Artificial intelligence (AI) content generation tools are taking the marketing world by storm, creating blog posts, emails and presentations in a matter of seconds.
As marketers, we recognize its ability to help brands up their content marketing game — as long as you’re willing to put in the work.
You see, even though AI can spit out an instant white paper, it’s up to you to make it audience-ready. By following these AI-generated content dos and don’ts, you can best share content with your audience that’s relevant, engaging and error-free without sounding robotic.
DO use AI to save time. AI can serve as a valuable research assistant, so you can focus more on the creative aspects of a project. Type in a prompt with the content specs you’re looking for, and AI can swiftly sort through thousands of online sources to produce pages and pages of content.
DON’T sacrifice quality for quantity. While it’s true AI works at lightning speed to produce content, that’s not what content marketing is all about. And that’s not what your audience needs. Today’s consumers are bombarded with marketing messages at every corner. You want your brand to stand out as being authentic, problem-solving and engaging — not just “good enough” and annoying.
DO use AI for fresh ideas. You never know when writer’s block will rear its ugly head. AI can be a handy source for brainstorming new topics and ideas for your next article or blog post. You can even use it to suggest headlines, subject lines, social posts and more.
DON’T expect AI to be a thought leader. Thought leadership is authoritative, inspiring and rooted in your brand’s perspective on a given subject. AI does not understand your brand on that level. You want to make sure you’re creating content that shares your unique opinion and offers your audience a deeper understanding of the topic.
DO edit, fact-check and add keywords. While grammar and spell-check can help minimize errors, AI is far from perfect. You never know where exactly it’s pulling information from and if it meets your accuracy and relevancy standards. When reviewing content, be wary of the potential false information in AI algorithms. Double-check sources and incorporate keywords around the topic and statistics to help support your stance.
DON’T lose sight of your brand voice. Your brand has its own style and tone. And since AI relies on algorithms for content, your brand voice can easily get lost in the shuffle. Every piece of content you present is a reflection of your organization, so make sure your voice shines through.
Is AI content all it’s cracked up to be?
It can be, but only with a human eye and a human touch. While AI content-generating tools can be a valuable addition to your toolbox, it’s still humans for the win.