AI has been the talk of the town for a while now – especially since OpenAI released ChatGPT in the latter part of last year. Marketers flocked to try out the tool at a feverishly quick pace, and as new features are introduced, we are left pondering the future of the industry as we know it. ChatGPT, and other AI language models, since released by its competitors, can write. In fact, they can churn out thousands of words at the same time it takes me to craft one single sentence. But can they write well?
The answer is a lot more nuanced than yes, or no. AI can write some things quite well. Product descriptions, social media posts and email newsletters can just about pass as ‘okay’ content. But that’s the thing – ‘okay’ content is not good, result-attracting content. And when it comes to using AI to write blog posts, well, we thought we’d show you. In this blog post, we are going to see if a machine can write a really good blog post or if copywriters can hold onto their jobs (for now). Is AI good at writing articles? You be the judge.
What is AI Copywriting?
Hootsuite says AI copywriting is ‘the process of using natural language processing software combined with machine learning capabilities to generate content.’ It’s content that’s meant to (and we really mean ‘meant to’) sound like a human wrote it, but writing it takes a fraction of the time. And AI is easy to use. It will quickly generate copy based on a given set of information. As you’ll see in our example below, you can be pretty specific in your instructions when asking the language model to whip something up, and it will act promptly. Let’s take a look at what it can do.
So Can AI Write a Good Blog Post?
I thought it made sense to include ChatGPT in the conversation, instead of talking about it behind its back. Here’s how it went:
Me: Hey chat! Can you write blog posts?
Chat: Hello! Yes, I can certainly help you with writing blog posts. Whether you need assistance with brainstorming ideas, structuring your content, or refining your writing, I’m here to assist you. Just let me know the topic or specific requirements you have in mind, and I’ll be happy to get started!
Me: Okay, but can you actually write really good, SEO-optimised blog posts?
Chat: Absolutely! I can help you write high-quality blog posts that are optimized for search engines (SEO). Here are some key considerations I can keep in mind while crafting your blog post:
- Keyword Research: I can identify relevant keywords and phrases related to your topic to enhance the visibility of your blog post in search results.
- Title and Headings: I’ll create engaging titles that grab readers’ attention while incorporating important keywords. Additionally, I can structure your content with appropriate headings and subheadings to improve readability and SEO.
- Introduction and Meta Description: I’ll craft compelling introductions to hook readers and optimize meta descriptions to provide a concise summary that entices users to click on your blog post in search results.
- Well-Structured Content: I’ll organize the content logically, using paragraphs and bullet points where necessary, to make it easy for readers to scan and comprehend the information.
- Keyword Placement: I’ll naturally incorporate keywords throughout the blog post, including in the introduction, headings, subheadings, and body, ensuring that they fit contextually and don’t disrupt the flow of the content.
- Engaging and Informative Writing: I’ll focus on creating valuable, informative, and engaging content that keeps readers interested and encourages them to stay on your blog post.
- Internal and External Linking: I can strategically include relevant internal links to other pages on your website to enhance navigation and provide additional value to readers. Moreover, I can suggest appropriate external links to reputable sources that support the information in your blog post.
- Readability and Formatting: I’ll use a clear and concise writing style, proper grammar, and punctuation to ensure readability. I can also format the content with bullet points, numbered lists, and bold/italic text to improve the overall user experience.
By incorporating these elements into your blog posts, I can help you create content that is not only engaging for your readers but also ranks well in search engine results.
Me: Great! Can you write me a blog post titled ‘5 places to visit in Devon, UK this summer’?
Chat: Certainly! Here’s a blog post titled “5 Places to Visit in Devon, UK This Summer”.
Here’s the AI-generated blog post:
Are you planning a summer getaway to the picturesque county of Devon in the United Kingdom? With its stunning coastline, rolling countryside, and charming towns, Devon offers a wealth of attractions for visitors of all ages. Whether you’re seeking relaxation, adventure, or a bit of both, Devon has something to offer. Here are five must-visit places in Devon that should be on your summer itinerary:
Exmoor National Park:
For nature lovers and outdoor enthusiasts, Exmoor National Park is an absolute delight. Spanning both Devon and Somerset, this breathtaking moorland is a haven for wildlife, boasting rugged coastlines, lush valleys, and heather-covered hills. Explore the park’s numerous walking and cycling trails, go horseback riding, or simply enjoy a leisurely picnic in the tranquil surroundings. Don’t forget to keep an eye out for Exmoor ponies, red deer, and soaring birds of prey.
