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Will AI replace SEO copywriters?

Are you a copywriter worried that AI might take your job? If the answer is no, then we reckon you’re lying. The reality is that AI platforms like ChatGPT are a showcase for the power of AI – and the future potential.

The average blog post length is 1,416 words as of 2023. It takes a typical writer about 4 hours to complete a blog post. Not many marketers or business leaders wants to be doing that – so they’ll outsource to freelance writers.

But the rise of AI means that freelance writers are facing new competition – and it’s causing some issues in the industry.

You’ve probably read the millions of LinkedIn commentators saying AI will never replace humans. But anecdote isn’t evidence and the progress of technology – including AI – seems inexorable. We’re going to leave our personal views to one side and look at the evidence.

We’re learning too. Let’s hope that by the end of this blog, we’ll figure out whether AI will replace SEO copywriters.

What is SEO content?

When we talk about SEO content, we basically mean blogs.

While SEO copywriting can include all elements of on-page content (including website content), in the digital marketing sector, we focus on blogs.

Blogs have been the engine room of SEO for decades. (We’re old enough to remember a time before that, but let’s not go too far into that!)

Blogs still have power. approximately 7.5 million blog posts are published daily? We didn’t, either. Blogs spread globally, with WordPress.com recording over 20 billion page view a month and 409 million users.

You’re reading a blog now.

Why SEO blogging still has power in 2025

You know what a blog is, but do you know what its impact can be on SEO? Here are some stats:

OK, so you can take these stats with a pinch of salt. They’re not all peer-reviewed evidence but do provide some good support for our belief that creating content is still one of the best investments your business or brand could make.

But should you pay an agency or AI?

The evidence and arguments for AI copywriting

This blog probably took us a few hours to write, edit, proof and post.

With AI, you could have a blog delivered in a the time it takes for us to write this sentence.

Have you ever used ChatGPT and been disappointed with the results? That’s because ChatGPT is a basic interface. There are much more sophisticated and successful AI copywriting assistants and platforms out there that generate much more convincing results.

How? With a combination of prompt engineering (the instructions you use to ask an AI writing assistant to create content for you) and the ability to train them on your existing content and tone of voice guidelines.

So, are marketers using AI? We dug into the data. (OK, searched on Google.)

It seems that AI is already being used by marketing teams already, and why wouldn’t you?

Some of the benefits of AI are pretty obvious to any cash-strapped created team or digital marketing department:

If it sounds too good to be true, then sadly, you’d be right. Let’s look at the other side of this shiny, digital coin.

The evidence and arguments against AI copywriting

AI copywriting turns something creative, fun and inspiring into something transactional. It’s also clear, through evidence of AI hallucination, that content can’t be trusted either. And that’s a big deal.

This isn’t an academic paper, thankfully, but we’ve taken a look at some of the evidence out there against AI. See how you think things stack up:

There is no concrete evidence that AI-generated content is being penalised by Google. That’s true. But if you’re using basic prompts and generic responses (created through ChatGPT for example), you’re not going to see your SEO content achieve, well, anything

The future for AI copywriting

What’s the future for SEO copywriting? We’ll be honest, we’re merely writers blown around in the storm created by the tech giants. We did some digging to see what some experts think before coming to our conclusion.

42group’s view on the future of SEO copywriting

AI can’t replace a human copywriter – but in the future, it won’t need to. The way we search, through long tail keyword typed into a computer, is changing. In a few years, it’ll likely disappear as AI assistants take over. Social media is increasingly used performs the function of a search engine, too, reducing the impact of SEO content.

But, as audience demands change, so must the skills of writers and content agencies. SEO copywriting will, as AI improves, change with human and these advanced algorithms working together to create content that connects with audiences and engages existing and new algorithms.

Contact a (real human) SEO copywriter

Get in touch


Leading SEO copywriting agency 42group explains why the death of SEO copywriting is overstated. SEO content still provides a cost-effective strategy to create a lasting and sustainable advantage – but only If you use it intelligently. How? Let’s show you…

Whatever you do, you want your customers to know you’re the best, right? SEO copywriting is a key tactic in a comprehensive digital marketing strategy to provide visibility for your business among your core customers.

It’s not going to be easy to dominate your niche, especially if you operate in a highly competitive area. But you don’t need this to be successful. Instead, it’s about identifying high-value opportunities and targeting them with high-quality content that delivers value.

Who is this article for?

If you’re already creating SEO content at-scale and according to an agreed and well-defined strategy, this isn’t for you. This blog post is targeted at start-ups, SMEs and organisations setting out on their content journey.

If you’re looking for more in-depth SEO copywriting and content tips and insights, check out our blog page.

Is SEO copywriting dead?

The death of SEO has been overplayed as the rise of generative AI (those platforms that use LLMs to generate content, basically) isn’t getting the results expected. Why? Because search engine algorithms are becoming more sophisticated and specialised – analysing content for quality, consistency and authority. (This is commonly called EEAT, but it’s more than that.)

If you’re starting out in SEO copywriting today, you may think you’re at a disadvantage. But you’re not. Your website isn’t encumbered by hundreds or thousands of pages of poorly written content that can confuse search engines.

You’ve got an empty blog that’s ready to be filled with high-quality content that’s targeted, clear and focused on your keywords and core audience.

So, no. SEO isn’t dead – but the tactics and tools you’ve used in the past might be.

SEO keyword research: What do customers want?

SEO keyword research is as simple as logging into keyword planner or asking ChatGPT, right?

If this is your approach, you’re making the first mistake.

These keyword search tools provide the basics to work from. It’s a great start, but the most successful keyword strategies incorporate more sophisticated ways to generate insights, including:

This is a long list and it’s expensive, right? Aside from the interviews and focus groups you can do all this at home with a few hours of desk research.

SEO isn’t a single process, it’s an ongoing process of refinement. If you can only do some Keyword planner research or ChatGPT prompting, then go with it. When you start to see results you can invest more in the process and build a better – and more effective – SEO strategy.

Build a content strategy for customers

A single piece of content won’t have any impact. Sorry, we said it.

What you need is a targeted and focused plan of content that’s going to build relevance around your core search terms.

We’re not going to rewrite a piece we’ve already done. Here’s our guide to creating an SEO content strategy.

An SEO content strategy will provide you with a single source of truth for technical teams, SEO content writers, number crunchers (who can set and analyse content some KPIs) and leaders.

Your SEO content strategy should be more than a list of content titles, it should contain:

Again, this seems like a huge – and costly – piece of work. But it doesn’t need to be. You can sketch out a quick content plan and work in an agile fashion, building your content strategy while generating content. It’s not the best way, sure, but it’s a practical approach for businesses that want to see results.

Fighting for high-value SEO keywords

Want to rank on page #1 for SEO copywriting? Or SEO content? Or SEO blogging? These are, in our industry at least, some of the highest value – and highest competition – keywords. You’re competing with HubSpot (remember them?), Neil Patel and a whole range of companies and bloggers with decades of history and huge budgets.

The lesson is that ranking for high-value keyword is super-tough. That doesn’t mean you can’t achieve amazing things with great content, but

Should we fight for high value keywords? Yes, but if you’re a start-up don’t make this the core of your strategy first-up.

Instead, we recommend start-ups and those beginning on an SEO content journey focus on two areas:

  1. Niche search terms
  2. Local SEO

What are they and what do they mean? Let’s take a look.

Unlocking value with niche search terms

Let’s take our SEO copywriting example.

We can take the headline key search term and see that competition is massive. But most of the people (including you, perhaps) are searching for information on how you can create SEO content or manage SEO copywriting projects.

If we want to tap into the commercial search queries, we need to start thinking about what people are searching for:

These are great, but there is also serious competition for these. Should we target them? Yes, but we need to look more broadly to pick up some of the other search terms out there.

If we consider those in the purchasing journey (digital marketers, web developers and other SEO writers who may be struggling with volume), let’s look at how we can use educational content to add value to their lives.

We can look at

These are all ultra-targeted at driving clicks and conversions. Let’s add a few keywords that demonstrate authority to search engines:

This is a completely made-up SEO keyword strategy that has no basis in evidence, but even so, you can see how we need to move beyond the high-value keyword terms to identify value for your audience.

As you get more into the niche, it should become easier to rank. The logic is:

Lower search volume = lower competition

The purpose of your keyword analysis is to identity these opportunities. You can see from this how the more advanced and in-depth the keyword search approach you take, the greater the likelihood you’ll find new, low-competition areas for content creation.

Local SEO: The secret to success

Ranking for high-value search terms is hard – especially if you’re trying to compete in a globally competitive niche.

