It’s 10am. You’ve got a question to answer. A blog to write.
So you open ChatGPT and think: “Do I even need a writer for this anymore?”
Honestly? We get it.
We’re a content team, and we get asked by our clients all the time.
But the real question isn’t whether you can use AI to write it.
It’s: what does good content actually look like, and who is it really for?
Let’s talk about it.
What Is Content, Really?
At its best, content is simple:
It’s about making someone feel content.
You land on a blog because you’ve got a question.
You’re unsure. Maybe stressed. Maybe frustrated.
By the end, you want to feel: “Alright. I get it now.”
That’s the goal.
And that’s what our content team here at Surge is built around: Helping businesses explain themselves better, clearly, honestly, and in plain English.
We’ve worked with manufacturers, engineers, digital brands and marketers who’ve all said the same thing: “I don’t know how to write what we do.”
And fair enough, because it’s hard.
It takes time, research, examples, structure.
Not just words. But clarity.
It’s Not:
A box-ticking exercise
A way to sound clever
A prompt fed into ChatGPT and pasted into your blog
It’s: “Here’s what you need to know. Let’s make life easier.”
That kind of clarity takes expertise.
And yes, real human effort.
So Why Not Just Let AI Do It?
AI tools like ChatGPT are brilliant, when used right.
They can help you reword, restructure, speed things up.
But here’s the catch:
AI can’t do the thinking for you.
It doesn’t know your business.
It doesn’t know your clients.
And it certainly doesn’t know what actually works in your industry.
All it can do is remix what’s already out there, usually in the blandest, safest tone possible.
And if you’re trying to stand out in a busy market?
That’s the last thing you want.
You Are the Difference Maker
Here’s the bit AI can’t replicate: your perspective.
The way you talk about your product.
The story you tell when a client asks you something tricky.
The example you give makes them finally understand the value.
We’re all storytellers, whether we realise it or not.
At Surge, we’ve built our content process around exactly that, using your voice, your insights, and your experience to answer real questions your customers are already asking.
It’s not complicated. It’s just authentic.
So, What’s the Process?
Here’s the blog format we use (and build for clients too):
1. Start with the question
“What does a new website actually cost?”
“Should I film videos on my phone?”
“Why is PPC so expensive?”
If your customer has Googled it, you should be writing about it.
2. Give a clear, honest answer
No waffle. Say what you’d say out loud. Be real.
3. Use real examples or stories
“What did we do for a client in this exact situation?”
How about "How did we fix that client issue"
Bring it to life with detail.
4. End with value
A takeaway. A tip. A recommended next step.
Even just: “Here’s what to think about if this applies to you.”
That’s it. Four steps.
We do this every day, for us and for our clients.
And guess what? It works.
Here’s Why It Matters
Since implementing this content strategy with our clients, we’ve seen:
More clarity
More trust
More enquiries
Fewer “just curious” conversations
Clients walk away feeling content.
Their own customers feel informed.
And suddenly?
Content isn’t just something they “should probably get around to.”
It’s a tool for sales. A tool for growth.
This is exactly what we’ve done with businesses like 6 Engineering and Yaskawa, turning expertise into helpful content that actually performs.
So… Can’t I Just Use AI?
You can.
But that’s not the real question anymore.
The better question is:
Do I want content that sounds like me, or content that sounds like everyone else?
If you want to sound like you, you’ll need a bit of human input.
Maybe that’s your internal team.
Maybe that’s working with a content partner like us.
Either way, it’s about putting your perspective front and centre.
And that’s what we do best.
Work With a Real Content Team
We’re Surge. We’re a digital agency based in the North East.
We create content that sounds like real people, written for the people you actually want to work with.
We’ll work with you to:
Uncover the real questions your clients are asking
Turn your expertise into helpful, search-friendly content
Build a bank of articles, videos, and pages that feel like you
Control your own narrative, and drive more meaningful conversations
Let’s stop saying what everyone else is saying.
Let’s say it how you would.
Get in touch. We’ll help you write the stuff you wish your clients already knew.
