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The future of content: AI revolution
Hi everyone. We talked about content strategies in a series of posts. We also once covered the topic of machive vs copywriter.
We showed you just one angle on what’s happening now. Namely, the AI revolution. The biggest breakthrough since the creation of the Internet.
I’m not going to tell you that you have to compete with robots. Rather, the point is that we content creators have already changed. Even the content you see now is no longer published in the traditional way.
It wasn’t that the copywriter made a research, pitched an idea to the department head, the department head approved it, the copywriter wrote it, passed it on to the editor, and the SEO team started optimizing it.
With the AI tools we’re using now, we can speed up the work. I’m not saying it makes the content better. It just makes the workflow faster. So what we call embracing AI lies in the plane of speed.
As our CEO, Sviat Pinchuk, said in his personal blog, AI is just a technology. A technology that allows us to work faster. In a way, it’s better if KPIs are the only value for you.
But we all know that’s not the case. We all want to keep doing something that truly benefits our customers.
So there’s no talk of replacing the copywriter with a machine. Yes, our work has changed, but this is certainly not the first time that’s happened.
No more panic, let’s look at how the content publishing workflow has changed with the AI revolution.
Point 1 of content creation
Research is the starting point for every content creation. We used to think about what users would google. We monitored social networks to find out what our customers/potential customers were talking about. We looked for ways to better solve their problems.
This kind of work takes a lot of time. We take time to evaluate this information. It’s not just about satisfying the search engine robots, but more importantly about making our content visible and as useful as possible for our customers.
After brainstorming, we would organize their ideas into tables and add 2-3 sentences to describe the idea. At Scale Final, for example, we use Miro at this stage to create an interactive visualization map.
It takes time. Then, finally, we write this text. On average, one or two days? We don’t want it to be dull content.
Why it’s important to write content with real value: What makes a good copywriter?
We write, edit, edit again. Send it to the editor. Get the final version. Now it’s the SEO team’s turn to optimize the text. Does this sound familiar? I’m sure it’s similar in your team. How much time does it take to create good content? Quite a lot.
Times have changed with the mass adoption of AI. And you’ve probably noticed how it reduces the time you have to work.
Point 2 of content creation
Everything starts in order – with research. We don’t have to guess to find the right keywords. There are many free apps that can help you determine the keywords. For example, Semrush.
Now you can do it in minutes. With social network analysis, it’s the same. Each network has its own AI analytics system. You can see what topics come up most often in your customers’ circles.
Next, you can use generative AI, such as ChatGPT. You create a prompt by entering keywords and topics from your research. You can also ask them to create a few variations of the title for you. You can also create a draft text. Play with the tone of voice and make as many changes as you want.
You gather all the data, arrange it in front of your eyes, and then the fun part begins. Why this process makes no sense without you. You’re the one who evaluates the result. You’re the one who is responsible for making the text human and readable.
You’re the most important link that checks if all the facts in the text are true.
If your main goal is to create high-quality content and if it’s important to you that it’s useful for your readers, we have good news for you:
You’re indispensable. Besides publishing, you also have the task of distributing it. You have to see if everything went according to plan. Most importantly, you need to learn from your work and from your mistakes. Even if with the help of Aritificial Intelligence.
The revolution has already happened, and the tools will change and get better. We mustn’t forget that they’ll get better with our help. And also why we’re doing all this in the first place.