AI content has taken LinkedIn by storm recently. The rise of software like ChatGPT has copywriters fearing for the future of their roles. How powerful really is AI? Find out how you can (and can’t) use AI in your content creation process in the blog below.
What is AI
The rise of AI in recent years has
seriously made an impact in the digital marketing space. AI has revolutionised many industries, offering cost-saving, efficiency and many other benefits. When it comes to digital marketing, specifically content creation, AI can assist creators in being faster, and more efficient when creating content.
Now before I go any further, let me just say – AI cannot replace content creators, copywriters and marketers.
There are, obviously, pros and cons, opportunities and limitations and do’s & don’ts. In this blog, I will be sharing my ultimate guide to using AI for content creation.
If you’re reading this blog and familiar with marketing, or simply use LinkedIn, you will probably know about AI. You may have heard of ChatGPT, but it doesn’t stop there.
AI, or Artificial Intelligence, refers to software, full of knowledge and human intelligence that perform tasks which traditionally required a person! AI can do it all, from learning to problem solving.
When it comes to content creation, it has made a serious impact, and really helped a lot of marketers out. AI can be used to generate both written and visual content, learned from algorithms, search engines and existing content on the web.
This type of software can analyse large amounts of data to produce content that is relevant, engaging, and tailored to the needs of the target audience. Examples of AI-powered content creation tools include automated writing software, chatbots, and image & video editing software. With the help of AI, content creators can produce better quality content, faster and with less effort, freeing up more time for creativity and innovation.
Let’s take a look at the pros and cons of using AI to write content.
Pros of AI
Time-saving: AI can quickly create content concepts, ideas and outlines. It can analyse large amounts of data, research a theory, understand arguments and report back to you in seconds. This alone is extremely valuable for marketers.
Cost-effective: AI software for content creation is usually quite affordable. If you consider a monthly subscription compared to X amount of content it has assisted with, the software should pay for itself!
Innovation: AI can guide you to that lightbulb moment. Similar to every content creator, I can get writer’s block or struggle to find a fresh perspective. Creatives can utilise AI to generate new ideas and ask for suggestions about a concept.
Personalisation: AI can suggest different approaches, copy and hooks that they have learned from your target audience. Understanding behaviours and preferences, allows the software to create personalised content that resonates with individual readers and audiences.
24/7 availability: Similar to the new consumer, AI is always on. These tools aren’t clocking off at five and can be accessed at any time.
Cons of AI
Unoriginal: All of the knowledge of AI software is based on existing data and content. Software like ChatGPT cannot be used word for word to create content as you will most likely be plagiarising someone’s work.
Lack of creativity: Whilst AI is good at generating content outlines and ideas, it will never be you or your copywriter. AI will never understand your business as much as your internal or outsourced marketing department.
Limited understanding of human language and emotional intelligence: We all talk and understand things differently. Factors from emotions to culture are considered by marketers but are misunderstood by AI. The software can misinterpret comments, questions and ambiguous language.
Potential for error: Similar to humans, there is always a risk of error and inaccuracy. AI relies on existing data to generate content, so if the data is flawed, or biased, the resulting content may also be flawed, incomplete, or biased – which, as you can imagine, could lead to significant issues.
Ethical concerns: There are some ethical concerns around using AI-created content. These issues include transparency, bias, accountability and others.
Ways To Use AI to Create Content
So, now that you have the full picture, here are some of the ways you can use AI when creating content.
- Use AI to generate content ideas or topic suggestions, but not as a replacement for human creativity.
- Create an outline for blogs by giving the software key information like the topic, content pillar, target audience, and content type.
- Utilise for repetitive tasks such as formatting
Use AI to assist marketing staff with content prompts, time-saving hacks and efficiency
Don’t Do This…
Whilst AI is helpful for content creation, there are some practices to strictly avoid. First of all, you should never use AI as a replacement for a human or role. AI will never be able to recreate or match human creativity and originality. Following that, any content generated from AI should always be checked and never sent without human edits or oversight.
Never use AI to create content about sensitive topics that would require a lot of thought and care. Avoid asking for content prompts or outlines about matters like politics, religion, addiction and other sensitive subjects.
A guide to using AI for content creation
1. Identify the who, what & why:
Similar to any content creation process, ask yourself the following:
Why am I creating this content?
Who am I creating it for?
What do I want this content to achieve?
By determining the above, you understand the target audience you’re writing for and what the purpose is. You have a clear goal. This goal should shape your content.
A quick tip: If you struggle with the above, AI software can help. Open up ChatGPT, describe some of your customers and ask it to create buyer personas.
2. Do your research:
This step is all about collecting information. Research the topic. Find out as much information as you can (collect facts and find out the opposing arguments to add as much quality as you can).
This is also the time to conduct keyword research. Use Google Adwords’ Keyword Planner to find out what keywords you should use in your content.
3. Bring in AI:
Choose your AI software (I have listed some of my favourites below).
Depending on the software you choose, you will have different options.
I will use ChatGPT as an example.
In this case, you will have lots of options. I would recommend using a phrase like
“Create a blog outline about *topic* for *company who do X, Y & Z* to achieve *goal”.
ChatGPT will then offer you an outline based on your question. This might be a great outline, or it may be quite a way off what you want- it is potluck sometimes. If the outline is good, it can inspire your writing. It may have even suggested an extra section that you didn’t consider.
4. Write the content:
Once you are happy with the outline, use this to start your content. Write your content as usual with your own language and tone. Utilising your Keyword Research and information, your content will begin to take shape.
At this stage, it is important to mention the importance of quality content. As tempting as it can be, do not ask AI to write content for you. AI cannot communicate with your audience like you can, and they will notice the difference.
5. Optimise & test:
Optimise your blog for Search Engines. Ensure you have included all the correct words and avoided bad SEO practices. Add alt text to all of your images and ensure you have added optimised Meta descriptions.
Ask a colleague to proofread your content to ensure you haven’t missed any mistakes. Two sets of eyes are always better than one. AI tools like Grammarly will spot any mistakes, and advise better grammar.
6. Prep it for socials:
Finally, prep your content for social sharing. Take pieces of your content and repurpose them for different platforms. Use AI like Copy.ai to suggest different hooks or utilise Quillbot to rephrase your wording.
AI Content Tools I Recommend
Written Content & Prompts
- ChatGPT by OpenAI
- Jasper (I haven’t personally used this one but it has been highly recommended)
Proofing & Rephrasing
I hope you found the guide above useful? Content marketing is an integral part of any digital marketing strategy and should be used by any business.
Book a call with me to find out how whY-us? Marketing can help you.