AI-generated content lacks the essential human element that makes content marketing so effective.

With help from our expert content marketers, we transformed the AI content into a blog post optimized for our client’s target audience. Below, we walk you through the process of revising AI-generated content, the benefits of a human approach, and the limits of AI tools like ChatGPT.  

Recommended reading: Why a Human Approach is Essential to AI Content Marketing 

Use AI tools to plan content: Since the ChatGPT blog covered the basics, we used that content as a starting point for our revision. We verified the information ChatGPT provided was accurate, and incorporated a lot of the same facts. We even followed the same general structure. In other words, ChatGPT gave us the perfect outline for our content. 

Do your research: Artificial intelligence – much like people – must be taught information before it knows it. At present, ChatGPT doesn’t have knowledge beyond the year 2021. That means it’s pulling from outdated information. We conducted our own research to not only verify the points made were accurate but also to uncover recent studies that support our message.

Share unique insights: ChatGPT gets its information from a wide variety of online sources, including books, Wikipedia, and news articles. In essence, ChatGPT repurposes knowledge from all over the internet. We worked with SECU’s in-house financial experts to add new insights to the existing conversation about credit unions and small businesses, thus positioning our client as a thought leader. 

Here’s one example of how we incorporated fresh insights into the revised blog: 

Meanwhile, credit unions have a high customer satisfaction rate. In fact, 87% of businesses that borrowed from credit unions say they’re satisfied with their service. This satisfaction rate for credit unions is higher than any other type of lending institution.

Choosing your financial partner is a crucial decision. Although big banks may seem like the default option, credit unions consistently report higher customer service satisfaction. As Maryland’s largest credit union, SECU offers a wide range of advantages for small businesses. 

Showcase your brand: Content enables brands to demonstrate their expertise and differentiate themselves from their competitors. AI, however, doesn’t know what makes brands unique. Whether you have decades of experience in your industry or a great customer satisfaction score, these characteristics can translate into real sales. To take the blog from generic to branded, we highlighted the key differentiators that make SECU a great fit for Maryland small businesses. 

Compare one section of the AI-generated blog before we revised versus after. 

Before:

Credit unions are known for their commitment to financial literacy and education. They offer resources, workshops, and seminars to help their members, including small businesses, improve their financial knowledge and skills. This can be particularly beneficial for small businesses that may need guidance on managing cash flow, budgeting, tax planning, and other financial aspects of their operations. Credit unions also provide free or low-cost financial counseling services, which can be valuable for small businesses facing financial challenges or seeking expert advice on financial matters.

After: 

Credit unions are committed to building financial literacy through education. Like SECU, many offer free resources, workshops, and even financial counseling to help members, including small businesses, improve their financial wellness. This can be particularly beneficial for small businesses. Experts offer guidance on managing cash flow, budgeting, tax planning, and other financial aspects of their operations. 

Our Virtual Financial Center advisors work with consumers and small business owners, offering advice on complex money matters. We take the time to get to know your business and your unique challenges. Free financial counseling can be valuable for small businesses facing economic challenges. You can even make these valuable resources available to your employees through the Bank at Work program. 

Here’s the bottom line: Effective content marketing is timely and relevant to the intended audience, and a human touch is essential to bring that to life.  

While researching the latest insights about credit unions and small businesses, we found that recent studies suggest small businesses are dissatisfied with the service at traditional banks. By researching the current market, we were able to transform a generic ChatGPT blog into an insightful piece detailing how credit unions can help small businesses address current challenges.