Creating Free Content Can Cost You - Especially in the Age of AI

Impactful, trustworthy content (still) costs money. Really, it does.

The team at Bond Studios has spotted shops hawking bargain-basement pricing for content produced with heavy reliance on artificial intelligence. Or, they're throwing in content development for "free" as part of a larger scope of work. What a value, right?! Not so fast. Creating free content can cost you – especially in the age of AI.

Before you sign, it's important to understand who (or what 🤖) is creating your content, and how they're using tech to gather information or cite sources. Not knowing could put your reputation at risk. Or cause legal problems that are far more expensive than the content you paid for.

ChatGPT and other generic AI tools, including large language models, are trained on internet content, which can lead to issues related to bias, factual inaccuracy, and copyright infringement.

The outputs these tools create may appear true, and your chatbot may confidently share copy that you love. But facts such as study data and statistics may be fabricated, and unless you take the time to confirm all of the sources, guard against plagiarism, and ensure fair use, you could be putting brand trust and your own professional reputation at stake. And, even if you take those protective steps, your copy may well end up feeling too basic or eerily similar to your competitor's.

So, how do you stand out? Hire humans to generate your stories. Interview real people about subjects close to your brand and core values. Offer up a new and different point of view on a trend and take the time to cite new studies or quote a bona fide expert in the field. Put a finger to the wind and articulate a prediction about what's next in your industry.

In other words, spend the money and time to produce content that will provide real value to your audience. And now a pro tip for brand marketers: If your content efforts are focused solely on paid campaigns, you've lost the plot. This is especially true for social, which is about consistency, culture, and connection – not overnight success, commerce, or going viral.

Long-term organic content strategies make it possible to own your message while showcasing the library of favorite stories you've always wanted to tell. Paid is transactional and temporary – limiting from the very start what you can achieve with social.

Organic builds trust and shines a light on brand value and core values. And after a while, that trust can forge real bonds with your communities. That's solid gold for brand reputation.