Marketers are integrating AI tools to enhance writing and generate content faster. But the right balance of AI and human intervention is a must.
Key takeaways:
- AI automates a lot of processes, but it still requires human intervention.
- Pros include greater efficiency, better quality control, more content, and better customer experience.
- Cons include lack of creativity, over-reliance on algorithms, fewer jobs for writers, and lack of nuance or context.
The global reliance on artificial intelligence (AI) is increasing. One estimate from IDC is that spending across the globe on AI-centric systems is expected to hit $154 billion in 2023.
Whether in the form of virtual assistants, Spotify recommendations, Google search results pages, or smart devices, AI is changing the way we do just about everything. It impacts how we use the internet, perform tasks, and interact with one another.
The emergence of tools like ChatGPT has created much more uncertainty about how AI will change the future of content and beyond. Will there still be writing jobs? Artists? Editors? Will AI take over the world? Marketers are already using AI to enhance advertisements, deliver more personalization, and create content from scratch. But what’s next?
This guide covers the use of AI for content writing and the pros and cons for marketers to keep in mind when embracing such inevitable new technologies.
How are AI and content writing related?
Using AI to produce digital content is not exactly new. Businesses have been relying on technology to create things like financial reports, product or service descriptions, and data insights for years. Now, however, AI is being integrated into content creation in many new ways.
Here are a few types and uses to keep in mind:
- Create content
Generative AI tools like ChatGPT can craft content – social posts, email content, blogs, articles, letters, you name it – in seconds. This technology generates human language using deep learning. Online platforms like HyperWrite integrate this technology to deliver content to companies. Tools like these are making it fast and easy to get content that performs online.
- Social media content
Tools like ROCCO can help you generate social content for campaigns.
- Marketing and analyses
Marketers can use AI to conduct a competitive analysis or assess search engine optimization (SEO). They can instantly create a content brief or understand the user intent of a keyword.
- Keywords and ranking
Google uses an algorithm to rank websites based on keywords. Marketers can take advantage of AI to help them rank better within that algorithm using keywords and other SEO strategies.
- Keyword research
AI can also assist marketers in keyword research. These tools will analyze a topic and come up with related information and keywords that should be included. AI can draft sentences and paragraphs that editors can review and post or use however they see fit.
But all this begs the question: is using AI for content writing a good thing?
Pros and cons of AI for content writing
AI is changing the trajectories of workflows, data analysis, processes, and entire industries. But with any new technology, there will always be certain drawbacks and risks. What are the benefits and downsides of AI for content marketing?
Pros:
- Greater efficiency
A lot content is generated for you by AI. AI can make suggestions that help with writer’s block so that everything gets done faster.
- Better quality control
AI will automatically watch for and correct mistakes so there’s not a lot to edit or fix before posting your content. It can also predict what you’re going to write, perhaps even phrasing it better than you could have. And this only takes seconds.
- More content
With faster, higher-quality content available, marketers can post more content than ever before. And with more content comes more opportunities to connect with new audiences.
Cons:
- Lack of creativity
Here’s some comforting news: It’s not always possible to replicate the special human touch with AI-generated content. It often lacks the creativity that humans use when writing something unique and engaging.
- Over-reliance on algorithms
AI depends on algorithms to create SEO-friendly, well-written content. But as any writer knows, these aren’t the only factors that make a piece of writing great. Content could thus be too packed with keywords or sound robotic.
- Fewer jobs for writers
While a big shift hasn’t happened yet, using AI to create marketing content could eventually mean that a lot of writers are out of a job. Marketing departments would be wise to simply factor in AI, its benefits, and the human element needed – not eliminate creative positions.
- Lack of nuance or context
AI tools can’t read the room, so to speak. They may be able to replicate a certain tone or voice, but they are not really able to use nuances of language that make it interesting or the context that makes it relevant.
Future implications for the industry
So, what does all this mean for content marketing? It’s important to remember that people are quick to worry that their jobs are going to be replaced by machines when any AI-backed technology is introduced. But marketers can integrate AI tools into workflows to strengthen content, not eliminate writers altogether. The two should work hand in hand for better content:
- Content can be enhanced and produced faster with AI, while humans can intervene to insert creativity or uniqueness that helps your brand stand out.
- Editors still need to vet content before it’s posted to ensure that the right tone and messages are being put out there.
- Humans still need to play a big role in research.
- Because generative AI tools are still in pretty early stages, they can provide inaccurate or irrelevant information at times. This needs to be monitored, or you risk losing your audience’s trust.
At the end of the day, AI should be used as a tool to improve and accompany the content writing process, not be the sole source of copy.
You can still leave content to the experts
It’s crucial to stay mindful of AI in content writing and all the potential implications moving forward. But you still need to provide timely, relevant, and engaging content to your followers to maintain your brand’s online presence.
When you need a boost with your inbound marketing strategy, ContentBacon is here to help. We deliver mouth-watering content from our expert team of writers, editors, strategists, designers, and marketers. And we give you a free inbound marketing assessment so we can understand where you’re coming from and how to customize our services to meet your needs.
Contact the ContentBacon team to get started with better marketing content.
