Content Marketing | 02.21.2023

Using AI for Your Marketing Website’s Content

Discover the potential of using generative AI to produce high-quality marketing content for your website, but beware of the pitfalls.

As a web design agency, we understand the importance of creating compelling marketing content to attract and retain customers. With the recent advancements in generative AI, there has been a lot of buzz about the potential of using natural language models to assist with generating content of all kinds, including marketing content for websites.

Advantages of Using Natural Language Models for Marketing Content

One of the key advantages of using natural language models is the ability to save time and resources. With AI-generated content, you can quickly produce high-quality content without having to spend hours brainstorming and writing copy. This can be especially beneficial for businesses that are short on time or lack a dedicated marketing team.

Using a tool like ChatGPT, one quick prompt can result in an entire article’s content to be generated.

Another advantage is the ability to tailor your content to your audience. Natural language models can analyze your website visitors’ behavior and preferences, enabling you to create personalized content that resonates with your target audience. This can help to improve engagement, increase conversions, and ultimately drive more business to your website.

Finally, using natural language models can help to ensure that your content is consistent and on-brand. By analyzing your existing content and brand guidelines, AI-generated content can be tailored to match your unique voice and messaging, ensuring that your marketing content is cohesive and aligned with your brand identity.

Things to Consider when Using Generative AI

While there are many advantages to using natural language models for marketing content, there are also some disadvantages to consider. One of the most significant concerns is the potential lack of originality and creativity in the content. AI-generated content can sometimes lack the nuance and creativity of human-generated content, which can lead to less engaging and less effective marketing material. It’s always a good idea to punch up the generated content to add your own unique flavor.

There is also the potential for errors or inaccuracies in the content. CNET recently came under scrutiny for publishing finance-related articles generated by AI that gave incorrect advice on things like how to calculate compound interest or the affects of a home equity loan on mortgage insurance. While natural language models have advanced significantly in recent years, there is still a risk that the AI-generated content may contain errors, inaccuracies, or inconsistencies. This can lead to a negative user experience and undermine your credibility as a business. Again, proof-reading is a must!

Finally, there is the concern about the ethical implications of using AI-generated content. There are valid issues raised about the potential impact on employment and the role of humans in creating marketing content. As a business, it’s important to consider the ethical implications of using AI-generated content and ensure that you are not undermining the rights and opportunities of human workers. Additionally, with the way generative models work, content needs to be sourced from works that already exist, written by others. There is an increasing demand by authors and artists for consent, credit, and compensation for the use of their creations. It’ll be interesting to see what kind of discussions will take place regarding these kinds of issues in the near future.

Natural Language Models as a Tool, not a Solution

While natural language models have made tremendous strides in recent years, they are still limited in their ability to generate original thought. While they can assist in generating high-quality content, there is still a significant reliance on human input when it comes to messaging strategy. In order to create effective prompts for generative AI, the user must be able to provide clear and concise direction on the brand’s voice and values. Adhering to a consistent use of ideas and tone is crucial to generating the desired effect upon your audience. Without adequate guidance, the AI-generated content may not align with the brand’s messaging and could ultimately do more harm than good. Therefore, while natural language models can be a valuable tool in content creation, they are best used in conjunction with human creativity and strategic thinking.

At Jordan Crown, we are committed to helping our clients create high-quality marketing content that resonates with their target audience and helps to drive business growth. If you’re interested in exploring the potential of natural language models for your business, we would be happy to discuss the possibilities with you.

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