Human Content Only, Please!

Marketing Mistakes

We've had decades of hard-sell, mulchy marketing blurb and unsolicited adverts making us frown, which have all led us to where we are now. We don't want to be 'sold-to' or told why everyones products are the best, or get mixed up in the business politics of trying to work out who is lying, who is dying, and who actually cares what we want.

This kind of tedious rhetoric still abounds the internet. Thankfully, less and less of it is hard-sell and more of it is trying to listen to what consumers are saying and feeling.

Connect With Your Audience

Businesses that can't seem to connect with their audiences on an emotional level are starting to struggle and lose customers to new business starters, who thread themselves within the social conversations that are the most relevant to their own products and services. Thus, building relationships and brand trust as they go.

There has been a lot of research on the powers of emotional marketing, which is definitely worth checking out.

How Can You Humanise Your Marketing Content?

I've already talked about what AI is good at and how it can save time and money for businesses that embrace it. But this post is about how important it is to humanise your content so it doesn't feel like generic sell-to-all marketing that we are all inclined to ignore.

Can we use AI for writing good-to-go content? No. Not exclusively. Maybe one day when AI evolves into cyborg territory and has a conscience, a sense of humour, an understanding of cultural irony and empathy. AI is great for creating and expanding on ideas and writing all sorts of factual and intelligent content. But it's the nuances of intelligent human conversation within the cultural and colloquial realm that it can't cope with...yet!

It's still quite easy to identify pure AI content from what's written by someone who actually does care about who the reader is and what the reader thinks. And this is the point, really.

The only way to humanise content - today - is to make sure it's written - or at least edited by - a human, before it is published. Then it will have a good chance of being read and an even better chance of really connecting with the reader.

Please correct me if I'm wrong, but I think you want to read something that you can digest quickly, that gets to the point and doesn't try to impress you with fancy words and technical terms. I think you want to believe that I understand how confusing it is to embrace a tech like AI and figure out how it can really help your business. Anyway, before I lose your attention...

Everyone Has An Emotional Reaction

Let's say I have an important message I want to write for my customers. The male reader might respond differently to the female reader, so I need to understand what is important to them; what they are interested in, how pragmatic they are, how reactive, whether or not they prefer to know the big picture before the detail or vice-versa. I could go on, but you get the idea.

Don't Waste Your Time, Or Money!

One last thing. If you are paying for ad content or you've just paid out for a shiny new website, please make sure the content you publish is worthy. Find a content copy editor who understands people and can bring life experience and all the nuances of the human condition to your marketing content.

In Conclusion

Writing quality content that resonates on every level with your target audience can only be done by someone who has understood the humanity in the reader and what will be important to them.

This means that - in November 2023 - we still can't yet look at AI as a tool to do-it-all for-us. But I, for one, will continue to use AI to lubricate my own creativity and enhance the business proposition with new ideas (and a whole lot more besides).

P.S.

Hopefully this blog post is unmistakably human - it all came out of my head and it's way past 9pm so if I'm missing the mark, please forgive.

But seriously, if you need a hand with your content editing, don't just ask a robot, get in touch with me - during the day, preferably!