The percentage of marketers using artificial intelligence in some aspect of their marketing activities is growing daily. Recent reports show the value of the global AI market within the industry estimated at $15.84 billion in 2021 and projected to grow to $107.5 billion by 2028. Undoubtedly, a significant part of that growth will occur due to an increase in using AI to generate content.
However, AI-generated text using natural language processors is still a developing technology. While the end product often sounds like a human wrote it, you can’t just send it out into the world as is and expect to see positive outcomes.
Your team will need to carefully review what AI produces and edit and revise it as needed to align with the high-value content that generates interest from your audience. Let’s dig into the world of AI-generative content and how to evaluate it to ensure quality.
Defining AI-Generated Content
Before we define AI-generated content, we want to clarify what we mean by content in general. Content is anything you publish on any of your marketing channels, including images, videos, and microcopy. With modern advances, AI can generate any of these to varying degrees of complexity.
However, for our purposes, we will focus on substantial textual content, whether for use on your website, blog, or social media channels. AI platforms like Writer are designed with content marketing in mind.
Source: Capterra
You can train some of them (Writer’s AI in particular) on your content, mimicking your brand’s voice and tone. The technology uses a natural language processor to “learn” how to speak like a human.
The programs also gather information from a large dataset, allowing them to string together material into text that a human can read and understand. However, as good as it may sound, you can’t depend on this content to be publish-ready.
Evaluating AI-Generated Content
Source: Capterra
At Divvy, we know how you can leverage AI to help your team produce content at a faster rate, helping you maintain the sometimes-grueling pace required to stay ahead of the pack and show up on search engine results pages.
Complete Front-End Preparations
AI content evaluation is a multi-step process that begins before you employ an AI content generator.
Content Strategy
We recommend incorporating a section on performance objectives and expectations specifically for AI-generated content into your content strategy.
You should also specify what content types you want to use it for and how often. We don’t recommend relying on AI to produce all assets, not even for one category.
The technology needs something to learn from. If all it has is old content, it won’t readily evolve and adapt to changes in your brand’s approach to content marketing.
Metadata
Whenever you prep an asset at the beginning of the publication process, add a tag that designates the piece as an AI-generated item. When you work within Divvy, you can assign metadata to an asset in the content workspace.
That tag, along with any other metadata you’ve added, lives with the item, allowing you to create reports or pull lists of past content assets based on the usage of AI-generated text, the topic, the audience, and more. You can also easily search for your AI tag when it’s time to conduct a post-publication evaluation.
Conduct Pre-Publication Reviews
The content an AI produces depends on the depth of training it receives and the instructions you provide for the content you want to create. However, you won’t be able to send a completed item straight to publication, no matter how good the training and instructions are.
AI content generators are fallible. They can’t discern fact from fiction. They are prone to filler and fluff. Worse yet, they often lift information directly from other published content and repeat it verbatim, otherwise known as plagiarism.
After you upload the AI-generated asset into your Divvy content workspace, but before you hit the publish button, evaluate the item using the following quality indicators:
- Originality: Check for plagiarism using a detection tool. You don’t want to waste time assessing other elements until you determine whether and how much of the content is plagiarized or too generic to add value. You can always rerun the AI generator if it’s too full of unoriginal content. Otherwise, edit or cut unoriginal text.
- Accuracy: We all know that anyone can publish information on the internet, and it may not be factual. AI doesn’t have this level of insight, so you need to do the fact-checking yourself or risk losing your brand’s credibility.
- Readability: Assess the content for grammar, spelling, and punctuation. Divvy’s platform integrates with Grammarly, simplifying your team’s proofreading and editing process. Writer has a similar feature.
- Relevance: Google isn’t necessarily against AI-generated content, but it certainly penalizes content that doesn’t add value for the reader. Ensure your team assesses each item to ensure it is relevant for your target audience and speaks to its interests and pain points.
- Voice: Make sure the content reflects your brand’s voice. Though AI generators can learn to mimic your brand’s style and tone, they won’t get it right 100% of the time. You will likely need to tweak the content to give it a human and brand touch.
Divvy’s workflow builder template can help you establish a formalized and automated process for evaluating AI-generated content.
Run Post-Publishing Analyses
Your evaluations aren’t finished after you publish. You’ll also need to assess AI-generated content performance.
Divvy lets you search for items with an AI tag and run them through our analytics tools, evaluating them against your key performance indicators. We suggest you assess individual assets’ performance and compare them with human-generated content performance.
Track AI content performance compared to human-produced content and whether it meets the objectives established in your content strategy. Divvy’s tools and integrations simplify and speed up the analytics process, further improving your desired efficiency when adding AI-generated content into your content marketing toolbox.
Getting Started With AI-Generated Content and Divvy
If you want to include AI-generated content in your content marketing strategy, you need the right tools to help you ensure an effective and seamless evaluation process. Divvy’s platform provides it.
From our automated workflow capabilities to our powerful analytics tools to the hundreds of integrations we allow, Divvy gives you the control and flexibility you need to leverage AI-generated content effectively. Request a demo to see what we can do for you.