Take our SEO copywriting keyword. Let’s discard those information providers, software companies and free guides because they’re not our competition.

Drilling down into the commercials here, we can see there’s a huge – and motivated – audience locally.

Local SEO is, for many service businesses, the best way to pick up search traffic. We can see large search volume for:

You can carry this on until you exhaust yourself and your fingers.

In the past, agencies would recommend creating specific service pages linked from your homepage for this. That can work, but it can confuse navigation – another ranking factor. It also looks messy and a bit 2008. So, we recommend using your blog as the way to connect with local search results (and local searchers).

Here’s a useful guide on how GPs can use local SEO. It’s written for healthcare organisations, but the principles can be applied to any business.

How to dominate search results in your area

Time, strategy, investment in great content and a little luck. These are the core

Despite what agencies will tell you (or promise you) there’s no shortcut to SEO success. It takes time to established yourself, get your pages to rank and send the right signals to Google that you’re publishing high-quality, audience first content with value.

Strategy is basically what this guide is all about. You can’t assume you have the answers of insights without doing your research. The more time you spend understanding your customers, the more successful your content will be. Don’t be afraid to get really specific if your customers want that type of content.

Good quality content costs money. If you’re not prepared to pay for it (or write it yourself) you won’t get results. AI simply can’t create content with value for your readers. And nor can cut-price content mills or foreign writers who you pay peanuts too. This isn’t us being critical of either, they have their place, but long-term, sustainable content results come with an investment.

Luck, too, plays a part. Algorithms, like humans, can be quirky. Sometimes a beautifully written, expertly researched and totally targeted blog post won’t rank. But a short, snappy and dashed off post will. Why? Who knows.

There’s no cheap and easy way to dominate local search. Instead, it’s about doing the right things consistently.

When all is said and done, concentrate on creating high-quality content which provides value to readers, and you’ll succeed. Even if you don’t get the highest rankings, you’ll be creating content that improves the internet for everyone.

Connect with an expert SEO copywriter

Contact 42group


42group is a specialist healthcare marketing agency that uses content to create connections with your audiences. In this article, healthcare marketing experts at 42group explain what a specialist marketing agency for healthcare does and how it can help you grow online and offline with your core audiences.

Let’s start with the basics of defining what a healthcare marketing agency is. In our world, a healthcare marketing agency specialises in helping healthcare providers and organisations connect with their target audiences effectively. This could be patients, other healthcare providers, clinicians, commissioners, politicians and the general public. It could be all of these groups or just one.

The best healthcare marketing agencies combine in-depth industry knowledge with innovative marketing techniques used by commercial companies to help you build brand awareness, engage patients and clinicians and ultimately drive growth. This can be about raising your corporate profile, product or service marketing or campaign-based marketing.

While the UK has a socialised healthcare system, healthcare is clearly becoming more consumer-driven. As a result, the role of healthcare specialist marketing agencies has never been more critical. 

If you’re searching for a healthcare marketing partner or simply want to know what a health marketing agency can do (and can’t do), you’re in the right place. 

Connect with a healthcare marketing specialist

Contact us


What does a healthcare marketing agency do?

So, what can a healthcare marketing agency do? Here is a list of the typical services offered by a healthcare marketing agency. The first thing you’ll notice is that this is a long list. You’ve got to weigh up where your agency’s strengths lie and what your audience and engagement priorities are.

But we can get to that. Here’s a fairly comprehensive list:

Strategic healthcare marketing services

Creative healthcare marketing services

Healthcare digital marketing

Public Relations (PR)

Performance Marketing

42group’s approach: Audience-first marketing, campaigns and creative

Can one agency deliver everything above? Probably not. 

At 42group, we are a healthcare marketing agency that specialises in content creation, campaigns and creative that put the audience first. Snappy slogan and all that, but what does it mean?

In practice, that means developing a comprehensive view of your audience, mining data, undertaking interviews, social listening and doing a deep dive to develop a strategic brand position for your business. 

And, as if by magic, that’s the next part of this guide.

Creating strategic brand positioning for healthcare providers

Marketing is more than promotion; it’s about brand positioning. That involves finding your unique voice, defining your offer and providing an insight into your personality. Whether you’re a start-up looking to scale, an established healthcare leader looking to launch a new product or an NHS organisation that wants to refresh its identity, everything begins and ends with your brand. 

Here are some ways a healthcare marketing provider can support you with strategic brand positioning for your organisation, product, service or campaign. We’ve even added some examples to bring our 

Marketing isn’t a set of activities or a content or social media plan, it’s a comprehensive range of activities combined to deliver a strategic goal. Strategy is the start, middle, and end of any successful marketing campaign.

Your healthcare marketing agency partner shouldn’t start by providing answers or outlining actions, but by asking questions. At 42group, we begin every journey with a deep dive into you and your organisation to learn what defines and differentiates you. Together, we explore what you want to achieve and why. This naturally leads us into the process of identifying and defining your audiences before we begin to define the tactics we’d use to reach them.

Helping you to drive engagement with digital marketing

Digital marketing is a huge part of the marketing mix, and it’s arguably where 42group adds the most value. We’re a content-first marketing agency that uses the power of digital content to establish connections with your core audiences. Here is how digital marketing can help you to drive engagement, increase awareness and succeed in an increasingly complex and competitive environment.

Digital marketing is a core part of the healthcare marketing mix and is where most organisations find delivers the greatest value. The key is to work with an expert healthcare marketing agency like 42group that understands the complex and shifting nature of healthcare, including the ethical and moral responsibilities of communicating about health.

Building trust: Ensuring navigating compliance and ethical marketing

Trust in information online is at an all-time low. Do you believe everything you read? We’re guessing the answer is no – and you’d be right. In every industry, fake claims, bogus sites and bad actors are destroying trust. So, how do you build it?

Selecting a suitable healthcare marketing agency

Healthcare marketing is a complex and challenging area to work in, with multiple stakeholders, audiences and priorities. The worlds of marketing, communications and engagement are constantly changing, too, which means you’ll need a partner who’s flexible, committed and capable of adapting.

We’ve come this far together, and by now, you should know that 42group is the ideal healthcare marketing agency partner for your project. We have 20 years’ of experience in healthcare marketing, content creation and digital development – skills we can use and apply to your projects. 

Even if you don’t work with us, we recommend you spend time selecting a suitable healthcare marketing agency that can provide services and support tailored to the unique demands of the healthcare sector. Specialist healthcare marketing agencies will have the capabilities, capacity, expertise and confidence to help you create connections with your audiences. 

Connect with a healthcare marketing specialist

Contact us


Your healthcare marketing agency questions answered

What would an SEO-focused guide be without an FAQs section? We know we’ve not spoken with you, but here are some of the common healthcare marketing agency questions provided by the billionaires at Google.

What does a healthcare marketing agency do?

Basically, healthcare marketing agencies help healthcare organisations improve their visibility, patient engagement and growth by implementing tailored and targeted marketing strategies. Healthcare marketing agencies offer a comprehensive range of services, but (because the full-service agency model is dead) they’re likely to specialise in specific areas like digital marketing, branding, SEO and content creation. Regardless of their focus, healthcare marketing agencies have industry-specific knowledge that enables them to meet the unique needs of healthcare providers. The good ones do, anyway.

Why should I hire a healthcare marketing agency?

Do you want to succeed and have the budget to back it up? While there are no guarantees in business and life, hiring a specialist healthcare marketing agency should give you access to experts who understand the complexities of the healthcare sector. They can navigate regulatory challenges, create effective patient-centred campaigns and use commercial marketing techniques to help you achieve your aims and objectives.

How can a healthcare marketing agency improve my online presence?

Not all healthcare marketing agencies offer digital services, so it’s not a blanket ‘yes’. But many healthcare marketing agencies – including 42group – use tools like search engine optimisation (SEO), pay-per-click (PPC) advertising, and social media management to boost your online visibility. The results should play a part in improving your website’s visibility in SERPS.

What are the key services offered by a healthcare marketing agency?

We’ve provided a comprehensive list above, so circle back there if you want full details. But here are some of the standard services offered by healthcare marketing agencies:

Can a healthcare marketing agency help with patient engagement?

Yes, patient engagement is a core focus for healthcare marketing agencies. Or it should be. A healthcare marketing partner can help design strategies to educate, inform and connect with patients. Ideally, this happens through professionally created – but highly personalised –  content, communication, digital tools and products.

How do healthcare marketing agencies measure success?

