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Can an AI content algorithm replace a human copywriter?

by Libby | Apr 27, 2023 | Content optimisation, Content strategy, Content writing

Does Artificial Intelligence have the skill to ‘replace’ a human writer?

AI can certainly assist digital content writers in various ways, but is it unlikely that AI will completely take over from a human writer anytime soon. Digital content writing involves creating high-quality, engaging, and informative content that is tailored to the target audience. It requires not just writing skills, but also creativity, critical thinking, and understanding of the nuances of language.

It is unlikely that AI will completely take over anything except for the more basic tasks of human copy writer anytime soon

Can AI really understand enough to write better content than a human?

When it comes to determining what is important to write, AI may be advanced but it doesn’t have the same ‘depth’ of understanding as a human.
This understanding is the key differentiator, because AI is currently a tool, and like most tools it’s only as good as the operator.
For example – imagine trying to optimise a 30 page legacy document with the aim of distilling it down to a single web page of the most important and appropriate details for your target market.
AI just wouldn’t know how to do that appropriately without being directed with a huge number of specific commands and information. AI doesn’t know what you want, and in all but the most basic of scenarios it takes a human operator with advanced skill and understanding of the AI algorithm to give the right instruction.

So, is AI useful for content creation of not?

The more focussed you want AI content on your ideals, the more AI fails – or at least the more it needs human knowledge, commands and guidance.
In the future content writers who understand and leverage AI will be able to write faster, with more varied ideas, with greater accuracy and even a wider vocabulary. However, AI operators will certainly need to have the writing skills to know what’s important, how this needs to be weighted, how to optimise for the context of a website or digital marketing campaign, and then how to precisely instruct AI to stay on their chosen path.

While AI can analyse data and identify patterns on it’s own, it does not fully understand the context and nuances of the content required, nor your wishes, in the way that a human does.

The flaws and even dangers of using AI without a skilled human editor/instructor.

AI can certainly generate text that is coherent and grammatically correct, but it lacks the creativity and human touch that is necessary for good writing.

AI-generated content may lack;

empathy
cultural awareness
understanding of the target audience
understanding of the true meaning of what it writes

all of which can lead to content that is tone-deaf, irrelevant, or even offensive.

AI is aware of what it knows and blissfully unaware of what it doesn’t.

That being said, AI can be helpful in assisting digital content writers with tasks such as research, generating topic ideas, and even basic writing tasks like summarizing and rephrasing. In fact, many content writers already use AI-powered tools to help them with these tasks. Our extensive research has shown us that the most successful content creation will come from a combination of human creativity and expertise, augmented by AI-powered tools and technologies.

What is the future of AI driven content?

The current status of AI text/copy/content generation and how useful it will be comes down to this;

AI technology is not advanced enough to completely understand the context and meaning of the content it generates, which means that it can’t truly write persuasive, engaging, and informative content that resonates with the target audience.

For now a combination of AI-powered tools and human expertise is likely to be the most effective approach to rewriting old content or producing new content. AI can help identify areas that may need to be updated or improved, but it will be up to human writers and editors to make the final decisions about what changes to make, based on their understanding of the content and the needs of the target audience.

Even for digital content optimisation AI faces several hurdles because skilled digital copywriters know how to write a delicate balance of copy that is appealing to both humans and search engine algorithms – and that really is a whole different problem for AI.

Want to know more about AI assisted content and how ICC Digital can help…
contact us
You’ll get to speak to a human who truly understands what they are talking to you about.

Are your old marketing docs useless for digital marketing?

by Libby | Apr 16, 2023 | Content marketing, Content writing

Don’t throw those old marketing documents away just yet.

No, your old marketing docs are not necessarily useless for digital marketing. However, they may need to be revised to make them effective in the current digital marketing landscape.

Digital marketing isn’t about intuition, it’s about data

One of the key differences between traditional and digital marketing is the use of data. Traditional marketing traditionally relies on intuition and market research to make decisions and guide campaigns. Digital marketing, on the other hand, is data-driven and relies heavily on analytics to inform decisions and measure success. As such, old marketing documents may need to be updated to include data-driven strategies and tactics. This can include A/B testing, customer segmentation, and tracking of key performance indicators (KPIs).

Another difference between traditional and digital marketing is the focus on automation. Automation can be used to streamline marketing processes, from customer segmentation to campaign deployment and tracking. Old marketing documents may need to be revised to include automation strategies, such as automated email campaigns or automated retargeting.

Legacy marketing material has some value, but it will need modifying

The use of social media is an important component of digital marketing, and old marketing documents may need to be updated to include social media strategies. This can include the use of social media influencers, the development of content calendars, and the use of paid social media advertising.

Finally, old marketing documents may need to be updated to include mobile marketing strategies. Mobile marketing is becoming increasingly important, as more people are using their phones to access the internet. As such, old marketing documents may need to be revised to include mobile-friendly content, mobile-specific promotions, and mobile-specific tracking.

The conclusion – don’t scrap your old documents – reinvent them!

In conclusion, your old marketing documents may need to be revised to be effective in the current digital marketing landscape. This can include the use of data-driven strategies, automation, and social media, as well as mobile-specific tactics. By updating your old marketing documents in this way, you can ensure that your digital marketing efforts are as effective as possible.

What is ‘content marketing’, really?

by Libby | Apr 9, 2023 | Content marketing, Content optimisation, Content writing

Introduction to digital content marketing:

If you’re a business owner, chances are you’ve heard about content marketing, but what is it exactly?

