To some, AI-generated content appears to be the answer to their content marketing prayers.
But stop.
Before you take your copywriter’s number off speed dial, there are a few things you need to know about AI-generated copy and what it could mean for your business.
Google loves original content
Google is constantly changing its algorithms to give the user the best experience possible. One of the staples of Google’s wish list is original content. Its algorithm is set up to reward companies producing original, helpful content by using its original content systems to ensure it features prominently in the search results.
That is why Google is not a fan of AI-generated content.
AI-generated content is NOT original
AI content is generated through:
- Machine learning algorithms
- Natural language processing, and
- Deep learning techniques
It works like this. You enter the text format you want to produce along with the topic and keywords into your AI tool.
The tool then searches the Internet, gathering information that matches your parameters and putting it together like a giant data-driven jigsaw puzzle.
It may take a little effort on your part (and is probably cheaper than engaging a freelance copywriter), but IT IS NOT ORIGINAL CONTENT because it uses existing content.
AI content is lifeless, curated, and lacks personalisation. Working with a copywriter, you get original, creative, and personalised content. Plus, as an added bonus, someone you can use as a sounding board to further develop and improve your marketing strategy.
Your brand deserves more
When you’ve put your heart and soul into building your business, creating your brand and growing your reputation, why, oh, why would you jeopardise it all by using AI-generated content?
OK, it may work out cheaper in the short term than hiring a professional copywriter, but at what cost? Lower rankings, poor quality content, loss of brand engagement and reputation?
Why would you do that?
The whole point of your content marketing is to provide high-quality content that adds value to your customer relationships and builds your brand into a recognisable, authentic, and authoritative voice.
A computer can’t build rapport. It can’t empathise. But a human can.
How to find the right copywriter for you
The number one rule for great copywriting is that the writer doesn’t need experience in your field.
No, that’s not a typo. They do not need any experience in your industry to write fabulous content.
Why?
Because the whole point of outsourcing your content creation is to get:
- A new perspective on your business
- Professional writing skills
- A professional writer who can get your message across
When your copywriter doesn’t have much experience in your field, you get a fresh pair of eyes. You get content that’s vibrant and original. It’s not bogged down with jargon or ‘industry-speak’. In fact, it will help you stand out because it’s not the same old-same-old that your competitors churn out.
It takes a brave client to embrace this. I’m frequently asked for ‘something different’, but when reviewing the first draft, the client gets cold feet. You must be different to make it to a potential customer’s supplier shortlist.
What is AI-generated content good for?
AI-generated content can be useful for other things.
For example, suppose you want short-form content for social media, product descriptions, meta tags, templated forms, or business letters (e.g., formal warnings, guarantees, standard replies, etc.). In that case, AI can create something perfectly usable (although it will still need a human edit).
It can even be used as a research tool.
But its inability to emote, cite sources, potential for plagiarism, lack of creativity, repetitiveness, and unnaturalness (i.e., it can sound choppy and robotic) mean it’s not good for marketing content (articles and blogs), reports, white papers, website content, brochure content, email marketing, case studies, and scripts.
Sally Ormond is a professional copywriter who refuses to use AI.