If you have used Twitter for the past year, then you are aware of AI and content marketing. ChatGPT is the future for content. Every day, we get to see threads of chatter about why ChatGPT is so great and how it will replace human writers.
So I did what I do when the world seems a bit crazy. Let my sarcasm take a walk.
Seriously, folks! Artificial intelligence is here to stay. There are certain ways that it can help improve your content strategy. What about replacing human writers? Your entire content strategy will be executed for you? Nope.
Only people who make money from AI are those who create content about how to make it money.
— Noah Kagan (@noahkagan) March 19, 2023
AI will not take over content marketing anytime soon (and probably never) despite all the buzz on social media. Let's discuss why.
AI content marketing technologies can be powerful tools but they cannot replace human creators.
ChatGPT and similar tools can only create content from what is already there. They can't form original opinions to produce thought leadership content
AI cannot replicate emotions marketing elements such as humor and empathy.
Each company's brand storytelling is different. An AI tool cannot understand a company’s story as well as its leaders or content creators.
Google downvotes AI-generated content and recognizes it as spam.
What Makes People Believe AI is Taking Over?
ChatGPT and other AI-based content marketing tools have many capabilities that are beyond our comprehension. They can extract data from the internet in seconds and create narrative content that mimics human writing.
Source: Mark Williams Cook
OpenAI claims that the tool gets smarter and is better at handling complex instructions with each new version. Greg Brockman, the company's president, claims that ChatGPT 4, the newest version, can calculate tax returns — something we can all agree on.
ChatGPT is used by writers in the following ways:
- Understanding the bigger conversation around a topic
- Creating outlines for blog articles
- Ideas for headlines and topics for blogs
- As a way of getting started, you can write blog intros
- Writing is about breaking down complicated ideas.
Yes, it is possible to write complete articles or press releases, but, as you probably know, that's not the best idea.
This is not to suggest ChatGPT is irrelevant or bad. The opposite is true. AI in content marketing, however, is not an alternative to human writers or brands who create high-quality content.
You risk being penalized by search engines if any mechanism is used to manipulate search rankings. This includes any AI used to write and publish content. This is an example that was shared at SMX Munich earlier in the year.
Let's take a look at four reasons AI fails to replace content strategies.
The Human Element: What Artificial Intelligence Can't Do For Content Marketers
Every piece of content an AI-powered content market tool creates is the result something else. It doesn't matter how large the data sets AI can analyze and mine, nothing they produce is original.
Customers? Customers look for authentic and original thought leadership from brands.
It is one of the most important ways that brands can connect with their customers and clients. 76% list thought leadership as a way to engage customers and clients directly. Other stakeholders they also list are employees, investors, the media and the general public.
Source: Marketing charts
Your brand's stances are built by your people. If you lose the face behind the opinions, as well as the real human brain, then there is an unavoidable loss of connection with your customers that no brand wants.
Marketing Insider Group's blog about why agencies don't help you make buyer personas is my favorite. They are arbitrary and not based on any real motivation or action.
Buyer personas are an important buzzword in content marketing. ChatGPT wouldn't be able to give me this opinion if they asked me what I should write about them.
Source: Marketing Insider Group
ChatGPT can be quite funny. It's usually unintentional.
Many examples have shown that it is important not to blindly follow instructions, even if they are a wizard AI. This includes the example below.
Image Source: Uproxx
AI is still a young and sophisticated technology, but it can only process human language at a superficial level, using the parameters that humans give it. It won't be able to understand humor, and it will not be able to process the industry-specific humor and sarcasm that make business content enjoyable.
Brand storytelling is a way to connect with customers through telling stories about our work (and why it matters). This type of marketing is unique to each brand that uses it. Your own story makes you stand out among your competitors.
ChatGPT cannot understand your brand's message, and it can only interpret what others have to say about it. It is not able to see the way you want it to be presented to the world. An AI tool cannot convey that message in the same way as your founders, leaders and employees.
Stories are emotionally charged. Stories are told to provoke emotion in those who view them or read them. AI-generated content might have all the information in the world but it cannot have a human experience and certainly can't share it firsthand.
ChatGPT queries can't generate content that shares your mission, tells client success stories, or provides background about your team and expertise.