Content marketing is a type of digital marketing that involves creating and launching content in order to attract new customers and even keep existing ones. It can involve any written content you publish online from website copy, social media posts, and more. It’s an effective way to reach potential customers and increase sales or your brand’s exposure.

That’s why content marketing is so important for businesses today.

Is content optimization the same thing as content marketing?

Not quite – content optimization is the process of making sure your content is optimized for things like readability ( for both search engines and humans), that it contains the right keywords and is structured in the right way.

There are many factors that will help content appear higher up in search engine rankings and ultimately be seen by more people. We call this increasing visibility. Of course it’s certainly not just about stuffing keywords in to your content, or following some basic rules, or everyone would be at the top of the search rankings, and that’s impossible.

Content marketing is about many factors that all have to work in balance with your target audience, and with search engine ranking and indexing algorithms.

If you get all the factors right then this means more opportunities for potential customers to find your business online. Content optimization also helps ensure that your content is accessible and relevant – two key components for good SEO performance.

Why it’s important to write high quality professional content.

If you want to stand out from the competition, you need professional-quality content written by experienced writers who know how to create engaging copy that resonates with readers.

Professional writers understand how to craft compelling headlines, use target keywords effectively, incorporate visuals into their work, optimize meta descriptions, structure webpages correctly and much more – all in service of helping you get found on SERPs and convert leads into sales.

Why use a content writing, marketing or optimisation partner to help your business?

If you have an online business then you almost certainly have a need for great written content but you also probably don’t have the resources or experience to write content that works for humans and search engines simultaneously and without degrading the experience for one or the other.

Getting the balance right is an exceptional skill which requires experience and intimate knowledge of the process or your content won’t beat the million other pages trying to vie for attention at the same.

So, you have 2 real choices, hire a full-time in-house expert for this task, or consider partnering with a businesses that specialises in this area.

How can ICC Digital help your business grow with better written content?

We offer various levels of service to help your particular circumstances and resources. We vary our involvement to suite your business circumstances – that can be collating and then editing down large amounts of content you already have in brochures or other marketing documents, ghost-writing new content from scratch or working as a digital content specialist extension to your in-house team when ever you need our professional help and guidance.

Content marketing is an effective tool for businesses looking to grow their customer base and increase sales. Hiring professional writers and SEO specialists is about quality assurance and in our case the experience and ingenuity we bring to the partnership.

Ultimately we make sure your business stands out, that its more visible than your competitors online and that it performs better at engaging and converting visitors to customers.

If you think it’s time to start making some noise and move your content from “it’s out there somewhere” to “everyone is finding you and talking about you” then get in touch and we’ll let you know how ICC can really help your business thrive.

Why captivating content can never just be about keywords.

by Libby | Apr 2, 2023 | Content marketing, Content strategy, Content writing

Digital marketing keywords and engaging content.

Writing digital content that is truly engaging means more than just peppering a page with keywords. It takes an experienced digital writer to really be able to capture the attention of readers, using inspiring words and an interesting structure. Making sure visitors get the most out of your content can mean the difference between an 5 second visitor, an disconnected reader and a customer who will come back to your website to learn more and ultimately become a client.

As digital writing becomes increasingly important in every online marketing strategy, it’s important to go the extra mile when it comes to engaging copy. ‘Special’ content can make all the difference when users are considering choosing your product or service.

To keep readers interested and wanting more, digital writers must convey a message that is both powerful and unique, and makes sure readers want to come back for another look at your offerings.

The real power of well written content.

Digital writing has to use it’s power – and that power is to turn mere visitors into loyal customers. To do this we must make content engaging and entice our readers to want more.

Strong digital copy must include inspiring information that draws people in and makes them want to come back. This digital content should not only be well written and optimised for search indexing but it should also have a clear intent that resonates with your target audience so that it truly motivates and inspires the readers.

Once the digital copy sets you apart from the competition, marketing strategies can be easily created around this engaging content – like any successful business, building customer loyalty starts with giving them something they can’t get anywhere else and then getting them to understand there’s more where that came from.

Ultimately that kind of content builds trust, and demonstrates that your business is a good match for your visitors needs.

Ultimately there are many ways to captivate your audience.

By using website engagement strategies, website owners can create a website experience that quickly and efficiently educates website visitors on their business and its unique offerings. With good website engagement, business owners can create a digital experience that draws in customers and guides them through their ideal information journey.

Make sure your website visitors don’t miss out on your businesses vital selling points. Use a variety of engagement strategies to make sure potential clients have a positive experience when they first find your company.

10 things to keep visitors on your website

Catchy headlines matter: An engaging headline to the page offers an instant experience that draws the customers in
Optimize the page for ‘scanning’: First time visitors are especially prone to scan the page for key points in the first few seconds, this can quickly tell them they are at a business that’s a good fit, most web pages lose their visitors in the first few seconds of them scanning the page for key information
Utilize visuals: Incorporate images and videos to make content more interesting
Use interactive elements: Incorporate quizzes, surveys, calculators, etc. to engage and interact with website visitors
Leverage social proof: Feature customer testimonials and reviews to give website visitors a sense of trust in what you’re offering
Write concise copy: Keep website copy simple and concise so that readers can quickly understand the value you can offer them
Offer helpful resources: Provide website visitors with helpful resources like tips, tutorials, and other valuable information
Make website navigation easy: Develop connected navigation structures that are simple, straightforward and well organised, so that users can always find what they’re looking for
Utilize personalization: Utilize website personalization strategies to ensure content shown is relevant to the user’s interests
Use calls-to-action: Include strategic calls-to-action throughout website pages so visitors know what their next step should be. These help website owners generate leads and quickly build more intimate relationships with their potential customers.