The purpose of blogging is often lost on the agents who want the benefits of writing without the work. These agents are the ones who subscribe to services that automate posts to social media accounts and the like. I recently read a comment by an agent who suggested marketing content itself could be fully automated using artificial intelligence (AI).
Never gonna happen!
Dumb Smart Machines
Let's assume that the state of AI achieves the ability to actually write marketing content. Then assume you could tell that AI to write about something relevant to your business. In this twisted fantasy, I beg you to envision that the AI is smart enough to get the context of the content it's writing. That means the AI knows it should alter the content for Silicon Valley which is an entirely different market than, say, Nashua New Hampshire.
Now, the AI has written original content for your blog.
It's also useless.
Just as useless as the content you posted from a ghostwriter.
Why? Because it's not from you.
Connections Through Words
The point of a blog is to express yourself and connect with prospects or clients. It's not for everyone which is why a lot of great agents never do it. That's fine. Faking it is a waste of time.
Consumers can smell BS from a mile away. If you have someone (or AI) write a blog that the connects with consumers it's not going to be an honest representation of you. When the consumer calls wanting to hear from the person behind the article, they may not hear the same voice on the phone that was in the article.
When that happens, you run the risk of losing them. Plus, it's not your heart and sentiment in the article. It's just words, not personal. That's the point of the article in the first place, to represent you.
Skip the ghostwriter.
Give up on the AI fantasy.
Write from the heart and connection with your clients.