As the client, you’re the ones who define what success looks like. Don’t let your marketing agency dictate what metrics you use. However, some of the typical ways to measure the impact of marketing projects include:

What makes a healthcare marketing agency different from a general marketing agency?

This is a good question. No marketing agency is going to turn down a healthcare client, but ask yourself, do they have the skills, experience and insights that you need to connect with your core audiences?

A healthcare marketing agency has industry-specific expertise and a deep understanding of healthcare regulations, patient behaviour and medical terminology. They’ll also understand how the health system works (in the UK, Europe, the US, or the rest of the world). This knowledge – earned through experience – enables healthcare marketers to create tailored strategies that resonate with both healthcare professionals and patients.

How much does it cost to hire a healthcare marketing agency?

Costs vary depending on the services provided and the agency’s experience. Expect to pay around £500 per day for a specialist healthcare agency. 

Don’t be put off if this figure scares you. Agencies (including 42group) offer tiered pricing models, ranging from affordable options for small organisations and start-ups to comprehensive strategies for larger healthcare organisations.

Remember that you get what you pay for.

How do I choose the right healthcare marketing agency?

Too many contracts are decided on price, whereas we recommend judging on a more rounded set of criteria. Here are some factors to consider:

Even if an agency ticks all the boxes, consider how you relate to them personally. Do you like the idea of working with them and their team?

How long does it take to see results from a healthcare marketing agency?

Results vary based on the strategies you and your agency choose to use. In general, SEO and content marketing may take several months for you to see results. On the other hand, PPC and social media campaigns can yield quicker results. A comprehensive strategy often delivers the best outcomes, which is a short-term increase in visibility and sustainable long-term improvements in rankings and awareness.

Can healthcare marketing agencies support small practices and providers?

Absolutely. Many agencies provide customised solutions for smaller practices, focusing on budget-friendly strategies like local SEO, content marketing, and social media to maximise impact without overspending.

Did you know that 42group is a leading provider of SEO content services? You do now. If you’re searching for a reliable SEO copywriting service to partner with then we’re here. For over two decades, we’ve provided expert SEO content services to the world’s largest corporations, innovative start-ups, and transformative organisations.

We love SEO content, but we offer clients more than a basic SEO copywriting service. We are a trusted partner for businesses that want measurable and lasting results. Why? Because we deliver exceptional, customer-first SEO content that improves rankings and builds long-term connections.

Our in-house team of content experts offers a comprehensive SEO content service – from scoping and strategy to creation, optimisation, and analysis. Whether you need a single project or large-scale content delivery, 42group is the partner you can trust. Ready to elevate your search performance? Contact us today.

What makes us so special? We offer a complete, strategically driven copywriting service. Here’s what that involves…

What makes 42group a trusted SEO content partner?

When we founded 42group in 2015, we began as an outsourced SEO copywriting and content service for digital agencies. Built by journalists and SEO specialists, we’ve evolved into one of the UK’s most sought-after providers of SEO copywriting services. 

Today, we’re proud to work with household names like Google, Deloitte, Halfords, Monster, Shopify and Pfizer alongside high-growth disruptors across all industries. We also work with fast-growth start-ups in a range of industries, specialities and sectors. 

You might imagine a huge office with hundreds of people busily typing away. But like most digital-first businesses, we operate a hybrid model, blending in-house expertise with trusted associates for large-scale projects. Our systems are designed to deliver tailored SEO content services efficiently, ensuring every client receives exceptional results on time and on budget.

You can find some examples of our SEO content and copywriting work here. This is a snapshot of what we do, but it doesn’t include everything. The best thing to do is contact us.

What does an SEO copywriting and content service involve?

SEO copywriting is more than just producing endless blogs based on specific keywords, despite what many SEO agencies and “experts” will tell you.

We know – through over two decades of experience – that achieving top rankings on search engine results pages (SERPs) requires strategy, creativity and insight.

That’s why our SEO content service is designed to provide a comprehensive programme of support to help you achieve rankings – and remain there. Strategy is the basis of long-term SEO success. 

So, how does this SEO content service work? Here’s a basic outline:

Why choose a professional SEO content writing service?

SEO content is (or should be) a vital part of your overall digital marketing strategy, which is why we always find it surprising when customers look to cut costs in this area. The digital agency, developers and designers all get paid – yet when it comes to creating the content, it’s where costs are often cut.

We’ve struggled to understand why. Perhaps it’s because, given time, most business owners, marketers and SEO people think they can create content that connects (which they can’t). Maybe they’re happy to trust a cut-price freelancer on Fiverr and feed the race to the bottom. Or could they have bought into the AI hype train and believe that AI content and copywriting will boost SEO all for the price of £20 a month (or whatever it costs these days).

None of these things is true.

Investing in professional SEO content agency services is essential for businesses that want to grow online. Publishing professionally written, audience-first content is vital for establishing a strong presence in SERPs and maintaining it. When you create content with value and insights, you build a competitive advantage that others can find impossible to challenge. 

All agencies will tell you why they’re the best. But they’re not because we are.

 Working with a specialist agency like 42group ensures:

  1. Customer-first content: We create unique, audience-focused content that engages your readers and drives SEO success. The strategy we develop for each client goes beyond the simple and superficial analysis of other agencies to dig deeply into the pain points, priorities and personalities of your audience. This is essential for creating content with value.
  2. Long-term results: Our expertise and the strategy we develop are designed to deliver long-term, sustainable success. SEO content and SEO copywriting aren’t a short-term route to increased revenues. You should understand that investing in content is a long-term commitment, and you’re much more likely to succeed when you work with a partner.
  3. Expert execution: With over 20 years of experience, we know what it takes to craft content that performs. We’ve witnessed the evolution of SEO from its previous place as part of the dark arts of digital marketing to today, when it’s acknowledged as a critical part of every organisation’s promotional plans.

We’re going to tackle this head-on now. Cut-price alternatives and AI-generated content may seem tempting, but the result is poor-quality copywriting and content that will harm your brand and rankings. 

When you work with an agency like 42group, our SEO content creation service is designed to create content with value for your audience and for search engine algorithms.

Should you trust your SEO agency to provide blog content services?

No – and here’s why.

Regardless of how experienced, professional and persuasive your SEO content agency is, their focus is on the technical aspects of ranking your website (or should be). SEO copywriting and content isn’t a science and no matter how good your brief or keyword planning tools are, they can’t provide the spark of creativity in your content that establishes a genuine human connection. 

At 42group, we can.

Can’t AI write my SEO content?

You know (even if you don’t want to admit it) that AI-generated content lacks the creativity, insights and originality needed to build connections with your audience.

AI is basically the equivalent of an averagely talented early career writer. And you wouldn’t trust the success of your website and brand to the latest work experience member of staff would you?

You can’t compare AI SEO copywriting to our human-led approach that delivers content that engages and performs. We can’t guarantee success, of course, and neither should we. SEO changes so quickly – but content today, at least, human-created SEO content is your best chance of ranking highly.

SEO content packages

SEO copywriting agencies can shy away from talking about costs, because it’s often a challenge to pitch it at the right level. Set your price too low and you’ll lose out on any deal, which is a surefire way to build resentment (and go bust). If your costs per article are too high, you could lose out on the job. 

It can also be hard to provide clear costs without understanding the complexities of each job. A 2000-word blog post about a general topic could take a day, but one on a complex aspect of science, technology or research could take a week.

The best projects are ones in which costs are clear and reasonable, and both partners work with respect for each other. 

Contact us, and we can develop an SEO copywriting service package that delivers the outcomes you want at a reasonable price.

Connect with an SEO content writer

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Your SEO content service questions answered

It wouldn’t be much of an SEO blog without an FAQs section, would it? So here’s some answers to SEO content service questions. If you’ve got any additional questions, just get in touch today. 

Why work with 42group?

42group comprises more than content writers; we’re researchers, strategists, optimisers, and trusted partners for the organisations, businesses, and brands we work with. Work with us, and you’ll find that our team delivers fresh, authentic content that aligns with your goals and plays a large role in helping you achieve measurable improvements in ranking and engagement.

Should I choose an SEO freelancer or an agency?

We respect the army of SEO content creators and copywriters. While freelancers may be suitable for small projects, larger agencies like 42group have the capacity, capability and consistency to deliver content at scale. 

The choice to work with an SEO freelancer or agency shouldn’t simply come down to cost; it should include your aims, aspirations and objectives for content. Can a freelancer help you achieve these things or not? 

We know the cost of copywriting can appear high and that cash is tight, but you really do get what you pay for and the added peace of mind, confidence and creativity from an agency will pay itself back over the long run.

Can you help with content strategy?