Dartmoor National Park:
Another gem for nature enthusiasts, Dartmoor National Park is known for its dramatic landscapes and ancient myths. Roaming across vast stretches of open moorland, you’ll encounter towering granite tors, mysterious stone circles, and picturesque villages. Take a hike to Haytor, one of the park’s most famous tors, or embark on a pony trek to immerse yourself in Dartmoor’s wild beauty. Don’t miss the historic ruins of the iconic Dartmoor Prison or the charming market town of Tavistock.
The Jurassic Coast:
Stretching across Devon and neighbouring Dorset, the Jurassic Coast is a UNESCO World Heritage site renowned for its geological significance and stunning coastal scenery. Experience millions of years of history as you walk along the cliffs, discovering fossils and admiring the breathtaking views of rock formations. Make a stop at the charming town of Sidmouth, known for its Regency architecture and beautiful beach, or explore the vibrant fishing village of Beer, where you can sample fresh seafood.
The English Riviera:
Devon’s English Riviera is a popular tourist destination, encompassing the towns of Torquay, Paignton, and Brixham. With its mild climate, palm-fringed promenades, and sandy beaches, the region offers a quintessential British seaside experience. Enjoy a leisurely stroll along the promenade, indulge in traditional fish and chips, or take a boat trip to spot seals and dolphins. Don’t forget to visit the award-winning Kents Cavern, a spectacular prehistoric cave network.
Clovelly:
Nestled on the north Devon coast, the charming village of Clovelly is a postcard-perfect destination that feels like a step back in time. With its cobbled streets, whitewashed cottages, and stunning views of the Bristol Channel, Clovelly offers a unique and picturesque experience. Explore the village’s narrow lanes, visit the Fisherman’s Cottage Museum, and soak in the maritime atmosphere. Take a gentle stroll down to the harbour, or simply relax and savour the tranquillity of this enchanting village.
Devon, UK, is a summer paradise, offering a diverse range of attractions and natural beauty. Whether you’re seeking adventure, relaxation, or a mix of both, Devon has it all. From the rugged landscapes of Dartmoor and Exmoor to the stunning coastline of the Jurassic Coast and the charm of the English Riviera, this county will captivate you with its unique character and picturesque scenery. Plan your trip to Devon this summer and create memories that will last a lifetime.
So, Can AI Write Good Articles?
You could post the above blog post on your site, and by targeting the right keywords, you’d hope to see an uplift in traffic. However, keyword placement isn’t the only SEO ranking factor search engines think about when ranking content. Google thinks highly of quality content that answers user search intent – and this AI generated blog post by ChatGPT doesn’t cut it. It lacks actual insight, real recommendations and contains information that is easily accessible on a map. Bottom line – it’s not unique or original. Here’s why:
It doesn’t go into the specifics
ChatGPT wrote a blog post for me that is rather vague and boring; it just about skims the surface of the topic I asked it to write about – in short, it doesn’t really have a lot to say. This is pretty unhelpful when attention to detail is an incredibly important part of copywriting. Well-written copy is written with purpose; every sentence is there for a reason. It’s not waffle, it’s not boring, and it doesn’t exist merely to reach a word count limit. However, as shown in the example above, ChatGPT’s AI generated blog post seems to do the latter instead of producing a piece of content worth publishing.
It doesn’t include insider recommendations
When travelling to a new place, you want to find the hidden gems and tourist hot spots that make a specific area special. And a blog post that promises to tell you the ‘5 Best Places to Visit in Devon This Summer’ should do just that. However, unfortunately, AI couldn’t deliver. In the blog post, ChatGPT is very general in its recommendations as it lists five different areas in Devon with little insight into what you can actually do in these places. You can find out all this information by looking on a map or doing a quick Google search. If you set a promise in a title, go above and beyond. Think of each blog as an extension of your brain and get excited about sharing insider knowledge on your niche or industry.
It doesn’t add context
Us humans are curious creatures, which means we always like to know ‘why?’ Why should we visit that location? Why should we spend our time or money on that activity? Why should we trust you when you say it will be a great day out? These are all questions I expect a good blog post on this topic to answer. However, ChatGPT doesn’t do that. And there’s a pretty straightforward explanation as to why – it can’t foster its own opinions.
