Can AI be Used for Content Marketing? A look at the Impact


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The rise of artificial intelligence (AI) has impacted a wide range of industries, including content marketing. In a way, the conversation has moved on from what’s produced to how it’s produced: whether it is personalized, authentic, or otherwise.

While there’s no doubt the proliferation of AI is making daily activities easier and more timely, its impact on content marketing could be much bigger in the future than it is now.

This article aims to establish the impact of AI on content marketing as well as the pros and cons of using AI in content writing. 

Can AI be Used for Content Marketing?

Using AI in content writing lacks authenticity
Source: Freepik

When speed, time, and accuracy are taken into account, AI can be a powerful tool for content marketing. In other words, AI can act as an extension of the skills you already have as a content writer. 

With AI content generators, you can create bullet points for your product descriptions, which allows you to direct your creative resources and time elsewhere.

As a content marketer, you create lots of content briefs every month, and AI tools can generate a few ideas to get your creative juices flowing. At Spotcovery, for example, the content writing team makes effective use of the AdThrive Publisher tool to create content briefs. This way, we have a thorough idea of how to go about our content marketing strategy, with some outlines on specific topics.

However, using AI for content marketing is not all rosy. 

It’s important to consider that humans are responsible for training AI with data that produces specific algorithms. This data may be accurate, inaccurate, or biased. In effect, the system can be manipulated to produce specific results to alter the truth or spread false information.

In the absence of human touch, content marketing lacks the contextual nuance and personalization which drive engagement and conversions.

What is Google’s Stance on AI-generated Content?

Using AI in content writing lacks authenticity
Source: SEOZoom

Articles generated through artificial intelligence may run afoul of Google’s existing and future guidelines for webmasters.

As a result, it’s not surprising that Google is taking a stand against AI content on the basis of its priorities in optimizing results for user intent and conversational search.

Google classifies AI-generated content as “automatically generated content,” as it does content spinning. As you probably know, Google penalizes websites that actively spin content. The search engine actively tracks and penalizes such websites.

According to John Mueller, Google’s Search Advocate, using machine-learning technologies to create content is equivalent to randomly rearranging words, which is inconsistent with how Google intends to rank websites in search engine result pages (SERPs).

Google is advising you to proceed with caution and only use AI tools occasionally to help you with content marketing, such as creating content briefs and researching keywords.

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Pros of AI in Content Marketing

There are various pros to using AI in content marketing, no doubt. Here are the specifics.

Topic Research

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Source: Freepik

If you’re a content marketer, AI can assist you in determining the subjects and information that are most pertinent to your target audiences, enabling you to develop more successful campaigns.

Also, AI may automate particular chores like keyword research and SEO optimization, giving you more time to concentrate on other facets of your content marketing campaigns.

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Help Identify Trends

Further, AI can assist you in identifying patterns in consumer behavior and preferences that can guide prospective content plans.

Efficiency and Scalability

The main advantage of AI is that it can produce content much more quickly than humans can. Whereas it can take you hours or even days to write an expertise piece, an AI program can produce one in just a few minutes. 

SEO Optimization

Using AI in content writing lacks authenticity
Source: Freepik

AI can help content marketers like you identify the most effective keywords and phrases for search engine optimization. As an additional measure to increase website visibility, you can use AI-powered tools to identify high-quality backlinks.

It takes content generators a long time to absorb information from thousands of online documents. Using all these documents as a starting point, AI generators select keywords to improve search engine optimization. 

Provides Insight

Analytics solutions with AI capabilities can offer information on consumer behavior and preferences that you can use to guide future content plans. These features make it simpler for you to swiftly and effectively scale traffic.  

Help Tame Writer’s Block

Like myself, many writers face writer’s block on a regular basis. As a writer, you occasionally struggle to produce authoritative writing on an unfamiliar subject. AI tools can assist you in overcoming this obstacle by generating thorough summaries and important points that will guide your decision-making regarding what fits in the article.

Cons of AI in Content Marketing

While the pros of AI in content marketing are convincing enough, here is why you should not use AI solely in content marketing or generating your content.

Quality Concerns and Possible Plagiarism

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Source: Freepik

For content, AI depends on data and algorithms. The intended tone may not be captured when using AI to generate content or articles. Black-and-white sections of a topic can be covered by AI techniques, but grey areas are more ambiguous.