Absolutely. Our SEO content service includes strategic planning to align your content with broader business objectives, ensuring every piece contributes to your success. It’s a part of our overall package and while it’s not a prerequisite for a partnership, we find it’s often the basis for the best and most effective results.

How much does an SEO blog writer cost?

Rates are defined by the writer and the client and usually come down to the length of content, its complexity, the industry sector or speciality, and the speed of delivery. This means it’s almost impossible to provide an accurate figure, but if you’re planning out a content strategy, prices for a 1,000-word blog begin at £150. 

What does an SEO content and copywriter do?

An SEO copywriter is an expert at finding the right words for your website, content, blogs, articles, adverts and more that use keywords and insights to connect with your audience. On the surface, SEO copywriting can seem mechanical, like simply putting together blocks of content according to a formula. This is precisely how AI writing assistants (like SEMRush) and LLM-based AI writing assistants work. The result is utterly banal, boring and basically worthless content. 

SEO copywriters start with a blank sheet of (digital paper) and come armed with all the information we gather as we build your strategy. They combine these insights with a natural flair for creativity, writing and storytelling to generate copy and content that engages your audience.

Is SEO copywriting profitable?

For an agency, freelancer or writer, SEO copywriting can be profitable – but it’s also a highly competitive industry that demands a specific set of skills (as Liam Neeson once said). The market is crowded and it’s accelerating a race to the bottom. That’s not to say that skilled writers aren’t in demand (because they are), but finding clients who are willing to pay is becoming harder.

If you build a successful business, SEO copywriting can be profitable, but that takes time and demands a commitment to creating high-quality work. There is no shortcut to building a profitable SEO content creation business.

Which is better, SEO or copywriting?

Both SEO and copywriting are essential aspects of a successful digital marketing strategy. There is no shortcut to success; you’ll need to invest time, money and effort in all aspects of digital marketing to have an impact. In the end, the balance will depend on your business and objectives, as well as how competitive your sector is. 

UK’s leading charity copywriting agency 42group explains the benefits of working with a professional impact report copywriter in capturing and communicating your charity’s message with clarity.

Charity impact reports are much more than annual summaries; they’re an opportunity to tell stories that inspire, show accountability and build trust with stakeholders. That’s the concept, at least. As yourself: How many impact reports have you read that genuinely achieve this?

The most effective charity impact reports take your organisation’s mission from abstract ideals to tangible results, captivating supporters, donors, and beneficiaries alike. Done right, a charity impact report becomes an essential tool for communicating success and securing future support. It’s a huge part of your fundraising journey and stakeholder engagement plans.

In this article, we’ll guide you through the art of creating compelling charity impact reports, using real-world examples to demonstrate best practices and hopefully inspire your own process. If you want a shortcut to an amazing charity impact report, contact us today.

Understanding the role of charity impact reports

A charity impact report is your organisation’s chance to show what’s been achieved in the previous year. A good impact report goes beyond simple financial statements, they help to connect the dots between resources, actions and outcomes. The best become calling cards for change. 

Why charity impact reports are more important than ever:

  1. Demonstrate value for money: Cash is tight in 2025 and donations are down across the board. People, funds and other potential givers want to know that the money they give is spent intelligently and effectively. Your impact report is a chance – possibly the only chance – you’ll have to showcase value for money.
  2. Showcase transparency: Transparency is vital in an environment where high-profile charity failures can hurt. A well-crafted impact report provides this clarity, showing where resources go and the difference they make. For example, Charity: Water’s Annual Report uses stunning visuals and precise data to demonstrate how donations are used to provide clean water around the globe. You’re left with confidence cash is being spent well and wisely. 
  3. Build trust: Everyone in the sector knows that trust is the foundation of ongoing support for your charity. Trust is built on honesty, and acknowledging challenges and providing honest accounts of progress in your impact report demonstrates integrity. The World Wildlife Fund’s Impact Report doesn’t shy away from challenges, and in ts report it addresses both successes and the urgent need for continued action.
  4. Inspire action: The best impact reports energise readers, encouraging them to contribute and continue their support. Take inspiration from Save the Children’s Impact Reports, which pair compelling stories with hard-hitting statistics to create a powerful call to action that’s built around continued giving.

Strategic planning: laying the foundations

You can’t expect to pick up a pen (or put your finger on the keys) and create an impact report like those above without planning. The reality is that the process of creating an impact report starts long before you begin writing. Good planning ensures your report will resonate with your target audiences and achieve your goals – whether that’s recognising key achievements or generating more revenue.

1. Know your audience

Every charity has a unique mix of stakeholders. You might think you know who they are, but do oyou really? (And remember, things change…) Are your readers going to be donors looking for reassurance their cash was well spent, beneficiaries hoping to see stories of change, or funders assessing long-term outcomes? Knowing your audience will shape the tone, focus and content of your impact report.

Here are some tips on how to engage your audience directly:

You may have other audiences, including politicians, business leaders and other charities. Who else? Only you’ll know – so take the time to sketch out your audiences before you begin the writing process.

Example: There are so many examples, but the Red Cross International Report is a good one. The organisation caters to a broad audience by combining high-level overviews with detailed case studies and statistics. Read it and see whether you like it.

2. Define your core message

What story do you want your report to tell? A strong, central narrative ties your report together and gives it focus. A narrative hook can sound trite, but it’s important when you’re bringing together content from several audiences. Whether it’s something like “Together, We Overcame” or “Small Steps, Big Change,” a coherent theme helps structure your content and connect emotionally with readers.

Example: Amnesty International’s Impact Reports often use themes like “Voices for Justice.” These narrative devices are really effective at framing their achievements around human rights stories.

3. Ensure accuracy and accountability

An impact report is a demonstration of your organisation’s credibility. Will readers trust you once they’ve read it? There are statutory obligations, so collaborate with finance teams and project leaders to ensure accuracy and completeness. The trick is to provide enough detail to satisfy your funders but avoid overwhelming readers with unnecessary data, stats and content that could distract or, even worse, bore them.

Crafting the narrative: combining stories and data

So, at this stage, you’ve got details of your audience and established a narrative hook to the report. The most impressive and effective impact reports combine data and storytelling. The best impact reports show measurable results but also humanise those numbers with stories of real change. The impact report captures both qualitative and quantitative impact.

1. Start with an engaging introduction

Your introduction is where you set the tone for the rest of the report – so spend a lot of time getting it right. The best introductions immediately grab the reader, engaging them directly. Use your charity impact report intro to celebrate key achievements, frame challenges and reflect your organisation’s mission. When writing (or editing, if your intro has been written by an internal leader), be specific about the year’s highlights and avoid generic platitudes.

Example: Oxfam’s Annual Reports often begin with a compelling story that exemplifies their mission to improve lives and help communities to rebuild after disaster.

2. Feature leadership messages

While you may have covered this in the intro, a letter from your CEO or Chairperson adds a personal touch. Use a personal message to address successes, challenges and future goals with authenticity. When writing on behalf of a person, you’ll need to find a sincere and conversational tone that builds trust.

Example: In its 2021 report, Doctors Without Borders used leadership messaging to acknowledge the unprecedented challenges of COVID-19. In the defining crisis of this century (so far), leaders were needed more than ever before.

3. Showcase stories of change

Use your report to highlight individual stories that bring your mission to life. Whether it’s a child thanking an educational program (like a case study we wrote for Montessori Schools) or a community transformed by clean water access, stories make your impact tangible and real.

Example: Room to Read’s Impact Reports focus on individual student stories, showing how literacy programs have changed lives. It’s a novel – and effective – way of creating an impact report. 

4. Use data to support your narrative

Words have power but so do images. Try to present any data in an engaging and accessible way. Infographics, charts and visuals can help communicate results clearly and in many cases, more effectively than the written word. Figures on their own aren’t enough. Pair statistics with context to show the “why” behind the numbers.

Example: The Global Fund’s Results Report uses dynamic graphics to illustrate progress against major health challenges like HIV/AIDS and malaria. It’s visual storytelling with crucial context.

5. Provide a vision for the future

End your report with optimism, whatever has happened in the previous year (or the potential future holds). Ensure you discuss upcoming goals, strategic priorities and identify areas where continued support is needed. Inspire confidence that the journey isn’t over and that the support of donors, supporters and volunteers remains vital.

Example: The Malala Fund’s Annual Reports always close with a call to action, encouraging supporters to help advance girls’ education worldwide. 

Design and visuals: making an impact

As professional charity copywriters, we’re not designers but we understand what constitutes “good” design when it comes to impact report. While it’s hard for us to admit it, the design of your impact report is as important as its content. A visually appealing report encourages engagement and ensures readability.

