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While the localization industry is no stranger to machine translation, the emergence of Chat GPT has brought the topic of AI, and a plethora of possible marketing applications, into the broader business discussion. And that’s led to some uncomfortable soul-searching:
Can the machines replace…me?
But, once we look at a quick historical lesson on a past emerging technology, we think you’ll be asking a better question:
How can I harness the power of AI to become a more effective email and web marketer?
The Arts & Crafts movement in America that created the iconic bungalow houses that remain so popular was actually a rebellion against the ostentatious results of the industrial revolution’s Victorian Homes.
Machine production made it possible to quickly and easily build huge houses with all manner of factory-produced trim details, ornamental fixtures, wallpaper patterns, and design cues from every style of architecture from the past – all thrown together in a frantic bid to show the newfound possibilities of the industrial revolution. In a word: Clutter.
Technology + Artistry = Elegance
The eye-pleasing, soul-soothing bungalows and prairie homes that came from the Arts & Crafts movement had an entirely different philosophy: the craftsman builders accepted the technology to produce details but integrated that production speed into a cohesive artistic vision that brought appealing design and creature comforts to everyone – with an artistic (human) eye to keep the machine abilities from overdoing it.
How AI can help you skip the clutter and go straight to the crafting.
In any trade, better tools bring a grand vision to life faster and more efficiently. The same goes for email and website content. It’s tempting to view producing blog articles as a sure way to boost search rankings and increase traffic simply because that content hits the keywords and delivers on questions prospects enter into the search engine. But if the content isn’t interesting or relatable, the chances of getting humans to interact with it are slim – especially considering other companies are likely using the same technology. Then it comes down to who has the vision to use the tools most effectively?
With that in mind, here are 5 ways to use AI writing tools to become better and more effective in your marketing communication efforts.
Simply put, the most impressive benefit of AI writing tools is their time savings. Strong website copywriting and email copywriting require extensive investment in research and first-draft writing.
AI copywriting tools can automate many of these tasks, allowing you to create high-quality content in a fraction of the time it would take with traditional methods.
The Research Intern You Always Wanted (But the Budget Never Allowed)
With a few keystrokes, you can have your AI tool quickly analyze your target audience, the topic of your content, and your desired tone and style for website copywriting – and then revise the content for an email template or even a social post.
It can then generate a rough draft you can easily edit and refine to ensure it meets your needs. Just like the difference between cutting lumber with a handsaw versus a shiny new compound miter saw, the AI also becomes an efficiency multiplier that saves you hours of research and writing time.
Facts are powerful tools in all marketing communications. But a good story packs emotional power, and a metaphor can ground a concept in a reader’s mind to help a message stick. It’s this “left brain/right brain” idea that the best copywriters use to maximize results.
Using an AI tool to generate a solid first draft on a topic can give you the framework of facts you need to structure your content. This structure allows you to insert elements of personal experience or trigger additional information from Subject Matter Experts on previous conversations or other anecdotes learned during your job. Integrating these “story elements” into a second draft creates a more lively, enjoyable, and impactful reading experience for your reader.
This idea is quite similar in concept to the Machine Translation model some companies in the localization industry have used with remarkable success: Using AI to make the first draft and then applying a human eye to finalize the translation and solve problem spots in the translation.
By now, we all know search engine optimization (SEO) is critical for increasing visibility online and attracting more traffic to your website. However, adding keyword integration into the writing process creates yet another challenge – and many writers complain aloud that web writing requires them to think simultaneously like a human and a robot.
AI copywriting tools can help. A lot. Tools like Jasper and Chat GPT can analyze your target keywords and phrases and then integrate those keywords into your website copywriting and email copywriting content’s structure and formatting to ensure that it’s optimized for search engines.
With that work out of the way, you can focus on engaging with the human side of the equation.
While, as marketers, we understand individuals make decisions, resources limit us to speaking to segments. AI writing tools can let you create versions of content far faster and easier to create personalized website and email content that resonates with ever-more targeted audiences. These tools can be trained to analyze user data, like demographics, search history, and browsing behavior, to create content tailored to individual user’s interests and preferences.
A simple example of this strategy might be a solar panel company. One side of their business will target an environmentally conscious market, while another will target the preparedness market. But within these two segments, there are further distinctions based on values, lifestyles, and age. Generating six different versions of an email message to target each group will increase the response rate – with little to no extra investment of time in the process.
Now we get to the significant benefit of using an AI writing tool. The extra speed in content generation makes you a far more capable writer. According to the economic model, producing something faster at the same quality level is bound to lower the price.
