Is AI better at writing blog posts than humans?

With the explosion of AI, businesses are scrambling to discover how it can give them an edge. There is so much power in these tools, but how, when and where should you use it?

We decided to find out.

Rather than a generic analysis of AI's capabilities, we ran a data-backed contest for one specific application - blog articles.

To be entirely fair, we are not just using any human, we found a top-rated individual who is making hundreds of thousands of dollars as freelance writer. This is their job and livelihood and by all means the data available showed that they were good at it.

First off, who do you expect to write a better post?

In a LinkedIn post, we asked the same question.

Even though the craziness around ChatGPT has really only been going on for less than a year, almost 80% of people in our survey believed when it came to writing blog posts, AI would do a better job.

But can we actually tell the difference between AI and humans?

We ran two different survey's to find out.

However,

It looks like the more you've used AI, the more familiar you are with the "tone" of the content. There are some new technologies that are claiming they can match your brand's voice, so we will have to test those out at a later time.

Alright, back to the content.

Here was the prompt:

Is this prompt perfect? Absolutely not, but it’s good enough. We have context about what to write and the overall objective of the article and that will do for what we need.

We gave the exact same prompt to our freelance writer as well. No additional information was given - we had to make sure this was a fair contest.

Outside of just the quality of the content given, there are a few other factors we have been tracking so we can know which method is truly “better”.

Our grading crtieria is as follows:

• Time to write post

• Cost

• Did the article fulfill all the requirements of the prompt

• How good was the content

• and bonus points for how many data points they shared in the post

We will break them down individually, but make sure and scroll to the bottom to see the comparison chart and find out who the winner is.

AI-written blog post

We will start things off with the AI post and its data.

• Time to write post: less than a minute

• Cost to write post: $0

• Fulfilling the requirements of the post: 5/5

• Quality of content: 68% of readers gave this post a 4 or 5 (out of 5) rating on quality of content

• Data bonus points: 2 pieces of data were used, so 2 bonus points for data.

Here is the ai-written post:

As a SaaS business, creating and distributing marketing content is an essential part of your operations. Whether it's blog posts, social media updates, or email campaigns, your team likely spends a significant amount of time crafting and promoting content that drives traffic and conversions.

However, managing this content can quickly become chaotic, especially as your business grows. With different teams and individuals responsible for various aspects of content creation, it's easy to end up with a scattered, inconsistent marketing approach that hinders your business's growth.

Centralizing access to marketing content for the entire business is a powerful solution to this problem. By bringing all your content into one location and providing all your teams with easy access to it, you can streamline your content creation processes and ensure that everyone is working from the same playbook.

There are several benefits to centralizing access to marketing content:

1. Consistency: When all your teams have access to the same marketing materials, it's easier to ensure that your messaging and branding are consistent across all channels. This consistency helps build trust with your customers and reinforces your brand identity.

2. Efficiency: Without a centralized system for managing your marketing content, your teams can waste time searching for the right materials or creating content from scratch that already exists. With centralized access, your teams can quickly find what they need and get to work.

3. Collaboration: Centralizing your marketing content allows for better collaboration between teams. With everyone on the same page, it's easier to coordinate efforts and work together to achieve your marketing goals.

Data and statistics back up the benefits of centralized access to marketing content. A study by SiriusDecisions found that companies with strong alignment between sales and marketing teams achieved 24% faster revenue growth and 27% faster profit growth over a three-year period compared to their less aligned peers.

Additionally, a report by Content Marketing Institute found that companies with a documented content marketing strategy are six times more likely to report success in their content marketing efforts compared to those without a strategy.

Imagine your marketing content as a library. If each team member has their own bookshelf, it's easy for them to overlook or miss out on important content that can help them do their job better. By centralizing your marketing content, it's like having a shared library where everyone has access to all the books, making it easier for everyone to succeed.

To make centralizing access to marketing content easier, many businesses turn to software tools designed to streamline the process. These tools, such as content management systems or digital asset management software, help businesses manage and distribute their marketing materials more efficiently.

In conclusion, centralizing access to marketing content is a crucial step towards achieving a more efficient, consistent, and collaborative marketing strategy. By doing so, businesses can improve their revenue and profit growth while ensuring that their marketing efforts are aligned with their overall business goals. If you're struggling to manage your marketing content, consider investing in a software tool that can help you centralize and streamline your processes.

Not too bad, eh?

Human-written blog post

• Time to write post: 3.5 hours of actual work time, but it took over a week from request to getting content in hand

• Cost to write post: $525

• Fulfilling the requirements of the post: 5/5

• Quality of content: 50% of readers gave this post a 4 or 5 (out of 5) rating on quality of content

• Data bonus points: 1, so one bonus point was given

Here's the human-written post:

Why You Need Centralized Marketing Content For Your Business

Centralized content marketing is no longer a nice-to-have for SaaS companies. In an industry worth around $195B, competing in a very competitive market requires unified messaging across all teams.

Most SaaS companies are building an awesome product first and foremost. The content is usually an afterthought. But how you communicate those products will sell your customers (in addition to the awesome products).

The biggest problem SaaS companies face when building out content and Go-To-Market strategies is each department often has its own set of rules, software, messaging, and funnels that don’t align across the company.

The Problem With Inconsistent Messaging

If different departments within your organization operate in silos, your messaging across the customer journey won’t be consistent.

And if your messaging isn’t consistent, you’ll run into problems like:

1. A confusing and disjointed experience for the customer due to a lack of communication and alignment across teams.

2. The inability to pinpoint where your customers are falling off in the sales funnel due to a lack of visibility into their behaviors and the quality and type of messaging they’re receiving.

3. A lack of coordination between teams, resulting in a muddled brand identity, a duplication of efforts, and lost leads and revenue.

A Company Is The Sum Of Its Parts

Traditionally, Marketing generates leads for the Sales team. Sales turn those deals into revenue, and a Customer Success team works to retain those customers.

Each of these parts shouldn’t operate as a part. Instead, they need to function as a whole because that’s how the customers see them.

Customers don’t differentiate between Marketing, Customer Success, Product, and Finance. They only see the company as a whole.

Internal Alignment Changes The Game

The solution to inconsistent messaging and a lack of internal alignment is centralized access to marketing content across the entire company.

Every team within your organization is using the same Go-To-Market strategy, the same messaging, the same funnel, and the same software to manage these efforts.

Everyone can see what everyone else is doing, where customers are in the funnel, and where the bottlenecks are.

Centralized marketing content leads to:

• Faster time to revenue

• Stronger brand identity

• Better collaboration across teams

• Happier customer experiences

• Visibility into bottlenecks and the insights to correct them

The Takeaway

Every company starts at the beginning. With centralized marketing content, internal alignment, and shared objectives across the company, you can become the next Airbnb, Apple, Zendesk, Snowflake, or any other unicorn because the one thing they all have in common is a consistent brand experience.

Also pretty good. Now that you've seen both...

Is AI better at writing blog posts than humans?

Based on our data, yes.

Not only did the AI post take a fraction of the time at no cost to us, those who read the content said that it was better than what the human wrote!

Now there are plenty of points you could make about this study. First of all, it was a pretty generic prompt and honestly both articles weren't very interesting.

We will have to test some more challenging content at some point in the future.

We also need to throw in a third option of human using ai and see how the data fairs.