AI works with facts, data, and other literature it can find on the internet; because of this, it has a hard time convincing us to do certain things. It doesn’t have personal experience, unlike you as the expert in your niche. And therefore, its AI article writing is tiresome. I’d like to see a blog post that recommends ideas and activities guaranteed to be exciting, thrilling, and adventurous because the writer enjoyed them too. This is something AI will never be able to do. And that leads us to our next point.
It doesn’t include anecdotes or stories
We discover and gravitate towards our favourite writers for two reasons – we like how they write and love what they write about. From anecdotes and idioms to the personal stories and references woven throughout copy, a writer’s style makes them unique and their words persuasive. ChatGPT or any AI article writer cannot replicate this.
The ChatGPT AI-generated blog post would be much more interesting if it featured unique and familiar tales of your time in these beautiful locations in Devon. Tell me about that ice cream you had as a kid on Teignmouth seafront – why was it the best ice cream you ever had? I want to hear how that annual summer tradition of a scoop of rum & raisin and a walk down the promenade started – I guarantee this blog will thank you for it. People will fall in love with your stories, stay to read more and ultimately, keep coming back.
It lacks your brand’s unique voice
Tone of voice matters in your writing. The words you use shape how customers view your brand or business. You need to use words that will cut through the noise of your competition and stand out to your customers. Building a consistent tone of voice makes you more likely to be remembered. And your brand’s unique voice needs to represent your unique perspective and values you stand for, according to Semrush. ChatGPT’s voice is pretty robotic, for use of a better term. Yes, you can ask it to write in different styles and in different voices, but these will never be exclusive to your brand. If you consistently use ChatGPT or other AI article writers to generate copy, you run the risk of sounding like everybody else.
It likes to hallucinate
AI likes to hallucinate. By that, we mean it will fill in the blanks with facts it thinks make sense in the copy when most of the time they’re not actually correct. In our AI blog post example above, it hasn’t necessarily got anything completely wrong, but it’s definitely missed the mark with a couple of things. It claims we should not ‘miss the historic ruins of the iconic Dartmoor Prison‘ – the last time I checked, the prison was still up and running, but they do have a fab museum which is worth visiting, if you’re ever in the area.
And secondly, technically, the Jurassic Coast does start in Devon – a little outside of the coastal town of Exmouth. However, it is not what Devon is known for, and it certainly doesn’t ‘stretch across‘ the region. When you think of the Jurassic Coast, you think of Devon’s neighbour, Dorset. As we mentioned in a previous point, ChatGPT could have chosen examples that were a lot more interesting – and we definitely would have if we were writing this blog.
It will repeat itself
AI is a predictable old chestnut. Take a close look at the example above; each point is generated using the same formula. It looks a little like this:
- It uses an elaborate, descriptive sentence to set the scene – and it loves the words ‘breath-taking’ and ‘explore’.
- It then gives one recommendation before summing it up with a pretty general action statement that promises a trip to Devon will change your life.
- It’s boring and predictable. A proper snooze-fest. And to top it all off, the concluding paragraph is just as bad. It recaps everything it’s already referred to, and for what? It adds minimal value and forgets to include any sort of call to action to encourage readers to engage further. In short, the entire AI-generated article is a big waste of time for you as the person who requested it, and for your reader.
And with all of the above in mind, will an AI article writer really save you time?
It’s an obvious answer – no. If writing doesn’t come naturally to you, neither will editing. And AI-generated copy will need a lot of nit-picking attention until it sounds right and reads well. Which, at that point, you may as well get a good copywriter on board to do the job for you – because they will get it right from the get-go.
The future of AI article writing and AI copywriting in general is a rocky one. It could get a lot better, and it is likely to. But should we shy away from it? Absolutely not. AI is a tool and a pretty good one at that, but it must be used in the right ways and for the right reasons. If you’re not using AI, you’ll get left behind. We’ll keep you up to date with how we are using AI at Big Star behind the scenes. But that’s not for copywriting for our clients. We still do that by hand and will continue to do so until the robots render us useless.
Are You Looking to Create ‘Genuine’ Content for Your Site?
If you’re a business owner or marketing manager who wants to take your copywriting to the next level, we’ve got your back. Our team has been crafting compelling copy since before the iPhone (yep, we’ve been around for a while!), and we know a thing or two about how to make it resonate with audiences and drive results. We won’t subject you to robotic copy and we won’t send you to sleep with repetitive words that contain absolutely no value. Don’t hesitate to get in touch with us to discuss your copywriting needs. We’d love to help!