Traditional website and email copywriting methods can be expensive, as writers bill based on the total time needed to complete the job at the desired quality level. As the old American phrase goes, “Good, fast, or cheap. Pick any two of the three.” With AI copywriting tools automating many of the research and writing tasks and reducing human workload, crafting an elegant, well-written piece of long-form marketing copy without the previous budget considerations is now possible.
Or, put more simply, AI writing tools give you more time for the art and craft of storytelling for the buck.
As is only fitting, considering the subject matter, this blog entry was “hybrid crafted” using a human writer and Chat GPT. The entire “machine-generated” copy (including the original request made of the AI) is below if you care to see the original content and evaluate the results side by side.
It truly is a brave new world of content generation in the localization industry. And if you’d like some help creating an AI copywriting strategy that delivers on quality, and drives results without sacrificing clarity and style, drop us a line. We’d love to chat – human to human – about what the machines can do to help us all improve our communications game.
The ask:
I would like an 800-word blog entry on the top 5 benefits of using AI copywriting tools to help generate website and email content. It should include the following keywords: Copywriting, Website Copywriting, AI copywriting, and Email Copywriting. Do you understand?
The answer:
Copywriting is an essential aspect of any business’s marketing strategy. It involves creating content that communicates a brand’s message, engages its target audience, and drives conversions. However, traditional copywriting methods can be time-consuming and expensive. This is where AI copywriting tools come in. These tools can help businesses generate website and email content quickly and easily, while also saving time and resources. Here are the top 5 benefits of using AI copywriting tools for website and email copywriting:
One of the most significant benefits of using AI copywriting tools is the time savings they offer. Website copywriting and email copywriting can be incredibly time-consuming, as writers must conduct extensive research, draft and revise content, and ensure that it is optimized for search engines. AI copywriting tools can automate many of these tasks, allowing businesses to create high-quality content in a fraction of the time it would take with traditional methods.
For example, an AI copywriting tool can quickly analyze your target audience, the topic of your content, and your desired tone and style for website copywriting or email copywriting. It can then generate a rough draft that you can easily edit and refine to ensure that it meets your needs. This process can save you hours of research and writing time.
Consistency is essential in all areas of business, and website copywriting and email copywriting are no exception. AI copywriting tools can help ensure that your website and email content is consistent across all channels, from tone and style to messaging and branding. This consistency can help establish your brand’s voice and identity, which can lead to increased brand recognition and customer loyalty.
For example, if you use an AI copywriting tool for email copywriting, you can ensure that each email has a similar look and feel, uses the same branding elements, and has a consistent tone and style. This consistency can help build trust and familiarity with your audience, which can lead to increased engagement and conversions.
Search engine optimization (SEO) is critical for businesses that want to increase their online visibility and attract more traffic to their websites. AI copywriting tools can help businesses optimize their website copywriting and email copywriting content for search engines, ensuring that it ranks well in search engine results pages (SERPs).
For example, an AI copywriting tool can analyze your target keywords and phrases, as well as your website copywriting and email copywriting content’s structure and formatting, to ensure that it is optimized for search engines. This optimization can help increase your website’s visibility in SERPs, which can lead to increased traffic and conversions.
Personalization is key to effective marketing, and AI copywriting tools can help businesses create personalized website and email content that resonates with their target audience. These tools can analyze user data, such as demographics, search history, and browsing behavior, to create content that is tailored to individual users’ interests and preferences.
For example, if you use an AI copywriting tool for website copywriting, the tool can analyze user data to create personalized content that speaks directly to individual users’ pain points and needs. This personalization can help increase engagement and conversions, as users are more likely to respond to content that speaks directly to their interests and needs.
Finally, using AI copywriting tools can help businesses save money. Traditional website copywriting and email copywriting methods can be expensive, as businesses must hire professional writers or dedicate staff time to creating content in-house. AI copywriting tools can automate many of these tasks, reducing the need for human writers and decreasing the time and resources required to produce high-quality content.
For example, if a business were to hire a professional copywriter for website and email copywriting, it would need to pay the writer a substantial fee for each project. However, with AI copywriting tools, businesses can generate content quickly and easily, without the need for a professional writer. This can help businesses save money on copywriting costs, while still producing high-quality content that engages and converts their target audience.
