I was about 14 when I went on my first overseas trip to Phuket in Thailand.
Let me tell you, it was an eye-opener.
I was gobsmacked to see open-air markets with animals being butchered and processed in the street. The sight of flies crawling over meat that was sitting out in the sun nearly made me revisit my breakfast.
I can vividly remember the smell of burning incense everywhere. It was pungent and heady and there was no escaping it.
Next, I had one of the biggest adrenaline rushes of my life while visiting a snake temple where I lined up to have snakes draped over my head!
I couldn’t believe what I was seeing and it was a total shock to my younger self.
What’s this go to do with AI content creation?
What I have that AI doesn’t have are experiences and memories to call on. AI is great if you want an article that’s grammatically correct and covers the main points, but it will always miss the mark when it comes to emotion and relatability.
Your clients don’t want to read an article that lacks emotion, that doesn’t connect to them in some way. They want to know that you get them and the problems that they’re having. They want to be able to relate to your story.
For example, there is no way that, left to its own programming, AI would understand how the sight of flies crawling over meat left in the sun would make someone revisit their breakfast.
The same goes for cultural issues, lifestyle, religion and every other facet of the human experience.
I once created a landing page for an immigration lawyer whose target market was senior professionals looking to emigrate to Australia. I didn’t talk about the process of immigration or the various visa classes available to them. I talked about how amazing it is to sit on a beautiful beach in the hot sun sipping a cold beer. I talked about being able to bring your family up in an environment where there are world-class health-care and education systems. I talked about clear blue skies and the amazing flora and fauna to see.
Sure, these people wanted the immigration experience to be seamless. But more importantly, they wanted reassurance that their decision was the right one. That their family would be safe and happy. That it was going to be worth the time and expense to go through the process to come to Australia.
Did it work?
You bet!
For every $1 that my client spent with me, she received $4 back in new business. More importantly, the clients that came in through this process were highly relevant and ready to go.
We managed to get rid of the “tyre kickers” and people who weren’t the ideal fit for this visa class by writing in such a way as to, politely, explain who is a good fit and who isn’t. When talking with my client, she was astounded at the quality of the people who made contact with her. They were the senior professionals that she was targeting and, in most cases, they went ahead with the process.
What AI is good for
Despite what I’ve said so far, AI can be extremely useful in the content-creation process.
I have used AI extensively for:
- Article Research: AI can quickly gather information from a wide range of sources, helping you compile data and insights that would take hours to collect manually. This can speed up the research phase significantly and ensure you have access to the latest and most relevant information.
- Cleaning Up Grammar: With advanced natural language processing, AI tools can spot and correct grammatical errors, improve sentence structure, and even enhance the overall readability of your text. This ensures that your content is polished and professional.
- Generating Ideas: Whether you’re suffering from writer’s block or just need a fresh perspective, AI can provide a plethora of ideas. By inputting a few keywords or concepts, you can receive numerous suggestions for topics, angles, and even specific content points to explore.
- Reviewing and Summarising Long Documents: AI can process lengthy documents and provide concise summaries, saving you time and making it easier to distil essential information. This is particularly useful for staying informed on complex topics without getting bogged down in details.
Instead of staring at a blank screen and hoping for some sort of inspiration, AI can generate enough words to give you a starting point. For some people, that’s a great help. It can also suggest alternative phrasing, tone adjustments, and content structures that might not have occurred to you. By providing a draft or framework, AI allows you to focus more on refining and enhancing your message rather than getting stuck at the initial creation stage.
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