AI tools such as ChatGPT, Scribe and GPT-4 are highly appealing to many businesses and practices, and they hope these convenient and inexpensive tools can fulfill all their content marketing needs. Unfortunately, many businesses have yet to learn that AI often fails to deliver the human touch needed to connect with target audiences and keep them engaged.
Replacing human-written content with that produced by generative AI comes with many drawbacks. If you’re not careful, generative AI can affect your reputation and bottom line, but if you insist on keeping up with the times, you may be pleased to know that AI CAN be valuable in content marketing, as long as you use it the right way.
Here are the important do’s and don’ts of using AI in your marketing strategy and how to contact our team at Katava Marketing when you’re ready to develop a new digital marketing campaign.
Reasons To Avoid AI in Content Generation
ChatGPT and other AI tools generate content by pulling information from various resources all over the web. Then, they organize that content in a way they think is useful and makes sense to readers. Keeping that point in mind, here are the drawbacks of using AI for content generation.
- Content could be inaccurate, outdated or misleading. Depending on your type of business, you may need most of your content carefully and extensively fact-checked by a human.
- Content may not match the tone or voice of your brand. In other words, your content may not resonate with your existing target audience, or its tone may be inappropriate (such as too casual or offensive) for topics related to health, finances, safety and general well-being.
- Content may damage your brand’s reputation. AI-generated content is easy to spot and may damage your reputation, as people may think your company or business is impersonal and not invested in establishing a connection or delivering value.
- Content is stripped of human empathy and reasoning. AI is not human and, therefore, is devoid of meaningful and important human emotions and traits, including empathy, compassion and reasoning.
- Content may negatively impact your SEO and search ranking. Quality is one of the top five factors Google takes into consideration when ranking content in Search. Content that fails to offer expertise, experience, authoritativeness and trustworthiness (E-E-A-T) will typically rank low in search results, including those generated by AI.
- Content is highly repetitive. AI-generated content is highly prone to repeating themes, words and ideas in an unnatural way. This can lead to many users feeling frustrated, annoyed or confused when reading your content.
Best Ways To Use Generative AI as a Marketing Tool
Generative AI may be used to enhance and simplify certain aspects of your content marketing strategy, but it should not be relied solely upon as your dedicated content creator.
Here’s when to use generative AI in your marketing strategy:
- Brainstorming for fresh ideas. At times, you have writer’s block or feel stuck, AI can help you brainstorm and identify new relevant topics to keep your content fresh.
- Jumpstarting your writing process. AI can provide you with ideas on how to start an article or spin a certain topic, which can lead to a greater diversity of content (and more inbound leads).
- Editing your content. AI is highly useful for editing your content, as it can remove Oxford commas, correct grammatical errors and separate contractions.
Replacing human-written content with generative AI is not a current best practice in content marketing, as it presents a large number of flaws. However, using it in small, practical ways like those mentioned above may have a positive effect on your marketing strategy.
Katava Marketing is a full-service marketing agency that provides digital marketing, design, SEO and much more. We are devoted to helping you deliver high-quality human-generated content and designs to your target audience. Contact us today at (973) 998-8008 or fill out our contact form to learn more about our services.