1. Emphasise branding

Your report should reflect your organisation’s identity and embody your personality (where applicable and relevant). Brand experts will tell you to use consistent colours, fonts and imagery to build recognition and reinforce trust.

Example: The UNICEF Annual Report seamlessly integrates its brand into the design, from the iconic blue colour palette to powerful imagery of children. You might no have the budget of one of the world’s biggest charities, but you can still learn the lessons and put them into practice.

2. Use engaging visuals

Your report will need to stand out or it risks getting lost in a sea of others. Greatbranding above can help and you should also aim to use infographics, charts, and images break up dense text and highlight key achievements. Choose visuals that complement your narrative and boost your brand.

Example: WaterAid’s Impact Reports use vivid photography and simple graphics to convey the human impact of their work.

3. Ensure accessibility

Impact reports are for everyone, so it’s important to make your report accessible to all audiences. Use clear headings, concise language and designs that are optimised for both print and digital formats. For digital reports, ensure compatibility with screen readers and other assistive technologies to ensure everyone has the opportunity and ability to read it. This is vital for charities that work with those with disabilities, but the principles apply to all organisations.

Working with an impact report copywriter

You may have the skills, capacity and commitment in-house to create an impact report – but if you dont, it’s time to find an impact copywriter. Professional charity impact report copywriters (or agencies, like 42group) are skilled and experienced at managing all aspects of the report creation process.

Effectively, we put everything in this list into practice. 

At 42group, we have established processes in place to manage your report from inception to delivery. Working in partnership with you, we follow this standardised process:

There are more stages than this and the process isn’t necessarily as linear as it appears on paper (real-life is the biggest enemy of project plans), but we’re confident we can get your report written and delivered on-time and within budget.

Charity impact report copywriting: Final thoughts

A well-crafted charity impact report embodies the core values of your charity: transparency, inspiration and connection. By blending compelling stories, incorporating robust data, and thoughtful and accessible design, you can create a report that not only informs but inspires action. 

Whether your aim is to thank donors, galvanise supporters, inspire volunteers or celebrate beneficiaries, your impact report can reflect the heart of your mission and strengthen relationships with all your core audiences.

Ready to create an impact report that connects with your audiences? Let 42group help you tell your story.

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Annual reports are more than a statutory obligation; they can be powerful storytelling tools that communicate achievements, challenges and visions to your stakeholders. That’s the idea, anyway.

Companies can choose to create annual reports in-house, or engage a professional annual report writing agency. 42group is one of the UK’s leading copywriting agencies with a history of creating compelling content for audiences in all sectors and specialities. In this in-depth article, we’re going to take you inside the annual report copywriting process, providing you with some tools, techniques and approaches that can ensure your annual report gets read (and isn’t left languishing on a shelf or stuck gathering digital dust).

Annual reports are a responsibility – but they also represent an opportunity to showcase the transparency, accountability and creativity of your organisation, boosting your brand among core audiences. When they’re done well, an annual report becomes a strategic asset – a powerful publication that builds trust, inspires action and informs critical decision-making. They can also look and feel amazing.

Here’s 42group’s guide on how you can craft a high-impact annual report that blends the best actionable advice with real-world examples to help you do better. Because your audience is worth it.

Why annual reports matter

So, let’s start at the basics. An annual report is your organisation’s year in review. It could be a simple document, and for many it is. But the best annual reports go beyond dry numbers and facts to tell a story about your organisation’s purpose, progress and future plans.

An annual report is a look back at what you’ve done but it also sets the scene and defines the parameters for the future. It’s an honest and transparent reflection of how you’ve travelled and how much further you have to go.

If these sound like platitudes it’s because they are. But that doesn’t make them any less true. Let’s put it another way. Writing and producing an annual report can feel like a burden. But instead, it’s a chance to clarify your strategy and make your organisation a little bit stronger.

How? Here are some ways a good annual report can help.

How an annual report can engage and inspire readers:

  1. Inform stakeholders: Yes, the primary role of an annual report is transparency. Stakeholders, including investors, donors and employees, need to understand your financial health and read about your operational highlights – as well as existing and emerging challenges. For example, Unilever’s 2022 Annual Report outlines its profitability alongside sustainability activities, showing how business performance aligns with its corporate values.
  2. Build trust: Trust is earned through honest communication and clarity. Acknowledging both successes and challenges is authentic and real. The best brands use this to increase integrity. We love Patagonia’s B Corp Impact Report as the buccaneering adventure brand openly discusses the complexities of sustainability while celebrating progress.
  3. Inspire action: A great annual report motivates readers to act, whether that means increasing investment, donating, or supporting your mission in other ways. We can divorce the individual for the organisation and appreciate how the Bill & Melinda Gates Foundation’s Goalkeepers Report combines data with human stories to galvanise efforts around global health challenges. It’s really a feelgood report that showcases the impact of what they’re doing really well.

Annual report copywriting: Research, plan and prepare

So, how do you create an annual report as engaging and inspiring as those above? A massive budget probably helps just a little, but it involves more than that. You’ll need to have a process (or engage a partner with a process) that can support you to create an annual report that goes beyond the superficial to genuinely connect with readers.

Research: Know your audience

Identifying your readers is the first step. You might think you know who they are (and you probably do) but start with a blank sheet of paper and an open mind. Are they investors looking for detailed financial insights, donors eager to see impact, or employees seeking reassurance about their contributions? 

Identifying your audience enables you to tailor the tone and depth of content to address their needs. Let’s take a quick look at how that could work in practice:

Example: The Coca-Cola Company’s 2022 Annual Report effectively segments content, offering clear insights for investors, partners and employees (as well as anyone who loves the deep, dark joy that is an ice-cold coke on a hot day).

Plan: Create a project document, define your narrative & nail down responsibilities

You’ll be relieved to hear that we’re not going to go through how to create a project plan that engages all stakeholders, contributors and the editorial team. If you want to know more, message us. But trust us, without one, your report won’t be as impactful as it could be.

Your annual report should revolve around a central theme or narrative that’s meaningful to you. Again, these can sound cliched, so you’ll benefit from the input and engagement of an experienced annual report copywriter. 

Whatever you decide as your core message – whether it’s “Resilience amid challenges” or “Innovation driving growth” – a theme creates cohesion and focus for the report. The central narrative hook enables readers to understand that the organisation has a clear focus for the future.

Great examples abound, but we were impressed by Airbnb’s 2020 Annual Report which outlined the brand’s commitment to reshaping its business model, focusing on long-term stays and virtual experiences.

Prepare: Ensure compliance and accuracy

An annual report is a legal document, os there are certain things you must include. Always collaborate closely with finance and legal teams to ensure every box is ticked and all information is included. 

We like to double-check every figure, citation and claim throughout every report to ensure accuracy and maintain credibility. But you can’t let the document become a list of facts and figures without context or narrative. When dealing with figures and statutory information, aim for clarity by simplifying technical jargon and provide context where needed.

Crafting the narrative: Using data to drive storytelling

Data tells ‘what,’ but stories explain ‘why.’ That’s why the best annual reports use storytelling techniques – like establishing a narrative – to humanise numbers and build emotional connections. When we talk about storytelling, we don’t mean a long and rambling narrative, but creating a coherent narrative and describing your year in a way that captures – and keeps – attention.

1. Start with an engaging introduction

It all starts (funnily enough) at the start. The introduction is your chance to hook the reader. Use it to highlight the year’s overarching theme and significant achievements. Avoid generic statements; focus on what makes the year unique, challenging ansd rewarding.

Example: Expert storytellers at the Walt Disney Company start annual reports with stories that reflect their commitment to creating “magic” for audiences, setting an emotional tone while highlighting their cultural and financial impact. Be more Disney…

2. Include Leadership Messages

A personal letter from the CEO or Chairperson should personalise the year. In it, you can highlight successes, address challenges and articulate the organisation’s vision. Don’t try and be too creative or veer too far from the person’s tone of voice. Instead, aim to use a confident and conversational tone with honest reflections to build trust.

Example: There are loads of examples in the charitable sector, but we’ve gone corporate. In their 2021 report, Barclays’ leadership message acknowledged market volatility caused by COVID-19, while outlining a bold strategy for navigating uncertainty. In a time of economic and societal instabilitiy, it provides confidence and demonstrates resilience.

3. Showcase operational highlights

Go beyond numbers to show the impact of your work. Highlight key projects, innovations or milestones with storytelling elements and incorporate visual aids like diagrams and infographiccs.

Example: The WWF Annual Report integrates powerful conservation success stories with data, creating a compelling narrative that balances emotional appeal with factual integrity.

