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Everyone is talking about AI right now, and for good reason. AI is transforming the marketing landscape (as well as many other industries), but it is important to be aware of its limitations. AI can be used in many exciting ways and will certainly play a major role in marketing moving forward, but it will not be replacing human writers anytime soon. Some brands have jumped the gun and now use tools like ChatGPT to generate all of their content, but this is a huge and costly mistake. Keep reading to discover why it is still important to use human writers for content marketing.
Originality
Are you noticing that a lot of content online these days is starting to sound the same? This is because AI uses existing data and content, stitching together different sections to produce something new. This makes AI-generated content unoriginal and easy to detect. In addition to this, Google and other search engines can detect when content is duplicated, which means that AI-generated content could harm your SEO efforts too.
Emotion
You can also tell when content is written by AI because it appears very robotic and lacks any kind of emotion. Good content that engages readers will create an emotional connection, which is only possible with human-written content. Humans are creative creatures, and skilled writers know how to create content that resonates with the target market. With so much generic AI content out there, content that has the all-important human touch will shine like a beacon and appeal to readers.
Personalisation & Brand Voice
Another key consideration when it comes to content marketing is the fact that human writers are adept at personalising content to specific needs. Every business is different and will have its own brand identity, target market, and content goals. AI is capable of tailoring to a certain extent using data, but nowhere near the level of humans. Human writers will know how to adopt the brand voice and create content for specific demographics and preferences.
Proofreading
Finally, it is vital that any kind of content is given the final seal of approval by a human editor. AI can be useful for editing and detecting errors within an article, but you should never publish content without it being checked over by a human editor first. AI is impressive, but it is not always right, and it has its limitations. Human editing can detect any issues and ensure that the content is fit for consumption.
How To Use AI
It is clear that human-written content is key, but that is not to say that you should not be using AI. AI tools can be used in a number of ways to assist with the content creation process. A few ways that you should be using AI in 2023 include:
Topic ideation
Gathering research
Creating outlines
Drafting sections
SEO
Proofreading
The AI topic is an intriguing one, but instead of viewing it as human vs AI, it is worth looking at the technology as a tool to take your content to new levels and streamline the writing process.
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