Chevy created this video about Chevy vehicles being like best friends. In this instance, it's a woman's dog. You might feel nothing if you watch this video.
Imagine a machine writing this script or posing such a concept.
I've already talked about the Paradox of AI. The more AI we use, the more interaction we can expect with real people. This holds true for both written and life.
Content marketing requires empathy. This is the ability to see things through the eyes and perspective of your customer. This is a key element of emotional intelligence, which is more important than ever for brands. Nearly three quarters of buyers believe that brands are better able to understand their specific needs.
Source: Demand Base
A global study on brand emotional intelligence (EQ), found that brands with the highest EQ connect more easily with customers and earn more revenue.
Emotionally intelligent marketing is, in other words, it doesn't just impact your relationships with your audience; it also plays a part in your overall business performance.
No matter how intelligent and sophisticated AI content marketing tools are, they will not be able feel human emotion or connect with customers. ChatGPT will tell you that AI content marketing tools are not able to feel emotions or feelings like humans. Instead, focus on human creators who can.
What Google says (and why it matters)
Content marketers can't be more important than Google's view of a trend. Why? Organic search is the most popular source of web traffic, and Google controls 90% of the search engine market.
Your content is invisible to Google rankings if it doesn't appear in Google search results.
It is a big deal that Google cares enough to rank AI-generated content differently from the human-created version. Google's Senior Webmaster Analyst John Meuller stated that Google views AI-generated content in the same light as spam and that it is against their guidelines.
In a Google Hangout, he said exactly these words:
"We still see [AI-generated content] as automatically-generated content . . . It's against the Webmaster Guidelines. From our perspective, if we came across something similar, it would be a spam item for the web spam team to consider spam.
What about spam? It is removed from Google's search index. You can find the latest official guidance from Google here.
Our guidance regarding automatically generated content has been consistent over the years. Using automation–including AI–to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.
According to the guidance, automation can be used to create lists or things such as weather and sports scores. My conclusion is that AI can be used to automate research. Humans can write the content!
The takeaway: AI Content Marketing Is Valuable, but It's Not Everything
You've probably seen the chatter about ChatGPT or AI in content marketing on social media. It's either good or bad. There's no middle ground.
There is a middle ground: ChatGPT can be used as a powerful tool, but ChatGPT must still be human-created, empathic, and customer-centered content. This balance is what will make brands' content strategies last for the foreseeable future.
Each week, publish high-value content for your audience
ChatGPT is a great alternative to traditional content. It saves you time, which can be a problem if you try to keep up with demand for better content.
This is why more than 70% of companies outsource their content creation. Marketing Insider Group's team of SEO experts and writers can provide optimized content that is ready to publish every week for up to a year. To learn more, visit our SEO Blog Writing Service.
Marketing Insider Group's article Why AI isn't Taking over Content Marketing appeared first.
Frequently Asked Questions
How to build an Ecommerce marketing plan?
The first step is to identify what you want to sell. These should include products and/or services relevant to your business, but also enough variety to keep customers engaged.
Next, determine how much you can spend on advertising, promotions and other marketing methods. You may need to use multiple methods, such as direct mail, email blasts, social media sites, search engine optimization, and more.
Once you have a rough idea of your budget, you can start to plan for each option. You might want to consult an expert in e-marketing if you aren't sure which marketing strategy is best for you business. They can help you determine which marketing method is best for your business.
Once you have a plan, you can start implementing it. To make this process easier, you can hire someone to do some or all of the work for you.
Start from scratch, you don't have to reinvent the wheel. Use proven strategies that have worked well for other online retailers. Be sure to verify everything before you make any changes.
Remember that your ultimate goal should be to increase sales and profit. Your eCommerce marketing strategy needs to consider both short-term and long-term goals.
You can boost your sales by reading our article about eCommerce marketing strategies. We hope they help you find success!
What are the five marketing concepts?
These five marketing concepts are:
- Branding – A brand is an image that people have for you. It's the first thing people associate with your name. A consistent brand identity is essential for all media.
- Your position is how you present yourself to your market. How do you describe who you are, and why should anyone care?
- Message: This is the message. What is your point Why should anyone buy from you?
- Marketing mix: This combination of channels and pricing to get your message across to your target market.
- Measurement – How do I measure success?
