The choice between using AI content versus original copy seems easy on the face of it. Just pop your search term in a chatbot and all the information you need magically appears—and it costs nothing. But how well does that method work for creating successful content?As it turns out, high-quality original copy–written by a human–consistently outperforms AI-generated content. What do you need to know?

Better Success with Original Copy

Copy developed by humans is much more likely to lead to successful outcomes.

Let’s start by talking about how long-form content helps you rise in organic search rankings. Google’s objective is to match a user’s search term with the web page that will provide the greatest value. That’s how Google ranks what appears on the results pages.

Studies have shown a significant gap between human-written versus AI-generated content. According to a recent study by Neil Patel, human-written content outranked AI-generated content by 94.12% for search rankings and audience engagement.  

Content and E-E-A-T Quality Scores

Better quality is the single most important reason why original copy ranks higher and performs better than AI-generated content. Considered to be the leading factor for SEO ranking, quality level is assessed by human Google reviewers using a guideline known by the acronym E-E-A-T: 

Formerly known as E-A-T, the second “E” is a newer addition that refers to experience.

Understanding and implementing E-E-A-T principles improves the visibility of a web page, leading to better click-through rates and conversions.

Better E-E-A-T Scores with Original Copy

Knowledgeable copywriters can deliver blog posts and web pages with higher E-E-A-T score than a robot. While AI can regurgitate existing information, there’s a lot it lacks: In-depth understanding, individual perspective, and experience related to a topic. This is true in each E-E-A-T category.

Below we can see why human copywriters beat AI for quality content.

Experience provides a unique viewpoint

Unlike humans, AI content doesn’t base information on personal experiences and has no track record in the field. Chatbots just spit out generic copy it picks up from other web pages. Writers come out on top by sharing personal experiences and anecdotes that are specific and relatable.

Expertise provides Depth

AI content is “thin,” meaning there is little in-depth information. By merely skimming over a topic at the most basic level, it provides little to no value to the user. Original content created by humans will have much greater depth and accuracy to gain user trust.

Authoritativeness builds confidence

AI content is anonymous and can’t be traced to a valid, trusted author, brand, or website in a brand’s niche. Over time, a brand can gain authoritativeness by consistently publishing meaningful articles, getting backlinks and mentions from other respected sites, and building on its reputation.

Trustworthiness means reliability

ChatGPT doesn’t necessarily draw from high-quality or recent sources, nor does it verify source material. A first-class writer will seek out recent, reliable facts from trusted sources, often citing sources or providing links. Readers get a clear picture of where the content comes from and if the information is credible.

Read more about E-E-A-T: 16 Fool-Proof Tips to Optimize On-Page SEO

Google’s negative attitude toward AI versus human copy

Experts agree that Google is increasingly focused on rewarding original, high-quality content while devaluing generic or low-quality content.

Appropriate use of AI or automation is not against Google’s guidelines. That said, Google advises against publishing AI-generated content without human review and editing for accuracy, usefulness, and compliance with other quality guidelines. We’ll discuss appropriate uses for AI later in this article.

AI Content Verus Human Copy for Marketing Strategy

The choice between AI content versus original content extends beyond search rankings. AI-generated content not only has negative implications for SEO, it can weaken overall marketing efforts.

Among other marketing shortcomings, AI copy fails to consider the needs of the target audience, the consumer’s place in the sales funnel, the brand’s reputation, and a consistent voice:

Targeting the audience

ChatGPT does not understand who your audience is, what motivates them, their pain points, and their priorities. A human copywriter can deliver copy geared to your primary audience–and adjust copy for secondary audiences–with the help of techniques such as an audience persona, also known as a buyer persona.

Resource: Learn more about using buyer personas

Writing for the sales funnel

ChatGPT also can’t adjust copy based on where a consumer is in the sales funnel. Someone who is just learning about your niche needs different information than someone who is comparing products or getting close to making a purchase. A human can modify copy based on these factors. ChatGPT can’t. Human copy builds relationships with humans.

Maintaining Brand Reputation

Chatbots may generate potentially false, misleading, or biased information that can damage a company’s credibility and reputation. While appropriately using ChatGPT may be helpful to copywriters, publishing AI content without a human’s careful eye can lead to trouble–even legal issues.

Using a consistent company voice

AI-generated content lacks personality. It has no style, no cadence, and is not concerned about engaging the reader. As a result, AI content can weaken a brand, turn people off, or cause them to go to a competitor. Original copy tells people who you are and helps build a connection with the consumer.

Can Using AI to Develop Content Be Appropriate?

While AI is efficient and can help generate ideas, the cons of using AI-generated content far outweigh the pros when it comes to accuracy, quality, and brand personality.

How to Use (and Not Use) AI Content

Chatbots and AI-generated content are here and can be used appropriately. At the same time, businesses must do their best to not overuse or abuse AI in the copywriting process. The reason is simple: It doesn’t serve their audience or their brand.

Businesses should provide explicit guidelines on how their marketers, writers, and other staff may use (and may not) use AI-generated content. If using freelance copywriters, they should insist that their work be original and the make clear the consequences of relying on AI content.

Examples of appropriate use of AI copy may include:

• Explore content ideas
• Provide basic research (but always check for accuracy)
• Develop outlines and basic content structure
• Identify related content areas related to the topic
• Uncover additional angles on a subject
• Generate options for headlines and taglines

The gist of these examples is that AI can help you be more efficient and explore new ideas. However, humans must review, edit, and enhance AI copy for quality, accuracy, SEO, branding, readability, and other key factors.  

Use AI with Caution When Developing Copy

There’s a place for AI, but only when used with caution. Primarily, AI-generated content inevitably falls short in the all-important quality factor.

On the other hand, humans can write high-quality copy that helps your brand be more successful. Content created by a knowledgeable copywriter deliver the depth, accuracy, and authenticity needed to build a lasting connection with your audience.

Find a Copywriter for Your Original Content

Using high-quality original copy is a proven way to rise above others in your niche. When you need a copywriter that delivers all the elements needed for successful content, contact Westebbe Marketing, a Boston-based company specializing in B2B marketing content.

Contact us online, by email, or at 617-699-4462.

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