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The Dos and Don’ts of Incorporating AI into Your Content Workflow

Don’t just jump into the deep end of the gen AI pool! Check out our dos and don’ts for efficient incorporation.

Since the launch of OpenAI’s ChatGPT in late 2022, marketers — especially those in content roles — have been racing to explore, adapt, and learn. Incorporating AI into your workflows is not just a trend; it’s a strategic move that can propel your content creation to new heights. By embracing the benefits of AI, content marketers can work more quickly and efficiently, opening up a world of possibilities for innovative and engaging content. 

If you have yet to adopt AI, there’s no time like now. Whether you’re new to using AI for SEO content or have been using it for months, you need a game plan for officially adding it to your workflow. Here are our top recommendations.  

Do: Set Official Usage Guidelines

Whether you’re a content team of one or 100, you need to set guidelines for using AI so everyone is on the same page and processes remain consistent. Maybe it’s okay for writers to use AI for brainstorming, article outlines, and light research, but you don’t want them to use it for complete first drafts or more technical topics. 

Make it clear where your team has the green light for AI and where usage is inappropriate. Put these guidelines in a shared document for your writers to reference. If you have freelancers, set expectations and share the document with them, too. 

While setting guidelines is crucial, you also need to acknowledge the AI landscape is constantly changing. Treat your guidelines as a living document, and update it as needed when you discover new uses and limitations. 

Don’t: Discourage Exploration

You are just one person, and a task as big as incorporating AI into your processes works better with all hands on deck. Encourage your team to play around with AI. Let them try out new tools and explore different ways AI can streamline their day-to-day work lives. Someone else might think of a new application that never even crossed your mind. Collaboration and innovative spirit will make adopting generative AI a smoother, more fruitful venture. 

Do: Test Multiple AI Tools

Wondering how to use AI to power SEO content? You need the right tools in your belt. ChatGPT may be the most popular generative AI tool, but it’s not the only one. Jasper, Writesonic, and Claude are just a few other examples. You may even find generative AI writing tools within SaaS platforms you already subscribe to, like Semrush’s ContentShake AI

Some of these tools are still based on GPT, but their interfaces can make them easier to use and provide better outputs than the standard ChatGPT chatbot. Like any other part of your tech stack, you need to try different tools and platforms to ensure you find the best one(s) for your needs. 

Don’t: Publish Anything Straight from the AI

Generative AI platforms can churn out a good draft, but that’s all it is — a draft. From title tags to social media posts to blog articles, every single piece of content should pass under human eyes before reaching the internet. Your expertise is still invaluable in ensuring the content is accurate, optimized, matches your brand tone, and flows well. You would never (or at least should never) publish a human writer’s first draft, so why would you do it with AI?

Do: Fact Check and Run a Plagiarism Test 

Generative AI tools don’t pull information and text out of thin air — they get it from existing content on the internet. You have no way of knowing exactly where that information came from and how accurate it is. Who’s to say ChatGPT didn’t pull insomnia advice from a troll’s Reddit comment instead of a well-backed research paper?

Since AI is getting its information elsewhere, you also don’t know how much it’s changing the content. A plagiarism check can help ensure you don’t accidentally publish content that’s lifted word-for-word from another source. This step is crucial for more niche industries where there’s not a lot of existing content on the topic in the first place. 

Don’t: Force AI Where It’s Not Helping

Testing and playing around are crucial when determining how to use AI for content writing. Take note of where AI helps your process, but acknowledge where it hinders you. If using AI causes a task to take longer or the quality isn’t up to your standards, don’t force it. AI will be useful for some areas of your work and a roadblock in others. For example, AI may struggle with personable, persuasive content, and using it to draft a thought leadership piece will lead to more lifting on your end. 

At GPO, we’ve found generative AI to be really helpful for filling out sections of our content calendars, research, and getting “unstuck.” But, we haven’t found it to be as helpful for tasks like keyword research (yet). 

If AI isn’t helpful for a task at the moment, don’t completely disregard it. The technology is constantly evolving and improving, and what might not have worked before could be a great solution now. Return to your test in a few months to see if anything has changed. 

Do: Be Transparent

Some folks fully embrace AI, some are skeptical, and some want nothing to do with it. They all deserve to be informed about where their content is coming from. You need to be transparent about your AI usage when communicating with stakeholders — whether that’s decision-makers at your company or a client. Be open and honest about when and how much you use AI to create content.

Don’t: Become Dependent on AI

You’re the expert, and you should be able to depend on your own knowledge and skills when necessary. While AI can be beneficial, it’s important to remember that it’s a tool, not a replacement for human creativity and adaptability. We have no idea what the future will look like or how regulated these tools will become. Continuing to strengthen and flex your mental muscles will keep your content strategy agile and effective.

GPO Content and AI

At GPO, we stay up to date with the latest technology — and that includes generative AI. We’ve incorporated AI into our workflows to help us work more efficiently, but a fully AI-created piece of content never reaches our clients. Even with our AI-assisted blogs, we ensure every word is reviewed by one of our talented humans. Get in touch and learn how our suite of content products can help boost your online traffic today.

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