You have to admit that using Artificial Intelligence (AI) to save time when you have to blog regularly is extremely tempting. However, is it a good idea? Here are some pros and cons to help you decide if you should use it or not…
Benefits of Using AI for Content Writing


- It saves a lot of time on research. One of my clients was adding a page to her health and wellness site on Massage Therapy. All she gave me was a long list of 30 benefits. That wouldn’t do. So, I went to ChatGPT and entered, “What is massage therapy?”. In a matter of seconds — less than a minute — I had a rather detailed description. Wow!
- It will improve your writing efficiency. AI tools can help bloggers write faster and more efficiently by providing suggestions for content, grammar, and style. These tools can also automate tasks such as proofreading and editing, saving bloggers valuable time.
- Generate topic ideas, headlines, and more. Sometimes you don’t know what to write about. You have an idea, but you can’t quite pinpoint the topic. Type in a few words, and the ideas come up.
- Cultural localization. These tools can also help local businesses by adapting content to suit different cultural contexts.
- SEO optimization. AI tools can analyze search trends and suggest relevant keywords to optimize blog posts for search engines. These tools can also provide insights into keyword competitiveness and search volume. Additionally, they can analyze blog posts and provide recommendations to improve SEO, such as optimizing meta tags and headings.
The Drawbacks of Using Raw AI Content


- It sounds like a computer talking. Yes, the massage therapy article was informative, but it sounded like a computer wrote it. AI has no emotion, compassion, or empathy. For instance, I was writing about health and wellness. True, scientific and medical studies and facts are available, but it doesn’t know the pain a patient feels and how massage therapy can alleviate it.
- No wisdom or common sense. Besides sounding inhuman, AI also has no wisdom or common sense. No personal experience.
- You may get duplicate content. Had I taken that article verbatim — as it gave it to me — I would have taken the risk that other websites out there have the exact, same AI-generated content. That will hurt your SEO authority as the Google search engine gives priority to the first website published with that content. That reminds me of the “newsletter” services back in the day when an “industry expert” would sell the same article to several businesses. Google eventually caught on and duplicated content no longer ranked.
- Is it legal? If you are in any type of regulated business — like a law firm, financial advisor, tax accountant, investment firm, etc., the computer may spit out outdated or wrong information. Obviously, you don’t want to face violations.
- Copyrighted content. AI searches and indexes content that’s already on the Internet. More than likely, it’s gathering copyrighted content, which if you use it verbatim, may lead to a lawsuit.
Should You Use It?
Certainly, you should at least try it. In fact, I used Semrush’s ContentShake to write part of the “benefits” section of this article. Nevertheless, remember…
- You are talking to humans — your potential customers/clients — not robots. You need to tell personal stories with compassion and empathy. Especially if you’re trying to solve or relieve a pain point.
- Use your brand voice — you are the expert in your field. Though the computer may spew out data, you still have to help your potential customer analyze it and make sense of it. Only YOU have your own expertise and experience. That’s the E-E-A-T that Google uses to rank web content.
- Watch out for outdated statistics. Ask it to cite the source. You’ll look stupid if you quote something that’s years old and obsolete.
- Use it for research, but add your own opinions, stories, experience, expertise, etc.
- Double check, triple check — it seems like ChatGPT is known for being wrong at times.
Most content that is created by ChatGPT can be detected as not human (and Google is confirmed to be using algorithms for that). It is quite likely though, that if ChatGPT continues to develop at this rate, its generated content will become undetectable.
Convince and Convert


Additionally, be aware that the free version of ChatGPT is outdated. It only goes to 2021. Use Bing’s Copilot which is the most recent pro-version of ChatGPT.
If you’re still wary about using it, schedule a free Zoom consult and we can talk about it!