Businesses today are trying their best to leverage content marketing to its full potential. However, it is time-consuming and demands hefty budgets to execute the efforts.
The biggest hit is for lean teams that are short on budgets and workforce. Nonetheless, even bigger companies and their team want to save bucks on content marketing.
An attractive solution paving its way through the market lately is the AI writing tool. From chatbots to content creation, AI copywriting is changing the way businesses approach written communication. But are AI writing tools effective enough to generate content? Can they help businesses rank on Google? Let us first understand how AI writing tools work and see some use cases.
What Is an AI Writing Tool?
AI writing tools are software that runs on various technologies like NLP (Natural Language Processing) and GPT3 (Generative Pre-trained Transformer) to produce content as per demand.
They provide content based upon the cues that you enter into the software. It is gaining momentum, not only due to the ease it provides for content creation. It can deliver a lot of content in a short period which helps businesses save time. Now, let us understand how AI software helps with content generation.
All the AI writing tools are fundamentally similar, except a few with enhanced utility, such as more formats or a more extensive database.
They give two basic options: Content generation from scratch or content enhancement/spinning. These options are available in various formats such as blogs, Facebook posts, LinkedIn posts, Instagram bio, tweets, captions, Ad copies, email copies, etc.
You choose the required option and format. Then, you enter basic details such as title and details regarding the content such as tone, target audience, description, etc.
AI then goes through the data on the internet and provides content in the desired format within a few minutes. However, the most significant loophole with these writing tools is limited data availability in the software and internet. Being software, it has access to restricted data available on the internet beyond which it can not curate content.
So, in a nutshell, AI writing tools can curate but not create content for businesses. So, business goals like building thought leadership are not possible. A way to deal with this issue is adding input yourself but that increases the workload. Marketers tried to use AI writing tools on various occasions. The result seems to vary depending upon the use case.
Use Cases of AI Writing Tools
Here are some use cases that AI writing tools provide.
Blog Posts (Short-Long)
Many companies wish to use AI tools strictly for creating blogs as it is expensive and time-consuming to get it done by a content marketing team. However, it is noticed that these tools are better at curating short form instead of long content.
Long-form content requires immense effort from the user regarding the blog sections and giving cues. Contrarily, short-form content has better quality but still requires human assistance.
This is another common use case of AI writing tools. In this case, brands generally put in some keywords and get 200-250 word descriptions that can be added on Amazon or the website.
AI tools do a great job at this. Why? Product descriptions are template-based content. AI can effortlessly adapt to this with basic settings. Hence, it provides quality content that can rank on Google.
AI writing tools also help with email copies for onboarding email templates or day-to-day emails. They provide a mediocre copy that might lack the human touch. However, it is great for generating headlines and subject lines for emails.
Many brands have recorded improved open rates and conversions with AI-generated email copies. But again, it requires a lot of human intervention for segmenting and curating compelling copies.
Landing Page Content
AI tools are used to write landing page content. It is so because these tools identify specific words and phrases that can trigger different emotions in the readers. The results generated are viable but need additional editing from your end.
It offers better results but can not surpass a copy written by an experienced copywriter. Thus, AI caters to businesses aiming at bulk content production where quality overpowers quantity. Nonetheless, it is hard to generate quality content using AI writing tools without human interference.
Cold Email Messages
It is crucial to crack cold emailing for companies that reach out to thousands of prospects a month. AI tools and software act as an aiding tool for them by curating a personalized, appealing message with little input.
AI algorithms study the prospect socials/ website to give a personalized cold email. It has a better conversion rate and saves time personalizing every email/ message.
There are many more use cases but these are the basic and most common ones.
AI writing tools try to get an edge by providing more use cases and better utility than other alternatives. Some of the best AI writing tools are,
- Jasper (Jarvis)
- Copy AI
- Smartwriter (For cold emails)
Now, let us quickly sum up the pros and cons of AI writing tools. It will give a clear picture of whether AI tools are worth spending on. You need to consider your priorities and make an investment accordingly.
Pros of AI Writing Tools
AI writing tools can generate more content in less time. Case studies show that people were able to generate 30,000 words of content per day. It is impossible to generate that much content with normal budgets and manpower.
AI tools can assist you in researching, writing, and editing your content piece. While they are effective with research and editing, AI writing tools need algorithm updates to be effective. They save a lot of time as compared to the manual effort and improve content accuracy.
AI writing tools help you generate more ideas and structure your thoughts. You need to add a cue to the text generator and it fills the gap. This content can not be a final draft but gives your thoughts a direction.
AI tools assure minimal errors on factual or grammatical grounds. Since they operate on set algorithms, there is a little window for errors. However, at times these algorithms might give an incorrect recommendation that requires human judgment.
No More Writer’s Block
As mentioned above, AI tools help generate ideas and structure thoughts, it enables writers to leverage it to mend writers’ block. At times it is hard to structure ideas and AI tools help you with that.
AI tools mean limited plagiarism. Since, the tool work on set algorithms, the content generated is spun in a way that there is zero plagiarism. However, after a point, the AI produces similar content which might be an issue for niche websites/ content teams.
Cons of AI Writing Tools
AI tools are expensive. However, if compared to regular budgets that deploy people to do the same job, it saves a lot of money. But provided that AI tools need a human brain to make them useful, their effectiveness is questionable.
Lack of Human Touch
A machine can not produce content similar to that of a human. Often the content produced is robotic and does not serve the purpose. Hence, it is a great pick for companies with directory-based content that works on a set template.
AI tools need the intervention of a human which again adds to the cost. If the aim is to save time and money, there might be other added hidden costs that businesses need to bear.
AI content lacks a natural flow. No amount of input or algorithm update can add natural flow to AI-generated content. The content is repetitive and needs additional input. It is great for SEO optimization as it seamlessly adds the required keywords and optimizes effortlessly.
Not Apt for Long-form Content
AI tools are not effective when generating long-form content. They require more inputs from the user which increases the burden. The AI should simplify the task and not add to redundant tasks.
Lack of Uniqueness
Since AI depends solely on data available on the internet to produce the content, the content produced is not unique. It is plagiarism free but has no unique viewpoint. Hence, such content is often hard to rank due to a lack of authenticity.
Are AI Writing Tools Worth Your Investment?
AI writing tools are not the best investment for a majority of companies. Well, it also depends upon the need of each business. If you aim at short-form templatized content, it might be the best purchase.
Also, If you deal with time and money constraints, the AI tools will assist you in writing. However, It cannot generate content at a single command. It needs human assistance in form of inputs, proofreading and editing, and further factual and plagiarism check.
Alone it can not produce organic content but can work as a great tool to assist and give direction. Also, you can not generate fresh content that is content for news or event-based sites as AI has access to restricted data available on the internet. So, this concludes that AI writers cannot replace copywriters.
If you want, you can make the AI tools work for you. But just like any other machine. without input, they are software with no use case.
Are AI writing tools worth it?
If you want to write short-form content in a short time then it might be worth it.
Will AI replace copywriters?
No, AI writing tools cannot replace copywriters because they can't understand emotions and they cannot produce content similar to humans.
Which is the best AI writing tool?
Some of the best AI writing tools are Rytr, Jasper, Surfer, QuillBot, Grammarly, and CopyAI.