AI has arrived, unpacked its bags, and moved right in. With programs like ChatGPT, Jasper, and Copy.AI, this new technology is swiftly on its way to becoming a regular part of our daily lives, impacting everything from high school students’ essays to the care industry.
However, it’s been somewhat of a rocky start for AI in content marketing. As with any new technology, it is taking time for marketers to accept and understand AI, and how it can be used most effectively. AI is still notoriously inaccurate and requires a good amount of fact-checking.
With worries about penalties from Google and questions about what counts as original content, it’s no wonder that there is confusion. However, corecubed has researched how AI can be used by care companies for content marketing, and we’ve produced some best practice recommendations.
How Did Google First React to AI-Generated Content?
When AI was introduced in 2022 as a tool for content creation, search engines like Google expressed uncertainty about its quality and usefulness. After all, Google’s role is to show users the highest quality websites and uphold standards for content quality, among other things.
Initially, Google labeled AI content as “automatically generated” and suggested that it would be treated as spam. This caused concern among marketers who worried that using AI-generated content would hurt their search engine optimization (SEO) efforts and cause their websites not to rank well in search returns.
How Does Google Feel About AI-Generated Content Today?
Despite its initial trepidation concerning AI, Google has since updated its thinking and guidelines around the technology. After considering the potential of AI content once it’s been edited by real humans, Google has specified that it is not against AI content – as long as the content has been properly vetted and adapted by humans and follows Google’s E-E-A-T philosophy. This acronym stands for expertise, experience, authoritativeness, and trustworthiness and is Google’s framework for assessing content quality.
How Can My Care Company Use AI for Content Marketing?
If you want to use AI to create marketing content for your care company, think of AI as a starting point and human touch as the finish line, whether the human is you, a content writer, an SEO partner, or a combination of those people.
The key is to vet and enhance the information that AI generates to create high-quality, user-relevant content with exceptional readability and optimization for search – goals that cannot be achieved with AI alone.
You can most effectively use AI for home care content creation by doing what you always do – adding your expertise, knowledge, experience, and personal touch to the content.
Here are six best practice recommendations for AI content generation:
- Use AI to Brainstorm Content
AI tools can help you generate content ideas by analyzing existing internet content, user behavior, and specific market trends. You can use AI to suggest content topics, headlines, and images. These AI suggestions can potentially save you time and provide a starting point for you or a content writer to refine and personalize the generated content. Remember, it’s never a good idea to use AI content as is. Instead, ask yourself these questions,
- How can I make this content more relatable for my specific audience?
- How can I make it more interesting to the person reading it?
- How can I make it easier for people to understand?
- Use AI to Organize Content
AI can help you create a roadmap for your care marketing content, especially if you’re trying to figure out how to organize an article, blog, advertisement, job description, social media post, or other types of text you want to produce. AI will structure the content it creates based on popular search queries, which helps to ensure that the content aligns with what your audience is actively searching for. Consider how the AI software organizes the information and what parts of that structure you’d like to implement in your final product.
- Adapt AI Content to Your Audience
AI may work faster than people at gathering information and writing content, but it will never understand your human audiences as well as you do, especially when creating content related to the care industry. If we know anything about senior care and in-home care services, we know that it’s a very unique and sensitive customer journey.
Remember that even the best content will be ineffective if it’s not well-designed for your specific target audience. Always adapt your AI-generated content to your care consumer and caregiver audience personas for the best results.
- Always Fact-Check AI Content
AI sources information from a vast online landscape, including social media, blogs, and other web content. These data sources do not always contain reliable, factual or accurate information. As such, AI content can contain errors that will become your responsibility if you publish them as your own content.
It’s crucial to be diligent about fact-checking what AI writes because your credibility as a care company business owner is tied to the information you produce. Use Google Fact Check Tools to ensure AI content accuracy.
- Beware of Bias in AI Content
Since AI programs learn from the online data they consume, if some of that data contains biased information, the AI system may perpetuate those biases in its generated content. It is important for care company content marketers to be aware of potential biases in AI-generated content and take steps to mitigate them.
Involving writers and reviewers in the content process helps to identify and address biases that may arise. Oversight is crucial to ensure that AI-generated content aligns with your care company’s ethical standards, respects diversity, and accurately represents the intended message and your brand values.
- Understand and Follow The Rules
Make sure to fully understand and stay up-to-date on the regulations surrounding AI content to avoid unnecessary penalties. Always keep in mind Google’s quality-first approach to content. If you plan to create home care content with AI software and not refine and fact check it, Google actively considers this a bad practice that may put a company at risk for penalty.
Contact the Care Marketing Content Experts for Help
At corecubed, we’ve been creating high quality care marketing content for decades and we understand that the role of content is to move care conversations forward.
Whether you need help with reviewing and revising AI-generated content or would like custom content resources developed by our expert team, we are your one-stop-shop for all of your care marketing needs.
Reach out to us today to learn how we can help your business attract more consumers and caregivers with great content!