What is AI in content writing?
Whether you’ve jumped on the bandwagon or not, AI is here to stay. So, rather than fighting it, I suggest you find out how you can use it to your advantage.
AI can be so many things, but for this post I’m focusing on AI writing tools. In simple terms, this is software that produces content based on user prompts. You can basically tell an AI to write you a 1000-word long article about “bananas on skateboards”, and it will. I did this exercise just now, and it wrote an article named Bananas on Skateboards: A Fruitful Fusion of Fun and Fitness. For the fun of it, here’s its conclusive paragraph:
“The bananas on skateboards trend is a delightful example of how creativity and spontaneity can breathe new life into established subcultures. What began as a quirky social media phenomenon has evolved into a community-driven movement that combines the thrill of skateboarding with the nutritional benefits of bananas. As this trend continues to gain momentum, it serves as a reminder that even in the world of extreme sports, there is always room for a touch of whimsy and a healthy dose of potassium.
So, the next time you see a skateboarder cruising down the street with a banana in hand, remember that they’re not just making a fashion statement – they’re embracing a unique blend of fun, fitness, and fruity flair.”
…I’m actually rather intrigued.
The sky’s the limit
We have access to incredibly powerful software. Where you lack knowledge, the AI has it. Where you lack the time, AI does it in seconds. Where you lack creativity, AI can write an article of 1000 words about bananas on skateboards.
But, AI is far from perfect. If using this software, you need to learn how to use it right. How to give the right prompts, and how to edit to truly match the tone of voice you are looking for.
LinkedIn’s new collaborative articles
I’ve cringed a little almost every day for the past 6 months or so. While ChatGPT is awesome (I do use it a lot), its default writing style is shite far from great. It uses fancy words that most human beings would never use in a real life scenario. It adds a lot of filler content, repeating and not really adding much value.
LinkedIn’s new collaborative articles start with an AI generated post. And in all honesty, I’m impressed with the tone of voice, structure and content this is producing. What I am noticing, though, is that many “contributers” are using the default ChatGPT writing style.
Here’s a couple of examples from a user I keep seeing contributing to articles.
The first image shows the article’s starting point, with a contributer’s addition to the right. The image below that are two more contributions from the same person.
Signs of ChatGPT default writing style include but is not limited to:
- poetic and dramatic
- excessive use of metaphors
- super fancy words no one actually use
- fillers – after reading it, you don’t really have much new information
- terms like “embark on a journey” when all you’re doing is reading a blog post
I even once saw it call an actual blog a “treasure trove of information”. The truth is, after using ChatGPT for a while, I can spot content written with the default tone of voice in an instant. Because it simply does not sound human, and keeps using the same phrases no matter the topic.
You need to train it to use the right tone of voice. Tell it “who” is writing, so that it can mimic that person.
What can AI writing tools do?
As mentioned, the sky’s our limit these days. Key benefits of AI in content writing include:
- Brainstorming (I do this a lot)
- Automate repetitive tasks
- Quickly structure an article
- Generate a lot of content, quickly
- Summarise meetings, e-mails, notes etc.
- Do research (but make sure to check any sources)
- Turn lengthy paragraphs into digestible chunks or bullet points
- Get briefs, user personas etc. for passion projects (I did this for the ecoAvenue branding)
Help you make sense of other content by summarising or explaining in simpler terms
If you haven’t already, I do suggest playing around with it. While I don’t believe AI will take over our jobs, I do believe those that know how to utilise it well will be stronger candidates moving forward.
What precautions should I take for AI content writing?
AI is artificial intelligence – with its emotions fairly limited. It also doesn’t always consider the value it adds to content. At least not by default.
If using AI in your content writing, make sure you add some personality to it. Use your own tone of voice – read it out loud and ask yourself, “Would I ever use these words? Does it sound natural?” If it doesn’t, tweak it. Change words to match your own vocabulary.
Don’t use metaphors to describe everything, either. Because no, I won’t “strike a balance between functionality and visual flair, like a grateful ballet dancer.”
Also, ask yourself whether the content actually answers the question or concept you’re trying to communicate. The example contributions above are lengthy, but don’t really provide much new knowledge. Don’t fall into that trap.
Consider your target audience
If you are writing for people-oriented brands, I recommend to keep your user in mind. I would personally never want to go to a therapist or doctor who sounds like a robot on their website or social media. Today, I think a lot of people miss actual human connection. So if you happen to be in an industry where this is central, it’s crucial to show you are a real human being with emotions and empathy.
Conclusion
I will keep using AI. But I won’t stop adding my own personal touch to it. Copying straight from the chat and posting as own work – it doesn’t sit right with me. Just like I would never download a logo generated design and submit as my own, I would never copy-paste AI written content.
I challenge you to please do the same.
