Can You Use AI to Write Blogs? It's Not As Easy As You Think

Can You Use AI to Write Blogs

Artificial intelligence is supposed to take much of the work out of generating marketing copy.

So surely ChatGPT + experienced marketing writer = success. Or does it?

It’s a weird feeling when your job requires you to use the very tool the internet insists is here to replace you. As part of TPM’s ongoing AI experiments, I was tasked with using ChatGPT to create a blog post. Can you use AI to write blogs? This experiment was eye-opening.

The Experiment

To see what matters more when compelling ChatGPT to create a marketing blog post, prompt-writing experience or actual writing experience

The Players

Andrew, TPM’s resident AI marketing expert with minimal writing experience
Irene, a veteran marketing writer whose AI experience was largely limited to manipulating photos of her cats
The Results

Two passable-but-unoriginal blog posts and several valuable lessons

How Does ChatGPT Work?

Before we get to the head-to-head AI experiment, I should provide some context for those readers who have never attempted to generate text with ChatGPT. Getting started with AI blog writing is as simple as promised.

That part was easy enough. Maybe this wouldn’t be so bad.

How to Fairly Compare Skill Sets

To kick off the AI experiment, Andrew and I set some parameters.

Experienced vs. Novice

Experienced vs. Novice: The Results

We sat down together to review the results with our boss, Dean. It was clear at first glance which prompts were Andrew’s and which were mine, and his blog post definitely got a lot of technical details right that mine fell down on. But when it came down to reviewing the copy the way we’d review something produced by a member of our writing team, the results were very similar (in some cases, too similar.)

Can AI write blog posts? The jury is still out. But we walked away from the whole adventure with two relatively mediocre blog posts and four vital lessons about using ChatGPT to produce marketing blog posts.

Lesson 1: Practice with AI Makes Perfect (Sort Of)

Andrew’s experience creating prompts was immediately evident when we compared results. Let’s look at the specific instructions we each included in our initial prompts:

Andrew’s Prompts
Irene’s Prompts

As a result, the post Andrew created included

Mine did not.

I assumed if that many people are using ChatGPT to create this kind of thing, it would probably know rules like character limits and stuff like that. It does not. Lesson learned.

Lesson 2: The Value of Experience with Marketing Copy

While Andrew’s post was clearly better than mine in terms of technical components, the differences in the actual text of our pieces were a lot smaller. My introduction was definitely more engaging and personalized, but his conclusion bested mine with a strong CTA and compelling copy. The body between those two was weirdly similar.

It feels like an existing blog already. Like, somebody already wrote a blog on this topic and it just parsed it together. Both are OK pieces in and of themselves, but I don’t know if we published this… there could be a blog that looks exactly like it out there.

But our respective backgrounds were apparent in the text.

Andrew’s Edits

With a background in digital tools, Andrew directed ChatGPT to provide guidance on what tools readers could use to measure various KPIs cited in the post

Irene’s Edits

My post clearly drew on my understanding of marketing copy best practices — I had instructed ChatGPT to expand on why each point should matter to the reader

I think it’s interesting that here, as a writer, Irene understands the sort of things a reader would want to know and how to engage them, whereas I, with my background in digital, went a totally different direction. I was trying to add validity to the content while you wanted to boost the quality of the content.

Lesson 3: AI Tools Still Have a Lot of Limitations

The speed at which ChatGPT can produce a blog post that I’d normally spend at least a few hours on is impressive, but this AI experiment highlighted some of the limitations a novice user wouldn’t necessarily be aware of.

The big point here is that it’s vital to get someone who understands AI but also marketing and writing to do this. ChatGPT is like a friend who’s somewhat one-dimensional; sometimes they listen to you and sometimes they do not.

Lesson 4: Writing With AI Requires Some Particular Skills

The overarching theme of this AI experiment was that using ChatGPT to write marketing content is a lot harder than it looks. Even with Andrew’s AI expertise and my writing experience, neither of us was able to produce a blog post that didn’t require significant editing.

Leveraging the right people within your agency is the only way to get top-tier quality. Just one person, unless they were experts in all aspects of content marketing, would really struggle.

At TPM, we understand that many of our clients don’t have the skills or expertise needed to make artificial intelligence work for them in a valuable way. That’s why we’ve launched our AI Tech Stack, which combines ongoing experimentation with AI marketing tools with our knowledge of best practices and years of experience. Contact us to learn how you could benefit from our AI efforts.

TPM AI Tech Stack
Check out Blog by Humans or Blog by Robots to see some of the experiments we’re running. Or contact us directly with your questions about AI in marketing.

Right now, how comfortable are you with the idea of using AI-generated content (with minimal or no human intervention) to promote your business?

How comfortable are you with the idea of using AI-generated content

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