You've heard the saying, and in the digital era, it's increasingly true – content is king. However, it can't be just any content; it needs to be engaging, innovative and emotionally resonant to stand out in your crowded online landscape.

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Certainly, AI has been making waves here, and AI content creation tools built around large language models are revolutionising how people generate content. They offer speed, scalability and efficiency - but are far from sufficient by themselves. And don't forget the steep learning curve and the need to master new skills like "prompt engineering."

 

On top of all that, you've got to take a really close look at your in-house costs. How much (in real terms) do you pay your content managers, writers and editors?

 

All in, what are some of the big challenges for your company in this new era?

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Challenge #1: Understand the Current Limitations of AI

 

AI's Lack of Creativity

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AI is very good at analysing data to identify patterns. However, it falls seriously short when it comes to outright creativity. After all, it cannot brainstorm innovative ideas or build emotionally resonant content in the way that human beings can. It can't think outside the box. It doesn't know how to take risks and also doesn't know how to surprise an audience with something unexpected.

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AI's Inability to Understand Nuances

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The English language is built around nuances, an area where AI struggles. It can't comprehend humour, local idioms or sarcasm, which can be crucial elements of effective marketing content. It also finds it hard to deal with cultural contexts, which could lead to inaccuracies or potential misunderstandings.

 

AI and Ethical Considerations

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In the worst-case scenario, AI could inadvertently create inappropriate or offensive content unless you have a human editing system to monitor it. If this type of content were to creep through into marketing output, it could damage your brand's reputation, and human oversight is always necessary to ensure that this content aligns with ethical guidelines. You must ensure someone checks it to ensure that it maintains respect for cultural sensitivity and diversity.

 

AI's Lack of Strategic Thinking

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AI can provide data-driven insights all day long, but it cannot craft a strategic narrative or understand the bigger picture. Humans are always needed to interpret these insights and adjust them to align with the brand values and goals. After all, strategic thinking is key to crafting content that makes sense to audiences and pursues business objectives.

 

AI Lacks the Personal Touch

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AI simply can't replicate the personal touch that a human being brings to content. It's unable to tell stories, weave in emotions and real experiences, and all of these are essential aspects of content creation. AI has yet to master these elements, which can make a significant difference between content that is rather forgettable and words that truly connect with your audience.

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Challenge  #2: Embrace New Skills Like Prompt Engineering

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Prompt engineering is a new buzzword in marketing circles, and companies must understand it to get the best quality results within any large language model. The technique involves the generation of effective prompts that will then guide any AI model when it comes to actions or responses.

 

Still, it can be tough to master this type of process in an ever-changing world. It requires time, money and expertise, and this is where an independent content creation agency can add immense value. The agency can take the time to learn, master and update any prompt engineering requirements and eliminate the need for the client to do so instead. You can read more about the intricacies of prompt engineering in our blog post.

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Challenge #3: Deal With Expensive In-House Content Costs  

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It's far cheaper to outsource content creation work than to employ people in-house instead. This fact is particularly important in the modern era, where all direct costs and overheads are under the microscope. After all, beyond the basic salary paid to a content manager, writer or editor, you've got to consider benefits, taxes, training, equipment and other overheads.

 

Unfortunately, according to a study by MIT, these so-called "invisibles" can add up to 25 to 40% on top of a base salary.1 This is why it's so crucial for companies to outsource all their content creation needs, which will invariably be a much cheaper approach. If you're in this position, you won't need to deal with the hassles and headaches associated with staffing and hidden costs.

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Work With Car Copy - and Move Forward with Confidence

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Challenge #1. AI has its place in content creation, marketing and management, but it can't replace the human touch, employ strategic thinking or add the creative flair necessary for effective marketing content.

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Challenge #2. It's tough for companies to keep on top of rapid developments in the world of AI and master crucial skills such as prompt engineering.

 

Challenge #3. With the additional and increasing cost associated with in-house employees, it's easy to see why most companies are now turning to an independent content creation agency.

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Engage the services of Car Copy, and you will get the best of all worlds. You can take advantage of the creativity of humans and the efficiency of AI, all while driving your marketing goals forward and saving costs.

 

Now more than ever, it is essential to think about making this type of strategic move. So please get in touch with one of the team members at Car Copy today to discuss your options.

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1. (source: https://www.mainstream-tech.com/the-true-cost-of-hiring-in-house-it-staff/)

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