Content marketers spend a lot of time pondering the question, “Will copywriters be replaced by AI?” They often conclude that writers need not worry.
But you’d gain more if you asked a different question: “How can content writers work in a world that includes AI-created content?”
Take steps today to ensure that your work and skills cannot be replaced by a robot:
1. Learn how to use AI tools to write better content
AI-powered creative tools can be a real boon for content marketers who know how to use them to their advantage. They range from writing functional and well-optimized content to stimulating its development by completing tasks like writing meta descriptions And social media copy.
Here are some AI tools to improve your content creation process:
- Grammar uses AI to identify language that is awkward, stilted, or unnatural in addition to its standard proofreading review.
- Can I classify? is our AI-powered martech tool that validates content ideas with keyword research or suggests other possibilities to help a page rank.
- AI automates the process of producing clean and well-optimized content. It has a library of AI models based on common writing formulas such as attention, interest, desire, action (AIDA) and problem-agitation-solution.
- Jarvis uses AI-powered templates to generate content, automating and optimizing your headlines and social media copy.
2. Train in content promotion strategies
You are not just a content writer; you are a trader. This means you need to know how to promote content as well as write it. This puts you just above any AI writing program.
Content promotion requires an intimate understanding of your space, audience pain points, and how your content and branded products address those challenges. Promotion actually encompasses much of the same knowledge required to effective content creation.
It’s a good idea to hone your content promotion skills by learning more:
- Link building is the practice of securing the inclusion of links to your content from reputable third-party sites to improve your site’s keyword rankings. This requires you to interact with editors and publishers and persuade them to link to your content.
- Content syndication is the practice of reposting your content on platforms like Medium through content aggregators to increase the reach of your content. To do this well, you need to be familiar with the online spaces where your target audience hangs out and know how to make your content visible in those spaces.
- Social Media Marketing involves the paid And unpaid promoting your content, products and services on Facebook, Instagram, Twitter, etc. This requires knowing which hashtags to use and which groups will be receptive to your content, so that it gets the most likes, comments, shares and ultimately traffic.
- Search Engine Marketing goes hand in hand with search engine optimization. Know how to build pay with a click advertising campaigns to target your keywords.
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3. Become an expert
It’s common career advice for content writers to focus on a niche or vertical as your area of expertise. Besides being a talented writer, you should become a subject matter expert. Know your space and verticality better than anyone.
Tim Soulo, Chief Marketing Officer at Ahrefs, says, “Content marketers need to develop deep expertise in the domain in which they create their content. If you’re marketing content for a productivity app, you need to study productivity and practice it.
“It’s your knowledge and unique insights that make your content useful and interesting. Everything else is secondary.
4. Generate demand
Seeing content creation from the perspective of its business function is essential. Thinking about it in terms of demand generation, you’ll better position content to achieve ultimate business goals. When creating content, consider strategies such as lead magnets. Create e-books, white paper research studies, and more. Also think about how create content other lead generation tools, like writing an article based on a webinar.
5. Acquire Machine Learning Skills
AI content tools can achieve impressive results, but they are not yet able to work on their own. A person must run the AI program. You can improve your value as a content marketer by understanding how AI works and the basics of machine learning and natural language processing, and what they can and can’t do. This increases the likelihood that your content will be enhanced by AI tools rather than being replaced by them.
You can also learn how to use AI to perform data analysis and information gathering tasks to free up your time for human-involved creation like clever puns and creative storytelling. For example, The Washington Post uses AI for the communication of the results of the local elections.
Udemy offers a wealth of course on the subject of machine learning to familiarize yourself with the subject. Meanwhile, tech boot camps like General assembly And Springboard offer courses in data science.
6. Integrate ChatGPT into your processes
AI tools will eventually phase out lower-level copywriting tasks, but savvy content marketers will use AI to enhance — not replace — their more sophisticated content.
tools like ChatGPT are impressive in how they can reflect human language and they can write readable, well-optimized and functional content. Where ChatGPT and similar tools fail is that they are incapable of original thinking or creativity. For now, it’s still the domain of flesh-and-blood humans. Google has said categorically that the use AI-generated content is against its guidelines. However, ChatGPT and other AI tools still have many great applications for content marketing.
I recently experimented with ChatGPT to help me with my writing with searches and outlines. Learning about a topic is the most time-consuming part of my content creation process and often takes as long as writing the post itself.
So far, I’ve been pleasantly surprised with the results. Using ChatGPT for topic research and outlines saved me hours of search engine usage, reducing my project time from seven or eight hours to four or five hours.
I learned to ask ChatGPT topical questions rather than asking him to write a plan on the subject. For example, instead of typing “Write me an overview of a blog post on ‘remote patient monitoring’, ask several questions about the topic, such as “Why is remote patient monitoring important? ? and “Tell me the benefits of remote patient monitoring.” surveillance.
ChatGPT also helps with content ideation. Asking him something like “Give me five blog post ideas on topic X for a blog in industry Y” is a good way to get the creative juices flowing. You can modify the results it gives you to add different angles or align it with your target audience.
Now that I use ChatGPT in my writing process, I spend the time saved on higher-level tasks to improve my content, such as adding subject matter expertise, interviewing industry leaders industry opinion to get quotes and the injection of personality and voice into my content. For now, at least, these elements remain the domain of human content writers.
Of course, ChatGPT has limits on what it can and cannot do to help your workflow. It is not good for full, deep contours. It sometimes contains plausible elements but incorrect information. It may lack the specificity your audience needs to find your content relevant or useful.
Ahrefs posted a great video on Use Cases of ChatGPT for SEOincluding:
- Searching for regular expressions in a block of text
- Writing automation and code for Google Scripts
- Create click-worthy blog post titles
- Create quick outlines
- Short content like meta descriptions
Instead of panicking about how AI tools will replace content marketers, instead look for ways to make them work for you.
Power a human-centric career
You have two choices: 1. Lie in the ostrich and pretend that the evolution of AI content won’t happen, or 2. Recognize the evolution of AI content now and take action to future-proof your career as human content. marketer.
This choice is yours.
Please note: All tools are suggested by the author. If you have a tool to share, please add it in the comments.
This article is an updated version of the original published in February 2022.
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Cover image by Joseph Kalinowski/Content Marketing Institute