In conclusion, AI copywriting tools offer numerous benefits for businesses looking to improve their website and email copywriting. From time savings and consistency to improved SEO, personalization, and cost savings, these tools can help businesses generate high-quality content quickly and easily, while also saving time and resources. By utilizing AI copywriting tools, businesses can focus on other important aspects of their marketing strategy, while still creating engaging and effective website and email content that drives conversions and increases revenue.
Let’s be frank, your content writer is dangerously close to being more hassle than they’re worth: Hard to get ahold of, expensive, a bit of a prima donna when you attempt to change their copy and, last but not least ALWAYS pushing their deadline (this blog entry is no exception, 2 days behind and counting).
And all that management hassle comes before we even get a chance to determine if the work they produce is actually found useful by your clients and getting you search ranking.
As an organization that specializes in content quality, we’re always looking for the best way to communicate more clearly and effectively with customers – be it through a more effective Q/A process, streamlining workflows or taking advantage of new technology that promises to eliminate some of the unpredictability of human-powered content creation.
Artificial Intelligence (AI) Copywriting software like Jasper and AI content creation tools like Chat GPT offer the promise of speed, ease and economy in generating the website copywriting you need to stay relevant in the industry.
But, before we give that failed-novelist-turned-copywriter their walking papers we need to consider some of the limitations of AI Because, just like the industrial revolution that did so much good for quality of life, it also comes with some complications and concerns.
This human writer is impressed with the potential available when it comes to AI Copywriting and the integration of man and machine could have a powerful effect on your communications strategy.
If you’ve followed the development of AI models and just want to understand the current limits to AI content creation, you can skip the next few paragraphs.
But if you’re not familiar with these programs, you’ll better understand the limitations once you understand how AI fits into the world of productive content creation.
Man has always been, by nature, a tool developer – constantly experimenting to create newer, easier ways to complete a task. A tool does not replace the user, it merely makes their work easier and even perhaps changes the nature of their work all together. Driving an ox to plow a field is a very different skill than driving a tractor but the change in the technology allows for more production and better quality of life.
In the field of translation, we have been seeing this reality for the past 20 years with the improvements to machine translation and computer assisted translation tools. The job of translator has not gone away despite the fears. Translators have instead been able to take advantage of these new tools and technologies to improve their speed and quality and increase customer satisfaction.
To frame the evolution of AI writing, let’s step back to the last most related tech advancement: The search engine.
Philosophically a search engine is an intelligence multiplier. It gives the broad-minded generalist a tool to “zoom in” on nearly any topic and become a “temporary expert” long enough to accomplish a task then zoom back out and move on to the next opportunity or challenge.
As an example: Armed with the basic knowledge of auto mechanics (the generalist base), a few keystrokes will render an entire step by step tutorial on replacing the timing belt on your exact car (year, make, engine sub model, you name it) – all the specific knowledge is “learned” by the search engine.
With a few more keystrokes you can plan and plant a colonial “kitchen garden”, learn the tariff rates for importing cotton t-shirts into Canada from India or learn about Somatic experiencing as a psychological treatment for the trauma left by a car accident.
Each of those individual topics would have taken weeks or even months of research (library searches, book skimming, copious note taking) 20 years ago – and yet now that expert-level knowledge is available in seconds thanks to ready access to the internet via our electronics.
As Elon Musk boldly proclaimed recently, our attachment to our smartphones and the intelligence augmentation they offer has already effectively made us into cyborgs. And the only limit to your knowledge potential now is your will to search the topic and your brain’s ability to sort, process and integrate the results on offer.
From a creation standpoint an AI copywriting tool is the next step up on the content ladder.
It promises the ability to compile those search results, intuit context and stitch them together into a narrative on any topic using the same machine logic we’ve been using to create computer programs for years.
If you identify the output format of the narrative – say “website copy” or “blog entry” – the AI can serve as a ghost writer to generate the content in the exact format you need.
It’s a truly powerful tool, but, just like the search engine, AI copywriting tools have limitations.
As we all know, web content has two audiences: The human’s looking for relevant knowledge and the search engines rating and ranking.
Your AI generated content may in fact answer all the related questions a prospect is searching and may hit all the keywords correctly. But the ease of reading and crafted voice will still be considerations for the ultimate target – the human reader.
There are already academic tools that can detect the percentage of content that has been written by AI While this may not seem like an issue in the commercial space, the long-term concern is that search engines will use the same algorithm to de-rate machine-written articles as the marketplace fills with content.
We simply don’t know if or when this could become a concern and so, having a communications strategy too heavily based on AI content could lead to a huge drop in traffic if those adjustments are made.
