Content continues to be an elite digital marketing tool. Blog posts, infographics, and videos have become impactful in establishing a solid online presence. Content’s primary purpose is to drive site traffic, leading to increased brand awareness and sales conversion.
But content creation can become tedious at times. It requires certain strategic applications and quality checks to maximize its success rate. With the amount of work involved, content writing automation tools are now worthy investments for modern companies.
Advancements in AI tech and marketing automation have greatly influenced content writing. AI tools are now a part of content marketing procedures. It has also affected related industries like search engine optimization (SEO) and social media marketing. Companies can rely on AI writing tools to generate content, whether they produce articles internally or outsource SEO projects.
The Development of AI Writing
Content writing automation tools have been in existence for some time. But it has recently received stronger developments with the advancement of AI software. Among the most popular are Jasper and ChatGPT, with the latter recently making waves in the industry.
With its growing popularity, it is not hard to deny that AI writing tools can inevitably become a standard in content creation. But this idea has grown some concerns within the writing community, mainly: will AI replace writers? The short answer is no. But with its rapid development, AI writing technology will surely become a pillar of content creation in the future.
AI writing tools are simplifying some parts of the content writing process. There are tools to generate blocks of text, paraphrase articles, and even create entire blog posts for SEO. But AI-generated content is not as well-crafted as those written by professional writers.
AI writing bots have shown great promise in automating tasks in the content creation process, but it is still far from perfect. AI-generated content comes with several risks that can harm companies if published hastily, such as the following:
AI Cannot Fact Check
AI writing tools produce content from existing articles on search platforms. Sometimes, the source material is outdated or irrelevant, leading to unreliable claims. This can harm the quality of a company’s content, possibly damaging its reputation and trustworthiness.
Producing materials with nonfactual information can be dangerous. When readers distrust a company’s content, it can directly influence brand loyalty and reputation.
This can also impact SEO as expertise, authority, and trustworthiness (E-A-T) are factors in ranking web pages. Creating unreliable and irrelevant blog posts can harm E-A-T metrics, leading to bad search rankings.
AI Cannot Ensure Uniqueness
Content does not have to be completely unique, but brands should avoid publishing duplicated content. Duplicates can weaken content’s SEO. Although sites are not penalized for such, it could significantly hurt page ranking.
When multiple URLs present the same content, the algorithm chooses the most relevant among them, while subsequent duplicates receive less visibility exponentially.
As AI tools cannot ensure uniqueness, they can easily generate duplicate content. Publishing these will offer no substantial value to a company’s SEO.
AI Cannot Consistently Apply Branding
Brand voice, tone, and personality are vital in content creation. These make the content valuable for the business as it serves as a reflection of the company.
Well-branded content helps companies enforce their intended voice, tone, and personality. This shapes how consumers perceive the brand. Content creation is an opportunity for brands to present themselves more favorably online. Branding also allows the content to be recognizable by consumers, inspiring awareness and loyalty.
Following a brand voice can be difficult for AI tools. Word choice, tone, and personality are critical elements to incite readers’ emotions. This means that blog posts are written to appeal to audiences’ feelings in a way that aligns with the company’s branding.
AI Cannot Effectively Invoke Emotions
Emotions play a huge role in creating compelling content. Audiences are more inclined to view content that highlights a struggle they can identify with or a solution they find valuable.
AI writing bots cannot produce memorable and effective content alone because they cannot conduct thorough market research. Content writers research to determine topics relevant to their target audience. Writers also include elements that grab and sustain readers’ attention. These are often dictated by the results of market research and target audience analysis.
AI Cannot Ensure SEO
Modern AI writing tools have come a long way and now produce content closer to industry standards. Yet, it still requires the intervention of experienced writers to satisfy SEO.
For content to be search-engine-ready, it must correspond to SEO strategies. This includes appropriate keyword insertion, internal and external linking, and proper media use. AI content generators cannot produce SEO content without the help of knowledgeable writers.
Even if AI writing technology evolves to be capable of SEO, the search industry is always changing. This demonstrates the need for up-to-date writers who can adapt immediately to maximize the company’s SEO.
An example is Google’s August 2022 helpful content update. With this update, Google implements a people-first approach in ranking search results to battle the oversaturation of content. It was Google’s way of ensuring search results favor user satisfaction over SEO practices. This led SEO content writers to adjust their strategies accordingly and uphold content relevance as a higher priority in making content. Determining relevant and helpful content requires a human touch, which AI writing lacks.
AI Cannot Purposely Apply Content Strategies
There are numerous approaches to content creation that AI tools cannot implement. For example, experienced content writers use strategies like the AIDA model to develop effective content and increase sales conversion. Interactive content has also become widely popular in driving user engagement.
Content marketing tactics can lead to higher reader retention and sales conversion. Without a sound strategy, a company’s content marketing is not maximized to its utmost potential.
AI Writing Tools Assist Writers, Not Replace Them
AI writing bots will not replace writers anytime soon. Currently, they serve as essential tools that streamline tasks in content marketing. Writing becomes more manageable with the help of AI, filling in blocks of text necessary for content creation. AI writing tools may come with numerous risks, but they can still be incredibly helpful when used by experienced writers.
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Sources:
- https://aritic.com/blog/aritic-pinpoint/ai-bots-replace-human-writers/
- https://www.shoutmeloud.com/ai-content-writing-risks.html
- https://www.forbes.com/sites/anniebrown/2021/07/20/ai-is-not-going-to-replace-writers-anytime-soon–but-the-future-might-be-closer-than-you-think/?sh=3a590795608
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.