Where Does AI Fit in Your Content Marketing Strategy?
While AI writing tools have their benefits, they are not without some drawbacks. Learn how to intelligently (and safely) integrate machine learning into your content marketing strategy without risking your brand image and reputation.
AI-generated content is all the rage in digital marketing.
Unless you have been living under a rock, you have no doubt seen a headline or read an article or two (or twenty) about AI-generated content and its potential benefits for businesses. Not to mention that in just the past year, scores of AI writing tools have popped up, promising to help with everything from email copy and social media posts to video scripts and blogs.
Before we dive in and explore those benefits—and determine whether or not the hype is truly warranted—let's first take a look at what AI-generated copy actually is.
Artificial intelligence is not a new concept.
Sci-fi books and movies have tackled the topic for ages, pondering the implications of machines that can imitate human intelligence.
However, it is also not technically the correct term in this situation. AI-generated content has less to do with artificial intelligence and more to do with machine learning. In other words, it relies on algorithms—created by humans—to help it carry out a specific task or set of tasks, in this case the generation of written content to support your marketing efforts.
Distinctions aside, there is certainly a place for AI writing tools in your content strategy. The key is knowing where they fit in and when to use them.
So let's keep it simple…
Think of AI writing tools as a high-school intern.
They are intelligent, eager to learn, and highly cost-effective.
They also lighten your workload by helping with important but time-consuming tasks, allowing you to focus on other areas of your business.
However, smart business owners understand that interns still require the guidance and mentorship of a seasoned staff of experts to help them rise to their fullest potential.
In a nutshell, the algorithms behind AI writing tools are limited in their scope and capability, and the content they deliver should always be carefully reviewed. That said, such tools are better at some things than others.
If you have a solid library of high-quality content to begin with—say, a robust ecommerce website chock full of detailed product pages, your brand story, informative blog posts and articles, an FAQs section, as well as inspiring case studies and customer testimonials, AI tools can take that content and break it up into smaller, bite-size snippets that are great for generating social media posts, short-form videos, and even ad headlines.
But if you have zero content to begin with, AI-generated content is not the answer.
Because AI writing tools rely on content that already exists, if you simply ask one of those tools to write you a 750-word blog on such-and-such topic, it is going to draw from the vast storehouse of content that is already on the internet to create your blog.
And that's where you could run into trouble.
First, plagiarism is a very real risk—and one that could negatively impact your SEO rankings if the almighty Google thinks your blog copy sounds a heck of a lot like someone else's.
Second, AI writing tools are only as effective as the data used to create them, so it is important to always fact-check the information provided, confirm that the sources are cited correctly, and review the content for spelling and grammar inconsistencies.
Third, AI-generated content is still unable to grasp the nuances of voice and tone, which both play a crucial role in promoting your brand identity. While this may change in the coming decades as AI writing tools continue to evolve, a human touch is still needed to create copy that speaks to your audience, empathizes with their unique needs and pain points, and resonates with them on a level that inspires them to act—which, after all, is the primary goal of good marketing content.
And finally, AI writing tools fall short when it comes to content strategy. They are not thinkers. They are not brainstormers. And while they are great at generating content based on data, they lack the ability to come up with creative ideas for marketing campaigns—ideas that come from a deep understanding of your business and your marketing goals.
The takeaway
Are AI writing tools helpful? Absolutely. Are they the be-all and end-all of content creation? Not by a long shot.
The content you create for your brand is too important to be left up to AI writing tools entirely, especially since search engines like Google will rely on that content to determine whether or not your business is the best match for people who are looking for products and services like the ones you provide.
