January 12, 2024
Learn how AI content creation can enhance SEO when combined strategically with human insight. But realizing the productivity promise requires developing specialized in-house skills.

For any digital marketing team, the goal is scale. How can we create a continual stream of high-performing, engaging content that captivates our audience and boosts our organic growth? It's an uphill battle – the kind of resource and time-intensive uphill battle that makes search engine marketers wake up in cold sweats. Enter artificial intelligence – the veritable cavalry arriving over the hill.

AI-powered content tools promise to help teams achieve the impossible: exponentially increase output without sacrificing quality or uniqueness. It almost seems too good to be true, And in many ways, it is still more of a dream than reality. While AI content writing undoubtedly holds great promise in augmenting productivity, there are profound pitfalls to avoid.

Achieving the dynamism and nuance needed for audience resonance requires a balancing act of machine scale and human creativity. In this article, we'll devise a framework for thoughtfully leveraging AI tools like ChatGPT for next-level content creation. The key is not viewing AI as entirely replacing writers but instead strategically amplifying their output and insight.

We'll highlight the hard-earned lessons from SEO experts on prompt engineering tactics, analysing engagement metrics, resources to build vs. buy, and determining accurate return on investment. Buckle up because the AI productivity rollercoaster is here to stay. But with the proper roadmap, content teams can unlock unprecedented scale to win their uphill battles.


Key Takeaways

  • AI-generated content lacks nuanced insights but holds value when combined with a human perspective.
  • The best practice is feeding AI additional research, media, and conversations for distinctive output.
  • Must have in-house skills in advanced prompt engineering and AI system customisation
  • Output needs to provide unique insights to drive engagement metrics and organic growth.
  • AI levels up teams rather than replace staff, increasing productivity dramatically.
  • Affordable AI tools versus the high cost of hiring more staff


The Allure and Limits of AI Content Creation


AI-powered content creation tools offer promise for search engine optimisation (SEO) and content marketing. Content remains the kingmaker in driving organic traffic, rankings, and audience growth. However, producing high-quality, engaging content at scale requires enormous time, skill, and resources. This pain point is precisely why AI-powered solutions have become so alluring. Tools like ChatGPT can instantly generate pages of polished content from a few prompts.


But there's a catch - AI-generated content alone tends to lack depth, nuance and original perspectives. As one marketing expert explained, "It's just drawing upon the language model that it was built from, which is not that amazing. It's amazing, but it's not like super deeply insightful." The key is to combine AI content creation with human insight strategically.


The best practice is feeding the AI additional research, raw information from videos, transcripts of conversations, PDFs and your own unique words. Instead of fully outsourcing content to the AI, have it rewrite and build upon these human-generated sources. This allows you to increase output dramatically while retaining the nuances, expertise, and brand alignment needed for resonance and engagement.


Don't rely on AI purely as a, it does everything, right? If you add additional value and information to the AI through, this could be researched; it could be PDFs, text from a conversation, a video you've created. With the right approach, AI can help create involved, in-depth discussions and think pieces much faster - while avoiding the pitfalls of formulaic content.

a group of people in business suits sitting in a circle working on a computer at their desk. There is a robot standing over the shoulder of each person. 
the robot is pointing at the computer screen.



Cultivating In-House AI Expertise

It would be best if you unlocked AI's content creation potential. Prompt engineering refers to the codified best practices for structuring and formatting prompts. This ensures the prompts reliably yield coherent, relevant AI output optimised for your goals.

Beyond essential AI tools like ChatGPT, customised systems built in-house can analyse industry-specific data, answer specialised questions, and generate content closely aligned with your brand voice and objectives. As explained by the marketing expert, "I have used AI to build a tool that allows me to talk to an AI, have that conversation recorded in text, create a back-and-forth chat about SEO and AI, and then I can export all of that text, my own words, that information that I've just given in a conversation, and I can quite easily convert that using GPT or Claude into a long-form article think piece.

Without developing these specialised skills in-house, there's a risk of over-relying on generic third-party AI platforms. The output may neglect the valuable human touch points, research, and brand alignment that helps content capture audience attention.

Performance metrics like time-on-page, clicks, shares, and visitor recurrence are essential for SEO. Mediocre or overly formulaic content will likely fail to move these needles or power organic growth. That's why cultivating AI expertise internally is crucial for fully realising the promise while avoiding the pitfalls.

AI's True Value is Augmenting Teams

Rather than cost-effectively replacing staff, AI's highest value lies in augmenting and empowering teams. Even solo content creators can use AI to simulate strategy conversations and insights from colleagues and convert these rich transcripts into compelling finished pieces.

The relatively low price point of accessible AI tools pales compared to the high costs of hiring more staff – but turbocharges existing teams' productivity. As explained by the expert, "Having a call with one of your workmates and talking about your industry and then exporting that chat and turning it into content, right? So leveraging AI's ability to take what is there and create it specifically."

Outside of work, AI has already been seamlessly integrated into many aspects of daily life – from personalised newsletters to email management. With the proper human guidance, AI can elevate output, efficiency and discoverability across the board.

Summarised the expert, "AI is at all levels. It's not just generative AI. So AI is in helping you do emails and helping you do messages, fine. But AI for tracking information that you would like to know about. Using AI to collate information from the web and give you a daily newsletter."

Realising the Productivity Promise of AI

Implementing AI for SEO and content marketing comes with substantial yet achievable promises and avoidable pitfalls. Combining the exponential scale of AI with human creativity and strategy offers a potent mix. However, realising the full potential requires expertise and deliberative integration focused on enriching rather than replacing existing jobs and roles.

With a thoughtful approach rooted in augmenting teams with layers of value, AI is emerging as a secret weapon for digital marketing teams everywhere. Or, as the marketing expert succinctly put it when asked about the return on investment, "The value that using something like AI brings to your existing team is that it levels up their ability to produce."

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