Artificial Intelligence (AI) is one of the fastest-growing industries. It is an effective tool to assist brands with content writing. Understanding how AI-generated content works can help businesses decide whether AI vs. human content writers best suit their content strategies.
There are strengths and limitations to this increasingly popular tool. AI-generated writing is not a substitute for human-written content. AI-generated content lacks the personalization and depth that human writers provide. This shortcoming is especially true when the content focuses on healthcare topics in which experience and compassion are paramount.
This post will explore the advantages, limitations, and impact AI-generated versus human-written content has on healthcare brand strategies.
AI-generated content requires a prompt (keywords or description) from human input. The AI generator then pulls relevant information from the internet through data analysis and algorithms. Using natural language processing, the AI writing tool composes the information into an article or other form of content.
Through this process, AI can effectively optimize content creation, particularly regarding search engine optimization (SEO). AI does this by quickly identifying keywords and phrases to improve a website’s SEO strategy. A strategy ensures the targeted audience can find a company’s webpage and other social media outlets. However, businesses must consider the advantages and limitations of AI as the sole content creator for their brand.
AI is a reasonable choice for producing content that is simple and brief and meets the following expectations:
However, there are limitations to AI-generated content that can affect branding.
SEO is essential when creating content. It uses keywords to direct users to your brand. AI can optimize SEO within the content. However, SEO should not take priority over providing a trustworthy and accurate source for your patients. Google attempts to ensure YMYL content is accurate and helpful through E-E-A-T criteria.
AI is an effective resource in content creation, yet human writing can provide more compelling content, especially when written by a professional. High-quality content provides authority and builds trust for healthcare brands. Additionally, high-quality content has a high level of E-E-A-T. Healthcare businesses can accomplish this level through nurse writers. Nurses come with experience (patient care), expertise (degree, niche training, and continuing education), authoritativeness (respected profession), and trustworthiness (considered the most trustworthy profession).
In addition, using a nurse writer can increase a healthcare brand’s ROI. ROI (return on investment) is a measure used to determine the profit generated on a business investment (e.g., outsourcing content writing). Analyzing ROI is vital in budget tracking, long-term planning, and customer satisfaction. Outsourcing content writing to a nurse writer is cost-efficient and saves time. And yes, these are the same advantages that AI content writing can offer. But the experience and trustworthiness attached to nurse writers outweigh AI’s speed advantage in producing content. The limitations of using AI alone make it less effective in healthcare content writing and can affect the ROI invested in AI writing technology.
Content written by a human, especially nurses, offers compassion and relatability that AI-generated content cannot currently achieve. While content written by AI can deliver efficiency, it cannot provide high-quality content developed by nurse writers.
AI is an excellent tool to assist writers. However, using AI alone to develop content isn’t guaranteed to meet brand strategy goals. Human-written content is still necessary for its insight, relatability, and ability to meet E-E-A-T. But just like AI, human-written content alone isn’t guaranteed to meet brand strategy goals.
Content marketing is complex, and a content strategy is crucial for driving people to your websites and other social media outlets. It is easy to make mistakes in the content development process. Additionally, managers and staff have multiple roles and responsibilities within a healthcare brand, leading to difficulty in focusing and developing areas like content strategy.
Utilizing a company specializing in content strategy and writing lifts the burden and allows you to focus on your patients. If your healthcare business is looking to ease your content strategy workload, start with our content strategy process at WriteRN.
Atkins, I. (2023. April 5). What is ROI (Return on Investment)?. Business News Daily. https://www.businessnewsdaily.com/4659-what-is-roi.html
Gaines, K. (2023, January 25). Nursing Ranked as the Most Trusted Profession for 21st Year in a Row. Nurse.Org https://nurse.org/articles/nursing-ranked-most-honest-profession/
Hare, J. (2022, August 22). The pros and cons of using AI content writing tools. Search Engine Land. https://searchengineland.com/the-pros-and-cons-of-using-ai-content-writing-tools-387519
Handley, R. (2023, April 27). What Are E-E-A-T and YMYL in SEO & How to Optimize for Them. Semrush Blog. https://www.semrush.com/blog/eat-and-ymyl-new-google-search-guidelines-acronyms-of-quality-content/
Kelly, J. (2023, February 8). AI Content Generation Won’t Replace Humans; It Will Make Them More Powerful. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2023/02/08/ai-content-generation-wont-replace-humans-it-will-make-them-more-powerful/?sh=43fd6cf172d5
Laura Kim is a pediatric nurse practitioner and registered nurse. She has been caring for pediatric patients since 2009. She strives to make patient education accessible to all patients. Collaborated with Global Health Media and local translator to develop breastfeeding education videos for Chuukese families. Served as adjunct faculty at the University of Guam School of Nursing in the Department of Women and Children’s Health from 2018 to 2019.
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