What is generative AI?
“Generative AI” is an all-encompassing term that describes the type of artificial intelligence (AI) technology that can create content based on information provided in a prompt. This content can include writing, imagery, and audio.
Why is generative AI so important to your content production?
If you haven’t heard about generative AI for content production by now, you haven’t been paying attention. Everyone is using it (including your competitors), so if you haven’t started exploring how generative AI can change the game for your content production, you may end up getting left behind.
When applied correctly, generative AI will drastically reduce the time it takes to create content. While we don’t recommend utilizing generative AI as a replacement for human content writers (more on that below), it is a handy tool for other areas of your content strategy. These can include:
- Creating content briefs
- Creating outlines
- Content optimization for SEO
- Content ideation
How and when should you use generative AI in your content marketing?
While we cannot overstate the importance of human oversight when it comes to utilizing generative AI, it can absolutely find its way into many areas of your overall content marketing strategy. Generative AI will increase productivity by churning out anything that you might consider a “first pass.” It still needs to be edited and fact-checked. But that initial draft will be in hand in seconds. (And, of course, any writer will tell you there’s nothing scarier than staring at a blank page. Blank pages, be gone!)
AI can assist with your content personalization efforts by generating buyer personas and ideating content for each one.
You can leverage AI in your SEO strategy as well. AI can generate long-tail keywords, local SEO, and alternative keyword options through data analysis. AI can pull from its wealth of past data to make predictions about trends, which is invaluable for your content strategy.
In terms of imagery, generative AI is great for creating storyboards, infographics, and video effects.
It is a machine-learning tool, so the more you use it — and the more you teach it — the more effective it will become. You can train AI to understand your brand voice and tone and then use it in your content audits to ensure all of your published content is consistent.
It’s also important to understand when *not* to use generative AI in your content.
Generally speaking, AI’s “hot off the presses“ content is low-quality, with poor word choices and running the risk of being repetitive. It’s best to leave the work to the humans when it involves:
- Emotions and storytelling
- First-hand experience and perspective
- Subject matter expertise
- Sensitive or controversial topics
- Final editing
- Highly customized designs
- Real-time engagement
- A sense of humor (no, really)
Can you use generative AI to publish a ton of articles on your blog?
Just because you can doesn’t mean you should. Google’s algorithm is based on an E-E-A-T model, which stands for Experience, Expertise, Authority, and Trustworthiness. One thing generative AI-created content lacks is experience. The human element. Emotions, empathy, the real, lived journey that every human being can relate to.
Generative AI does not understand human emotion or nuance. As a result, the content it creates is not the same quality that will resonate with your dedicated audience.
At the end of the day, search engines are valuable to users because they provide them with useful answers to their questions. If AI-generated content is not delivering a valuable experience to your users, your ranking will reflect that.
Simply put, quality trumps quantity every time.
Overwhelmed? Don’t be.
It’s a brave new world, and technology is advancing daily. It’s not your job to be an expert in generative AI and how it can transform your content — it’s ours!
At ClearVoice, our team follows a comprehensive process designed to make the most of generative AI with a human touch. With ClearVoice as your managed AI solution, you can be sure that your content is:
- Unique, insightful, and brand-aligned
- Factually accurate, verified by experts
- Quality-assured by our human writers and editors
- Compliance-reviewed, based on your needs
- Scalable up or down as needed by your team
Ready to get started with generative AI? Talk to a ClearVoice content strategist today.
