The Narrative Edge: Repositioning copywriting for strategy, performance and retention with Lauren Wainwright

In this episode of the Agency Scale to Success Podcast, Leanne Rogers is joined by Globital’s Head of Copywriting, Lauren Wainwright, to discuss how AI is reshaping copywriting and agency content services. They discuss how widespread AI-generated content has raised industry standards, shifting the value from producing large volumes of text to delivering exceptional strategy, differentiation, and performance. Lauren explains how agencies are repositioning offerings around outcomes like visibility, retention, trust, and authority, aligning with Google’s EEAT and expanding beyond traditional SEO into GEO and AEO to earn citations in AI search summaries. She outlines Globital’s move from conventional copywriting to copy strategy, integrating research, conversion optimisation, AI search optimisation, schema, structured content, fact verification, and analytics, using AI for outlines and research support, while humans provide nuance, editing, and strategic narrative.If you'd like to explore white label strategic copy and how it could support your agency's clients, schedule an obligation-free chat with us at Globital: https://globital-marketing.com/agency-discover_narrative-edge-podcast 03:39 AI Impact on Copywriting05:39 How Agencies Reposition Content07:56 Rising Client Expectations09:12 Globital Copy Strategy Shift12:00 Copy as Integrated Performance14:13 Winning in AI Search GEO17:35 Using AI in the Workflow18:53 Future of Copywriting Services21:41 What Lauren Hopes Comes Next