The Internet is growing up and the rules of writing web content are maturing alongside it. Sure, AI can help you kickstart killer content-but if you want your words to convert, a creative human touch is still non-negotiable. CMG has the magic touch.
A New Approach to Content Writing
Picture this. You're meeting up with friends tonight and need an outfit. You step into your closet—it's a fantasy, of course it's a walk-in closet—and find tons of options.
There are the clothes you bought with little thought. A top that's not a perfect fit. The pants that run long, the roomy coat. Clothes that are not enough to get noticed.
So, deeper in you go. There they are. Your tailored clothes. Almost as fast as the clothes at the front, but as high quality as your bespoke options. With a few alterations, they appear made just for you. Your friends agree. It's all they can talk about as you stride in, smiling, confident, and ready.
Fast fashion never flatters as well as bespoke. Branded web content is no different. Indeed, off-the-rack AI can generate ideas and a workable outline, but it needs to be tailored to your brand's needs and identity-in a way only a human can do.
That's how CMG approaches writing for the web in 2025. Timely, but not rushed; flattering without feeling overdone. We're writing content that doesn't sit on your website, but pulls people in. Welcome to future-focused web writing that engages and converts.
Is your website content strategy ready for 2025 and beyond?
Why Content Marketing?
Content marketing is a valuable conduit for providing critical information and a sense of brand persona to new and old customers alike through blogs, email campaigns, and other externally-facing written materials. This content lives on your website and allows your potential customers to find you in the vast walk-in closet that is the internet.
Perhaps you've gone years, or even decades, feeling like content writing isn't quite "right" for your business. You might feel like a quick FAQs page on your site is enough to answer questions but who cares enough for more?
For starters, your clients and customers care—a lot. Content writing offers a unique opportunity for your customers to get to know your brand. Research shows that 70% of internet users prefer articles over ads when they want to truly understand a company.
Think about it. An ad can build excitement. Earned media might build interest. But only owned media like website content can really convert. Today's consumers are doing their research before buying, meaning they're searching the internet for you, or your competitors.
An intentional website content plan is how your brand bridges the gap from question to conversion. It's one of the most cost efficient methods for doing it, too. On average, content marketing costs 62% less than traditional marketing methods.
Successful web writing leverages Search Engine Optimization (SEO) best practices to make your website the first click after potential customers hit search. Sprinkling keywords into the text will make your content stand out to the search engine bots indexing pages, but weaving them in is what keeps them reading.
That engagement drives conversions. According to a recent survey, over half of respondents purchased something after reading a company's blog post. So how do you develop a website strategy build for the AI Age?
Three Uses For AI in Web Writing
The first person to read your web writing won't be a person at all. As you read bots from Google, ChatGPT, and others trawl the internet indexing pages under specific keywords like a massive digital filing cabinet. These bots want to "read" your pages, index them under keywords, and then predict that those pages are what an internet searcher is looking for when they type those keywords.
Since AI will be the first thing to see your posted content, it makes sense to have AI at the foundations of your web writing. But it's important to recognize at the outset where AI's limitations lay.
AI Can Help Research
The hardest step in building a strong website content strategy? Starting. Especially if your brand is starting from scratch it can feel daunting trying to figure out what to prioritize and what to write. Utilize the massive machine learning that AI trains on to your advantage.
You can have models like ChatGPT scour the web and predict what a brand like yours content strategy should include. Then cross-reference that information with a few searches of your closest competitors to verify the information provided makes sense in your market. What might've taken hours can now be completed in less than one, with the power of AI.
AI Can Help Brainstorm
You can even use these AI models to help generate specific ideas for content. Whether a caption for a post or a timely blog, AI can launch your website content plan in moments. You wouldn't be alone in doing so, either. The idea-generating potential of AI is what most bloggers use AI for these days. But AI's time-saving power doesn't stop there.
AI Can Generate Outlines and Drafts
You can quickly take your website content from tatters to the talk of the town using AI's powerful predictive models. Once you have an idea for website content that you want to pursue, you can prompt an AI model to create an outline or draft of the content.
What's more is you can prompt the AI to incorporate the keywords your potential customers are likely to use when searching for you. Within seconds, you have the jumping off point your team needs to create content that excites and engages.
There are some caveats, though. Using AI to create complete content will lead to robotic writing that your potential customers, assuming they're fellow humans, will recognize and pull away from. It may also include statistics that are less than trustworthy because these models learn from the Internet, good, bad, real, and fake. If you want a website content strategy that converts, only us humans can provide that.
Tailoring An AI Draft
So how do you take an AI draft and fit it to the contours of your brand? You'll need to pick up where AI lacks: emotion and story.
Emotions Become Beliefs
Building an evocative narrative that customers latch onto and drive them to purchases isn't easy. A good place to start, though? The end. Work backwards from why someone would purchase to unpack all the underlying assumptions.
When people make a purchase, hundreds, perhaps even thousands of beliefs helped make that decision. What does someone believe your product or service will do for them? Why your company and not a competitor? Why do they value those beliefs?
Understand that these beliefs are based on emotions that your customers feel, perhaps daily. Drawing these emotions out will allow you to create content that resonates with your intended readers. Writing that resonates, sells.
Craft Compelling Narratives
Next, you'll need to incorporate these emotions and beliefs into an engaging story. Remember: they had a question and came to the belief that your offering was the solution. There's a story there waiting for you to discover it.
Why stories though? According to Forbes, stories activate areas of the brain vital to "deep learning and recall." Odds are, like most consumers they'll be shopping around. They'll likely scour multiple websites looking for answers. They're also just as likely to sleep on it and for more than just a night.
During their search they'll see statistics everywhere, features on every page, eye-catching images and stimulating graphics. But what will they remember? Your story. Leverage the power of that narrative to convert.
Master Writing for the Web
When you step out in well-tailored clothes you're bound to feel unstoppable and turn the right heads. Your website content strategy should feel the same way. First, it needs to be seen. Then, it needs to engage. AI and human ingenuity can give your website content strategy a complete makeover.
Not sure where to start? Get that bespoke feeling with CMG Local Solutions. We know how to leverage the power of AI with a personal touch. We can tailor off-the-rack AI starters into web writing that draws your potential customer's attention.
