Why you should edit AI generated content

Generating content is a completely different ball game after the arrival of AI.

Using AI in business has to potential to make content creation an absolute breeze.

It's efficient, productive, and has no room for error. It will work around the clock when you're asleep. It can also help shave off hours that we might've spent brainstorming or drafting.

It will generate ideas, draft up content, and refine your chatbot messaging. It can talk to your international customers when your sales team are asleep. Needless to say, AI is pretty nifty.

But while it's shaped the way we use content marketing in our inbound strategies (probably forever), it's not the be all and end all.

AI is your assistant, not your backbone

As an assistant, it opens up countless doors. But as your backbone, it's unreliable.

It's no secret that AI is getting even better at imitating lifelike human generated content.

Through machine learning and consistent input, language models know how our brains read content. It analyses the most effective language patterns and mimics this, inserting our content where it sees fit.

But it's still not 100% human. If it sounds like a robot, then it probably is.

If your content sounds robotic and wooden, then your customers will be able to pick up on that.

Some signs that suggest AI-written content might be:

• Overly generic language
• Insights that aren't nuanced
• Repeating the same words or phrases
• Sometimes it just doesn't feel human, as though the words were artificially put together

Your customers don't want to buy from robots

Your customers want to give their money to a business they connect with, through relatable marketing content that they can emotionally resonate with.

Particularly for small businesses, a brand-customer relationship is a very human thing.

Building this effective relationships means having an effective brand voice across all of your marketing and sales contact points.

Brand tone of voice is a very human thing

Your brand tone of voice is how you speak to your customers in a way that aligns with your brand purpose and values.

Tone of voice is a key part of your identity, the reason for doing what you do. It's finding the words that accurately reflect your brand and shares the linguistic wavelengths as your customers.

You could have a cutting edge site, with an impressive logo design. But brand tone of voice is a key building block in brand building - which glues all of that together. If you're not using the right language that resonates with your customer, your content might appear a bit bland and lacking personality. Or perhaps it simply may not 'feel right.'

That's why building a brand tone of voice can refine and shape the way you speak to your customers. This sets the tone of your content and marketing.

AI doesn't 'get' your buyer persona in the same way

Use AI for humans, not for other robots. That means creating content that sounds human, and aligns with your brand tone of voice.

Not only will 100% AI generated content just feel robotic, but it doesn't have your brand tone of voice in the way it's been designed.

Language is everything when it comes to customer communication, and there are a million different ways you can address your customer. It's all about how your customer perceives language. It's a complex thing, and AI might not always understand your buyer persona as well as you do.

That's not to say that AI isn't incredibly efficient as a tool though.

What AI can do...

You can use AI to:

• Give you structural templates
• Provide heavy loads of generated content which provide marketing launchpads
• Help out with sentence openers or discussing topics
• Streamline content creation
• Automate sales content around the clock

What AI can't do...

Try to avoid AI when it comes to:

• Curating an entire buyer persona avatar
• Comprehending your brand's values and personality
• Copy/pasting content generation

How to use AI more effectively as a tool

To collaborate with AI effectively, try and...

• Be more niche in your searches: The more niche your search query, the less extra touch ups you have to do.
• Fact check everything: AI isn't always 100% accurate, make sure what you're posting is true.
• Use it for structure and inspiration: Refine and touch up in the editing stage, but use AI as a tool for content building and ideas
• Use it for grammar and formatting: AI can spot every grammatical mistake. Use this to your advantage, to help simplify or rephrase text.

What you & AI can do together...

Working with AI should be a collaborative effort. Use it to do the foundation bits; the heavy lifting. Help it lay the concrete of your content, but add your own human touch.

It might be colloquialisms or local lingo that perhaps AI wouldn't know. Inject those human touches into your copy. Experiment with emotive words, humorous language, or clever wordplay. These are things that robots can't always conjure up.

Using a blend of AI efficiency and human creativity you can get some really high-quality, relatable content that will keep your customer scrolling.