AI in Content Marketing: Human Writers Still Lead the Way

Content marketing in 2025 continues to evolve — and one of the biggest shifts is around how AI is being used. After the hype of 2024, where many feared AI would take over creative jobs, it’s now clear that human expertise remains central to content creation.

The March 2024 Google core update reinforced this point, reminding marketers that long-form, original, human-first content is key to ranking success. AI-generated content alone can quickly erode credibility, both with audiences and search engines. In fact, 72% of marketers say AI assists but doesn’t replace their content efforts (HubSpot).

That doesn’t mean AI has no place. Instead, it has become a valuable collaborator in content workflows — helping with keyword research, topic ideation, outlines, and optimisation. By offloading repetitive tasks, AI allows content teams to dedicate more time to the creativity, storytelling, and trust-building that machines simply can’t replicate.

Pushing out endless streams of content no longer works. Search engines and users alike are prioritising quality over quantity. With low-effort, auto-generated content flooding the web, what stands out in 2024 is content grounded in authentic expertise and first-hand experience.

Audiences want answers from real people with proven knowledge of their industry and challenges. For brands, this means creating content that reflects genuine insight, builds trust, and positions your business as an authority — not just filling space with words.

The takeaway for content marketers this year is clear: high-quality, search-optimised content that blends human creativity with AI-driven efficiency is what drives results. If you’re looking to stay ahead of content marketing trends in 2024, now is the time to refine your strategy.

At Propeller, we help businesses create impactful, SEO-driven content strategies that combine creativity with the right technology. Discover how our Content Strategy and SEO Services can help you build high-quality, search-optimised content that resonates with your audience in 2024 and beyond.