4. Present financial data clearly

Financial performance is crucial but often dense. Use clear visuals like bar graphs, pie charts, and tables to make data accessible. Supplement this with a plain-English summary that simplifies complex information for non-specialist readers.

5. Provide a vision for the future

A forward-looking section reinforces confidence in your organization’s trajectory. Discuss strategic priorities, upcoming initiatives, and how you plan to address challenges. Frame obstacles as opportunities for growth and innovation.

Design and visuals: Enhancing readability & relatability

Annual reports sound like dull documents, but they don’t need to be. You’ll find (by looking at our examples) that intelligent and contemporary design can elevate an annual report, making it not just readable but memorable. Some of the best reports are supported by big budgets and, while you may not have cash to burn like Tesla, you can use these examples as inspiration to help you  

1. Go big on branding

Consistent branding reinforces identity and builds trust. Your annual report should stand out but maintain the consistency of your brand. We’re copywrters not designers, but the best reports will use your organisation’s colour palette, typography and logo creatively and consistently – building recognition and trust.

2. Make it visually engaging

Annual reports can be interesting. Say it again and this time, believe it! Designers can break up text-heavy sections with visuals like infographics, charts, pull-quotes and images. These elements enhance understanding and keep readers engaged, making potentially boring text easier to read and relate to.

Example: When he’s not interfering in UK and global politics, Musk is leading the world’s biggest tech firm. Tesla’s Annual Reports feature minimalist, sleek designs that align with its focus on innovation and cutting-edge technology. The annual report reflects the brand values, aspirations and aims.

3. Ensure accessibility

Annual reports are for everyone, so ensure your report is accessible to a diverse audience. While this is especially relevant to public bodies, charities and those with a social purpose, it’s an important principle for all organisations. When copywriting for your annual report, use clear headings and concise language. Designers should be considerate to create designs that are accessible, incorporating print and digital accessibility, including features like screen reader compatibility.

Optimising your annual report for digital platforms

In the past, annual reports were always printed. Think big, expensive and lengthy print runs for a publication that is, by its nature, ephemeral. Thankfully, annual reports are increasingly consumed online. A PDF download isn’t enough; think interactivity and shareability. (We hope that this is a word, it seems to be so).

In the past, instead of creating a print annual report, we’ve built a microsite for an NHS Trust. This 

We’re not going to tell digital people would to do as they hate that. But when planning out your annual report, aim to incorporate:

Example: The UNICEF Annual Report integrates videos, interactive maps, and downloadable assets to cater to diverse audiences and maximise engagement.

Working with an annual report copywriter

In a time when cash is tight and costs for just about everything are increasing, why work with a professional annual report copywriter? Well, an annual report copywriter can (or perhaps more accurately, should) do all the things in this article.

Expert annual report copywriters like those at 42group will work with you to understand your ams and objects, listening to you and learning from you before crafting a report that captures the success of your past and sets out your plans and priorities for the future. 

The process should be simpler, cheaper and more efficient – enabling you to focus on what you do best, with th confidence that your report will be written and delivered on-time and on-budget.

What’s more, the report shouldn’t be a cookie-cutter template, but a completely original and engaging document that informs and inspires. 

Annual report copywriting: Balancing creativity with legal responsibility

A well-crafted annual report is more than a necessary statutory obligation; it can be a powerful communication tool. 

To achieve this, your report will need to blend clarity, creativity and strategic storytelling with a focus on the reader. Understanding what they want to know (audience insights) and combining it with what they need to know (legal obligations) will enable you to create a report that not only informs but inspires. Whether you’re addressing shareholders, employees, or the general public always focus on authenticity, relevance and adding value to the reader.

If this all sounds like too much hard work, then contact 42group. We’re expert annual report copywriters that will help you balance creativity with your legal responsibilities to create an annual report that genuinely means something and matters.

Contact an annual report copywriter

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UK’s leading SEO content agency 42group takes you inside the world of SEO copywriting, content and blogging to explain why building an audience with authentic and original work still matters.

AI has destroyed SEO content, rendering the whole process of content creation pointless and a waste of time and money. That’s what those selling AI content services would have you believe, but it’s bullshit. In a world filled with fake news and machine-generated junk content, real words created by skilled professionals will cut through.

That’s what an SEO content agency does.

The good ones, anyway.

If you’re searching for an SEO content agency partner or considering outsourcing content creation to AI, this article, blog or whatever you want to call it is for you.

Connect with a UK-based SEO content expert

Contact 42group today


What can an SEO content agency do?

An SEO content agency specialises in creating content that not only resonates with your audience but also ranks well on search engines. 

The basic truth is the content you publish – whether it’s blog posts, landing pages, or long-form guides – is created explicitly to deliver value to readers while improving your website’s visibility.

In the past, this was pretty simple. For example, let’s say you’re a sustainable fashion brand. An SEO content agency can create blogs targeting terms like “eco-friendly fashion trends” or “best sustainable clothing brands UK.” Over time, these blogs will draw organic traffic from potential customers actively searching for your products.

Today, an SEO content agency needs to do more to unlock the hidden motivations of your audience to create content that builds a human connection, 

Let’s take our fast fashion brand. As well as headline, keyword-focused blogs, they should also invest in brand building, tackling some of the issues that affect consumers. “Is fast fashion sustainable?” or “How can (company name) guarantee our fashion is ethical and environmentally friendly?”. These blogs strengthen your SEO game but also directly engage readers.

Your SEO content agency isn’t a writing service; it should be an ideas factory that helps you harness the power of content to create connections. 

So, basic SEO content agency services typically include:

Here’s an essential aspect of what an SEO content agency is. A skilled agency won’t just write content but will align it with your business goals, ensuring it connects with the audience and meets their needs, as well as delivers for algorithms.

How to select an SEO content agency

Choosing the right SEO agency can be frustrating, annoying and time-consuming. It’s also not a lot of fun. You can find yourself wasting time and energy engaging with individuals and organisations that won’t deliver the results you want. 

Before engaging an agency, take the time to clarify a couple of things, including:

Here’s a useful ticklist to help you find the right SEO content agency partner:

  1. Proven track record: Look for case studies or examples showing the agency has improved rankings for other clients. Make sure to ask for references and look at previous work. 
  2. Customised strategies: Avoid one-size-fits-all approaches. Your industry, audience, and goals are unique, so you’ll want an agency that’s flexible and will build a bespoke project plan for you.
  3. Transparency: A good agency will explain the content creation process and keep you informed with regular updates. At 42group, we provide our clients with 24/7 access to all project documentation and content.
  4. Content expertise: Ask for examples of content they’ve created, whether it’s blogs, landing pages, or product descriptions. These should show you the style of content and illustrate their skills as writers but don’t read too much into the tone of voice (pun intended).

What to look for when assessing SEO content agencies

Before investing your hard-earned cash into an agreement with an SEO content agency, here are some of the things you should learn about them. (Oh, and don’t take their word for it,;do some due diligence and assure yourself that they’re able to deliver for you.)

If an agency ticks these boxes, then you may have found a partner. But don’t get too far ahead of yourself. Before sending over that £50,000 monthly retainer (as if!), learn about the warning signs of a bad SEO content agency first.

How to spot a bad SEO content agency

Sadly, not all SEO content agencies are equal. Spotting the red flags early can save you time and money and reduce the risk of tearing your hair out in frustration as things fall apart.

SEO content agencies can often work like SEO agencies – promising the world (for a high price tag) and delivering a lot less than expected. We’re sorry to say that we’ve seen this before and it’s bad.

So, what are some of the warning signs you should look out for?

If your agency can’t explain its process or is willing to explain how it works, then walk away.

AI has damaged the SEO content industry, and it’s now easier than ever for individuals and organisations to create dull, derivative and damaging content for a fraction of the price of previous years. 

We always recommend running several test pieces and using AI detection software to analyse whether it’s been created by (wo)man or machine. These things aren’t 100% right, but it’ll give you a good idea of who’s creating the content in front of you.

It can be useful to learn about the agency’s location, structure and staffing. Another dirty trick is to outsource content creation either to low-cost freelancers in the UK or content mills like Upwork or Fiverr. This will all lead one way: to your website ranking getting smashed.

Why SEO content takes time to deliver

SEO isn’t a quick fix. High-quality content and SEO strategies take time to show results, often several months. 

Why?

The point is, if your ranking isn’t improving in a few weeks, don’t worry. Content-driven SEO is a long game which can take months or even years to deliver. The good news is that the benefits are sustainable, which means once you’ve established a prominent position, you’re likely to stay there for the long term. That being said, there’s a need to review, update and improve high-ranking content. You’ll also find that ratings can fluctuate too.

