With AI-driven content making headlines, one of the most popular questions is, “When will we all be replaced by machines?”
In fact, no matter how skeptical you may be, we’re still witnessing the beginning of that future, and the AI is already frighteningly good at doing some of the human tasks, even creative ones, like writing.
How can content marketers adapt to this rapidly evolving trend?
AI can write “above average” content
AI-generated content is still in its infancy. In fact, most of us didn’t start seriously discussing it until late 2022, when the first iteration of ChatGPT was released. Just three months later, ChatGPT is producing content of undeniable quality. It writes better essays than college students, which means it can create better-than-average web content quickly and for free.
But content quality is not about reading levels or correct grammar structures. It’s much more than that.
While ChatGPT can (and will) get even better and smarter, it will never produce human content for one reason: it has no personality, in the sense that it cannot rely on personal experience, personal expertise, and personal opinion.
AI is only as good as the data it was trained on. It can only repurpose existing knowledge, albeit intelligently. It cannot add anything significantly new to the web.
Human authors can.
Critical and creative reading and writing remains key to producing impactful content, getting exposure, and establishing your authority.
If there’s one important lesson Covid has taught us, it’s that people prefer people. Despite all the technology that came to the rescue during the lockdown months, people were eager to take the risk of seeing and talking to people.
And for the same reason, we will value human writing above all else.
ChatGPT can write. It cannot teach us how to think.
That doesn’t mean you have to ignore ChatGPT if you’re an author, blogger, or journalist…which brings us to the next point:
AI can make your writing more productive
It’s becoming a cliché now, but here it is again: AI won’t replace you, but someone using AI will.
AI can make you a much more productive writer:
- Research keywords
- Create content outlines and briefings
- Structure your content with HTML subheadings
- Ask for trusted sources
- Identify what’s missing from your lists or step-by-step guides
- Create scripts for videos and podcasts
- Create video descriptions
- Create content summaries and takeaways
- Get help writing an effective introduction or conclusion…
The possibilities are almost limitless. Here’s ChatGPT, which breaks an existing article into sections using HTML subheadings and even provides HTML output:
Don’t forget that ChatGPT is only as good as your command prompt, so don’t take your request lightly. For example, you can ask them to write an intro to an article on a topic, or you can ask them to write an effective and engaging intro to your article:
Another AI-driven content marketing platform, Narrato, allows you to create content briefings based on a single keyword. Just enter your main keyword and (optionally) select your area to focus on:
You can edit any suggested sections, keywords, and references and share them with your team right away!
And let’s not forget the ingenious AI integrations that open up even more possibilities for authors. One of the most exciting is the Text Optimizer, which combines AI with its semantic analysis. The result is a well-optimized copy that you can use as a synopsis for your content, semantically optimized to your core topic:
AI can actually be surprisingly creative
In the past, creativity was considered a purely human trait.
Our ability to create beautiful things and, more importantly, to imagine them makes us human.
Well, I hate to tell you, but AI has that trait too. It can be incredibly creative. There are many examples and stories of this, and some of them are actually hard to believe.
One of my favorite examples is this woman who asked ChatGPT to write her child a letter explaining that Santa Claus is not real. The result is incredibly touching to the point where you can’t believe a machine could have come up with it:
So ChatGPT is smart and creative. It’s not human (and never will be), but it can change the way you do things for the better.
The world is divided into two parties these days: those who are skeptical about ChatGPT and those who spend days and weeks on it. Regardless of which side you belong to, you need to keep an eye on the AI and its development. We cannot ignore this trend, which will be our future.
Creating impactful content that drives brand awareness is much more than writing good copy. AI won’t replace a talented writer, but it can certainly make them more efficient and allow them to focus more on creativity.
And of course it’s not just about writing. AI we touch every part of our industry. You can use it for customer support (IVR), search (conversation search), marketing personalization, business naming (Namify), accessibility and usability optimization, etc. Keeping an eye on emerging technologies is key to developing an effective digital marketing strategy.