Artificial intelligence is everywhere, and you probably use it more than you realize.
It provides viewing recommendations when you finish binging a show, autocorrects your texts, and filters your emails — all of which shape how you consume content.
AI can also make it easier to create it, especially in digital marketing. However, human-centric storytelling remains at the heart of the most successful strategies. Search engine algorithms have evolved to identify AI- and human-generated content and usually prioritize the latter.
That’s why you need to hone your skills as a content creator without relying solely on AI.
First and most importantly, AI is a tool, not a solution. It can never completely replicate the human brain and the creative processes within it. While you can use it to generate virtually any type of content, the quality of the creation will vary. You can also utilize it as an editing system through which you can filter, tweak and enhance written content.
It’s also useful for:
That’s especially helpful if you’re a one-person marketing team or are working with limited resources. Keep in mind that AI-generated content should only serve as a jumping-off point to help if you’re stumped, give you different perspectives and optimize existing assets.
AI platforms like ChatGPT, Gemini, Microsoft Copilot and Claude only produce content by pulling information that’s already published online. That’s why you should never “copy and paste” AI content. It borders on plagiarism and may not be factually accurate if those platforms are producing answers, text, code and visuals based on outdated data.
Human emotions provide the nuance to content marketing that AI lacks. Technology can’t accurately infuse cultural influences, personal experiences and expert insights into content. Your training, skill and education shape how you create content. An algorithm can’t acquire your hard-earned knowledge of an industry, product or brand, so you must use it to differentiate yourself.
While AI can provide answers, it can’t generate originality, and that can mean the difference between someone reading your blog post or clicking another link. You have to prove the value of your content to users and search engine crawlers to influence how well it ranks on search engine results pages and social platforms.
That requires you to:
An AI generator can’t do all those things because it doesn’t have the personal experience or ability to understand who you are, what you do and how you help your target audience to the same extent you do. And as AI-generated content becomes increasingly prevalent, consumers are getting better at identifying it, which may influence how they interact with your brand.
Generate ideas: You can use AI to help you break out of creative ruts or give you different angles on a single concept. Provide the generator with as much context as possible. Giving the algorithm insight can help you get specific concepts that may inspire ideas for web content, blog articles, social posts and email campaigns you hadn’t considered.
Fact-check: You’ll bear the brunt of the blame if you get your facts wrong. If you use AI as a search engine, be sure to research specific claims and facts from credible sources. Don’t assume that ChatGPT or Microsoft Copilot won’t miss details or find the necessary context.
Incorporate insights: AI can only provide results based on your prompt. If you’re missing a human element from your content, consider the insights that only people can provide. That includes direct quotes, anecdotes, case studies and testimonials.
Be transparent: Honesty is the best policy when it comes to using AI-generated content. Provide explanations in captions, use overlays in images and videos, include hashtags in social posts and provide disclosure statements. That can help build trust with your target audience.
You have the final say in which content is published. Use that power to implement oversight, verify details and give AI-generated information context that’s relevant to your audience. You know your target customers and clients better than a computer ever will, so use your knowledge to add context if you incorporate AI into your content marketing strategy. When you think of AI as a tool in your collaborative efforts, you can enhance your ideation process and craft more compelling stories.
Content creation begins with conversations to understand your team, goals and brand identity. At TouchStone Digital, we value human connection and believe that it should guide every digital strategy. Our content developers work hard to get down to the details of who you are and what you do, so they can tell your story. Get in touch to learn about our services and schedule a consultation.
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