AI has taken the world by storm, especially in the realm of content generation. Today, anyone with an internet connection can generate professional-sounding blogs, emails, or social posts in seconds without having to compose a single line themselves. While the time and cost savings of generating content at this scale and speed are appealing at face value, any marketer worth their salt knows this kind of content isn’t going to engage.
Generative AI is undoubtedly a market disruptor and has the potential to help organizations produce content at scale – more efficiently, cost-effectively, and consistently. But it’s easy to overuse and misuse. If you want to unlock the productivity gains associated with AI, start by recognizing its limitations and opportunities before investing in tools and platforms.
As AI-generated content floods online spaces, buyers are getting even more selective with the content they consume. They want to find the information they need without wading through pointless marketing fluff and unoriginal text. Sadly, AI is adding to the traffic, not alleviating it.
It’s not enough to publish more content in hopes of catching someone’s eye. You need to create quality content that also resonates. At the end of the day, AI has a hard time making content that genuinely connects with people emotionally because of how many Large Language Models (LLMs) are built. While it might be exceptional at churning out text based on learned patterns from available data sources, it misses the mark in crafting original, nuanced stories. That requires a human perspective.
How we feel and experience, what we’ve seen and done, and the surprising twists and turns we’ve taken along the way are what make stories interesting. And when you ground those colorful details and hooks in a context that’s relevant to your target buyers – that’s when you’ve struck gold. Sure, you can use AI to produce grammatically pristine web copy in seconds, but people aren’t going to hang around if your content isn’t authentic and relatable.
Some of the most popular AI bots today use a combination of the internet and guesswork to give you the best answer to your prompts. But the internet is full of false information, and the most professional-sounding answers are not always backed by evidence. Some AI models have been caught making false statements, citing nonexistent stats, and even fabricating historical events. And just like the people who built them, AI models can inherit biases that create all kinds of ethical issues.
Human oversight is incredibly important when using generative AI at any stage within your content creation process – whether for ideation or fine-tuning. Adobe’s State of Digital Customer Experience research recently found that 52% of consumers believe that due to AI, they will receive misleading or incorrect information. Don’t bring this problem home by using AI without implementing some guardrails.
Trust is hard-earned and easily lost. If you want customers to continue trusting your brand, you’ll want to adopt a responsible approach to AI. Establish a process for how your team uses AI to produce marketing content. Implement checkpoints to fact-check statistics and claims. Require stakeholders to review and approve every word in your campaign. There’s no need to fear using AI, you just need a bullet-proof governance framework that prevents your organization from spreading misinformation and harmful content.
Your voice and perspective are the keys to creating captivating marketing content. But you can also use AI to speed up the work with some guidance.
To get the benefits of AI, leverage solutions and practices that put you in charge of the vision. AI is great at providing structure and variation when given context. But only you can provide more emotional and nuanced insights into your customers and industry. Allow your relationships and experiences to guide the direction of your messaging. Then collaborate with AI to translate those experiences into a more organized campaign. This human-led, AI-assisted approach to creating marketing content is a great way to reap the benefits of generative AI without falling victim to some of its pitfalls.
ContentGen is a content-generation platform that melds the power of AI with human creativity. It’s designed for marketers by marketers. That means it’s designed specifically to help marketers save time and money when building new campaigns. The platform achieves this by merging generative AI with guidance-based instruction and pre-loaded templates to help teams collaborate and produce heaps of new branded marketing deliverables.
Although many organizations are discovering new use cases for AI in the context of marketing, ContentGen is very prescriptive about how and where it uses Large Language Models (LLMs) to aid content creation. Generative AI is used behind the scenes, taking what information the user provides in a simple intake form and generating 140+ additional fields that are woven into a user’s campaign messaging framework and slated for review. ContentGen then invites users to refine messages while looking at the overall narrative of their campaign from a bird’s eye view. While reviewing content, users can play around with an AI Chat feature to generate ideas for headers and copy blocks. Then, once everyone on the team approves the messaging, the platform takes that final copy, along with pre-licensed images, to generate beautiful marketing materials in minutes.
Ready to add some horsepower to your content marketing? Learn more about ContentGen!
Questions? Don’t hesitate to email us at info@contentgen.com.