The most successful content-based SEO activities all share one thing in common: they’re driven by a clear strategy that’s built around detailed audience understanding.

The 5 secrets to creating an SEO content strategy

We’ve already written a monster post on how to create an SEO content strategy, so read that first. 

If you can’t be bothered to click on a new page (and we don’t blame you), here are a few bullet points to get you started on your SEO content journey:

  1. Know your audience: Create content addressing their needs and search intent. Use tools like Google Analytics and surveys to gather insights and understand the problems, pain points and priorities of your target audience. The more you understand about your audience, the better your SEO content will be, and (if the logic holds) the more effective your content will be, too.
  2. Perform keyword research: Keywords are where the magic happens. Focus on a mix of high-volume and long-tail keywords. Tools like Ahrefs or SEMrush are invaluable at helping you identify existing high-value keywords, but use your research above and techniques like social listening to spot emerging keywords with low competition but high conversion potential. 
  3. Create pillar content: Develop in-depth articles that serve as the cornerstone of your strategy. For example, “Ultimate Guide to Home Renovations” is a good place for a construction company to start. (Or “SEO content agency” for an SEO content agency? OK, you’ve caught us out.)
  4. Monitor and adapt: Your strategy should never stop evolving. Regularly review performance data and tweak your strategy based on what’s working. Identify key pages and explore them in an attempt to understand what’s ranking well – and why. Keep high-ranking pages at the top of SERPS by regularly updating and improving them. 

This is a REALLY BASIC approach to creating an SEO content strategy. If you’re keen on doing it properly, read our in-depth guide or pay us to do it for you.

Why work with an agency instead of a freelancer?

Freelancers can be a great option for smaller projects, but an agency offers more comprehensive services, support, reliability and resilience. 

We’re not dumping on freelancers because we were freelancers in the past. But if you’re investing in SEO content to scale your business, it’s better to do this with a partner with scale. 

Why work with a specialist SEO content agency:

At 42group, we combine creativity with data-driven strategies to deliver scalable SEO content solutions. The outcome is expertly crafted content for any audience that creates strong human connections.

Should you trust your SEO agency to create SEO content? (No – and here’s why)

While SEO agencies may excel at technical SEO, content creation often requires a more specialised skill set. SEO agencies have a bad name (in some cases, understandably) because they use all manner of tricks to get ahead, which can damage you and your business.

As we’re sure you know, many SEO agencies outsource their content to generic freelancers, which can lead to subpar results. The worst types of agency will outsource to cut-price content providers who simply have no understanding of what you do and why you’re special. In many cases, they’ll also lack an understanding of how to structure SEO content, the importance of EEAT and the technical aspects of content creation that will elevate your site beyond the competition.

Why this matters:

TLDR: Don’t get your SEO agency to create content for you.

Instead, consider working with a dedicated SEO content agency that specialises in both search optimisation and high-quality content creation. At 42group, we’re 100% focused on you and your audience, combining SEO expertise with creative storytelling to ensure your content performs both in SERPS and cutting through the mountains of crap content out there to connect with your readers.

Ready to transform your SEO content?

If you’re looking for an agency that combines data-driven SEO strategies with engaging, audience-focused content, you’ve just described 42group.

If you want to work with the UK’s leading SEO content agency, get in touch today.

Contact 42group

Non-profit copywriting (often called charity copywriting) can be transformative, playing a vital role in the success of any non-profit organisation. By carefully crafting messages and creating content that resonates with diverse audiences, non-profit copywriters inspire action, drive donations and support long lasting change. That’s the aim, at least.

In our experience, we know that many non-profits struggle with poorly written content that fails to convey the life-changing work they do or the impact they have. At 42group, we want to change that which is why we’re on a mission to help you improve copywriting and content for your non-profit.

In this detailed guide, we’ll explore the importance of non-profit copywriting, the key elements of truly effective non-profit copy and proven techniques for creating content that connects with the audiences you need to reach. This is based on our experience writing copy for some of the UK’s largest, smallest, and most innovative non-profits, as well as many well-known brands and businesses.

Connect with a non-profit copywriter

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What is non-profit copywriting?

Commercial copywriting, for the most part, is about convincing people to buy a product or believe on a brand. Non-profit copywriting, on the other hand, is about engaging people emotionally. It should be engaging, informative, inspirational and focused on tackling social issues at their core.

Non-profit copywriters we meet and work with often describe their craft as ‘telling stories that inspire action’. This easy-to-understand approach applies whether you’re creating content for healthcare providers, non-profits, or other third-sector organisations. So, we’re going to use it as a broad-brush definition moving forward.

But it’s more than simply telling stories. In the attention economy, non-profits must also adopt commercial strategies to increase donations and secure funding. Many of the most effective non-profits – like Greenpeace, Oxfam, Barnardo’s and more – employ the same tactics as major brands to drive action.

Copywriting covers a range of activities. Non-profit copywriters produce content in various formats: web copy, donor appeals, direct response marketing (emails, landing pages), social media copy, ads, animations, videos, and more. They also write blogs, opinion pieces, whitepapers, and other digital content that builds awareness and engagement. Being a copywriter is a busy and varied job, which is why we love it.

At 42group, we focus on the essence of exceptional copywriting: building meaningful human connections. This is the core of what great non-profit copywriters deliver. And we’re great non-profit and charity copywriters.

What does a non-profit copywriter do?

At 42group, our non-profit copywriters provide a comprehensive range of writing services. We know that most non-profits often operate on tight budgets, so we focus on delivering high-quality, impactful copy within reasonable timeframes and costs.

If you’re looking for a non-profit copywriter, these are some key skills to look for:

Why great non-profit copywriting matters

Non-profits are driven by their mission but must operate with the professionalism of commercial organisations. Why?

There are over 166,000 non-profits in the UK, covering almost every imaginable cause. While the UK is generous in its support of non-profits, economic challenges mean donors are giving less and focusing on causes closest to their hearts.

Non-profits must make a compelling case for support. This relies heavily on high-quality copywriting, content and branding. Great content builds a bridge between you and your audience. It personalises your charity and promotes your mission, cutting through to create a human connection.

This may all sound highly theoretical, but it’s what the best copywriters aspire to do.

Effective non-profit copywriters go beyond information-sharing – they create deep emotional connections. By combining storytelling, empathy, and strategic persuasion, great copywriters inspire people to care, engage and give.

How non-profit copywriting influences behaviour

People donate to causes that resonate with them and connect emotionally. Non-profit copywriters use storytelling, case studies, and impact reporting to foster empathy and urgency. For instance, WWF’s donation options let supporters visualise the impact of their contributions, creating a sense of involvement and satisfaction.

This emotional connection motivates immediate action. Skilled copywriters also aim to turn one-off donors into long-term supporters, ensuring they feel appreciated and invested in the cause. This includes engaging them with new and relevant content that reflects their contributions.

It’s a hard time to be a charity at the moment, but if your non-profit is struggling to engage supporters or secure funding, it’s worth reviewing your copywriting and content to see if this is the barrier.

Language and tone in non-profit copywriting

The language and tone of your content can dramatically influence its success. Get that right and you’re well on your way to establishing a connection with your audience.

How? We don’t like to give away too many trade secrets, but here’s a shortened version of our process:

This is a few lines that describes a comprehensive and detailed process that we follow with all the charities that we work with. This helps us to establish an understanding of who we’re writing for and what their motivations may be. We can then use our persuasive copywriting skills to connect with each person who connects or engages with your charity.

Non-profit copywriting skills

So, now we get to the hard bit: putting it all into practice. Charity copywriters and non-profit copywriters need to use words in ways that build connections. It’s more than persuading someone to buy, it’s about building a real relationship. How? Here are the core skills of any good non-profit copywriter:

This is a short and not-at-all comprehensive rundown of charity copywriting skills. But it’s a good place to start and something to consider when thinking about working with a freelance charity copywriter or agency.

Why work with a specialist non-profit copywriter?

There are literally thousands of copywriting and content agencies out there, so why work with a specialist non-profit copywriter?

Here are some of the (admittedly fairly obvious) benefits:

This is all stuff you can learn and apply from other areas. So, what makes a specialist non-profit copywriter genuinely stand out?

Experience is one. At 42group, for example, we’ve worked with some of the UK’s largest, leading charities to help them communicate with their audiences. The knowledge and insight gained through this process provides us with an advantage when compared with other writers or agencies.

