It's been over 15 months since ChatGPT burst onto the scene, igniting a wave of Content Generating AI tools promising enhanced SEO, improved email open rates, and accelerated content development in our digital-centric world.
AI Content Generation: Large Language Models and AI Content Generators
First things first: When we talk about AI tools, we are really talking about several different kinds of tools and technologies with the two most prevalent groupings being:
- Large Language Models (LLMs): This is a type of AI program that can recognize and generate text. LLMs have been trained on very large amounts of data, leverage neural networks and supercomputers. ChatGPT, for instance was trained on 45 terabytes of plain data (or 300 billion words) from 2016 -2019. ChatGPT 3.5, ChatGPT 4.0, Google s Gemini, and Falcon LLM are examples of LLMs.
- AI Content Generators: These are software programs that use AI to create / edit written content. Many AI Content Generators leverage open source LLMs to power or enhance their solution. Jasper.ai, Copy.ai, Surfer SEO and Canva are examples of AI Content Generators.
While using these capabilities offers numerous benefits, it's essential to recognize their limitations. Solely relying on AI to generate website or blog content is ill-advised, given Google's recent stance against promoting AI-written content, and that the LLM models are all limited to defined datasets and the use of internet search to find answers. Further, Google and other search engines ultimately are cracking down on AI-created content which it deems as spam.
The Limitations of AI Content & Google's E-E-A-T Focus
As its always been, Google continues to prioritize original, high-quality content that demonstrates E-E-A-T principles: Expertise, Experience, Authoritativeness, and Trustworthiness. Therefore, the emphasis should be on crafting people-first content.
How Law Firms Can Leverage AI Content Generators Effectively
With the above said, AI-driven Content Generators have a place in law firm marketing programs and can still be valuable assets in law firm marketing when used appropriately.
Here are a couple examples of how you can use these tools in your law firm marketing efforts:
- Content Consistency: Use them to help with content consistency. While you should not depend on the tools to create web-ready content directly, they can help to greatly reduce the time to develop an appropriate article, even when you are applying EEAT principles.
- SEO Optimization: Use them to ensure that the content you create has strong SEO, metadata and appropriate keyword densities. There are several tools that focus on creating / writing content in your "brand" style. Typetone.ai and GetGenie.ai are two examples.
- Reader Engagement: Improve reader engagement through the easier creation of Q&A videos or infographics. Synthesia.io is a great tool to build Q&A videos painlessly using your written content and an AI avatar.
- Firm Intake: Leverage Chatbots to help convert readers to potential clients and route them to the right information or resource. ChatGPT-3.5 was among the first AI-drive chatbots and ChatGPT-4 is a much improved version.
- Content Repackaging: Use AI tools to help repackaging existing content to create new content in different formats for use on different platforms. CapCut is great to turn text content to video and repackage across social channels.
- Content Ideas: AI content generators can be used and trained to suggest content ideas based on the training dataset or target buyer personas.
Note that, we use several of the above tools, including Synthesia.io, CapCut, ChatGPT-4 and Google Genesis among many other AI tools.
Choosing the Right AI Content Generation Tool for Your Law Firm
Before selecting an AI content generator, consider your specific content needs and preferred writing style. Some tools excel in creating web copy, while others focus on SEO optimization or newsletter writing. Look for tools that support multiple functions and allow customization to align with your writing style.
Integration with your existing solutions such as your website content management system (CMS), email platform, or social media channels is another crucial factor to consider. Additionally, evaluate the cost structure and support services offered by the tool, as many are developed by small startups with varying levels of support.
AI as a Tool, Not a Replacement: The Human Touch in Law Firm Content
In conclusion, while AI content generators can enhance productivity and streamline content creation processes, they should complement rather than replace human creativity and expertise. By selecting the right tool and using it judiciously, you can leverage AI technology to elevate your content strategy effectively.
Remember, it might be AI content creation that helps you get prospects in the door, but it's your expertise, client support and expertise that turn them into happy clients.
