Robocops Make for Compelling Content
“Can “bots” do a better job than a slick content marketer? Maybe. I, for one, believe that a hybrid serves the purpose best – AI can be leveraged to create compelling and actionable content. I’m thus a Robocop fan, over the Terminator!”
Most content marketers I know of, let their egos play havoc with logic. Why should one battle a computer when one can use it to drive sales? A rhetorical question, but some of us just don’t get it. I’ve been crying hoarse, “Use algorithms as a slingshot over Jupiter, but pilot the rocket yourself.”
If you’re a writer, you must know what to write about, lest you risk losing your 60 seconds of fame to another prudent blogger. Embrace algorithms. Keep keywords in mind. Analyze posts with selected keywords. Sounds obvious? You’ll be surprised how many do not do this. That’s a writer’s ego kicking in. We’ve all been guilty of it. It’s also being indulgent. Remember, you’re not writing a script for a Stanley Kubrick film. You’re writing for an average Joe with the intention of getting him hooked, booked, locked-in and converted.
Research indicates that most of us writers either write fast or well. Content marketing though, is a function of both quality and quantity. This is where SEO kicks in. Both types of writers can up their readability by using simple yet effective SEO techniques. Another facet is curation. It’s there, it’s legal, it improves reach and readability – why not use it? In one word – Ego.
Content marketing’s biggest conundrum is finding its ROI. A handful of start ups in the US and a few in the developing economies are recognizing this and providing invaluable feedback to writers. If you are an ostrich with your head in the stand, well then you deserve to choke.
Content cannot be a half hearted game. It’s a high stake poker punt – a Casino Royale of sorts. Just a few blogs won’t cut the mustard. You’ll need a mix of blogs, infographics, short and long form content, webinars, white papers – the entire pack – and then you’ll need amplification techniques to improve readability. Can you do it alone? Of course not. Can AI help you there? It sure can!
The conclusion is clear as an azure sky. Use AI smartly while exercising your writing chops and you’ll be pleasantly surprised with the results. Move over T2, Robocop’s here to stay!