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 - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.

Sheetal Pinto - 11/5/2020 06:00

Start-ups face many challenges. A limited range of products and services in the early days. Budget constraints for branding and marketing. Struggling to reach the right audience. Not finding the right staff, or losing employees to the competition. These are just a few generic ones, and the list goes on. But a digital marketing and content strategy can pave the way to success and profitability. Don’t let any of these challenges keep you from dedicating time and effort to create a high-quality website that gives you a competitive edge.

Sheetal Pinto - 10/29/2020 06:00

Last week, we discussed some of the challenges in creating quality content for B2B tech companies. This week, we’re going to look at some of the best practices for your B2B content marketing strategy.

Sheetal Pinto - 10/22/2020 06:00

Content marketing is important for showcasing your brand, growing an audience and ranking well on search engines. According to Finite, a global technology marketing community, COVID-19 has disrupted the B2B tech content industry, among many others. Even though many businesses trust in the efficacy of content marketing, there are many challenges facing B2B tech companies that are investing in content. When you understand some of the obstacles you face in content marketing, you can find solutions. Here are some essentials to practice.

Sheetal Pinto - 10/15/2020 06:00

Content drives the internet, whether it’s a customer searching for information or a search engine that ranks pages. Every day, there are billions of new blogs, eBooks, infographics and videos uploaded to the internet. To stand out amid the noise, your content must be relevant to the user, well written and polished, and have a purpose. Quality content doesn’t just happen. It takes planning and research. And you need a quality creator, the right writer.

Sheetal Pinto - 10/8/2020 06:00

A Step-by-Step Guide to Get Media Coverage

Media coverage isn't always a top goal for digital content marketing, but good PR isn't just good for your branding. When it's done right, media coverage can help boost your SEO efforts and attract a greater audience. Getting your company mentioned on local news outlets or even major news outlets isn't easy to achieve, but with research and the right online PR strategy, you can put your brand on a larger stage.

Sheetal Pinto - 10/1/2020 10:58

Hungry? Order online and get whatever you’re craving. But first, you’ll check the reviews and ratings, won’t you? Shopping online for your favourite clothing brand? What are others saying about the new Fall Collection? Of course, that matters! According to Inc.com, 84% of people trust online reviews as much as a personal recommendation. Most businesses try to do everything they can to avoid bad reviews for that reason. Unfortunately, feedback, both positive and negative, is an inevitable outcome of running a business. Negative feedback is uncomfortable, but it’s also an opportunity to improve. You’re not likely to get those perfect 5-star reviews from every customer, every time. So, remember that you will never please everyone, but you can strive to please many. If you have a customer complaint or criticism, take the trouble to find out what went wrong. Take those negative reviews and use them to create quality content that shows customers you care.

Sheetal Pinto - 9/24/2020 06:00

You're staring at a blank page. You and your team want the best content for your landing page. It must engage. It must convert. It must really stand out. But most of all, it must resonate with your audience. So, where do you begin? Here's a tip: The best copy on landing pages reads like a customer wrote it. "This pain relief cream made my shoulder pain disappear. I slept like a baby!' is your customer writing your landing page headline. It will work much better than, "Try our quick, effective pain relief cream—buy now for 10% off".