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Content writers: will AI take your job?
- 1. ADD A FOOTER 1
- 2. ADD A FOOTER 2 WHY?
- 3. WHY?
- 4. 4 WHY?
- 5. WHAT IS AI? …in the context of writing content…
- 10. ADD A FOOTER 10 LAUNCHED BY OPENAI
- 11. HUGE DATASETS
- 15. JASPER.AI
- 20. ADD A FOOTER 20
- 23. ADD A FOOTER 23
- 24. ADD A FOOTER 24 All-natural ingredients Nothing artificial Independently owned
- 26. ADD A FOOTER 26
- 27. ADD A FOOTER 27
- 29. 29 EDITING
- 32. SH*TE CONTENT
- 35. ADD A FOOTER 35 ORIGINAL INFORMATION
- 36. FACT- CHECKING When one writer gets it wrong, everybody gets it wrong…
- 37. 37% felt misled HOW CAN OUR READERS TRUST US?
- 38. ADD A FOOTER 38 LIVE CONTENT In these politically unstable times…
- 39. ADD A FOOTER 39 CREATIVITY PERSONALITY HOUSE STYLE TONE OF VOICE EXPERIENCE
- 42. ADD A FOOTER 42
- 43. 43 AN INDEX ISSUE? Don’t forget Bing…
- 44. ADD A FOOTER 44 DO YOU EVEN RANK, BRO? GPT3 isn’t designed for long-form content; it helps its creation
- 45. ADD A FOOTER 45 HOW TO START RUNNING: JASPER.AI
- 46. ADD A FOOTER 46 HOW TO START RUNNING: KATIE LINGO
- 47. AND JUST FOR FUN…A GOOGLE UPDATE
- 48. THE HELPFUL CONTENT UPDATE Google is cracking down on content that isn’t unique…
- 49. “If you search for information about a new movie, you might have previously encountered articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere on the web. This isn’t very helpful if you’re expecting to read something new. With this update, you’ll see more results with unique information, so you’re more likely to read something you haven’t seen before.”
- 50. WHAT WE KNOW… The update is site-wide. Sites with lots of AI content could be penalised!
- 51. WHAT WE KNOW… Content should be for humans, not just to attract search engines
- 52. WHAT WE KNOW… It needs first- hand expertise, such as having used a service. Hello storytelling!
- 53. WHAT WE KNOW… Content can’t be irrelevant – there’s no point discussing something just because it’s trending
- 54. ADD A FOOTER 54 WHAT NOW? Where does it go from here…
- 55. ADD A FOOTER If everybody relies on AI, the net will soon become awash with unoriginal content
- 56. ADD A FOOTER If Google is already cracking down, its quality guidelines will just get stricter
- 57. 57
- 58. HOW MIGHT OUR ROLES CHANGE AS CONTENT WRITERS?
- 60. 60 WE MAY WRITE MORE TONE OF VOICE GUIDELINES
- 61. 61 WE MAY WRITE MORE TONE OF VOICE GUIDELINES WE MAY USE IT MORE TO COME UP WITH IDEAS BASED ON EXISTING DATA
- 62. 62 WE MAY WRITE MORE TONE OF VOICE GUIDELINES WE MAY HAVE TO PROVE OUR WORTH… …which is why we must never stop learning.
- 63. USEFUL RESOURCES •Hemingway App makes sure your content isn’t overly wordy •Clearscope or Frase can help with themes •100 Ways to Improve Your Writing by Gary Provost •This Is Why You Suck at Writing by Katie Lingo
- 64. ADD A FOOTER 64 DOS AND DON’TS
- 65. ADD A FOOTER 65 DO: Check your facts Cite your sources Stick to Google Quality Guidelines Use tools to help you…
- 66. ADD A FOOTER 66 DON’T: Ask and not answer qs Use one link only Churn out loads of AI sh*te Ignore the benefits of AI Forget the past!
- 67. Keep in touch 😘 @katielingoyork www.katielingo.co.uk
Hinweis der Redaktion
- TERMINATOR IMAGE
- Because when we were at the last BSEO, people kept asking us, but don’t you just use AI to generate content?
- Who remembers the creepy Dall-E pictures? It’s being talked about…a lot. We have the bad, the long, the good…and more and more and more and more.
- https://www.babbel.com/en/magazine/will-ai-replace-writers Works off the inputs that humans give it First documented case in 1953 with a rule-based love letter generator Various other cases through the 70s and 80s taking the ‘Turing Test’ Then GPT3 came along and changed everything!
- ACTUALLY NOT VERY ARTIFICIAL AT ALL – ALL BASED ON HUMAN INPUTS, JUST AS YOUR WATCH LEARNS YOUR SLEEPING PATTERNS ETC. IT’S CALLED ‘DEEP LEARNING’.
