In the world of digital marketing, content is king. But, where does a rise in the capabilities of artificial intelligence (AI) content programs – which can execute pages of grammatically correct, unique, and informative copy in minutes – leave traditional, human-powered agencies? In the current information age, marketing successes are made or broken by Google’s complex search algorithms. Yet, the clicks, the sales leads, or bounce-backs are driven by human emotions. Effective copywriting targets emotional triggers, giving hope, alleviating pain points, or reducing fear. It’s something that Georgia Emily Austin is fighting to keep in the hands of the people that know emotion best: Human, not robot writers.
She is the CEO and founder of a new content agency disrupting the copywriting space, Wizard Of Content, founded in April 2021. To stay ahead of AI programs, she believes that traditional content agencies need to rethink their corporate structure. For Georgia Austin, this includes eschewing the company HQ and office in favor of a team of digital nomads to take advantage of individual specialisms without restricting recruitment. It is an approach that she thinks can give agencies the upper hand over AI. “I hire writers for their expertise in a specific niche, not their location”, she says. “It is a win-win for clients who are seeking a writer who has a deep passion and knowledge within their field and also a genuine interest in their mission and future goals”.
It’s an effective strategy for generating emotionally charged copy, but it’s not without its challenges. Georgia Austin has needed to learn how to effectively manage writers in four continents, with a senior executive team split across three. It’s an approach that she feels has been worth it. “My writers live in all corners of the world. After all, your creativity flourishes when you are in new settings, in places that you love, and in which you feel energized. This shines through in our work.” Creativity from the mind of a specialist rather than a generalist writer is what Georgia believes will keep human-powered agencies one step ahead of their AI counterparts.
Fascinated from a young age by the magic of words and the art of writing, she is leveraging her experience as a copywriter for leading brands such as Nike, Under Armour, Sweaty Betty and Klook, to steer Wizard of Content in a new direction for copy agencies. Founded in April 2021, the company has written for Heals Furniture, Office Freedom, and Stakester, among others, and can turn around on-brand, search-engine optimized content in as little as 24- 48 hours. Thanks to Georgia’s global network of highly specialized writers, it can rival the speed of its AI competitors too.
In the digital age, copywriting agencies need to leverage their human element to stay relevant and competitive. The only way to do it is to strategically rethink the copywriting space. As Georgia Austin says “After all, without the right words, you don’t have a brand”. She adds, “AI and intelligence tools may be getting smarter every day, but nothing will replace the human touch, the native twang, and the creative puns in our copy”.