The Rise of AI Writing Tools in Digital Marketing

Posted by Surgeon’s Advisor

The Rise of AI Writing Tools in Digital Marketing

Artificial intelligence (AI) is such a huge part of our lives now that we often don’t think twice about using it for day-to-day tasks. For example, AI can help us create playlists, log into accounts, and control everything from thermostats to lawn sprinklers. But how effective is it for creating content for your healthcare business?

Many digital marketers are turning to AI writing tools to create new content for their clients. The reason for this is that AI tools can create content quickly and with less effort than it takes to write manually. However, no matter how streamlined AI can make the process, there really is no substitution for human copywriters and content specialists.

What Are AI Writing Tools?

AI writing tools generate content using machine learning, automation, and natural language processing systems. Basically, you feed the AI tool information such as a topic, keywords, or a target audience. When you hit a button, the program will comb the internet for similar content and reconfigure that content into a new blog post, meta description, or email.

The Beginnings of AI for Writing

The use of AI for writing is not new. If you’ve ever used a spell checker on your computer or auto-correct on your phone, you’ve used an AI writing tool. These basic programs were designed to solve simple problems based on a set of data that was hardwired into the system. 

As the digital landscape evolved and online content became essential to digital marketing, more sophisticated programs were designed to create large amounts of copy quickly. Today there are numerous AI writing tools out there ranging from simple programs that correct your spelling and grammar to sophisticated programs that can write long-form content such as blog posts, white papers, and even novels. Some can also generate blog post ideas or keyword lists.

How Has AI Helped With Digital Marketing?

Creating content is a time-consuming process. AI tools can help reduce the amount of time and energy expended in content planning, writing, and publishing. Digital marketers can use AI to help with a wide range of tasks including:

  • Researching topics
  • Generating new ideas
  • Creating outlines
  • Developing keyword strategies
  • Producing content such as blog posts, meta descriptions, and more
  • Scheduling posts 

There is no doubt that AI tools can be an asset to a copywriter or content strategist. However, there still needs to be human involvement. It takes a human to input the correct parameters in order to generate the content in the first place. In addition, editing is highly recommended because AI-generated content drafts can be inaccurate, sound unnatural, or be extremely confusing.

Are AI Writing Tools Better Than Actual Writers?

The simple answer to this question is no. AI-generated writing will never be as powerful as content written by an actual human writer. This is especially true for healthcare content, which needs to be accurate and evoke trust in readers. These are just a few areas where AI tools fall short.

Computer Generated Content Lacks The Human Element

As a healthcare professional, the key takeaways you want to convey to your readers are your experience and knowledge in your field and your compassion. After all, people want to know that they’re in good hands and can trust you with their medical procedures. AI tools may be able to express a general tone, but they lack emotion. In addition, AI tools can’t yet predict the questions or concerns readers may have about a particular procedure.

AI Writing Tools Often Make Mistakes 

No matter how sophisticated an AI writing tool is, there is always the possibility of mistakes. These could include pulling information that is completely off-topic, combining words that don’t fit well together, and even making spelling and grammar mistakes. This means you still need a real editor or writer to review the computer-generated content and ensure everything is accurate and flows well. 

It Is Impossible For AI Writing to Be 100% Original

AI writing tools produce content by scanning the internet for content based on your parameters and then combining that information into a new form. While this may pass plagiarism checkers, it is still regurgitated information. You’ll never be able to come up with a new spin on a familiar topic or introduce new theories into AI-produced copy unless you add it yourself.

Google Considers AI-Produced Content Spam

The main goal of producing content for your online healthcare business channels is to reach as many potential clients as possible. Google ranks content based on how valuable it is to searchers and places that content in the Search Engine Results Pages (SERPS) accordingly. If their algorithms detect awkward, poorly-written, or duplicate content that seems to be taken from other sites, it will negatively affect your ranking.

Machine Generated Writing Isn’t Likely to Engage Readers

AI writing tools can compile large amounts of data into one document, but they don’t take readability into account. Readers are most likely to engage with content that is easy to read. This means sentences that are clear and to the point and content that is broken up into easily digestible chunks with clearly defined headers and bullet points.  

While AI writing tools can make life easier for digital marketers, the simple truth is they cannot replace human writers. In the competitive field of healthcare, you need to make sure that your content is as engaging and powerful as possible, so relying solely on AI writing tools is something you should avoid. 

Call Surgeon’s Advisor at (305) 763-8011 today to find out how we can help you create compelling content that will drive traffic and increase your ROI!

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