AI Copywriting for B2B organisations – could it save you time and money?

Are you too busy to write content or lack in-house expertise? If so, ‘hiring’ an AI copywriter makes sense. Enter some basic information, click a button, and…that’s it. Within seconds your AI-powered tool will generate your headline, long-form blog post, or social media caption.

So far, so good. B2B organisations with limited budgets, little time, and no in-house writers, can invest in an AI copywriting tool instead. Afterwards, their creative output will quadruple. Website traffic will increase and conversions will skyrocket.

Your new AI copywriting tool won’t:

  • mind performing repetitive tasks
  • ever suffer from writer’s block
  • need to take breaks
  • ask for a pay rise

Before Googling in haste to find the best AI-copywriting tools on the net, curb your enthusiasm. There’s a reason organisations still trust the future of their brand to people instead of machines.

Read on to find out:

  • What AI copywriting means
  • How the technology works
  • The pros and cons of using it

To help you we’ve even included an AI copywriting example at the end of this blog.

What is an AI copywriter?

An AI copywriter is an intelligently-coded tool that generates content based on user input. What information does it need? This will depend on the task. If you’re writing a blog then a post title and outline will be sufficient.

What content can AI produce?

AI copywriting tools can be used to write:

  • Email subject headlines
  • Social media captions
  • White papers
  • Blog posts
  • Headlines

So…I don’t have to do anything?

As we’ll explain in the next section, AI copywriting tools aren’t perfect. That’s why it’s important to check content before publishing it.

Before going live:

#1 Check for spelling and grammatical errors

Most AI content writing tools have in-built failsafes to prevent this from happening. But quality will vary depending on the software package chosen..

#2 Sense check content to ensure flow

Even if your copy is error-free, does it make sense? Machines don’t always understand context. So, read through your content to ensure it’s on-topic and not misleading.

#3 Double-check text is localised

If you’re UK-based, double-check your blog, post, or paper for Americanisms.  Using ‘color’ instead of ‘colour’ could negatively affect the perception of your brand.

How do AI tools work?

An AI copywriter still needs to learn. To develop the linguistic skills – and topical knowledge – needed to generate content it must therefore be trained like a normal human being.

Fortunately, machines learn faster than people. But the quality of their output still depends on the information fed to it. If your input is minimal, vague, or inaccurate expect your content to reflect this.

The bottom line: if you ‘partner’ with an AI copywriter, brief them like a normal human being. 

Machine writing: pros vs cons

AI content applications have their uses. The trick is knowing when and how to use them. Read on to discover the pros and cons of using an AI copywriter before deciding..

Time

AI apps work quickly and efficiently. As a result, assets can be turned around faster. However, as touched upon earlier, you still need to provide the parameters and moderate the content.

Emotion

AI robots can write authoritatively on most topics. But automatically generated content often lacks insight and emotion. And emotion drives buying decisions. Can you afford not to build rapport with your audience?

Opinion 

Sometimes a second opinion is needed. So why not ask your AI copywriter!. Unaffected by fatigue or doubt it’ll be able to create alternative content at high speed which could be used for AB testing purposes.

We put an AI copywriting tool to the test – here’s how it performed

To test our theories we used a well-known AI copywriting tool to create a short blog post.

We provided the following information…

  • The primary headline
  • A high-level outline
  • Four subheadings

AI copywriting sample

Below is an excerpt from one of the sections. Read through it then see if you agree with our opinion in the section below.

“What is AI?

Artificial intelligence is the idea that a computer can “think” like a human being. AI can be written into a computer program and applied to a variety of business functions. There are many forms of AI, including machine learning and natural language generation. The goal of AI is to give computers the ability to learn, change, and respond to their environment without being programmed or reprogrammed. With AI, computers can be programmed to use what they’ve learned to apply it to new situations and solve problems.”

AI copywriting analysis

Hats off to our automated creative. The sample paragraph it created is error-free. The AI bot also answered the question in the headline without deviating – so, again, kudos where it’s deserved.

Although accurate the paragraph feels like it was written by a robot. Sentences are long and don’t flow into one another – a problem that could have been solved by using transitional words.

Overall, the content lacks warmth which, when coupled with the bloated sentence structure, would deter most people from reading further.

Conclusion

AI copywriting is not yet developed enough to replace human beings (and may never be). Does this mean it should be consigned to a digital dustbin? Absolutely not. Sole traders or SMEs with small marketing budgets and no in-house writers can use AI copywriting tools to generate content. 

Not all content needs to be emotionally powered either. For example, a guide that shows users how to construct a cabinet needn’t be emotive at all. In which case an AI bot is a suitable candidate for the job.

Whether or not you invest in automated writing tools, therefore, depends on (i) what you are writing; and (ii) the size of your business (and its budget).


Prefer to discuss your content writing requirements with a real human being?

Then book an appointment with one of our in-house experts. By combining our specialist marketing and B2B knowledge we’ll create an insightful strategy designed to improve your brand’s visibility and boost its ROI.

AI copywriters require input. Therefore, most online tools will ask you for information. At the very least you’ll need to provide a title and intro. More sophisticated platforms might ask you to define your brand tone of voice. 

AI-generated content is still new and not yet sophisticated enough to replace people. But it can be used to speed up the creative process by keeping human input to a minimum.

Most artificial intelligence platforms offer a free trial. Once the offer has expired you’ll need to subscribe to continue using the service.