Why AI-Generated Content Shouldn’t Be a Part of Your Content Strategy in 2022
Relying solely on AI content comes with many downfalls
During the past decade, content created by artificial intelligence (or AI-generated content) hugely increased its popularity and became a solid part of businesses’ marketing strategies.
Marketers, website owners, and entrepreneurs repeatedly use AI-content providers for an obvious reason:
It’s way cheaper than the content written by human writers, and it allows you to generate an unlimited amount of words within a few seconds.
So why pay a writer for a 1,000-word article $29 when you can get for the same price 20,000 words from an AI tool called Jarvis? Considering the prices, hiring writers in 2022 seems like a waste of money.
This is far from the truth, though.
AI can’t beat its human competitors
There is more content written on any profitable keyword than the actual search volume for it.
A simple example: when I type in Ubersuggest “vegan protein powder”, I can see the search volume for this keyword is around 60,500 searches/month (in the U.S.). When I type the same phrase into Google, I get more than a billion search results. That’s more than 16,000 results for each person looking for this term.
We’re facing information overload, and there’s more content online than people in the world.
This fact should already imply that confronting online competition with AI-made content is often hard-to-impossible.
Google puts user experience above everything else, and the content they select to display on the first page results needs to meet the highest quality standard.
In such a crowded environment, only the best ones will make it to the top, and AI-generated content can hardly meet the stringent requirements for this journey.
AI content can’t offer insights needed for the best user experience
Jarvis, Rytr, Article Forge, or any other content generator promises to deliver 100% plagiarism-free and original content.
Well, that’s true, but it’s not enough to have such articles considered as quality content. The AI-generated content is original and plagiarism-free due to AI’s ability to rephrase other similar articles found online.
However, AI can’t create unique insights, opinions, or other relevant stuff needed for an outstanding article. It only can spin the stories that had already been written and published somewhere else.
The year 2022 will be the most challenging year for the SEO market.
If you want to get your content ranked, it can’t only scratch the topic’s surface and tell the same stories using different words (that’s exactly what AI does). Google doesn’t have any single reason to rank your story above others if it doesn’t add to user experience or offer a unique perspective.
Niche experts or enthusiasts have a great advantage — they can share original standpoints and spice up their content with experience or insights no one else can communicate.
And that’s what makes content rank higher in 2022.
AI content degrades the quality of the digital space
In her post for SemRush, Kristin Tynski explained the potential risk of increasing AI content usage, “The ability to generate unlimited text that readers (and likely search engines) think is genuine human-written text presents a potentially existential threat to SERP quality.”
As artificial intelligence evolves and learns so fast, even search engines have hard times recognizing the original authors of the content.
Without humans stepping into the process of content creation, we may get flooded by AI-generated content that repeats the same information over again without any additional value.
We love visiting various websites and blogs for a simple reason: we seek original stories, voices, and perspectives on any given topic. Now imagine a world where no matter what website you visit, you’ll always find the same information.
That’s where we’re heading by overusing artificial intelligence content creation.
AI content is useful only in combination with human skills
Using artificial intelligence for content creation is not bad per se. If it’s used correctly, it can be beneficial and simplify your job. We just can’t forget to involve human writers/editors in the process.
Writers can get into readers’ shoes and optimize the content to make it worthwhile. AI can’t do this — at least not yet.
Hence, it’s crucial to find the correct ratio between human and AI skills to make the most out of it. Mindlessly generating articles and posting them on your website, blog, or e-shop won’t take you far in the long-term game. It eventually saves you some bucks but doesn’t bring the results you crave.
People skilled in SEO, marketing, and writing know this very well.
Social strategist and content writer Fi Shailes assembled a Twitter poll, asking fellow writers about their concerns regarding AI stealing their jobs. The results weren’t that surprising — out of 202 people, 75.7% of respondents stated they aren’t concerned at all.
Content creators are simply aware of the value they can offer and understand that artificial intelligence can’t replace their skills and expertise.
How to get the best out of AI content
If you want AI-made content to serve you well, consider the following advice.
- Use it only as a first draft to speed up the writing process or overcome writer’s block. Once you have something to build on, everything goes easier.
- AI-generated articles can serve as a basic structure that needs to be enriched with your own experience and insights. Without the second part of this process, you’ll end up having boring articles no one wants to read.
- AI can’t adjust the story context and voice to your audience — make sure you do this task yourself.
- If you generate long articles, check the sentence structure and remove redundant phrases. The longer the story, the higher the likelihood that some paragraphs won’t make sense.
Artificial intelligence can definitely help you with content creation. If you manage to edit and enrich this content with additional data, statistics, insights, or opinions, you’ll be good to go.
AI-made content can also rank — and does rank (this is usually the case for unsaturated, less profitable niches), but you should consider your audience too.
If you’re not willing to pay actual writers and you’re relying solely on the article-generating machine, it can be seen as a lack of respect for your readers’ time.
And lastly — don’t expect a traffic avalanche by posting on your blog AI-generated content without any additional edits.
If it were that simple, everyone else would be doing it.
This post was originally published in the publication Better Marketing on Medium.