There is a lot of excitement around using artificial intelligence in content marketing. Unfortunately, many business owners don’t understand the technology’s best uses. As a result, they use AI tools to do what they are bad at, while ignoring other possibilities that are a better match.

An easy example of this can be found with content creation. Expecting an AI program to generate articles or videos for your business isn’t likely to help your marketing results. In this short post we’ll explain why, before giving you a better strategy to work with…

AI Content Is Reductive and Error-Filled

Right now, AI tools “create” content by scanning the internet and duplicating information from multiple sources. That means none of it is original, and some will inevitably be pulled from material that is incorrect or misleading.

The result is content that fails to impress search engines and actual buyers. Not what you need for your marketing plan.

Keywords Are No Longer Primary Search Signals

While AI isn’t great at creating content, it can be used very effectively to optimize for search and social viewership. It’s a poor driver, though, in that keyword optimization isn’t really a primary search signal anymore. That is, Google and its many peers don’t pay attention to text patterns like they used to.

These days, it’s all about engagement. You need live humans to interact with your content. That means human-generated pieces are still more effective.

AI Can’t Offer a First-Person Perspective

The most valuable and engaging pieces of content are those that are based on a first-person point of view. Obviously, AI can’t offer that. It can imitate what is seen, but not add new knowledge or perspectives.

Until that changes (if it ever does), AI-created content just won’t be that strong for marketing purposes.

The Good News on AI Content

Actually, there are two pieces of good news when it comes to AI-generated content. The first is that the tools are getting better all the time. You might not be able to use artificial intelligence to create articles and videos today, but that doesn’t mean you won’t take advantage of that in the future.

The second piece of good news is that AI software definitely has a place in the content creation process. That’s because existing apps are fantastic at optimizing your work for searchability. They can also help you fill in gaps by creating hashtags and descriptions, which are tedious but important jobs.

To get a sense of how you could be using AI to help move your marketing plans forward, contact Nashville Interactive today. We’ll be happy to walk you through your options and create a customized strategy for your specific business.