- CHANGE PICTURE https://www.babbel.com/en/magazine/will-ai-replace-writers Works off the inputs that humans give it First documented case in 1953 with a rule-based love letter generator Various other cases through the 70s and 80s taking the ‘Turing Test’ Then GPT3 came along and changed everything!
- CHANGE IMAGE
- CHANGE IMAGE. LAUNCHED BY OPEN AI IN 2020, FOUNDED BY ELON MUSK BUT LARGELY FUNDED BY MICROSOFT WHO PAID FOR THE LICENCE. (CHECK THIS) USES DEEP LEARNING TO DRAW FROM HUGE DATASETS.
- CHANGED PICTURE TO PILE OF BOOKS. Trained on English language Wikipedia and millions of books
- Parameters – nodes have weighting. If I say who is Winston Churchill – I have two nodes. One says carrot, one says WW2. WW2 will be used in 5% of cases, so it’s more heavily weighted than carrots. So the next logical decision would be to go for the WW2 parameter, so it helps to predict what the next node is based on this weight. With 175 billion parameters, we have a far more finely tuned data set.
- Trained on English language Wikipedia and millions of books
- CHANGE PICTURE We signed up to Jasper (and then got charged £400 for the privilege because they had a 5-day, not 7-day trial, the bastards). We were quite impressed with the range of options, and this was only the lower-tier package. https://www.babbel.com/en/magazine/will-ai-replace-writers Works off the inputs that humans give it First documented case in 1953 with a rule-based love letter generator Various other cases through the 70s and 80s taking the ‘Turing Test’ Then GPT3 came along and changed everything!
- INITIALLY QUITE IMPRESSED
- INITIALLY QUITE IMPRESSED
- INITIALLY QUITE IMPRESSED
- Now I’ll admit I went into this slightly pig-headedly and at times didn’t take it seriously. So I inputted sex tips for virgins, made the audience teenage boys, and asked the tone of voice to be friendly. The result? Ouch. ‘Keep reading for more information.’ ‘In this blog post, we’ll discuss some tips for virgins’ – spot the keyword stuff! Pretty cringey and hardly indicative of the tone we want to take.
- On a side note, here is one of the first organic results – and we can see here it’s a different kettle of fish. Definitely written by a human.
- OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
- OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
- OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
- OK, I’ll admit I was being a bit shitty once again here. We could look at all the assumptions this has made based on other ice cream sites. Fake news! So we would have to spend the time fact-checking it with a human.
- This is the classic case of a machine misunderstanding the brief, basically failing the Turing ‘can it think’ test. But in seriousness, when we have it more information, it didn’t do a half bad job. Sure, it’s not got my tone of voice, and it’s very me me me, but it’s a starting point.
- Alright alright. So I gave it more information. I told it we are trained journalists and content marketers. I told it we don’t do video. I told it we don’t charge by the word and we are not cheap. You can see the results are much more inspiring. Still a little bit me me me for my tone of voice, and certainly breaking the first rule of copywriting, but far closer to the mark.
- Grammarly is the bane of many writers’ lives and only works based on very prescriptive rules of Grammar – so I would use it as a complementary tool rather than a catch-all tool. Good for spotting typos Very often gets basic things wrong like “years’ experience” Best to use for the first round of edits to spot the real clangers
- Writer’s block is very real and sometimes it can be difficult to come up with content ideas, particularly if yours is a very dry industry. A SPRINGBOARD FOR CREATING BRIEFS. Tools like Clearscope tell us what content ranks Jasper.ai has a ‘blog post topic ideas’ tool We can feed these into meetings with humans!
- Writing notes live during an interview is very labour intensive. Doing it with shorthand is even harder – ask any journalist! Otter.ai Otter.ai transcribes meetings in real time It can identify who is speaking Not infallible but a huge timesaver!
- There’s always a market for it… Some may argue that high-volume product descriptions can be automated… Others want churn and burn content that may rank quickly But we should proceed with caution…
- Straight from the horse’s mouth Ais cannot interview people Ais can only produce content based on what’s already out there – garbage in, garbage out This could cause big trouble…
- Another example from Dan Callis – this cautionary tale about fact-checking Otter.ai transcribes meetings in real time It can identify who is speaking Not infallible but a huge timesaver!
- We can’t fuck about when it comes to health or general YMYL content – so if source zero is bad, we will continue spreading the same crap. The 2020 Reuters Digital News Report revealed that 37% of us felt we were given “misleading” information about COVID-19
- Anyone remember when everyone was resigning from parliament? Or more recently with the Queen? AI content needs to draw on an original published source, so it’s essentially static This means we would need humans to intervene for things like live blogging or tweeting Huge content opportunities being missed without human intervention – politics, Eurovision, anything!
