How to Decide Between Artificial Intelligence and A Human Writer When Creating Content
Automated content seems to be the wave of the future when it comes to digital marketing. The automated content creation sector was estimated to be worth 3.65 billion dollars in 2014. That number is expected to grow to 5.5 billion dollars in 2019, showing that automated content marketing is more than a fad.
Every day we see technology makes leaps and bounds when it comes to the automated content creation process. However, we can’t rely on automation tools for all of our content creation. AI systems can handle increasingly difficult tasks, but they still fall short of, for lack of a better word, humanity.
There are all sorts of factors that influence whether your content creation should be automated or human-made. Factors differ whether it’s email marketing, writing a blog post, social media content, or anything in between. So, let’s talk about the best times to employ the human touch, and the best times to leave it to the machines.
How AI Systems Make Great Content
The trick to knowing whether to trust your automated systems to produce content depends on the type of content you want to produce. Here’s the most important rule of thumb to remember. Automated content’s best use is to free up your human employees’ time for areas where it’s really needed. 3
The Details are in the Data Collection
If you read our blog last week, you learned about some of the amazing benefits of automating your digital marketing strategy. For example, using automated software to create landing pages on your association’s website that ask for visitor’s email address and other identifying information.
Automated software can take this content and create personalized marketing campaigns tailor-made to your association members and email subscribers. Technology has a strict advantage in this arena. It can create content that reflects particular visitors so much more quickly than human efforts ever could.
Content Automation Helps in Making Good Predictions
Speaking of looking at all that data, automation helps it’s human counterparts another way in regards to data. Collecting all of that data and putting it into one convenient and easy to read place helps your human employees make better predictions going forward.
Perhaps you’re looking at marketing data, traffic on your association’s website, or anything else. Automated technology will aggregate your data quickly and efficiently. By taking this collection time away from your human employees, it frees up time and energy that can be more efficiently put to use. One of those uses is definitely examining this data that you’ve collected. Then put it in to consideration for your content creation, marketing, and other efforts moving forward.
Optimizing Your Content
The technology to automatically generate blog content is out there, and it is fairly sophisticated. Sure, it’s sophisticated enough to generate and publish content for your association’s blog. But it often lacks the depth and insight of human writing. However, one thing automated technology can do for your blog posting is to make it more informed.
Programs like Buzzsumo look at blog topics and keywords that receive the most attention on search engines. This technology gives your human writers a better idea of the kind of content and specific words that match up with what people want to see. While you might not want to leave the writing itself up to automation, it can greatly improve your human employee’s ability to write the type of content that is going to get noticed by your target audience.
The Types of High-Quality Content Produced by Humans
So, we can rely on automated technology to collect and organize data. We can also rely on it to use that data to inform our human employees on how to optimize their own content creation. But what specific forms of content are your human employees best at?
Creative Content Ideas
The best job to give to your human content creators is creativity. As we stated earlier, automated blog posts tend to lack the human touch that makes a real connection with your audience and what they want. Your human content creators have something your digital content creators never will, empathy.
Computers and automated technology, impressive as they are, lack the true ability to write like a human. They lack the ability to empathize with human emotion, and therefore lack the ability to touch human readers on an emotional level. If you want your blog posts to have a real impact on humans, it’s best to use a human writer.
Creating Structured Data
In addition to creativity, humans have a better ability to understand what humans want, and how to relate to them. Think of structured data. If you want to increase your association’s SEO, structured data is a great way to do it. Structured data quickly and efficiently shows search engine users with relevant information in your article.
However, we can’t rely on automated technology to know exactly what that relevant information is going to be. Your human employees understand the emotions and motivations of your members and prospective members. The human touch is key in tapping into the main drivers of your audience.
Natural language generation technology is great for automating simple content based solely on data. However, it has a much more difficult time basing its content on soul and feeling. If you plan on sharing content that you’d like to really connect with your audience, human writing will always be the way to do it.
The Integration of Humanity and Technology
The ability to automate some of the strenuous work we undertake as the heads of associations is enticing. We work extremely hard, our employees work extremely hard. Being able to take away some of that burden feels like a gift from above, and the temptation might be to push that envelope as far as it will go.
However, we haven’t reached the point of being able to automate every facet of our content creation. As far as technology has come for us, it still lacks the ability to truly tap into what it means to be a human, what motivates our belief systems and our actions. As technology becomes further integrated into our lives and our businesses and associations, it’s crucial to keep in mind the power of the human touch.