How to Robot-Proof Your Job as a Content Creator

How to Robot-Proof Your Job as a Content Creator

As I shared in Content Creation Robots Are Here, billions of AI-created pieces of content are published yearly. What does this mean for humans who create content? I recently created a piece on content promotion, which took over three weeks of research and writing. When I focus on writing an opener that gives a hook and is optimized for maximum creativity to hold the reader’s attention, the post usually receives 100% more shares than the average post on the site. Useful content. And those stories must be human – written by a human, for a human. Use the potential audience’s input to craft the blog – to answer their questions – and send it to them once it’s posted. Focus on one problem your clients face, and open your article with that. Think about how your stories can generate an emotional connection with your audience. Create content for your human reader.

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Artificial intelligence is all around us. As I shared in Content Creation Robots Are Here, billions of AI-created pieces of content are published yearly.

What does this mean for humans who create content? Are you in danger of losing a job?

Not quite. Despite the growth in artificial intelligence capabilities, the human content writer is needed more than ever.

Logical place for artificial intelligence in content

Robot content generation excels at drawing conclusions from large amounts of data, according to the Associated Press study The Future of Augmented Journalism: A Guide For Newsrooms in the Age of Smart Machines.

That’s why, since 2014, the AP has used algorithms to produce automated quarterly earnings reports. These short, objective pieces may lack any creative storyline beyond the raw data they lay out, but they allow AP to cover 12 times more businesses than they could with human creation.

Each of these AI-generated examples follows the exact same style and format:

That’s one reason why the AP researchers conclude that machine learning will never replace journalists. But the researchers assert that AI can aid in the content-creation process and free human content creators to do “more complex and qualitative work.”

Here’s how the Associated Press envisions the inclusion of artificial intelligence in the reporting process:

Reporters may spend less time transcribing and manually poring over datasets and instead spend that time making calls and pursuing leads derived from an AI analysis.

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Why humans are necessary to content creation (a terrible AI example)

Clearly, robots are up to certain data-oriented tasks. To see if topic-based content could be generated by a machine, I tested Articoolo, an AI content creator that says it can “create unique textual content in a flash.”

The terrible tagline “a quick, coherent starting point for your articles” wasn’t a good sign, but I gave it a try. I entered the subject “content promotion” and clicked the pencil button. It took two minutes to “cook” the content piece, then presented me with a paywall. I paid $1.90 for the piece, but handed over $19 to the AI site because I had to buy a minimum of 10 articles.

The result? Here’s the opening sentence:

Content promotion is a subject in the promotion universe relating to publishing important messaging to a specific audience white papers will be an example of this.

I ran it again, and received the most awkward-sounding content I ever read:

The problem does not put in their ambition to embark on content marketing strategy, the issues come from 3 common areas: the intricacy of the content advertising ecosystem, too little expertise or understanding with content marketing, as well as the technical measurement issues related to how audience consumes content across different devices today.

What?

I recently created a piece on content promotion, which took over three weeks of research and writing. Compare this excerpt from my blog to the Articoolo piece:

“The reality is writing great content alone won’t get you far.
Composing a high-quality piece and hitting “publish” just isn’t enough.
You have to help it along on its internet journey.
Hold its hand for a little bit. You have to guide it into the limelight, or, in some cases, shove it out there.
It’s the only way to ensure success – as opposed to publishing it on your site, crossing your fingers, and hoping against hope somebody will stumble across it and read it.
With solid promotion, you can help your blog reach great heights.
The only question left, of course, is this: “How do I promote my blog?” I’m here with tons of actionable tips to help you do just that.
Settle in with your cozy beverage of choice.
Ready? Let’s get knee-deep in great content promotion tactics.”

I went into 15 actionable tips, tricks, and strategies. But the key was how I crafted the blog opening with a story that resonated with my readers.

When I focus on writing an opener that gives a hook and is optimized for maximum creativity to hold the reader’s attention, the post usually receives 100% more shares than the average post on the site. This one received over 200 shares within a few hours of going live.

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