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Beyond the Bots: Why AI Can’t Compete with Real Content Marketing
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AI-powered content creation tools are booming in popularity thanks to their ability to create content fast and at scale. So it’s unsurprising that many resource-strapped companies have considered replacing their valuable but comparatively more expensive content marketers with tools like ChatGPT, Jasper, Bard, etc. As a content marketer, I have been impressed with what I’ve seen from some of these tools, and yes, I even use them myself. But honestly, much of what’s generated isn’t ready for prime time, and I ALWAYS need to edit, refine, and infuse a little humanity to make it any good.

AI is what it is…artificial, and these tools lack the strategic thinking and creativity that real-life content marketers offer. Audiences demand authenticity in their marketing, and sophisticated customers can sniff out BS a mile away. Inauthentic content can jeopardize your brand loyalty and cost you more in the long run. Here are some reasons why you definitely should not consider firing your content marketer or why you should hire one if you don’t have one yet:

Strategic Thinking

A smart content marketer goes beyond writing to incorporate a fully fleshed-out strategic approach to content creation — one that is tailored to your brand’s unique needs and objectives. We can help you develop a bespoke and comprehensive marketing plan that encompasses all aspects of your content creation, distribution, and measurement.

Authenticity, Creativity, and Innovation

Working with a content marketing agency can offer you a team of experienced writers who can come up with fresh and engaging ideas that resonate with your audience. The right agency will also have staff from diverse backgrounds that can help avoid biases that many AI tools have been called out for. We can infuse human experience that makes your content more relatable, and we can help you develop a brand voice, tone, and messages that are uniquely yours, making your content stand out from the competition.


AI cannot understand your audience’s needs, interests, and pain points, so it cannot create content that speaks to them directly. By taking the time to understand your audience, content marketers can create content tailored to your audience’s unique needs and preferences, resulting in better engagement and higher conversion rates.

Accuracy, Adaptability, and Flexibility

AI relies on data and information that is often dated or inaccurate. Even the best prompts can’t solve for real-time experience. Humans are more agile and flexible and can pivot quickly to ensure your content is relevant and engaging. They can adjust to new dynamics and feedback from customers or stakeholders, so your content is always accurate and up-to-date.

So, while AI-powered tools can help create content at scale, they simply cannot match the strategic thinking, creativity, personalization, adaptability, brand voice, and humanity a real content marketer can provide. Put your AI tools in the hands of an expert so you can reap the AI benefits, but also trust that a real person with lived experience and understanding can infuse the human touch your brand deserves.

By partnering with a content marketing agency, you can tap into their unique abilities to create compelling and impactful content that resonates with your audience. Investing in a good content marketer may require a larger budget, but the return on investment can be invaluable, driving results and setting your brand apart from the competition. Don’t settle for mediocre content — take the leap and let a marketing agency help you achieve greatness.

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