Machine learning has become an inseparable part of digital marketing. From Smart Bidding and Smart Creatives in Google Ads to AI-copywriting software, automated processes have become so fully integrated into digital marketing today. While machine learning has benefits such as saving time and predicting user behavior, it could also cause unexpected problems.
Google’s “Helpful Content” Update
In August 2022, Google released the “helpful content” update, which aims to “ensure people see more original, helpful content written by people, for people in search results.” This update will crack down on content created primarily for search engine traffic. If you’re already creating high-quality, helpful content, you don’t have to worry. However, if your content is mediocre and not actually helpful, you may lose some traffic.
So, how does this relate to AI-generated content?
AI copywriting tools are programmed to scan popular existing content and generate an output with a mix of what they find. These tools save time and cure writer’s block, but the result is often mediocre duplicate content. AI is not yet at a point where it can create super unique content that doesn’t already exist. The content they’re outputting is essentially a mix of something already written many times before.
At this point, it’s difficult to differentiate between human-written content and AI-written content. In fact, there are even kids using AI to write essays for school without their teachers noticing! The point is, you don’t have to stop using AI-generated content, but you shouldn’t fully rely on it. There is an effective way to use it which will ensure you are still creating quality content – even with the help of AI-copywriting tools.
How Can I Effectively Use AI for Content Creation?
Despite AI writing tools not providing any new content, they can be useful. In fact, we’ve had many successful social media and blog posts using the AI-copywriting tool, Jasper.ai! Here are some examples of how we effectively used AI-copywriting for some of our clients:
LaffCo. Painting: Repurposing Content
A social media strategy that we’ll often use is repurposing content. Repurposing content is when you take existing content and repost it in a new way. Recently, we’ve been repurposing some posts for our client, LaffCo. Painting.
It can be tricky to come up with engaging captions for these posts, as we don’t want to put something too basic that we had already used before. That’s where Jarvis’ “Content Improver” tool came in handy. You simply enter a bit of context, provide the tone of voice, and the program will generate a few examples.
With a lot of these social posts, I’ll often combine a few of the machine’s outputs and also add some additional text. Doing so allowed me to maintain the human feel and still provide engaging content.
The Great Inflator: Writer’s Block
Another great time to utilize AI writing tools is when you’re experiencing writer’s block. Coming up with captions for social media posts can be harder than it looks. You want to maintain a strong brand voice, but sometimes you can’t find that creative spark. To combat this, it’s helpful to utilize a tool like Jarvis to get a different perspective.
Here’s how we use the “Product Description” tool to create better social media posts for The Great Inflator. For this tool, you simply input the product name, description, and tone of voice to get some results!
Is It The End of AI-Generated Content?
The bar for machine learning keeps getting higher and higher every year. It’s hard to predict where AI will be next month, let alone next year! Using what we know about AI-copywriting tools, we have to make sure we’re still providing users with an authentic, helpful experience. If you’re still unsure how to do that, here are a few questions from Google to consider as you evaluate your own content:
- Are you using extensive automation to produce content on many topics?
- Are you mainly summarizing what others have to say without adding much value?
- Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
- Does your content leave readers feeling like they need to search again to get better information from other sources?
AI tools don’t seem to be slowing down anytime soon. Is it the end of AI-Generated content? Probably not, but always double-check your outputs and check for opportunities to improve the content.
