Pop over and have a read. And make sure you enjoy what's left of October.

Can I help you tick a few things off your copywriting to-do list as we move into November? Just let me know and we'll have a chat. Hey, I'll even treat you to coffee and cake if you're local.

Until next time...

Looking for a West Yorkshire Copywriter?

If you've stumbled upon my website, I'm assuming you're in the market for a copywriter in West Yorkshire? It might be that you've been adding blogs to your own site for some time, but you're struggling to keep up with a weekly copywriting and PR schedule. That's where I can step in!

This article, over on the site Smedia, gives you a little insight into why blogging - and, for that matter, any kind of copywriting and PR - can help you where sales and new customers are concerned. The truth is, though, if you're not entirely sure what you should be doing, you could find that you're doing more harm than good to your site - and possibly, your existing customer base, too.

But don't panic? For as little as £35 a week, I can keep your blog up-to-date with new content to give your site a much better chance of being found on Google - because isn't that what it's all about in the first instance? Put yourself and your content in the palm of your customers' hands and who knows how it might benefit your business?

Looking for a West Yorkshire copywriter? Get in touch and see how I can help; from email marketing to social media management and web copy, I can help ensure your brand targets the people you're hoping to reach. Don't forget to see what others have to say about my services, too.