- It’s a machine, not you. To some degree, you can tell AI engines what tone of voice to use, as seen before. But we saw how they got that wrong with “bring the funny”. They won’t know that you spell ecommerce X way. They can help you come up with ideas but they won’t add their personal flair to the writing, working in cultural references. And yes, it sounds a bit wanky, but they don’t have that storytelling experience.
- Other than the fake news and potential spread of misinformation, we have the added human bias of sexism and racism to name but two.
- AI is affected by human bias. Word embeddings based on Google News saw gender stereotypes including “man is to doctor” and “woman is to nurse” or “man is to computer programmer” and “woman is to homemaker” LinkedIn search was revealed to auto-suggest men’s names over women’s A Twitter bot studying human conversation started spouting anti-Semitic hate speech https://www.nature.com/articles/d41586-018-05707-8 https://proceedings.neurips.cc/paper/2016/hash/a486cd07e4ac3d270571622f4f316ec5-Abstract.html https://www.seattletimes.com/business/microsoft/how-linkedins-search-engine-may-reflect-a-bias/ https://www.theguardian.com/technology/2016/mar/24/tay-microsofts-ai-chatbot-gets-a-crash-course-in-racism-from-twitter
- https://www.reddit.com/r/GPT3/comments/wllo57/bing_instantly_detects_gpt3_now/ Microsoft bought the rights to OpenAI A very enlightening conversation with Danny Richman… On a Reddit thread, a user described how they bought a web domain and published entirely OpenAI content The site was indexed by Bing initially but then pulled for spam content Bing is owned by Microsoft, which invested in OpenAI – is Microsoft trained to recognise it somehow?
- Danny Richman also tells me it’s not designed for long-form content. So I did a test myself. I ran one of my blog posts through Clearscope – I assure you it was the first one in my archives when I searched “how to” and then I used Jasper’s introduction, paragraph and conclusion generator. I ran them both through Clearscope and mine came out with a C, while the AI came out with an F. It lacked a lot of the basic themes.
- Danny Richman also tells me it’s not designed for long-form content. So I did a test myself. I ran one of my blog posts through Clearscope – I assure you it was the first one in my archives when I searched “how to” and then I used Jasper’s introduction, paragraph and conclusion generator. I ran them both through Clearscope and mine came out with a C, while the AI came out with an F. It lacked a lot of the basic themes.
- So, what inspired this talk?
- AI inherently isn’t unique because it derives from something else.
- https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237 Some people are saying it’s the next Panda and could revolutionise the way we approach SEO. It needs first-hand expertise, such as having used a service. Hello storytelling! Content should be for humans, not just to attract search engines This means it can’t be irrelevant just because it’s trending
- https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237 Some people are saying it’s the next Panda and could revolutionise the way we approach SEO. It needs first-hand expertise, such as having used a service. Hello storytelling! Content should be for humans, not just to attract search engines This means it can’t be irrelevant just because it’s trending
- https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237 Some people are saying it’s the next Panda and could revolutionise the way we approach SEO. It needs first-hand expertise, such as having used a service. Hello storytelling! Product reviews Content should be for humans, not just to attract search engines This means it can’t be irrelevant just because it’s trending
- https://searchengineland.com/googles-new-helpful-content-update-targets-sites-creating-content-for-search-engines-first-387237 Some people are saying it’s the next Panda and could revolutionise the way we approach SEO. It needs first-hand expertise, such as having used a service. Hello storytelling! Content should be for humans, not just to attract search engines This means it can’t be irrelevant just because it’s trending
- We’ve already seen so many updates from Google trying to determine what constitutes quality – expertise, authority and trust. But as ever, black hat SEO techniques will work in the short term but Google will eventually find a way of figuring things out. But then we have seen AI help us in other ways.
- We’ve already seen how AI is becoming an everyday part of our lives, so it would be naïve to think that dependence on AI content isn’t going to grow.
- Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
- Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
- Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
- Mat Bennett is using AI as a research tool. Danny Richman mentioned how artists are saying they’re not being replaced but instead they’re using these tools to their advantage. We could use it as a helping hand and be open to change, but remember that humans will always be better.
- Hemingway is good for making sure content is original, not hard to understand. Clearscope is sort of AI in that it scours the internet for data to come up with themes. Gary Provost is great and offers rhythm guidance for tone. My blog has lots of tips on how to finesse your writing including tips, powerful words and tech to use.
- Whether you’re using ai or not, check facts using snopes, official records such as yougov, ons. Cite your sources for EAT. Remember the Google update – needs to be unique. Use spell checkers and things like Clearscope to improve or some up with ideas
- Do articles like “when is the stranger things new series released?” but not answer the question. Long-form articles with only one link, Google will smell a rat – James Welch at Embryo produced a great guide on this. Google will eventually penalise AI content as it’s a site-wide update, so don’t churn out loads of crap. Recognise that AI will make a difference so evolve with it. And remember, Google updates will always get you in the end! Don’t forget! James Welch at Embryo