A Brave New World for Marketing?

AI Driven Content - Not so Brave or Smart!

Nobody can doubt the speed with which AI has become mainstream in our lives.

Companies are naturally trying to lower costs by using AI to do as many mundane tasks as they can.

Marketing managers are actively developing content by jotting down thoughts and opinions, and asking AI to convert them into credible articles.

And there’s no doubt it’s helping companies update their websites and keep content flowing, all in an attempt to drive SEO.

But here’s the Red Flag.

AI-written content has a few serious negatives, and it could be doing more harm than good.

Of course, there’s little doubt the content will look professional, thorough, and logical; but sadly, it’s likely to lack soul, authenticity, and emotion.

It’s also highly probable that it will be very boring and stereotypical, and there’s seldom any emotional edge or feeling to AI-created content.

AI content generally sits firmly on the fence, like a vanilla politician - trying to please everyone, and convincing no one.

You’ll be Rumbled

No surprise either that Google has quickly addressed the AI content issue - after all, it has its own AI service.

Overusing AI content can now damage your website’s position and reputation.

Google monitors this through a concept called E-E-A-T, an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

Based on E-E-A-T, the overall quality of a page is assessed with emphasis on credibility, the author, and the website.

So ironically and rather wonderfully, a beautifully written piece by AI is likely to have less impact than a clumsily written article by a real person.

Because thankfully, it’s all about integrity, trust, and emotion.

30% AI rule

The 30% AI rule advises that only a third of tasks should be achieved through AI, with the remaining work requiring human expertise, context, and input.

So it’s back to that old thing again of reality, edgy opinions and genuine credibility.

Thought Leadership

Opinion-based articles, case studies and content that highlights issues and their solutions will help you beat the competition, because they’ll show you operate in the real world.

And they’ll also boost your SEO.

Creating content that’s attributable to business leaders demonstrates ‘Thought Leadership’, and that’s important because people trust ‘Thought Leaders’, and guess what - we buy from people we trust!

So if you’re trying to increase your success hit rate, or you're aware of the competition outselling you, this may be a key area to look at.