If you’ve spent any time online recently, you’re undoubtedly aware of all the hype surrounding ChatGPT and other AI tools: The articles. The tweets. The Linkedin posts. The onslaught of newly seasoned AI influencers.
With the promise of fully fleshed out blog posts in just a few clicks, the temptation is real. But can you use AI to write your blog posts? And even if you can, does it mean you should?
Whether artificial intelligence can write a “good” article isn’t a clear cut yes or no. Sure, AI can produce coherent blog posts that even do a pretty good job of optimizing for SEO. But generating authentic, engaging material in your brand’s voice? That’s a far greater challenge.
The end result comes down to which tool you use, the specifics of the writing task, and the level of human involvement. What follows is a nuanced discussion of whether or not you should use AI for your brand’s blog posts.
The Pros of AI Blog Writing
AI writing tools can certainly make your life much easier.
Time is money when it comes to business. When you can have blog posts drafted in seconds versus days, AI can seem like a very appealing option. Studies and real-world cases show how AI can significantly speed up content creation, saving businesses valuable time and resources.
Plus, AI can produce content non-stop, 365 days a year — without the need for breaks or holidays.
But efficiency isn’t the only reason a writer might make use of AI tools. Writer’s block is a real thing. If you or your writing staff are stuck staring at a blank page, an AI chatbot can help you kick start your creativity. From generating outlines and ideas to filling in a full first draft, AI helps businesses scale their writing and ideation.
On top of these benefits of AI blog writing, there are a host of others including:
- Cost-effectiveness: AI can save money and internal resources by speeding up the writing process.
- Scalability: With AI chatbots, businesses can scale content production — producing more blog posts at a faster rate.
- Consistency: Artificial intelligence can help ensure all of your brand’s content has a consistent tone and style.
- Research assistance: AI can quickly gather and synthesize information on various topics, making it ideal for finding authoratative sources, studies and references.
- Multilingual capabilities: AI can generate content across multiple languages, and at scale.
- SEO optimization: Many AI tools can be trained to optimize content for search engines, cutting down the need for human input.
- Adaptability: AI can be trained to write in different styles or for specific industries, making it a highly adaptable sidekick for your brand.
But while there are plenty of reasons why businesses might make use of AI for writing blog content, there are also potential pitfalls to be aware of.
The Cons of AI Blog Writing
AI blog writing has critical limitations. For one, capturing the essence of a brand’s voice through authentic human expression is one area where AI falls flat — and often in a major way.
AI also struggles when it comes to:
- Creativity: AI excels at generating relevant information but lacks the originality and creativity that come from human experiences.
- Empathy: Artificial intelligence cannot empathize with your audience, feel their pain points, or express emotion, leaving the writing feeling impersonal and distant.
- Accuracy: AI lacks morals and can generate information without a real-world basis. Minor factual errors can become outright fabrications, such as when an AI wrote a legal brief referencing a case that never existed.
- SEO: AI can effectively incorporate SEO into its content, which can lead to an initial search engine boost. But many brands are seeing their AI-generated content get removed from search results within a few days due to lack of human originality and depth.
AI is a tool, not a replacement for a human writer. Without oversight, AI-generated content ends up soulless and formulaic, which can alienate your audience and harm your brand.
Tips for Effectively Using AI For Blog Posts
AI may not be a perfect solution, but that doesn’t mean it needs to be removed from your workflow entirely.
When making us of AI for blog writing, it’s important to:
- Choose your AI wisely: Not all AI tools have the same capabilities. Some are better for ideation, while others excel at summarizing. Some tools have highly robotic wording, while others are much better at sounding human. Select the right tool for your specific needs, and trial it out.
- Balance your approach: Don’t rely solely on AI, as it is not suited for every task. While you can use AI to assist with brainstorming or generating outlines, human input is still essential for crafting compelling content.
- Use the huaman touch: Always review AI-generated content before publishing. Ensure accuracy by fact-checking claims and adding research. Always be sure to do a thorough edit, removing robotic language and adding a human touch.
Instead of outsourcing all your thinking to an AI tool, treat it like a trusty sidekick. It shouldn’t be doing all the work for you, but it certainly can help offload some of the process.
But it’s important to ensure your brand’s voice and perspective are added, so the end result is an authentic blog post that adds value for your audience and shares a unique perspective. This is something an AI just can’t do.
Why The Human Touch Matters (Now More Than Ever)
The human touch is the essential feature that AI is missing. But what goes into humanization?
Well, it’s all of the following:
- The ability to craft compelling narratives (whether real or fictional)
- Creating unexpected metaphors that aren’t overdone
- Establishing an genuine connection with readers
- Using emotional intelligence to address readers’ needs and make them feel valued and heard
- Demonstrating specific niche knowledge that may not be gatherable by AI tools
- Sharing unique insights that only someone who has gone through a certain process is able to share
If your business’ content checks all of these boxes, you should see a massive spike in engagement and trust levels. That, and Google will deem your content as helpful (and not penalize it like all those other sites hit hard by the HCU).
The end result will be the following:
- Customers who are more likely to engage with and share your content
- Increased brand loyalty due to a higher trust factor
- Your brand considered a thought leader, not a copy
- A more sustainable business
- Customers who are more likely to convert and spread the word for you
In a world flooded with AI, be the business that gives readers the human touch they’re craving.
Writing With the Human Touch
There is no shortcut to success, and many businesses are falling prey to AI’s promise of mass-produced content and quick success. So while you can use AI to write your blog posts, it’s important to consider whether you should.
AI is just a tool and works best as a partner rather than your primary content driver. The human touch is what embeds your brand’s voice into the content you create, and that’s what keeps your customers coming back.
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