Sales & Marketing, Uncategorized

The Hazards of Using AI for Content Marketing, Blogs and SEO

Business Advice | 28 June 2023 | 10 months ago

As a business owner, it’s important to utilise content marketing strategies as a way to promote services and products, answer customer questions and provide valuable information to users. But, how does artificial intelligence fit into things?

How Can AI Be Used for Content Marketing?

There has been a lot of talk about using AI for content marketing, blogs and SEO in recent years, and things have really sped up in the last few months. Tools such as ChatGPT and Google Bard generate text from prompts, which can save businesses and individuals a lot of time. Instead of writing everything from scratch, AI can create content for you. This seems like a great way to quickly generate content in your niche, but there are downsides to doing so.

There are three main ways that AI can be used for content marketing. One of these is content generation, whereby the AI can create blog posts, articles, product descriptions and special media posts based on specific guidelines or keywords. It’s as simple as typing in “create a blog about content marketing” and a blog will appear, and some AI tools can even include keywords. The more information you give, the more tailored the content will be.

AI can also be used to personalise content based on given information, such as browsing behaviour, purchase history and specific demographics. By understanding individual preferences, AI tools are able to optimise the content experience, with the aim of increasing engagement and boosting conversion rates. For example, you could ask for a product description aimed at the luxury retail market, or to customers of a certain age. AI can also be used to create briefs, titles, keywords and general descriptions for what a content marketing plan should be focused on. Using information about an industry or target audience, AI can sift through information online to come up with ideas for content that’s likely to be valuable to a target audience.

What are the Downsides of AI in Content Marketing?

It’s easy to see why using AI in content marketing is something that a lot of businesses think about, and many businesses have already started using AI in content marketing, but there are downsides to be aware of. A lot of AI companies warn that their tools do not always generate factual content, which could result in a business providing customers with incorrect and inaccurate information. You can’t simply assume that everything created by AI is correct, as this is often not the case. This reflects badly on the business as a whole, and instantly dashes any chances of the company being seen as an authority within the industry. In order to generate content, AI tools match patterns, rather than providing real research. Despite advancements in natural language processing in recent years, AI tools can still produce errors, inconsistencies or irrelevant content. This content may require human intervention or editing, which is time consuming.

AI generated content also lacks creativity, which is a huge part of providing high quality and valuable content to customers. Without originality and a personal input, it’s hard to create engaging content that resonates with the audience. AI algorithms often rely on existing data and patterns, which can limit their ability to produce the unique and innovative content that customers are used to seeing. Instead of there being a personal flair or human touch, AI content tends to be a little bit more robotic.

One of the big things that AI struggles with is understanding human emotions and context, which can lead to content that is lacking key nuances. Successful content marketing needs to evoke emotions and establish connections with a target audience, which is something that AI struggles to do. Customers need to feel as though they are reading content that a peer or expert created, which is hard to achieve with AI. It’s also important to remember that a lot of people are hesitant to trust AI generated content, and many individuals view it as being impersonal, untrustworthy and inaccurate. Even with a lot of care and attention having gone into editing the content, it’s likely that a number of potential customers will head elsewhere if they notice AI content being used.

How Can AI Benefit My Content Marketing?

As you can see, there are definitely reasons to be wary of relying too much on AI for content marketing. But, when used correctly and in specific ways, AI can benefit a content marketing strategy. Rather than generating entire blogs, AI tools can help to plan out and structure content. It can be used to brainstorm topics related to an industry or business type, suggest keywords and create content briefs. Instead of spending a lot of time trying to come up with a weekly blog title, businesses can ask ChatGPT or Google Bard for suggestions. Instead of ‘umming and ahhing’ about the layout of a blog, AI can complete the process in a matter of seconds.

AI tools can also analyse historical data and patterns to predict future content performance, audience behaviour and market trends. Though these insights shouldn’t be taken as fact and only a mere suggestion, they can give you a rough idea of what your business should expect in the future. These insights can help you anticipate audience needs, optimise content strategies and make informed decisions, allowing you to stay ahead of the competition.

Though AI shouldn’t be relied upon for writing blogs and website copy, it can be a useful part of a content marketing strategy, as long as it’s focused more on the planning and research of things. It can be a time saving content marketing tool, but all AI outputs should be edited and fact checked before being used.

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