The AI craze has been off the charts the past year with media coverage, labor strikes and many conversations and debates. The new technology has caused a divide, with some for and some against. As with any new technology, a wait-and-see approach has always been my policy, along with investing research on both sides of the argument. Before I implement a new technology, app, web design platform, plugin, integrated functionality, graphics or photo editing software, it’s imperative I know the ins and outs, the pros and cons, as well as the legal liability for my company as well as my clients. My focus has been and always will be on what’s best for my clients.

• First, let’s discuss the history of AI and how it works,
• Second the pros and cons of AI-generated content,
• Third on why I have chosen not to utilize AI-generated content for my clients’ content marketing (web content, blog posts, social media marketing, email marketing, print materials or ads), and
• Fourth, my approach to writing unique and client-specific content that will not only increase traffic but lead to higher engagement and conversions.

What the Deal with AI?

What is the history of AI? 

AI tools and technology have exploded in recent years because the advancements of AI, which began as early as the 1950’s, have made what seemed impossible a reality. 

“The history of AI-generated content dates back to the 1950s, when computer scientists first began exploring the idea of machine-generated language. In the 1980s, as computing power and natural language processing (NLP) technologies advanced, researchers began to experiment with more complex forms of language generation. In the 1990s and early 2000s, AI-generated content began to find commercial applications.”

– Aicontentify.com

The most popular of these AI Content Generators is ChatGPT, which incredibly only launched on November 30, 2022. And since then the market is wide open with dozens of like apps: WordSmith, Grammarly, Frase, Bard, Wordtune, Writesonic … and so on and on.

What is AI Generated Content and where does it come from?

AI generated content is a type of “computer-generated copy that can replicate human writing and thinking,” according to one definition. AI-generated content software has developed a process of curating and collecting content from various sources to match a users’ inputted keywords, phrases or topics. This content is being used to write news articles, product and service descriptions, advertising materials, blogs, artwork, music, computer code and even virtual worlds and characters for video games and animation. The possibilities seem endless, but where does the content come from, since we know computers do not have the human brains for creativity nor skillsets to write original content.

Once a user types in their topic’s keywords into the AI platform or app, the AI tool will search the internet and copy, curate and paste content that fits the request. Some are coded to be smart enough to rewrite, change and edit existing copied content to prevent out and out plagiarism. But the bottom line is AI generated content is really AI copied content. It’s not original, it’s not quality, and it’s not tailored to your particular story, brand, and personality.

What are the Pros & Cons of AI Content?

First, let’s discuss the Pros:

It’s easy. Who doesn’t love a shortcut? From heating up a TV dinner, to pouring a bowl of processed cereal, to ordering fast food for lunch – easy doesn’t always mean it’s healthy or good for you. Coming up with topics to write about, writing content, researching content, editing content, and publishing and distributing content takes time, a lot of time.

Writing your own content also takes creativity, it also takes strategy, and it also takes SEO expertise to write content that search engines will index but also that humans will be engaged in reading. In comparison, plugging in keywords into an AI tool, and downloading content is a time saver.

It’s cheap. Who doesn’t love a free meal? But you know the saying, ‘there’s no such thing as a free lunch’. Is that free lunch high quality, healthy and what you would have ordered for yourself? (Sorry, no more health conscious analogies.)

The point is:  hiring a professional to write content can cost you by the page, word count or hourly. Doing it yourself can take several hours, but ‘time is money’ and your time may be better spent in the running of your business and serving your customers .  Most AI generators are free, and the better ones have a monthly subscription.

“41% struggle with attracting quality leads with our content, 39% struggle with generating enough traffic and promoting our content, 31% struggle with creating content that resonates with their audience; and 30% struggle proving the ROI of their content.”

– SearchEngineJournal.com

It’s fast. Writing content is a struggle for most marketers and business owners, as the statistic above demonstrates. It takes time, creativity, focus and attention – many of which most small business owners do not have enough of. AI is faster than humans, producing an article in minutes rather than hours. So would you and your target audience rather enjoy a fast food burger or a slow cooked brisket? (Sorry, I promise no more food analogies either.)

