AI Copywriting – heaven or hell?
AI copywriting is on the rise. The number of services for businesses is increasing. On the face of it, it appears to be a cost-effective and fast way for companies to generate the content they need to stay afloat online. But at what cost?
In this blog post, I look at the origins of content marketing, how it’s evolved, and why AI copywriting will send it back to the Dark Ages.
Content Marketing 101
Content Marketing [noun] – “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
The first company website was launched in 1993. Three years later, newspaper journalist John F. Oppendahl coined the term “content marketing.” With access to the internet growing exponentially, suddenly, anyone with an internet connection could publish content.
By the early 2000s, most businesses with an online presence enjoyed a barrage of traffic to their websites. But, as more websites were published, competition grew rapidly. Businesses looked at their online success in terms of visitors; hence, Search Engine Optimisation (SEO) became forever linked to copywriting.
Rankings came down to the skill of the copywriter to use keywords within their content as many times as possible because, at the time, algorithms assumed the greater their number meant, the more relevant the content for the searching public.
Thankfully, search engines evolved (and continue to do so), paving the way for high-quality content to be the driver of web traffic as opposed to keywords. The value of professional copywriters rose as companies began to realise that well-crafted, authentic content was the key to building relationships and customer loyalty.
AI Copywriting: A game changer or death knell for content marketing?
You may be expecting me to trash AI copywriting because the rise of robots could do me out of a job. Well, I’m not going to because that’s not going to happen.
I get why some businesses are tempted by AI. On the plus side, it’s fast, cheap, and can generate SEO-friendly content. So, it can work for basic things like product descriptions and short-form social media posts.
However, the thing AI copywriting doesn’t have is heart. It lacks:
- Creativity – it can’t ‘play with words and grammar,’ create original ideas, metaphors, and emotional connections to develop an authentic voice that will make your brand stand out
- Understanding context – it doesn’t understand social, cultural, or psychological elements. It can’t distinguish context or interpret emotions, so empathetic connections with your audience can’t be made
- Research and the human touch – it can’t go off and research relevant examples, citing sources and case studies
Will the rise of AI copywriting see a decline in content quality?
I wanted to see for myself what an AI copywriting tool could do. I picked one at random and got started. I was asked what the blog post was about, the audience type, tone of voice, and primary and secondary SEO keywords.
Below is a section of what was generated:
Exploring Case Studies: The Unintended Consequences of AI-Created Content
As the use of AI copywriting becomes more prevalent in the digital marketing world, it’s crucial to examine the unintended consequences that may arise. Case studies have shown that relying solely on AI-generated content can lead to several drawbacks. One consequence is the lack of authenticity in the messaging. Customers can easily discern when content is generated by AI, resulting in a loss of trust and connection.
Another unintended consequence is the potential for misinterpretation. AI algorithms may not fully grasp the context or nuances of certain topics, leading to inaccuracies or misrepresentations in the content. This can damage the brand’s reputation and credibility.
Furthermore, AI-generated content lacks the adaptability and creativity that human copywriters bring. Humans can adjust their tone, style, and messaging based on the target audience and brand personality, creating a more tailored and effective message.
By exploring these case studies, it becomes evident that while AI copywriting offers efficiency, it fails to deliver authentic and engaging content that truly connects with customers.
My thoughts on it are that it is dull and a wee bit repetitive. There’s no attempt to ‘talk’ to the reader, so it comes across as disconnected. Granted, if your motivation behind content marketing is to get content on the web, it’s ideal for you. But, if you want your content to work for you, build relationships, and drive brand loyalty – you’re looking in the wrong place.
I mean, it mentions case studies but doesn’t qualify the statement by telling you which case studies or linking out to them. What’s the point of that?
This is sending content marketing back to the bad old days of keyword stuffing. It’s content for content’s sake rather than content that adds value.
Make a stand and invest in human copywriting
As I mentioned, there is a place for AI copywriting in business, but only if used in. tandem with human writing.
Your customers are already faced with chatbots and automated telephone helplines that direct them to your website’s FAQ section. Don’t bombard them with content without a heart, too.
Sally Ormond IS NOT an AI Copywriter – she’s a real person who uses her creativity and imagination to create compelling content that makes brands stand out.