Artificial Intelligence is quickly becoming an integral part of content marketing. AI-driven technologies are helping marketers create more personalized and targeted campaigns that have higher engagement rates and better ROI.
AI can also help automate tasks such as content creation, ad optimization, and customer analysis. Although the potential benefits of using artificial intelligence in marketing are vast, it’s important to understand that it has the potential to destroy your plan altogether.
Why do you keep hearing about artificial intelligence?
The excitement surrounding artificial intelligence is palpable and understandable. AI has the potential to revolutionize how we create, distribute and optimize content campaigns. It can help marketers better understand their target audiences, allowing them customizations to speak directly to each individual customer. Furthermore, AI enables marketers to quickly and accurately analyze large amounts of data in order to gain valuable insights into their potential prospects.
On the other hand, there is a certain level of risk for marketers who are not well-versed in understanding the technology. It’s important to be aware of the potential pitfalls associated with relying on a nonhuman entity, including misuse of customer data and a lack of control over how the tech is used.
Can a robot help with content marketing?
Some GPT-3 language models can generate text that can fool humans. Even big media companies have been secretly utilizing AI to generate blog articles for some time and many readers never notice. So, it’s safe to say that a virtual bot, like ChatGPT from OpenAI, can create quality content.
However, the technology still has a long way to go before it can match the level of sophistication and nuanced understanding of human writers. Furthermore, AI is not yet able to understand context in the same manner as humans and therefore cannot craft marketing campaigns designed for maximum engagement.
Inaccurate and repetitive content
AI-generated content often contains inaccuracies due to its limited understanding of context. One of the most common issues with this content is repetitive phrases or ideas. This happens because AI does not recognize that certain words, phrases, and concepts are related. As a result, it may use the same phrase over and over again, making it read as if it were written by a robot.
Furthermore, AI does not have the ability to create compelling stories or emotional narrative arcs which are essential for creating engagement. AI-created content may lack that “human touch” and fail to connect with readers.
Plagiarism and content spinning could destroy your brand
AI content can also lead to accusations of plagiarism, especially when it is not properly monitored. Due to its limited understanding of context and the lack of oversight, it is easy for others’ work to be duplicated or rewritten from other sources without proper attribution. This can create legal issues as well as reputation damage to the content creator. Some writing assistants, like Jasper, have built-in anti-plagiarism tools to prevent potential legal problems.
Finally, some writing tools can be used to spin text in a way that makes it difficult for readers to discern between original and AI-powered content. This is achieved by oversimplifying or dumbing down language to make it easier for algorithms to generate similar sentences from different sources. The result is content that is often difficult to read and lacks the nuanced understanding of human writers.
Does Google like AI-powered content?
Google loves to use its AI but is leery if you use the technology as part of your marketing strategy. Actually, Google doesn’t really block your blog posts from reaching the top of the search results. That is unless the article is useless, misleading, or plagiarized. If you publish non-sensical gibberish or keyword-stuffed articles meant to trick the search engine, Google will push the ranking down.
Proper use of AI
When using this technology to generate articles, always take a few minutes to fact-check sources. Your articles should be accurate and up-to-date. Correct grammar usage is crucial as well. Text that is filled with errors will be a big turn-off to both readers and Google.
Readability is another important factor. While the bot can throw out some great sentences and paragraphs, you still need to read them to ensure they flow and fit together. To go alongside this, your content needs a consistent and unique tone of voice. Since AI is a robot, it will sound that way, so remember to add a little human touch to the writing.
Add a human to edit your content
Humans are driven by emotions and a strong connection to the world around them. In order for text to fully engage your readers, it should take into account the emotional needs of its audience. The key to success is to humanize it to establish an engaging and meaningful connection with your reader.
One way to do this is to let the power of AI handle the tasks that are better suited for machine processing and use human creativity for the more complex tasks. For example, the technology can be used to generate ideas for a blog headline, initial content research, or search engine optimization (SEO). Meanwhile, a human writer can implement those ideas into engaging, high-quality stories and content strategies. A human editor or copywriter can also take content and make it more readable and compelling.
The future is here
The future of writing tools in marketing is an exciting one. Robots have already been used to improve customer service, target customers with personalized messaging, and even create text for websites and social media platforms. As the technology continues to advance and become more widespread, it will have an even bigger impact on marketing strategies.
Machine learning is revolutionizing the way marketing is done and the ways in which consumers interact with businesses. While it’s not without its risks, the technology presents a unique opportunity for marketers to stay ahead of the competition, keep their customers engaged as well as save a ton of time and money. It will be interesting to see how this technology continues to develop over time and how marketers use it to create more effective campaigns.
Are you willing to embrace it?
Ultimately, it’s up to each individual content marketer to decide whether they want to embrace AI and its potential risks. Although it can create a significant competitive advantage for marketers who understand how to use it correctly, utilizing the technology can also be a daunting and intimidating task for those who don’t have the necessary technical knowledge.
The bottom line is that robot intelligence has and will continue to disrupt the content creation process, but it should be used responsibly. While any tools that make it faster to write is a creator’s dream, it’s still important to remember to use them in a way that respects customer privacy and ensures the quality of your content remains high.