Because AI writing tools are essentially crowd sourcing your content, they are limited to the knowledge that is already posted on the internet. That means expressing thoughts that take a truly novel approach to a problem is a serious challenge.
Jasper AI claims to have scanned a full 10% of the massive amount of information in the internet and Chat GPT currently uses 175 billion parameters in its learning data set and a historical knowledge that extends to September 2021.
While that’s impressive for the amount of data these models holds, it poses an obvious challenge for generating content on fast evolving issues.
For example, a blog post on the War in Ukraine and its forecasted effect on commodities prices is not a topic Chat GPT can analyze. However, one could still use the tool to help formulate historical context to set up the post.
Just like a Wikipedia article you read can have an error and google search can yield bad information, AI can use this incorrect information to reach a wrong conclusion.
Recent testing pitted Chat GPT against the American Bar Exam and, while the professors who conducted the experiment noted the AI produced sophisticated responses to the questions, it didn’t pass the overall exam: The AI got just over 50% on the exam questions right compared to the average human score of 68%.
Bad datasets feeding bad conclusions also creates a potential for a repeating error loop as the incorrect information feeds into the next round of content creation. In short, what happens when AI learns incorrect information and then builds on it to create more bad information?
To remedy this looping conundrum, each AI generated article will need to be fact checked extensively to make sure you are publishing correct information your prospects and customers will find valuable. Yet vetting AI generated answers can be a challenge because the outputted product does not include source notes or citations.
What happens when all your competitors are all using the same technology? Stalemate.
And while AI is a breakthrough full of potential for the early adopter, as its use becomes more widespread the danger of providing the same information, offering the same solutions and having the same tone (all lovingly crowd-sourced from the internet via your AI software) becomes very real.
As any marketer will tell you, differentiation of your product is a must and communication style is one of the fastest ways to set yourself apart while searching for prospects.
In a competitive, fast-evolving marketplace this differentiation is a key to survival and we simply don’t know how well AI tools will be able to do that yet.
How communications teams harness the immense opportunity of AI tools without committing “brand genericide” may be one of the most exciting areas of study for marketers over the next decade.
Author and educator Daniel Herman wrote an article for the Atlantic Monthly Magazine recently where he “graded” content from Chat GPT and found it to be better in quality than most High School students’ papers.
That’s a laudable result for machine learning, but, one has to ask, as a business professional, would you trust your company’s email copywriting or blog content to the communications skills of most high schoolers?
That’s not an insult, but rather a caveat to relying too strongly on AI.
In another cautionary tale, consumers surveyed by a company who offered customer service chatbots were less than pleased to find out that 72% of survey respondents found chatbots to be a waste of time.
Based on these results, the question posed in Mr. Herman’s previously cited article bears mentioning:
“Is this moment more like the invention of the calculator, saving me from the tedium of long division, or more like the invention of the player piano, robbing us of what can be communicated only through human emotion?”
Recently online tech news outlet CNET was “caught” using an AI technology to generate a series of 70 “financial explainer” articles.
The response from the public was swift and the staff at CNET was forced into damage control mode trying to explain that it was a tech test and promising to perform a full audit of the material to guarantee no errors were found that could lead readers to make poor financial decisions.
No doubt AI generated content has a stigma to it and it’s quite amusing to see all the editorial ink online covering the topic of Chat GP – but all going to great length to insist the stories about Chat GPT were not written actually using Chat GPT or other AI software.
Which points out an uncomfortable truth: Everyone is excited to take advantage of the potential time and cost-saving opportunity of AI – but nobody wants it used on themselves.
So, if you want to take advantage of the benefits of AI to generate messaging, it’s important to be transparent about it with users. Explaining that AI speeds up the communications process, allows you to deliver more customized communications and keeps them up to date on communications is far preferable to trying to “sneak it past” them. In the era of social media honesty and openness is always a better communication strategy.
In a sense the testing process for AI copywriting will be the same as it has been for all communication: Can it stand the culling that measures work on its merit to the reader and rewards the best communicators?
Great copywriting has something special to it that communicates that much more clearly, invites understanding that much more readily and is just plain fun to read – even when covering a seemingly mundane topic. The great admen rise above the noise using their wits and the tools at their disposal.
And, just like a calculator mentioned in the quote above, the prospect of using AI as a tool to speed up the communication generating process – without compromising the human elements we all crave is where the future lies.
Stay tuned, because the first chapter of the AI saga has only just been written.
And, of course, if you would like to assess and improve your content in any language, drop us a line. We’d love to chat – human to human – about what the machines can do to help us all improve our communications game.
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