Back when I was starting out on the Only Good Content journey in 2021, I wrote this piece introducing my three-step recipe to get your B2B marketing content just right. We were pre-AI and LLMs, and it feels like the Dark Ages now.

Fast-forward four-plus years and everybody is knees-deep in marketing content, largely thanks to generative AI tools. That's been a net positive, but there's also a clear and present danger. Too many marketers are pushing out copy with the same "AI tells" - those words, phrases and linguistic patterns that are a dead giveaway that your copy has been written by AI, with minimal human input or oversight.

Today, I feel that my simple 3-step recipe for great content still holds up. In fact, it has become even more relevant. We're finding ourselves surrounded by content that reads okay but feels empty. It’s grammatically correct, keyword-optimised and even perfectly on-brand; yet it lands with all the flavour of instant noodles.

I call my approach slow writing. Not slow as in inefficient, but slow as in considered. Writing that leaves space for thinking, editing and care. The kind that earns trust because it sounds unmistakably human. (Some related reading if you're interested: Beyond the Bot: How to Safeguard Trust as AI Content Fatigue Hits.)

The new junk content: same words, less meaning

In 2021, junk content was keyword-stuffed SEO copy. I've always loathed copy that is clearly written to hook search bots rather than humans, and still do. In 2025, it's what happens when AI drafts are published without a human in the loop.

Your content might look acceptable, and it might even perform well on first impressions. However the more your audience reads it, the more they can tell that something’s off.

Like junk food, it satisfies a short-term craving but leaves you slightly uneasy afterwards.

If you think the fix is more prompts or better automation, think again. The solution is distinctly analogue: more time, attention and human judgement in the mix.

The 3-step recipe for writing that stands out

Step 1: Write, just write

Begin however you like. Use AI for structure or brainstorming if it helps, but do the thinking yourself. Get the words down without worrying about perfection.

I still work in 50-minute blocks with short breaks in between. That rhythm forces productivity. It's long enough to find flow, short enough to stay focused.

The first draft is not about perfection. It's about getting started.

Step 2: Let it sit, even for 30 minutes

Writing needs air. Leave it long enough that you forget the exact words, so you can see them with fresh eyes later.

Overnight is ideal for the high-stakes pieces, but even a short break helps. I often find that I have an "aha" moment the second I walk away to make myself a coffee.

If your deadline is tight, a quick walk can work wonders. Step away, then return ready to read as your audience would.

Step 3: Review and refine with judgment

Rewriting is where the real work happens. Move words around, trim repetition and test the flow.

You can use AI as a second set of eyes, but keep your editorial control. The model can tidy; only you can decide. Great writing is all about discernment.

Why this method works in 2025

Technology has made writing faster, but it hasn’t made it better.

Search engines now prioritise experience, expertise, authority and trust. Large language models reward ideas that are clearly explained, contextualised and semantically rich. These are things that come from real thinking, not automation.

While AI can accelerate your process, your human filter remains the differentiator. Taking your time with the content that matters doesn't mean you're a dinosaur, it means you're rigorous about protecting the quality control that keeps your voice distinct.

Final thought

The tools have changed, but the principles haven’t. AI can help us produce content faster. It can help us organise thoughts and uncover patterns we might have missed. However, it can’t care. It can’t reflect or identify when something just doesn’t feel right.

That’s where attention still beats automation, and craft still beats convenience. Used together, they’re powerful. AI brings the speed; humans bring the discernment. The balance is what makes content trustworthy again.

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This article is lightly updated from a version first published as 3 Step-Recipe for Great Written Content in 2021.