When a company wants to use written content to engage their audience, they usually turn to content writers. By sharing entertaining, valuable content with their target audience, a business can build a reputation as an authority in their field.
However, some marketing and technology experts have speculated that content writers could soon be replaced by artificial intelligence (AI). New innovations in machine learning may mean that content will be produced automatically. Content writing roles may become a thing of the past.
- 1 How has AI shaped Content Marketing so far?
- 2 Can AI create convincing content?
- 3 Can AI help a business use more complex content to build relationships with their audience?
- 4 Should writers be worried?
- 5 So, do you think robots will take over the world of content writing?
How has AI shaped Content Marketing so far?
AI has already made a big impact in the world of content marketing. For example, it allows marketers to analyze keywords, personalize content, and review the number of times content is shared on social media.
Marketers can then use this data to do the following:
- Decide how to structure their articles
- Discover the formats that work best for their target audience
- Hone in on topics that appeal to their readers
- Split test webpages, email campaigns, and more
According to Think With Google, top marketers are 56% more likely to believe that decisions supported by data are better than choices made on the basis of instinct.
You could argue that AI has already replaced content writers and marketers in some respects. They no longer have to track down the right topic or spend hours crafting catchy titles. AI has streamlined this process, saving writers considerable time.
Can AI create convincing content?
The next question is this: Can AI draw on marketing data and use it to produce writing that people want to read? If so, businesses will no longer need human beings who can research information and present it in a compelling format.
Yahoo, Fox, and other major corporations have already been relying on AI to produce simple reports. Usually, AI is harnessed to report on:
- Exchange rates
- Sports scores
- Stocks and shares prices
Readers rarely question whether these stories were written by human beings. We therefore have proof that AI works just fine for generating straightforward news stories.
Can AI help a business use more complex content to build relationships with their audience?
However, whether AI can write convincing, engaging human interest stories, in-depth product reviews, and personal narratives is another matter.
Thus far, the general consensus appears to be, “No.” Thus far, we have yet to see widespread, accessible technology that can content with a truly human feel.
This is a significant limitation for two reasons when it comes to content marketing:
- Dry copy is unlikely to engage a reader. People have millions of options when browsing the internet. If an article loses their attention, they will soon click away.
- Given the sheer volume of content available online, it is more important than ever before that articles and blog posts stand out. Churning out formulaic copy, even if it is based on sound algorithms, is no longer a valid marketing strategy.
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What does the future hold?
It is impossible to predict precisely if and when AI will replace writers altogether.
According to Paul Roetzer, CEO of PR 20/20, the industry faces a few key challenges:
- Producing content creation AI that is both effective and scalable
- Producing AI that can be sold at an accessible price point
- Finding engineers with sufficient talent to produce this kind of technology
The most sensible strategy for everyone working in content marketing is to keep a close eye on emerging technologies, and embrace new opportunities to automate workflow.
Should writers be worried?
Not yet, according to Hubspot’s Justin Lee. We already have AI that can generate entire blog posts, but they cannot yet mimic a human writer’s creativity and thought processes.
At this point in time, it is more helpful to think of AI as a tool that pushes content writers’ work to the next level. It is an excellent means of providing writers with ideas, but cannot yet execute them with the same panache as a human being.
Take the example of Atomic Reach. It can “score” content and give immediate feedback to writers, but it cannot engineer a piece of work. Atomic Reach can highlight exactly why a piece of content is (or is not) successful, but it cannot produce complete articles without some human input.
In conclusion, there is a still a way to go before robots take over each step of the writing process. Even when we have access to technology that can automate the writing process, we will still need human editors to double-check the end product. If you are a content marketer looking to use a top rated writing service, take a look at Top Writers Review.
So, do you think robots will take over the world of content writing?
- Would you be happy to use an AI application instead of hiring a content writer?
- Are you a writer who worries that your job might become redundant with the advent of technology?
- Do you think you could spot the difference between an article written by a human and a post created by a machine?
Let us know what you think on machine learning vs content writing by humans, share this article with your friends, and tell us whether you’d like to see more on this topic in the future!