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 - 7/9/2020 06:00

Sharing Your Brand Story through Content

In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.

Sheetal Pinto - 6/30/2020 06:02

Build Your Brand with Employee Generated Content

Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.

Sheetal Pinto - 6/25/2020 06:00

An Email Subject Line that Called for Action Against Racial Inequality 

The changes that have occurred since the May 25 death of George Floyd have been ground-breaking. On Juneteenth, the AP Stylebook changed to capitalize Black when it’s used in a racial, ethnic or cultural sense. Statues that glorified white supremacy have come down. Millions of dollars have been pledged to fight racial inequality at every level. School Boards are rethinking how they’re using local police. These changes are certainly overdue. One viral email from a Goldman Sachs managing director demonstrates that every person and business needs to address racial inequality. Content is such a big part of your marketing strategy, it pays to take a deeper look into your own emails, blog posts and other marketing material.

Sheetal Pinto - 6/18/2020 06:00

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

Sheetal Pinto - 6/11/2020 06:00

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Sheetal Pinto - 6/4/2020 06:00

Make Sure Your E-Commerce Content is Search and User Friendly

Under COVID-19, more businesses are having to focus on their e-commerce platform. Traditional marketing is no longer sufficient for most organizations. If you’re building your e-commerce site to compete in the marketplace, you need to focus on quality content. SEO content drives search, which brings customers to your site. Content that is relevant to customers converts into sales. Customer engagement on your website boosts your SEO results. Content will be the driving force behind your digital marketing efforts as you transition your brick and mortar business to compete online. 

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.