There’s also scale and resilience. We’ve got a team of writers, strategists, SEO professionals and account managers that can work with you to deliver your project.

You want more reasons to contact us? We’re very nice people and like cats.

42group: Expert non-profit copywriters

Searching for a non-profit copywriter? We can help.

At 42group, we’ve worked with non-profits of all sizes to connect with their audiences and build lasting human connections. Let’s discuss your project today.

 

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AI has killed off SEO blog copywriters, right? Err, let’s not get too far ahead of ourselves. SEO blog copywriters and content professionals are still out there producing high-quality content that ranks on search engines. What’s changed are the tactics, approach and essential skills that a writer needs.

How do we know all this? 42group is one of the UK’s leading SEO blog writing partners, producing content for brands and businesses of all sizes and in all sectors. (OK, there are some sectors we won’t work with based on principle, but saying most sectors doesn’t read as well.)

You’re here because you want to know more about what an SEO blog writer does in 2025 – and we’ll tell you because that’s the type of people that we are.

Want to skip the rest of this blog and contact us? You can do that here.

What is an SEO blog writer (and what do they do)?

An SEO blog writer is someone who creates content with the explicit intention of improving the search engine ranking of a specific website or webpage.

SEO copywriting itself is a highly skilled task that involves an understanding of several aspects of modern digital marketing:

It’s a good list, right? But if the writer just focuses on these elements, the content becomes boring, mechanical and dull. It’s also highly ineffective. (This is the sort of content you get when you use an SEO writing assistant or AI writing tool. Trust us, we see it every day.)

You’re not here because you need us to tell you the basics but how we can help you to grow online. So, the first lesson is to stop investing in pointless, derivative and dull SEO content – because this won’t work anymore.

Every day millions of blogs, articles, case studies and insight pieces are published online. Are they read, enjoyed and experienced? No. They’re ignored because they add nothing to the sum of human knowledge.

Basically, they’re bullshit content that should be ignored – by you and your audience (and any algorithm, too).

How can an SEO blog writer help my business?

You want your website to appear prominently in search engine results, right? That’s what an SEO blog writer can do – but they can do more than that.

Content creation and promotion isn’t a small, short-term investment. But if you get content marketing right, it can provide you with a long-term and sustainable advantage. In fact, it can be almost impossible for other companies to usurp you. That’s the sort of success you’re searching for, right?

Let’s break down the steps into manageable chunks.

Can an SEO copywriter do all this? The answer is no. Even armed with the best AI programmes and tools, they won’t have the skills to do this effectively (despite what many of them say). If you’re serious about SEO, we recommend working with a content agency.

Can I get AI to write SEO blogs?

Yes. The question is: Should I get AI to write my SEO blogs? And the answer is a resounding no.

Ai can do amazing things through a process of mimicking humans. What it can’t do is what we can, which is build real human connections with readers. In the end, this is what genuinely matters to readers and what will ensure your SEO blogs deliver long-term ranking success and impact.

What’s wrong with AI writers? Well, they’re not really writers. That’s the first thing. Their internal logic uses sophisticated methods to create sentences, paragraphs and entire blogs that superficially seem to have authority but ultimately have no value at all.

The LLM-based AI writing assistants like ChatGPT and the rest simply analyse their incredible pools of data and rehash it in a new way. The result is content that is less – not more – than the sum of its parts.

Put it another way. The content you get is based only on existing content that’s been published. There are no insights. There is nothing new. There is nothing original. Or interesting.

It’s junk.

It’s like moving forward while looking backwards.

When we read an SEO blog written by a writing assistant, it’s close to the sort of thing a student or first-year writer would produce. There’s no consideration given to the person reading it. It’s precision content that’s bereft of personality.

AI writing assistants don’t ask questions; they provide answers – even if those answers are wrong. That’s because they’re built this way.

What makes a good SEO blog?

When people first started to blog, there was an aim to imitate the sort of academic writing you’d find in journals. That softened, with many now aspiring to the sort of broadsheet journalism of the Guardian or the Economist.

This sort of content has authority, but it takes time to produce and costs a lot of money.

As we head into 2025 (or whenever you’re reading this), you’ll be aware that the kind of content that engages audiences is more conversational. Instead of lecturing you or adopting a haughty and stentorian tone, it’s much more about engaging readers in a dialogue, educating them but not patronising or insulting them (as some blogs can do).

Too many SEO blogs are written to rank instead of focusing on readers. At 42group, we focus on building human connections – that means creating content that has value, contains insights and is creative. It’s about publishing something that’s genuinely new and original.

Only you can tell if we’ve done a good job.

What skills should I look for in an SEO blog writer?

When considering working with an SEO blog writer, the first thing most clients do is ask for writing samples. This is a bad idea.

SEO blog writers aren’t publishing the content they want to write but instead are writing for companies. What you read isn’t necessarily a good basis to judge skills, but simply how they stick to a brief. And that brief can be bad.

While you’ll find SEO writers with a great portfolio, we recommend making a personal connection with any writer. Listen to them and learn about their process, approach and insights.

Instead of reviewing samples, ask for references and take time to do your due diligence.

Should I work with an SEO copywriting agency or a freelance SEO blog writer?

Good question. A single SEO blog writer can have a big impact, but they’ll likely lack the skills and the scale to develop and deliver a comprehensive SEO content programme.

If you have a small budget and need to work in the lowest cost way possible (without resorting to content mills or AI) then a freelancer could be the answer.

For any business serious about SEO – and willing to invest in it – it’s much better to form a relationship with an agency.

Why? You’ll have access to a broader range of skills. You’ll have resilience from a team rather than the risk of working solely with an individual. Work with an SEO copywriting agency like 42group, for example, and you’ll collaborate with experts in PPC, SEO keyword analysis, content strategy, SEO blog writing, analytics and optimisation.

There’s always a catch, right? Well, an agency will likely cost you a little more in the long run. But the benefits are much greater to you and your business, so we reckon it’s a small price worth paying.

I want to work with you to create SEO content. What’s the first step?

Successful SEO content and blogging are based on one thing: strategy. Before you begin a blog programme or engage a writer or agency, have a clear vision of what you want your content to achieve.

Grab a sketch pad or open a tab and identify:

You’ve built the basis of a content programme, but we need more information before we can help you:

This is a short and basic list of the questions we’d ask you before we begin to put together an outline quote or estimate. And others will do the same.

Once you’ve got this information in hand (or on digital paper), we’ll be ready to chat.

Contact 42group: UK’s leading SEO blog writers

Want an SEO blog writing partner that puts your aims, aspirations and targets at the centre of a work package? If the answer is yes, get in touch with us today.

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Your SEO blog writer’s questions answered

No blog is worth anything unless there’s an FAQ section that uses the most common questions (captured as snippets) from Google.

What is an SEO blog writer?

An SEO blog writer is someone who’s experienced in creating content that engages audiences and algorithms. A skilled and successful SEO blog writer can create content on any subject in a structured and logical way that ensures it reaches its ranking potential. More than that, they can achieve this while creating articles, blogs, case studies and more than connecting with humans – going beyond the basics to build human connections with your business and brand. That’s the idea, at least.

What is the salary of an SEO blog writer?

It really depends. Some blog writers will charge as little as £50 for a blog post. Some (if you believe LinkedIn) could charge thousands.

Blog writers can expect to earn a reasonable salary depending on their skills, experience, and sector. You won’t get rich writing blogs for a living, but you won’t starve, either, if you’re good. Bad ones should probably get used to a life on economy beans.

How much does an SEO blog cost?

There is no set fee for an SEO blog because it depends on several factors, including length, complexity, subject matter, whether interviews are necessary and expected edit stages. It’s impossible to provide a clear number, but budget about £150 for a 1000-word post and you’ll be OK.

How much do SEO content writers charge?

SEO content writers can charge whatever they want. What customers will pay is a different thing. As above, budget around £150 for a 1000-word post, and you’ll be OK.

How much should I pay someone for SEO?

This is a different question and goes beyond SEO blog writing. SEO agencies can charge anywhere between hundreds of pounds a month to tens of thousands. Our answer is it depends.

How much should I charge for a 1000-word article?

SEO blog writers should charge £150 for a 1000-word post. (Or more or less. It depends.)

How much should I charge for a 500-word blog post?

SEO blog writers should charge £100 for a 500-word post. (Or more or less. It depends.)

How much to charge for a blog post in the UK?

If you’re an SEO blog writer, charge whatever you think the client will pay. That’s how capitalism works.

How much should I charge for a 500-word article in the UK?

SEO blog writers should charge £100 for a 500-word post. (Or more or less. It depends.)

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