Are there any dangers associated with digital advertising?
Digital marketing is not without risks.
To protect your online reputation, it is important to be cautious with what you post on social networking sites.
You should also make sure that all your content is original.
You could also lose control of the brand image you project if you fail to monitor your online presence.
If someone uses your information without permission, you could be at risk of identity theft.
How to Protect Your Online Image
- Take Care of What You Share on Social Networks
- Ensure that All Content Is Original, and Doesn't Infringe upon Any Other Intellectual Property Rights
- Monitor your Brand Image
- Use Strong Passwords
- It is best to not divulge personal information without consent
- Report Unauthorized Activities Immediately
- Don't Post Photos Of Yourself Or Others In A Disturbing Way
- Never divulge any Social Security Number
- Keep up with the latest news
- Stay Away From Scams
- Choose a Secure Password
- Always Keep an Eye out for Updates
- Do not share too much information
- Pay attention when you give out credit card numbers
- Avoid sending money by E-Mail
- You can check for fake websites
- Bad reviews can damage your business.
- You should regularly check your credit reports
- You Need to Keep an Eye on Your Privacy Settings
- Ask someone who knows you well before sharing something
What are some indirect marketing examples you can think of?
Think of ways you could use indirect marketing techniques to promote your business. You might launch a social media campaign asking people to post pictures of themselves using your product. This would spread awareness about your brand.
Advertise in local newspapers if you have an auto repair shop. Encourage customers to bring their cars to you instead of to other shops.
You can also send coupons to customers' email inboxes, or post ads on bulletin boards located in public areas.
Direct marketing is a great option because it's not expensive.
You will need patience to promote your business. It takes time for people to trust you.
You also need to keep track of how effective your campaigns are. It is worth measuring how many leads are generated from each method.
This will let you know which methods are best for you.
What amount should I budget to fund my first digital marketing campaign
It all depends upon the type of campaign that you intend to launch. Your initial campaign costs between $50 and 100.
Advertisement space can be purchased for search engines such Google or Bing. These ads cost approximately $10 per click.
Banner ads can be placed at different places on a website that has a website. This will help you attract new visitors and bring them back to your site.
A freelancer can also design banners for your company. The hourly rate for freelancers is typically between $20-30.
After creating your first ad for the site, you can track its performance. There are many free tools that can help you analyze your website.
Data can also be tracked manually. To collect information about your campaigns, you can keep a spreadsheet where you record each metric (such as clicks, impressions, etc.)
Once you have collected this data, it is possible to determine if your campaign has been successful.
You can always try other methods until you find the one that works.
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
- SEO Learning Center – Moz
- [Case study] How we ranked #1 in a high-volume keyword in under 3 months – Moz
Online Marketing Tips and Techniques from the Top Brands
It's important to ensure your audience is able to understand the content you are creating for online marketing. If your audience doesn’t care about you product or your service, why would they want to read your blog posts?
If your website is focused on fashion accessories, ensure that your content is relevant to fashion accessories. Not general web design tips.
You can promote your business by using social media platforms such LinkedIn, Twitter, Facebook, LinkedIn and Instagram. Social media platforms allow businesses to connect with customers and share their information.
It's also a great way to get in touch with clients, both current and potential.
Create content that engages users and encourages them to share content with their friends. Shared content increases your site's visibility and traffic.
You can keep your content fresh and updated by posting regular updates. Posting daily or weekly is better than posting once a month.
Posted content receives more attention because readers expect to see new material.
Your content should contain links to your homepage. This will help visitors find other resources on your site.
Make sure that your content is mobile-friendly Mobile devices now outnumber desktop computers. According to a recent survey, more than 50% of internet users access websites via their smartphones.
Test it on various smartphone and tablet browsers to ensure your content looks good when viewed on small screens. For website owners and developers, mobile-first is a must.
It's about more than just aesthetics. Mobile websites are more likely than desktop sites to convert well. They are easier to navigate and load faster due to their smaller size.
Make sure your content is relevant to your audience.
By: Michael Brenner
Title: Why AI is Not Taking Over Content Marketing
Sourced From: marketinginsidergroup.com/content-marketing/ai-content-marketing/
Published Date: Mon, 27 Mar 2023 10:05:41 +0000