Hello and thanks for joining us on this episode of LawBard’s Five Things. This episode will cover five things that you should not do when you are using AI Content Generators in your law firm’s marketing efforts.
Over the last eighteen months, ever since ChatGPT three dot five launched, numerous AI Content Generator tools have been launched with the promise of improving your digital content creation. While there are several benefits to using these tools, as discussed in our LawBARD AI Content Generator Primer Feature, there are several things that you must be aware of when using these tools and several things you should not do with them.
The first thing on the list is don’t just trust any output from the tool that you use. Much of the information that comes from an AI tool’s output actually comes from the web and we know that what we read on the web isn’t always correct, don’t we?
The second thing not to do is use these tools as an excuse to not have to put in the effort. Remember, it might be AI content creation that helps you get prospects in the door, but it is your expertise and client support that turn them into happy clients. This expertise and knowledge ultimately are part of your brand, which should be highly apparent in your digital content, including your website and blog posts.
Along with this comes the third thing not to do. As it has always been, Google and other search engines 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 that is drawn from your experiences and point of view. It is probable that Google and the other search engines will start to penalize sites and pages that rely on AI created content.
The fourth thing is don’t forget about copyright law. It is still in place. As Google’s AI noted, “AI systems often rely on large databases of text to generate content, which can lead to issues with plagiarism and copyright infringement.” IE: that great comment that was an output from your tool probably came from a person and should be attributed appropriately.
Lastly, AI Content Generators often lack a tone or personality. When using Content Generators to create multiple pieces of content, you run the risk that consumers who are reading this content may end up looking for other law firms as they are confused as to what your firm brand and value prop are.
We love AI Content Generators as they can drive a lot of value in terms of automation, efficiency, and scalability but they must be used with caution and in conjunction with human input and against a digital content plan or you run the risk of poor digital performance and reduced intake performance.
Well, that’s it for this edition of Law Bard’s five things. Take Care and see you next time! For more information on AI or other Law Firm Marketing issues, please visit law bard dot com.
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