If you’re like most of the marketing pros we encounter, you’ve probably considered adding AI-powered content writing software to your martech stack. That goes double if you manage large teams with an ever-growing demand for more marketing content.
To stay ahead of your competitors, your teams need to churn out more content than ever before. As a Netline study discovered, demand for quality content has increased by over 33% since 2019 among B2B leaders.
B2C audiences, too, demand more content from their favorite brands. A survey of brands from 20 different industries showed that 73% of companies that increased content marketing spend up to 70% of their entire marketing budget experienced significant success.
The more marketing leaders devote themselves to producing a wealth of quality content, the more likely they are to take the lead in their industry. But therein lies the rub.
Can Content Writing Software Create Quality Content?
Do AI-powered writing and automation tools help create quality content? As Search Engine Land’s James Hare advises, they can’t replace human writers.
However, when you use writing software as part of your content automation process, you can accelerate the production process while assuring that only top-quality work will flow from your writers. Here are some of the ways AI-generated tools can turbocharge your content production.
Check Grammar and Spelling
Grammar and spelling checkers, like Grammarly, can help writers sift through the inevitable typos and missed punctuation that emerge from writing at speed. However, as with other machine-produced copy, you need a human to double-check the work. Anyone who has laughed out loud at some of Grammarly’s word suggestions can vouch for that.
Using grammar checkers can speed up the editing process, leaving more time for more nuanced checks by the original writer and the editorial team. Even better, these tools conduct their checks in mere seconds, not minutes.
When the creative well runs dry, it takes time to prime it back into working order. A short walk in nature, a cup of coffee, or a conversation with a colleague usually fixes it.
However, you can achieve the same result in seconds with an AI topic-generation tool like Semrush. With these tools, you simply type in the general area you want to write about, and it spits back headlines that spark ideas.
Additionally, this AI-driven tool can search online for trending topics in your industry, find the questions that audiences like yours are asking, and suggest topics that will help you meet your audience’s needs.
Turn Your Own Data into a Rough Draft
With an AI writing tool like Automated Insights, you can take your company’s data and produce a first draft of a blog post or video narration. Simply give it access to a spreadsheet, and it will create easily readable content.
Use it to document your engineers’ research, write content that deals with questions your sales teams hear from their prospects, or the dollars your customers save after they start using your products or services. Then, your human writers or videographers can turn that draft into a polished video script, blog post, or another valuable piece of content.
Cut Down Research Time
Even if your top writers are speed readers, it takes time to type in a topic, find the top-ranking non-competitor articles on the subject, and scan them for information to include in a piece of content. When you use an AI research tool such as Genei, you can generate summaries of those articles in only a few seconds, giving you the essential information each article contains.
With those summaries, your writers can bolster their own ideas with pertinent facts that give your content the authoritative clout it needs to become a trusted source of information. Research without the drudgery? Yes, please!
Enable Your Subject Matter Experts to Write Winning Copy
You’ve probably heard ad nauseam the classic Star Trek phrase, “I’m a doctor, not a (insert profession),” whenever Captain Kirk called on the ship’s doctor to do something way out of the range of his expertise.
That’s probably what your subject matter experts think when you call on them to submit rough drafts of highly technical topics in their field. However, whether your industry is medicine or even manufacturing, your blog posts, ebooks, and white papers need these people’s expertise to build trust in your audience.
Content collaboration, in which a content creator works with a subject matter expert one-on-one to craft winning copy or stunning videos, is always the best option. However, when all your creatives don’t have a minute to spare, AI content writing software can swoop in to lend a (robot) hand.
To start, all they need to do is to write a rough draft, including the resources they used to document their work. You can even create a content creation template to guide them — and their AI “partners.”
Then, the AI software can suggest and make corrections under the expert’s careful eyes, allowing them to create passable copy — even though they’re “(insert profession),” not copywriters. After the AI-generated second draft comes in, all it will need is for one of your writers to add the nuance and polish that takes it from “meh” to magnificent.
Create More Brand-Forward Content
Your brand needs a voice all its own — one that marks you as a standout among your competitors. For that reason, all your company’s content should speak with that voice.
Using an AI platform to identify words and phrases that stamp your content with your brand voice can save valuable editing time, as well as the back-and-forth until your writers get it right. For that reason — and many more — we love Writer, formerly known as Qordoba.
With Writer, you can create a list of branded words, phrases, and messaging snippets that mark your brand. Then, you can run every piece of content through the tool, allowing the writers themselves to revise the content for brand voice even before it goes out to your editorial team.
This versatile tool can also serve as a grammar checker, help writers choose more unique turns of phrase, create snippets of text you can insert into routine documents, such as purchase confirmations, and much more.
Are There Any Risks in Using Content Creation Software?
As Hare points out, there are risks, which is why we always recommend that a pair of human eyes go over AI-generated content before you click “Publish.’
Content quality isn’t always the best. AI tools often produce bland copy without the nuanced touch of a human hand. So, after your AI partners save your writers time on research and editing, make sure that your creative teams add the details, nuances, and compelling storytelling that mesmerize your audience and keep them riveted to the very end.
Without the details and insights only a person can provide, purely AI-generated content will likely rank lower and be less compelling than human-generated content. Leverage the best of both worlds: use AI as a time-saver on routine tasks and your creatives’ talent to add depth and imagination.
Augment Your AI Content with a Leading-Edge Content Platform
Take that time you save to yet another level when you pair your AI writing software with a central hub where you can do all things content. From its dedicated ideation space to analyzing your content’s performance, DivvyHQ covers every step of the content production and publication process.
Even better, this content marketing platform integrates with hundreds of other business solutions, allowing seamless collaboration and content planning across departmental silos — and custom analytics that enable you to see the impact your content makes enterprise-wide.