Gone are the days when writing was considered an art form, mastered only by a chosen few who possessed the elusive talent of weaving magic with words. Now, with the power of AI and language models like ChatGPT, it seems that anyone can pick up a quill (or keyboard) and write their way to literary greatness. Writing is no longer a magic trick, it’s a universal skill.
So, what are the consequences of writing skills becoming democratized?
As AI continues to advance and writing skills become accessible to a wider audience, the competitive edge of writing proficiency will diminish. The ability to effectively convey one’s ideas is no longer a unique advantage. When everyone has the power of AI to write good English, people will no longer get left behind only because they can’t articulate things in good English.
With the help of AI, people will be able to better express their thoughts and ideas, regardless of their language abilities. This can lead to greater participation and diversity in various fields and industries. This can also help reduce the stigma associated with language barriers. Those who were previously disadvantaged due to their inability to express themselves effectively in writing will now have improved opportunities.
While thinking skills are not dependent on language, it will become easier for thinkers to express their thoughts in English, regardless of their language abilities. This means that individuals with strong thinking skills will be able to contribute to society in a meaningful way, even if they do not have the same level of writing ability as others.
As Henry Ford once said, “Thinking is the hardest work there is, which is probably the reason why so few engage in it.” In order to succeed in the digital age, individuals and organizations will need to be able to think critically, generate innovative ideas, and inspire change through their thoughts and actions. Those who will be able to develop strong thinking skills will be well-positioned to succeed in the future.
As a content-first digital agency, we work with clients to develop content that is both well-written and thought-provoking to help them achieve their thought leadership and stakeholder reputation goals. The importance of critical thinking and creativity in generating new ideas and perspectives toward these goals cannot be overemphasized. While writing is an important tool for communication, it is only through our thinking skills that we can truly generate new insights and perspectives that can drive powerful thought leadership narratives.
According to a senior advisor 99% to 99.9% of all content on the internet will be AI-generated by 2025 to 2030. Although AI technology can assist in brainstorming and generating ideas for human-generated content, AI-generated content is generally not well-received by Google Search’s algorithm. And there’s good reason for it. Google’s automated systems are designed to use many different factors to rank great content. After identifying relevant content, its systems prioritise those that seem most helpful. To do this, it identifies a mix of factors that can help determine which content demonstrates aspects of experience, expertise, authoritativeness, and trustworthiness, or what it calls E-E-A-T.
Google’s algorithm relies on its helpful content system to identify and prioritise original, human-generated content that provides value to users. As per Google’s latest “helpful content update,” AI-generated content is not favoured by the algorithm, making it less likely to rank well on search engine results pages (SERPs).
To produce original, high-quality, people-centered content that embodies the E-E-A-T framework, one needs to be a thinker, not just a writer.
Let’s take a moment to clearly distinguish the roles of a thinker and a writer. A thinker is someone who generates ideas and thinks deeply about a topic, while a writer is someone who can articulate those ideas in writing. A thinker is focused on the content, while a writer is focused on the form. In creating effective communication, the quality of the writing is dependent on the quality of the ideas being conveyed.
Having helmed the operations of a content-first digital agency, I have seen first-hand the difference between thinkers and writers in creating powerful thought leadership content. A thinker’s insights and knowledge are critical to creating compelling, authoritative content that helps to build trust, credibility, and influence among stakeholder audiences.
With this understanding, the outcomes that can be expected from writing becoming a universally attainable skill are easy to fathom.
In conclusion, with the rise of AI and language models, writing is becoming a skill that can be acquired by anyone. However, let’s not forget that writing is not merely about putting words on paper or a screen, but rather it involves critical thinking, knowledge, and insights that come from deep research, one’s own experiences and perspectives. As people-generated content continues to be distinguished from AI-generated content by tech giants like Google, it is clear that the human touch in writing still holds immense value and significance in our increasingly digital world.
Why B2B brands should consider thought leadership content
It may seem contrary since B2B content is assumed to be direct with a priority to drive sales and generate leads. So, an indirect approach like thought leadership content may initially raise some eyebrows for being counterproductive. But when the benefits of thought leadership content are considered, the strategy’s long-term productive impact becomes apparent.
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