As AI-powered content hits the headlines, one of the most popular questions is, “When will we all be replaced by machines?”
In fact, no matter how skeptical you are, we are still witnessing the very beginning of this future, and AI is already frighteningly good at performing some human tasks, even creative ones like writing.
How can content marketers adapt to this fast-growing trend?
AI can write “better than average” content.
AI-generated content is still in its infancy. In fact, most of us only started seriously discussing it in late 2022 when the first iteration of ChatGPT went public. Just three months later, ChatGPT is producing content of unquestionable quality. He writes better essays than college students, which means he can produce better-than-average web content quickly and for free.
But the quality of the content is not about reading level or correct grammar structures. It’s much more.
While ChatGPT can (and will) get even better and smarter, it will never generate human content for one reason: it has no personality, in the sense that it cannot rely on personal experience, personal knowledge, and personal opinion.
An AI is only as good as the data it’s trained on. It can only repurpose existing knowledge, albeit cleverly. It cannot add anything fundamentally new to the web.
Human writers can.
Critical and creative reading and writing remains key to creating impactful content, being known, and building authority.
If there is one important lesson Covid has taught us, it is that human beings prefer human beings. Regardless of all the technology that came to the rescue during the months of isolation, people were willing to risk meeting and talking to people.
And for the same reason, we will value human writing above all else.
ChatGPT can type. It cannot teach us to think.
This doesn’t mean you have to ignore ChatGPT if you’re a writer, blogger or journalist… which brings us to our next point:
Artificial intelligence can make your writing more productive
This is becoming a cliche already, but please again: AI won’t replace you, but someone who uses AI will.
Artificial intelligence can make you a much more productive writer:
- Search for keywords
- Create content outlines and briefs
- Organize your content with HTML subheadings
- Ask for trusted sources
- Identify what is missing from your lists or step-by-step instructions
- Create scripts for videos and podcasts
- Generate video descriptions
- Create content summaries and takeaways
- Get help writing an effective introduction or conclusion…
The possibilities are almost endless. Here’s ChatGPT dividing an existing article into sections using HTML subheadings and even sharing the HTML output:
Don’t forget that ChatGPT is only as good as your encouragement, so don’t underestimate your request. For example, you can ask him to write an introduction to an article on a particular topic, or you can ask him to write an effective and engaging introduction to your article:
Another AI-powered content marketing platform, Narrato allows you to create content briefs based on a single keyword. Just enter your primary keyword and (optionally) choose an area of focus:
You can edit any of the suggested sections, keywords and references and give them to your team right away!
And let’s not forget those brilliant AI integrations that open up even more possibilities for writers. One of the most exciting is Text Optimizer, which has combined artificial intelligence with semantic analysis. As a result, you get a well-optimized copy that you can use as a summary of semantically optimized content for your main topic:
Artificial intelligence can be surprisingly creative
Historically, creativity has been considered an exclusively human quality.
Our ability to create beautiful things, and more importantly, to imagine them, is what makes us human.
Well, I hate to tell you this, but AI has this quality too. He can be incredibly creative. There are many examples and stories about this, and some of them are really hard to believe.
One of my favorite examples is this woman who asked ChatGPT to write a letter to her child explaining that Santa Claus does not exist. The result is incredibly poignant to the point that it’s hard to believe a machine could come up with it:
So ChatGPT is smart and creative. He’s not (and never will be) human, but he can change the way you do things for the better.
The world is currently divided into two sides: those who are skeptical about ChatGPT and those who spend days and weeks playing with it. Whichever side you belong to, you need to pay attention to AI and how it develops. It is impossible to ignore this trend, which will be our future.
There is much more to creating impactful content that will build brand awareness than just writing good copy. AI cannot 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 touches every element of our industry. You can use it for customer service (IVR), search (conversational search), marketing personalization, business naming (Namify), accessibility and usability optimization, etc. Tracking emerging technologies is key to creating an effective digital marketing strategy.