How healthy is AI-generated content for your website and overall brand? What ingredients go into content that search engines will approve and rank higher?

Good content that is SEO approved and will work towards increasing your ranking on the search engines contain the following:

1. Trusted & Credible
2. Original and Unique
3. Relevant to your Industry
4. Keyword-rich and SEO Optimized
5. Engaging for Humans to read
6. Written by someone that has expertise, experience and qualifications to discuss the topic.

Let’s see how AI serves up content with the above credentials by considering the Cons of AI Generated Content

NOT TRUSTED:  AI can pull information that is either outdated or from a questionable site that posts false or misleading information. This could lead to Google and other search engines flagging or removing your content, and ultimate penalize your site’s ranking. And you will certainly lose credibility with your readers if you are posting content that is inaccurate, misleading or just plain wrong.

DEFINITELY NOT ORIGINAL:  Since AI cannot produce original ideas, information is pulled from someone else’s content on their website, blog or other online material.  This results in stealing the writing that other people have invested their time in creating.  This was one of the key issues that led to the SAG-AFTRA writers’ strike.

“For many in the industry, artificial intelligence was one of the strike’s most contentious, fear-inducing components. Over the weekend, SAG released details of its agreed AI terms, an expansive set of protections that require consent and compensation for all actors, regardless of status.”

– Wired.com 

“I’m proud of our SAG-AFTRA membership.  They struck for 118 days to grant the TV-Theatrical Negotiating Committee the necessary leverage to secure over $1 billion in gains, along with the union’s first-ever protections around AI technology.” – Fran Drescher, Actress and SAG-AFTRA President

– SAGAFTRA.org

NOT TAILORED TO YOUR BRAND:  Everyone’s story is unique, comprised from their history, experience, personality, core values and their goals. No one can tell your story the way you can. Generic AI content is boring, laborious to read and lacks personality. It’s hard to relate to content that wasn’t written by a human, and does not engage the user, nor motivate them to action (conversion).

VIOLATES GOOGLE’S GUIDELINES:  

1. Not Written by or for Humans:  “Focus on People-first content. People-first content means content that’s created primarily for people, and not to manipulate search engine rankings.” – Google.com [MORE]
2. Not Helpful or Satisfying:  Google released its Helpful Content Algorithm Update in August 2022: “Google Search’s helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content created for people in search results. The helpful content system aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.” – Google.com [MORE]
3. Violates Google’s Spam Guidelines:  Google defines spammy automatically-generated content as “Stitching or combining content from different web pages without adding sufficient value.” This is how most AI tools work, piecing together content from various websites and then rewording it slightly. [MORE]

NOT ENGAGING FOR A HUMAN TO READ:  AI generated content is often dry and boring. Why is that? It lacks human idiosyncrasies, human opinions and perspectives. The facts may be accurate, but readers could quickly lose interest because they don’t feel a connection. As an example, here are two paragraphs. One was written by a human while the other was generated using a popular AI application.

Human generated paragraph

As the year winds down, small business owners are often frantic to wrap up pending projects, close yearly budgets, pay out employee bonuses and just finish any loose ends before the holiday break. It’s a busy and stressful time of the year for an entrepreneur, who often wear many hats throughout the day, even the hour. So how best can you use this time of to destress, relax and unwind so you’re ready for the new year, and dare I say, the fast-approaching tax season?   After more than 26 years in business, I have come to realize making the most of my downtime is just as important as time management during the business hours. It’s well known that relaxation, mindfulness meditation and quiet walks can increase not only your focus but your creativity.

“Our preoccupation with the stresses of the day or the busyness of mind drops away when we unwind and relax, creating the conditions for creativity to flourish,” – Headspace.com. Even if you’re not in a creative industry, it takes creativity to run a business, improve efficiency, handle difficult customers, and manage your staff for increased retention and productivity.

