How We Use Technology in Blog Writing; and What That Means for You
Let’s be honest: there’s a lot of noise around AI, content automation, and writing tools right now. If you're thinking of outsourcing your blog, you might be wondering how much of it is tech-driven, and how much is still shaped by people who understand your business?
This article walks through how we use technology; where, why, and to what effect. If you’ve got questions about how that really works in practice, you’re not alone. So we’ve included some of those questions throughout this article too.
Why We Use Technology (and What It Helps Us Avoid)
Creating strong blog content takes skill and time. For most businesses, it’s not the writing itself that causes trouble, it’s everything around it. Planning, scheduling, optimisation, visuals, delivery. That’s where things often stall.
That’s where technology helps. It allows us to:
Reduce admin and repetition
Align every piece of content to your business goals
Get from idea to first draft faster
Avoid bottlenecks in delivery
Surface insights that shape smarter content
Used well, technology makes the process more consistent, more responsive, and easier to manage; especially for you. It allows our team to focus on higher-value decisions: choosing the right narrative structure, understanding where a blog fits in your buyer journey, refining tone, and ensuring every post has a clear, useful role in your wider strategy.
“Will I need to use these tools or understand them?”
No. You won’t need to access or learn any of the platforms we use. Everything is managed on your behalf. You get the benefits; faster delivery, clearer strategy, more relevant topics- without needing to lift a finger or log into anything. If you ever want to see how something works, we’re happy to walk you through it. But the system is built to run smoothly whether you're hands-on or not.
How Our Tech-Supported Process Actually Works
We’ve built a workflow that blends human oversight with smart tooling. Here’s how it works and how each tool supports your outcome without ever replacing the craft.
Planning with Purpose
We start by mapping what your blog is actually meant to achieve. Are we helping potential clients find you? Supporting sales conversations? Building authority on a key topic? This isn’t just about writing, it’s about aligning every post to a measurable purpose.
We use tools like SEMrush, People Also Ask, Surfer SEO, and Answer the Public to:
Understand what your audience is actively searching for
Identify intent behind search queries (awareness vs comparison vs decision)
Spot content gaps and competitor patterns
Build clusters around your key commercial priorities
From there, we create a focused editorial calendar. It’s not a list of ideas; it’s a publishing plan, showing you exactly what we’re writing, when it’s being delivered, and why each post exists.
“How do I know the blogs are aligned with what I care about?”
Because the planning process starts with your business objectives. We don’t write until we understand what success looks like to you; whether that’s search visibility, sales enablement, or trust-building. Every blog is mapped to a role in your content funnel and backed by real search behaviour. So instead of publishing content for the sake of activity, we publish with intent and you’ll see that reflected in the plan before the first draft arrives.
Finding the Right Topics
Once we understand your audience and goals, we use tools like Surfer SEO and Answer the Public to find the actual questions people are asking. That means we:
Prioritise relevance over trendiness
Build topic clusters that support SEO
Write for what readers are already searching for
“Are you just guessing at what to write?”
No; we build every topic list from the search behaviour and content gaps we find through tools like Surfer, SEMrush, and Answer the Public. These insights show us not only what people are typing into Google, but also what’s missing from competitor content. That gives us a real-world foundation to plan blog topics that support your audience’s questions and your business priorities without speculation or fluff.
Drafting: Fast Starts, Human Finishes
We do use AI (like ChatGPT and Perplexity) to support the early stages of writing. These tools help us:
Generate initial outlines quickly
Explore alternative ways to phrase complex ideas
Research concepts and surface credible citations
But these tools never write the final piece. They give us more to work with earlier in the process so we can spend our time where it counts: shaping ideas, refining tone, and strengthening the overall structure.
Every blog is reviewed by a human editor. We cleanse out common AI traits like excessive em dashes, contrast-heavy framing, overuse of rhetorical questions, and predictable language like "clarity" or "scale." That way, the final result sounds like your business- not a chatbot.
“Is it OK to use so much AI in content?”
