Technology

How AI Content Writers Are Changing The Advertising Industry

It’s a long-held belief that writing, or more specifically, content writing, can only be performed by human beings, and even the most sophisticated AI platform will never be able to replicate a person’s creative mind. However, this belief is slowly being chipped away by the more established AI platforms such as Jarvis, Zyro, Shortly and Rytr. AI platforms can now write not only long-form articles and blogs but also digital marketing content.

Naturally, this raises a number of questions about how AI content writers are changing digital marketing companies and the advertising industry as a whole, specifically within the practice of content marketing. Are AI content writers a blessing or a curse? Will the need for human creativity eventually be overshadowed by a race of Arnold Schwarzenegger-esque content creators? Keep reading to find out.

What is an AI content writer?

AI is a term that covers a lot of different technologies such as machine learning, computer vision and natural language generation. AI and has been a part of digital marketing practice for some time. Starting in 2018, Gmail launched SmartCompose, an AI used to predict the next word you’ll type in your emails to help boost your typing speed. Grammarly uses AI to offer recommendations on how to improve spelling and grammar. Social media management platforms like Hootsuite and Sprout Social rely on AI to publish scheduled content. AI already plays a big role in a multitude of digital marketing streams, but AI content writers are different.

AI content writing platforms are utilising natural language generation technology to perform a function usually reserved for human content writers (like myself), and they’re growing in popularity. While it is currently impossible for AI to perfectly replicate a person’s creative mind, it is possible for them to perform the same function. In other words – it’s possible for business owners, digital marketing companies and freelancers to double their content creation output, or perhaps even automate the function entirely with the press of a few buttons.

Can AI really help content marketing?

So, can AI really help content marketing? I would say yes, but not in the way you might think. While AI-driven content generation is not yet on par with human-written content, it is rapidly approaching that level of quality and can definitely assist with targeted aspects of content marketing.

Boost content output

AI provides a simple web interface for creating new blog posts and articles, and while some might assume that it is less efficient than writing the content yourself, this is not always the case. By automating the content creation process, you can boost your content output with the touch of a button just by filling out the required template. Plus, an AI platform will never get sick, take a break or feel burnt out – so you won’t lose time battling with writer’s block or waiting for your morning coffee to kick in!

Defeat writer’s block

On that note, human creativity is a wonderful thing, but it is not infallible. Writer’s block affects all writers from time to time, but implementing an AI platform into your workflow can help prevent it from occurring in the first place. While the AI will never be able to remove writer’s block, you can allow it to help keep you on track. If human writers get stuck, their AI assistants can help them find their way out of their funk and get back to the task at hand.

SEO and keyword optimisation

When it comes to best digital marketing practices, keyword optimisation still has its place. But optimising content for SEO can be a long and arduous process for human content writers. Just because you’re using AI to generate your content doesn’t mean that it won’t be SEO-friendly. In fact, some platforms allow you to specify keywords you want to add to the content that’s generated. For example, if you were writing an article about “how to play golf”, you could ask Jarvis to add the keyword “golf clubs”. Then if anyone searches for “golf clubs”, the article will show up. Simple!

Want to give it a try? Keep these things in mind.

AI content writers have their benefits, but unfortunately, the technology has not evolved to the point that content can be generated without a human in the driver’s seat. However, you can take steps to help ensure AI content is generated accurately and engagingly.

Develop a strong content strategy

Effective, engaging and shareable content starts with a solid content marketing strategy, and AI-generated content is no exception. Developing a comprehensive content strategy is the first step toward ensuring the AI content you produce meets your specific needs. Having a clear vision of what you want your blog, web content or product description to look like will help you make the necessary adjustments to AI-generated content, rather than just leaving it up to the will of the platform. If you want to harness all of AI’s potential, you’ll need to develop your own creative vision before you step in.

Proofread, proofread, proofread

You should always act as the editor of your own work. Never just sit back and let the AI do all the writing. It is crucial for you to proofread your content to ensure it’s engaging, clear and error-free. Always look at the content through the lens of your audience. Does it make sense? Is it engaging? Are there any errors in grammar, spelling or formatting? If the answer to any of these is “no”, then you’ll have to take a crack at improving it yourself.

Understand buyer personas

Digital marketing guru Neil Patel points out, one of the limitations of AI content writing platforms is that they can’t understand context, and therefore will struggle to create content that caters to a specific buyer persona. As a result, AI-generated content may not resonate strongly with your target audience. So before you do the all-important proofread, ask yourself these questions while editing:

  • Who are my target readers?
  • Why is my content relevant to them?
  • How do I want to communicate with them?

I find keeping these questions in mind is an easy way to make sure AI-generated content aligns with my target audience and has relevant context.

In conclusion, while it may be easy to think of artificial intelligence as a way to cut costs and boost productivity when creating content, AI-generated content can also benefit your business in many other ways. With the correct planning and preparation, the power of AI doesn’t have to be used for negative gain. The next time you’re on your way to starting an amazing blog post, you might want to consider using AI. It won’t be long before we’re all just living inside of a Matrix-style virtual reality, and we’ll be able to create our own content.

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