Content Marketing Blog mint

Content Marketing Blog

Can AI Write Content that Engages?

No! And Here’s Why

Artificial Intelligence (AI) is ubiquitous. It’s the underpinning of the robotic vacuum whirring around your living room, helping it choose the most efficient cleaning paths. It’s in the offices of wealth management advisors who rely on it to scour big data and find opportunities in the stock market. And the online travel agent who helped you plan your next trip to Europe? Yes, an AI-driven examination of your past preferences likely led that chatbot to make specific recommendations for your upcoming itinerary. Artificial intelligence can improve responsiveness, speed up decision-making, and personalize interactions.

1 AI is also fueling some of the content you're reading. A recent2 New York Times article reports that about one-third of Bloomberg's News articles use an AI analysis of financial reports to generate useful summaries of key findings. AI writers also produce sports commentaries and weather updates. The supersonic speed of today's news cycle makes AI a viable option for getting information out quickly.
But what’s the societal impact of turning writing over to the robots? When it’s time to write a powerful, meaningful narrative, can artificial intelligence software generate results?

Letting AI Robots Write will Affect Literacy

Writing is one of the pillars of Literacy. Reading, thinking, and speaking are the other supports. Together, the components help you do your job, manage your household, and contribute to your community. Your ability to live (and live well) ties directly to your level of Literacy.
Writing is visible evidence of our thought process. It helps us reason and communicate effectively.  For example:

  • When preparing for a presentation, you first think about the points you want to make.
  • Then, you translate your thoughts into words, perhaps bullet-point phrases or complete sentences.
  • Next, you read the thoughts you’ve transmitted onto the paper or the screen, comparing the written words to your ideas and analyzing whether they deliver your message.
  • Unless you're uber-talented, you're likely going to make revisions, editing the content, or tweaking the words to more completely and clearly reflect your ideas.

Through the writing process, you build your creative, analytical, and decision-making skills. You develop your ability to think and to structure your ideas logically and coherently. If you write well, the chances are strong that you’ll also be an effective speaker.

Under the 'use it or lose it' philosophy, continuing to write is essential for remaining literate. Crafting your content is also vital to truly connecting with your audience.   

Quality Content Creates Connections

Everyone loves a good story. We’ve learned that content written by people is a powerful force. We’ve seen engagement go up and response improve when well-written content demonstrates understanding through personal experience.

  • When you read a case study about a manager who struggled with a recent crisis, you may nod and think, “we've been there”.
  • You’re pulled into the content because the writer expressed what happened in a way that resonates with you.
  • You understand the rational facts of the story and can relate on an emotional level.
  • Importantly, you learn about solutions that worked for another team and gain new ideas you might not have considered.

The company publishing the case study and the solution gains credibility with the story. The detailed examination of the situational dynamics offers proof to readers that a) the event actually happened, and b) the problem was resolved.

AI writing software is unable to tap into the emotional intelligence that makes content like our case study example, compelling. AI analyzes patterns and data, then produces content. Because it’s relying on data, AI writing is superficial. Human emotions, motivations, and experiences are beyond AI capabilities.

A secondary benefit of quality content written by humans is its shareability. When you hear a good story, you often tell it to others. You may pass the case study along to others who would benefit from it. They'll likely pull different insights from the content, but the company still touches hundreds (or thousands) with its story.

Human-written content is authentic. It clearly shows that the writer knows what the reader is going through and creates rational and emotional linkages that lead to real connections.

Do you need writing support for your content and case studies? The professional copywriters at MintCopy, a content agency in Mississauga, Canada, are ready to help. We'll create the great stories and quality content you need to connect with your customers.

Use our online form to reach us. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 12/2/2021 01:02

Deliver Content that Converts

As you understand more about customer behaviour, your marketing efforts can be targeted to help your audience move through the sales funnel. After all, the bottom line for any business or commercial enterprise is making money, whether your content marketing goals are to get hot leads or to build an email list. You probably have a lot of top-of-the-funnel content that is designed to get your audience interested in your products or services. Now the questions is, how do you get that visitor to seal the deal?

Sheetal Pinto - 11/25/2021 06:00

Today’s digital marketing platforms give small businesses many ways to reach out to new customers. But if you’re like most companies, you don’t have an unlimited advertising budget. You want to be savvy about using your marketing dollars. Content marketing is a great way to develop your brand and find new customers, when you’re smart about how you do it.

Sheetal Pinto - 11/18/2021 14:25

Key Content Trends to Consider  

Orbit Media Studios just released its 8th annual survey about blogging and content trends. With responses from over 1,000 bloggers, the insight they gained into the industry can help drive your blogging efforts. Bottom line—blogging is effective, but getting results isn’t easy. You’re competing against over 600+ million blogs to get attention. Here are some of the key findings from the survey that can help drive your content strategy.

Sheetal Pinto - 11/4/2021 06:39

Knock, Knock!
Who’s there?
Olive.
Olive who?
Olive your content!
Your customers may never tell you that they enjoy your content, but you’ll know it when you look at the dashboard and see analytics that reveal engagement. When your audience shares content or makes comments on your site, it’s validation that they like what they see. What makes content good? Can your content scare your audience away? Let’s discuss some dos and don’ts in creating SEO content to make sure it's scary good, regardless of the season.

Sheetal Pinto - 10/28/2021 06:00

Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.

Sheetal Pinto - 10/21/2021 14:35

When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.

Sheetal Pinto - 10/14/2021 06:00

Imagine putting up a business sign and having the city come along and take it down. Not only that, but then they put up their own sign that advertises your business. Instead of being a Mexican restaurant, you’re now labeled as a Tex-Mex cantina. Think it can’t happen? Google is updating page titles that are displayed in search results. Your SEO content could be replaced with text that Google thinks is more relevant to the user. Here’s what to know and how to avoid getting your titles rewritten.

Sheetal Pinto - 10/7/2021 14:52

On the occasion of Canadian Thanksgiving, we want to thank all of you who have supported MintCopy over the years. As our customers, writers, partners and associates, you have allowed us to continue serving the content marketing needs of various industries around the world. We could never have done this without you, and we count on your continued support into the future. We are abundantly grateful.

Sheetal Pinto - 9/30/2021 06:00

A purchase transaction may happen online or offline, but shopping is definitely a universally online phenomenon today. Every buyer uses the internet to get information when shopping. B2B buyers are no different, regardless of industry. Manufacturers can’t deny the power of content marketing, but many haven’t fully bought into investing in B2B content. Trade shows were expensive before the pandemic. As we come out of the pandemic, it’s unlikely that they’ll make a comeback to their former glory anytime soon. Print magazines and journals are not as relevant as they once were. Your team can’t reach out to every prospect in person. Content marketing can be an important element in your marketing strategy because it’s ready when your customer is.

Sheetal Pinto - 9/23/2021 06:00

LinkedIn was once thought of as just a recruiting channel, but it’s slowly turned into a premier platform designed around content for professionals. To that end, LinkedIn is enhancing features that allow businesses to build their credibility through social content. Companies can now publish longer articles on LinkedIn’s Articles for Pages.