Used carelessly, AI can dilute your brand voice or produce generic filler. But used carefully and with the right human checks, it can streamline early-stage writing without compromising quality. In our process, AI supports research, structure, and speed. Humans handle everything else. We actively rewrite AI-generated copy to remove formulaic phrasing, tidy up overuse of transition devices, and ensure your tone stays intact. The result is thoughtful content that reflects your goals, tone, and message down to the last sentence.
Read about what your first 30 days of outsourcing blogging with us looks like.
Making It Easy to Read and Find
We use Surfer SEO, SEMrush, and other optimisation tools to support formatting decisions, not dictate them. These platforms help us assess what structure search engines respond to and where content might be missing common elements that improve discoverability. We apply this insight to create:
Clear, well-structured headings
Strategic internal linking between relevant topics
On-page SEO assets like meta descriptions, title tags, and alt text
“Will this be over-optimised or robotic?”
No. We use SEO tools to support visibility, not override the writing. Optimisation happens behind the scenes without cluttering the copy or changing how it sounds. The final blog reads like something your team would write, but ranks more reliably in search.
Creating Supporting Visuals
We generate custom images using Midjourney, with prompts built in ChatGPT to match the structure and tone of the blog post. Once we have a strong visual concept, we occasionally refine it in Adobe Creative Suite or Canva; whichever suits the end format best. This process gives us:
Visuals that match your tone and context
More flexibility than stock photo libraries
Images tailored to blog layout, with correct dimensions and compression
“Do you only use AI images?”
Not always. AI-generated visuals give us more creative flexibility and are significantly more cost-effective than paying for licensed photography. But there’s a time and a place. If your brand calls for photography, illustration, or pre-approved assets, we’re just as comfortable working with those. The tool is chosen to match the message, not the other way around. The key for us is practicality: images need to feel on-brand and enhance the reading experience. If AI can achieve that efficiently, we use it. If not, we don't.
Keeping It Organised and Consistent
We use tools like Zoho Social to keep your publishing schedule organised. You don’t need to chase us or ask what’s coming next. It’s all planned, visible, and executed with minimal effort on your part.
“Will I have to project manage this?”
No. That’s exactly what the system is built to avoid. Everything from scheduling to delivery is handled by us using automation tools and templated workflows behind the scenes. You stay informed, but you’re never in the weeds. We’ll proactively update you if a post is delayed, if something changes in scope, or if we need your input. Otherwise, things run quietly and consistently in the background.
Reviewing What Works
After publishing, we check performance through tools like Google Analytics and SEMrush. We look for patterns in what’s landing and adapt your content accordingly. No assumptions. Just informed evolution.
“What if something isn’t working?”
We track what performs and what doesn’t, using behavioural data, keyword shifts, and page performance trends. If a blog underperforms, we revisit it: is the keyword too competitive? Is the format right for the topic? Would a content refresh help? You won’t need to flag it, we already will have. It’s not about being perfect from day one. It’s about ongoing improvement and clarity about what your content is achieving.
What You Can Expect From the Process
Working with us means you’ll receive:
A clearly defined content strategy
Blog topics based on real demand
Writing that sounds like your brand
Supporting visuals, already formatted
On-time delivery into your CMS or inbox
Optional light reporting to track what’s landing
All without needing to log into a single platform or learn a new tool.
“Will I need to train, track, or check anything?”
No. We keep it hands-off unless you prefer otherwise. That means you won’t be expected to check formatting, upload posts, approve tools, or manage deadlines. Everything is handled through our internal systems; from planning through to publishing. If you'd rather stay fully out of the process, that’s exactly what it’s built for. If you prefer to stay involved or review drafts, we can adjust to suit. You’re in control of the level of involvement, but never responsible for making it all work.
Ready When You Are
If you've made it this far, you probably care about content that feels like yours and works like clockwork behind the scenes. That’s exactly what this process is designed to deliver.
No jargon. No handholding required. Just thoughtful, well-planned content, built to reflect your goals and brand.
If you’d like to explore whether this setup would suit your team, we’d be happy to show you how it works.
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