Because the content comes from the same sources as published documents, search engines like Google may also mark it as comparable to the same sources. Thus, the AI tools reword and combine content from diverse sources.

This procedure violates Google’s “stitching and merging content” standards without human flow. It might be challenging to create content that is authoritative and educational when you combine material from many websites without doing a thorough human assessment.

Lack of Human Touch

Without a human touch, information could lack the nuances and context required to engage readers. AI may speed up the process, but human interaction is still required. As a result, you will need to edit the articles and verify their authenticity.

Since AI tools do not comprehend the meanings of adjectives, there might be some confusion to correct, such as in product descriptions.

Algorithms Devalue Content

In August 2022, Google unveiled its helpful content upgrade, which emphasizes “useful material generated by people, for people.” It continues by stating that a search engine crawler searches for information created by people, making SEO more seamless and fulfilling.

The change aims to penalize content that is just produced to appear first in search engine results. Without fully comprehending the material, AI tools evaluate SEO outcomes first; thus, the results are keyword-focused rather than reader-informative.

Lacks Authenticity

Using AI in content writing lacks authenticity
Source: Freepik

The fact that AI-generated material isn’t entirely original is a major disadvantage from a content marketing standpoint. Content producers merely gather the information that is already out there and is within their scope. The content won’t contain any unique research, insights, or facts, even though it will pass a plagiarism check.

Not suited for Authority

AI-generated content might be more appropriate for less complex pieces than those that require expertise and authority.

Produces Illogical Content

The majority of the time, AI-generated material is an illogical blog post that contains little explanation and may stray from the specific scope of topics. As a result, when using AI for content marketing, the article may lack fresh insights and sometimes offer false expertise.

Lack of Creativity and Personalization

Articles with creative content are more interesting. Humans often share items they relate to, but AI lacks the emotional intelligence to craft a story; it only adds details to an outline. 

As established, AI develops language using data and existing online material. As such, it lacks the common sense of human behavior and cannot comprehend the intent behind user-initiated searches, both of which are important for content marketing.

Lack New Ideas

Using AI in content writing lacks authenticity
Source: Freepik

It can be difficult to come up with new ideas or original material because AI algorithms leverage existing data for content. So, it is challenging to create new material with the newest, trendy ideas and themes while employing AI tools for content marketing.

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How AI-generated Content Affects Content Marketing

Using AI in content writing lacks authenticity
Source: Freepik

AI-generated content may appear to be the answer to the expensive and time-consuming aspects of content marketing development. Yet it’s crucial to consider how content marketing as a whole will be impacted by AI-generated material. 

Based on the free availability of data on the internet, AI produces articles. It follows that there is no uniqueness to these articles. 

It’s challenging to rank when the first few Google results pages are all exact duplicates of one another. When you enter a keyword into Google and scroll through the first five results, you will find identical web pages. This can be aggravating because you couldn’t find any genuine results.

The majority of the material, especially that produced by AI, does not give readers extra value or knowledge. AI-generated content may even suffer in search rankings as a result of the absence of value addition and knowledge gain, according to Google.

Frequently Asked Questions

Q: What is AI-generated content?

A: Artificial intelligence (AI) is used to create content, such as blogs, marketing materials, articles, and product descriptions. After a person enters information like keywords, phrases, and themes, an AI content generator develops the material.

Q: What are content briefs?

A: A content brief is a set of requirements and recommendations that serve as an essential reference document for your writer, comprising all the information that guides the writer as they create a piece of content.

Q: What is content marketing?

A: Content marketing is a marketing technique that involves creating and sharing valuable, relevant, and consistent content to inform, educate, or share an opinion with the aim of attracting and retaining a clearly defined audience—and, ultimately, driving profitable customer action.

In summary, the goal of AI is to help you, like “personal assistance.” As a result, it’s best to leverage its use in creating content briefs and outlines or conducting keyword research while avoiding using it to generate content. In doing so, your content would be authentic, personalized, and engaging to your audience. 

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Sedi Djentuh
Sedi Djentuh
Hey, Sedi here, a content writer. She's fascinated by the interplay between people, lifestyle, relationships, tech and communication dedicated to empowering and spreading positive messages about humanity. She's an avid reader and a student of personal weekly workouts. When she's not writing, Sedi is busy advocating for plastic-free earth with her local NGO.


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