To create thoughtful content with AI, provide detailed descriptions of your company and feed it current marketing material.
Repurpose content by using AI to generate transcripts from webinars, podcasts, and videos.
Use AI tools to assist with writing, such as expanding on talking points and finding synonyms.
Use AI in programmatic SEO to generate unique keyword-targeted pages based on proprietary data.
Every company is looking to do more with less, especially in a tough economy. With AI, you can take mundane tasks off your hands and offset labor costs. On the surface, it seems like the perfect solution.
But as you're probably very aware, blindly using AI can cost you if it's done poorly. It can make you lose credibility and seriously hurt your business.
That's because pure AI-generated content is not defensible; long-winded and nonsensical tangents aren't any help to your customers, making it unlikely you'll even get close to converting. Instead of reading your AI-generated piece, anyone can just ask ChatGPT.
You need to be thoughtful in the way you use AI and add genuine value to articles — and for that, you need a strategy.
Why Is Most AI-Generated Content Bad?
A lot of people still mistake AI engines like ChatGPT as having genuine "intelligence." But they're not at the level of those machines from The Matrix or Skynet from Terminator. They use Large Language Models (LLMs) to predict the next logical "token" given some context. At some point, this ability got confused for intellect.
With this in mind, here are some reasons why AI content is often poor quality:
AI is trained on context using the Internet, which, as we all know, contains some really bad and inaccurate writing. And not just bad writing, but writing that's not constrained by authority — the value of a random Reddit post is weighed the same as an authoritative answer from a Nobel prize-winning economist. So, it's not really surprising that a lot of AI output is shaky and imbalanced.
AI doesn't have any context on your business. It doesn't understand your goals or have any concept of who your ICP should be, which leads to completely useless tangents.
AI training data is outdated, which leads to inaccuracies. ChatGPT is only trained on data up to 2021, which will change as new models come out, but this database will likely never be reflective of "real time."
AI is prone to hallucinating, making up facts, and repeating information that's already been said. Your credibility can take a huge knock because of this.
How to Use AI to Create Thoughtful Content
If you don't want your content to get lost in the sea of terrible AI drivel that's out there, there are four approaches you can take to create pieces that are genuinely helpful to you and your readers.
AI Use Case #1: Give It Context On Your Business
AI LLMs need context to generate information that's actually relevant, which is why you should:
Feed it detailed descriptions of your company, your product features, and your offering
Feed it current marketing material so it learns your writing style and tone of voice
For example, there's a dedicated space for writing samples and company information in the Letterdrop settings. The AI can also index your existing content for context.
You can ask the AI to apply these rules to pieces of content in the editor to make them Style Guide compliant.
AI Use Case #2: Repurposing Content
You don't need to go back to the drawing board every time you want to send out content or need to sit down and repurpose content for other channels yourself. Repurposing is an avenue where AI can really come in handy.
If you've got webinars, podcasts, videos, and Zoom recordings with real experts, you can use AI to generate a transcript. You can use this transcript to help you structure blog posts. Plus, it's harder for the AI to hallucinate because what you're feeding it is so grounded in facts from real experts.
Letterdrop makes this easy for you. The AI can extract transcripts from audio or video files and takes it a step further by generating it into your chosen output — including a structured blog post, for example. Here's a short video demonstration.
You're also able to:
Repurpose long-form blogs into social media posts for channels like LinkedIn using your tone of voice.
Generate original sections from the SERP so that you're covering necessary topics.
Want to put repurposing on autopilot?
You're busy - let the AI turn your videos into custom transcripts and your blog post into socials.
AI Use Case #3: For Writing Guidance and Assistance
There are obvious problems with using purely AI-generated material, but there's nothing wrong with using AI to help you write.
Use AI in tools like Notion, Google Docs, ChatGPT, and Letterdrop to help you:
expand on talking points
But you need to be able to prompt the AI (and your writers) the right way. The Letterdrop tooling makes use of frameworks from some of the best content writers out there and democratizes it by bringing it to everybody. People do the thinking, and the AI just helps you stitch everything together.
AI Use Case #4: Unique Programmatic SEO Pages
If you're not familiar with programmatic SEO, it's a way to generate hundreds of thousands of keyword-targeted pages with the goal of ranking on the SERP.
Companies like Fair Square Medicare use this method to create categorized pages with variations in data — for example, Medicare plan prices for Alabama versus Medicare plan prices for Arkansas.
With AI, you're able to make those pages even more unique — especially if you pair it with proprietary data. Letterdrop's programmatic SEO tool lets you do all of this for free. You'll receive an email containing thousands of uniquely-generated AI pages based on your specific data points.
Work Smarter with AI To Actually Reap the Benefits
Most people think AI doesn't take any extra work on your part — but those are the people who end up with unremarkable AI drivel. You have to strategize and tweak your approach to AI or you won't generate material that actually ranks on Google.
We're focused on the future of AI and SEO at Letterdrop and developing our tools to put the user's search intent first. If you want to streamline your content ops with AI that's actually useful to you and your customers, feel free to reach out to us.
Ready to use AI in content the right way?
Marketing is changing with AI, and we're here to make sure you're following best practices while taking the mundane tasks off your hands.