Standing out apart from the competition is all about being unique, showing your personality and values and truly understanding your target audience and what they need from you in order to become a valued customer.
This should show through in your content. You demonstrate credibility by commenting on current events, reacting to news, giving your take on a certain situation, for example. And for now, this is something AI can’t do.
ChatGPT for SEO
There’s also the concern around SEO and how the search engines, primarily Google, will treat content that has been generated completely by artificial intelligence.
Here’s what Google itself had to say on AI-generated content at the start of February. Fundamentally, Google is sticking to its long-standing approach of rewarding ‘original, high-quality content that demonstrates qualities of experience, authoritativeness and trustworthiness’.
It maintains that it will focus on the quality of content, rather than how it is produced, but warns that using AI, or indeed humans, to generate content which has the ‘primary purpose of manipulating ranking in search results is a violation of spam policies’.
It also recommends that consideration should be given to disclosing that content has been generated by AI, where it would be ‘reasonably expected’.
Artificial intelligence and automation tools can be incredibly valuable for a business, when their use is based on extensive knowledge and experience, and as part of a wider content or marketing strategy.
The real key is working out where they might be able to assist with certain mundane or routine administrative tasks in order to save time, but without any unintended impact or consequence elsewhere.
When it comes to intensely bespoke and personal tasks such as your branding, tone of voice, copywriting, public relations strategy and content creation, we feel this is best left in the hands of human experts who have spent time getting to know your business and combine this with their years of knowledge and experience to help your business achieve its individual goals.