Let’s talk about the great debate.
AI.
Some people are leaning all the way in — churning out AI-generated blogs like there’s no tomorrow (and frankly, you can tell). Others are going full doomsday and banning it from classrooms, telling our kids that using ChatGPT is “cheating.”
Both sides are missing the point.
AI isn’t the enemy. And it’s not a magic content genie, either. The truth? It’s a tool — one that, when used well, helps smart marketing teams move faster, think clearer, and break through the blank-page fog. It can jumpstart your process, offer structure, and get your wheels turning.
But it can’t write your story for you.
That’s where so many marketers go wrong — relying on it completely or fearing it entirely. Either way, they miss the deeper issue: most people struggle to write at all. Not because they’re “bad” at it, but because writing is hard. It requires practice. Discipline. And showing up when you don’t feel like it.
Just like weightlifters go to the gym, writers need to pick up the pen (or open the doc) and get their reps in.
So, here’s my take — as someone who leads a content team at a digital marketing agency, uses AI every day, and still believes deeply in original thought: You can’t outsource your voice.
Curating Content for MOFU: The Middle of the Funnel
One of the hardest — and most important — jobs in content marketing is creating content for buyers in the middle of the sales funnel. That’s where it gets real. They’ve seen your website. They know what you offer. Now they want to know if you actually understand their problem — and whether your solution is worth their time.
This is where too many brands fall flat.
Sure, you can throw together an email drip or post something on social media once in a while, but most of us give up too quickly. We don’t refine. We don’t revisit. And when leads don’t convert overnight, we say, “Well, that didn’t work.”
But content — real content — takes strategy, time and commitment. Especially at the middle of the funnel.
Think about it: how many brands have launched with creative, on-brand, beautifully designed campaigns — and then let it fizzle after a few months?
The buyers didn’t go away. The content did.
10 Ways to Reignite Your Content Game Today
Review your best-performing content and update it with internal links, timely insights or more engaging calls to action (CTAs).
- Talk to your sales team and turn their most frequently asked customer questions into blog posts.
- Record 3-5 short videos answering one customer question at a time.
- Turn a conversation into a blog by recording a voice memo and transcribing it. We love Fathom.ai and Otter here at IW.
- Create a “start here” series for new customers — one blog, one guide, or one email at a time.
- Repurpose a long-form blog into multiple social posts or an email series.
- Use AI to generate ideas or outlines, but add your real voice to the writing.
- Schedule one hour a week just for writing — no distractions, no overthinking.
- Steal from your sent emails — there’s gold in your customer replies and proposals.
- Commit to consistency over perfection. Your audience needs to hear from you, not a robot.
Just. Keep. Swimming. (And Writing.)
Your job is to nurture the relationship. Guide your audience. Build trust. Keep showing up. Great MOFU content lives in the long game — informed by analytics, conversations with your sales teams, competitor research, and ongoing customer feedback. You have to keep writing, keep refining, and keep asking yourself:
Is this useful?
Is this real?
Is this building trust?
Most people just don’t have the patience for consistent content creation.
But if you stick with it, you’ll win.
Why Writing is So Hard
Let’s go back to the root of it all: content.
As the famous Bill Gates quote goes, “Content is king.” And he was right. But today, user intent is king too — because great content only matters if it meets your audience where they are. Most companies still struggle to create it.
Why?
Because writing is hard. It stirs up high school flashbacks, blank pages, and insecurity. It’s vulnerable. It’s permanent. And unless you’ve made it a habit, it’s tempting to avoid.
But the truth is — good writing is simple.
It’s not about big words or complex ideas. It’s about clarity, logic, and rhythm. A good hook. A clear structure. A satisfying close. You probably learned the basics in English class — thesis, supporting paragraphs, conclusion — and then spent the rest of your adult life overcomplicating it.
Here’s the real reason writing feels hard:
- We overcomplicate.
- We overanalyze.
We try to sound “smart” instead of just being clear. We write for critics instead of people. We get stuck in our own heads. AI writing tools can help — like jumper cables for your brain. It won’t drive the car, but it can help you get going.
How to Make Writing Flow
The best writing feels like a conversation. And if you’re better at talking than writing (which most people are), treat it that way.
- Write when you’re motivated. Everyone has creative windows — maybe it’s after a workout or during a sunrise walk. Lean into those moments. Dictate notes on your phone. Capture your voice when it’s flowing.
- Read it out loud. If it doesn’t sound like you, it probably won’t land with your audience. Hearing your words reveals clunky phrasing and robotic tone faster than anything.
- Use a template. Writing is a formula. Introduction + main idea + supporting points + conclusion. Just like math. You don’t have to reinvent the structure every time.
- Reorder ruthlessly. Stronger thoughts often come later. Don’t be afraid to reshuffle paragraphs, rewrite intros, or move that killer closer up to the top.
- Don’t let your words boss you around. You’re the writer. Own it. Take control of the message and tell your story with confidence.
Good Content Isn’t Magic — It’s Just Good Writing
Content isn’t going anywhere — and neither is AI. But if you’re tired of struggling to get your ideas out, if your website sounds like a robot wrote it, or if your middle-of-the-funnel strategy has lost momentum…let’s talk.
At Intuitive Websites, we help brands get clear, consistent, and creative with their content — combining your authentic, human voice with smart tech to build an intuitive website.