So, during this break, get outside (even if you have to bundle up) and take a walk without those annoying earbuds.  Be with your family and friends, ask questions and listen to them, share your feelings, and show them how much you love and appreciate them. Eat great food that is healthy, nourishing and homemade. Laugh and express joy. Laughter they say is the best medicine, so don’t be afraid to share some dad jokes with your loved ones! Take time to just let go during your break, refocus, reboot and take a moment to count your blessings. Being a small business owner is an accomplishment, and a successful and long-running one is something to be proud of. Enjoy your break and I’ll be there to help you start the new year off on the right foot! 

– Written by Nicole Mueller

AI Generated paragraph:

Entrepreneurship can be a demanding and high-pressure journey, making stress management essential for maintaining both mental and physical well-being. Successful entrepreneurs often employ a variety of stress relief methods to navigate the challenges of their fast-paced lives. Regular exercise, such as yoga or meditation, proves to be a popular choice, providing not only physical benefits but also a mental break from the demands of the business world. Additionally, many entrepreneurs find solace in cultivating hobbies and interests outside of work, allowing them to unwind and recharge their creative energy. Creating a structured daily routine and setting realistic goals can help in maintaining a sense of control, while seeking support from mentors, peers, or professional counselors can provide valuable perspectives and coping strategies. Ultimately, a holistic approach that combines physical, mental, and emotional well-being is crucial for entrepreneurs to sustain their resilience and thrive amidst the pressures of entrepreneurship.

– Written by an AI Content Generator

What is the difference? AI Technology cannot bring to life a client’s personal style, their humor, their passion, their inspiration, and their entrepreneurial story. That’s what makes content engaging and more readable. Otherwise, your content may come off as inauthentic and not reflect well on your brand.

Why I Chose Not to Use AI-Generated Content

As the AI craze begun, I had done some research; early in my explorations, I had started to see the pending issues and even liability of allowing computer software build content for my clients. Yes, it’s a shortcut and time-saver, but when being hired to write content, I expect to produce a high quality and original product. I am being entrusted and paid to contribute to a client’s content marketing strategy that is tailored to their brand, with their voice and values embedded.  While others may have no issues using it, my code of ethics compares it to stealing and cheating the customer.

Everything I do and every project I work on, my core values of honesty, integrity and the Golden Rule of business are driving forces to produce the best end-product my team and I can. I am always looking for ways to save them money, cut costs and make the best use of my billable time, but I do not believe using AI technology is the way to do that.

Startup Production’s Content Writing Process

Our Content Marketing mission statement:  We are dedicated to helping promote your brand, your services and your products using content that is unique to you.  Good content will engage your customers, attract search traffic, and help build your business.

1. We meet with the client and learn more about their goals, their industry, and the unique ways they serve their market.  We determine what content needs to be written, whether on their website (one time), or on their blog and social media (recurring monthly or bimonthly)
2. After meeting with our client, we determine suggested topics and send a list of questions that is tailored to them. For example: What inspired you to start this business? What are your core values and future goals? What is your process for producing, distributing, or supporting your products and services? And so on.
3. After they’ve had a few days or a week to review the questionnaire, we schedule a meeting where I interview the client based on the questions and any other side questions that pop up during the discussion. This meeting is usually anywhere from 45 minutes to one hour.
4. Next, I begin working on a first draft of the content with unique, quality and engaging wording. From the time spent interviewing the client, I work to include the owners’ core values, their opinions and their expertise in their industry. I also take time to focus on keywords, Latent Semantic Keywords (LSI)*. Depending on the content, I will research relevant industry leaders’ quotes, recent statistics, and market trends that relate to the topic.
5. The content is then sent to the client for approval (nothing is published without client consent).  Content is then revised, edited and stylized for easy readability, scanning, SEO optimization and visual interest. And then we publish and promote. 

If you are interested in our content marketing services, including consulting and training, don’t hesitate to call, email or fill out our contact form. We’d love to talk to you!

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*LSI Keywords are words and phrases that search engines see as related to a topic. (e.g., water, filter, drink, glass, grind are all words that are related to the topic “cold brew coffee.”)