Are you one of those who think AI and content marketing go hand in hand?
Without a doubt, AI improves marketing workflows with efficient tools such as ChatGPT. Since the onset of AI art, content, and video generators, it is easier to hit the targets in content marketing.
In this article, we will describe how to use artificial intelligence (AI) technologies to establish an actionable content marketing strategy. It also covers what you can avoid to ensure the creation of human-like content pieces.
The Role Of AI In Content Marketing – Why It Matters
Research shows that 61.4% of marketing teams resort to artificial intelligence for content marketing. For instance, The Economist uses AI-driven advertising campaigns to garner more online readership.
It can be said that from increasing content creation abilities to supporting creativity, AI technology benefits content marketers in various ways. Go through these pointers to understand the significant role of AI in content marketing domains.
Automatically Generate Content
Gone are the days of spending hours and days to tailor high-quality content.
The need to produce content quickly becomes more critical in the case of social media posts. After all, you have to put up content at the earliest to grab more viewers’ interactions and beat the competition or the next swipe.
Not only did it require intensive manpower to create the posts, but also the right ones to execute them.
With the introduction of AI-generated content, you can now partially or wholly automate content marketing.
Through analyzing real-time customer behavior, AI helps make informed decisions about pricing structures, product development, etc.
Deploy Chatbots To Interact With Users
Picture a customer visiting your website with a query, but your customer service is unavailable then.
Using interactive AI tools called chatbots, you can gain more website visitors down the funnel. Not only are they available round the clock, but they are also quick in offering customer service.
What’s more? They act as knowledge bases and help in connecting users with service reps.
Since chatbots can imitate human conversations, user interactions become more personalized. Also, chatbots can give less formal responses with the right training.
Custom News Feed Algorithms
By tapping into users’ browsing patterns, artificial intelligence can customize their news feeds. It implies that users will only see relevant posts or ads of their interests.
Additionally, it enables content marketers to have an idea of which type of content they should promote for more social media engagement.
Consider that you are selling graphic designing tools/services. Now you can use AI technology to accurately estimate which kind of content will resonate with the target audience. Accordingly, you can send related Instagram ads on their IG news feed to enhance engagement.
Predictive Intelligence
As the name suggests, this technology allows us to predict future trends with advanced data analytics tools. It implies a faster and more informed decision-making process.
Employing predictive intelligence analytics in content marketing aids in adapting to user engagement vis-a-vis hyper-personalized content.
Besides helping the creation of personalized content, predictive intelligence drives leads to a great extent. Through predictive lead scoring, you can understand where your prospects are in their buyer journey. Based on previous purchase records, this process helps in determining which customers are most suited for conversion.
Using predictive intelligence, content marketers get ideas about which types of content they should target for maximum engagement.
Curate And Create Content
Curating content takes much labor and time and is a cost-intensive process. This is where AI can be used to send your users/subscribers carefully curated content according to their interests.
Through automated content curation, data collection and providing engaging content to target viewers is relatively easier.
Not only does it multiply user engagement, but it also boosts lead conversions through carefully curated content.
Creating A Better Customer Experience
One in every four customers is willing to pay 10% more if they receive exemplary customer service. This is where artificial intelligence comes into play to redefine customer experience.
AI helps in interacting with customers and developing personalized dedicated landing pages to respond to every specific query. Once they are satisfied, they will most likely hit the call-to-action button and get converted ultimately.
For instance, eBay used an AI-driven tool, ‘Phrasee’ to craft several personalized email headlines. This marketing strategy maximized customer satisfaction for millions of global customers in 2016.
How To Use AI In Content Creation
Now that we have discussed the significance of AI, here’s how you can incorporate it into content marketing procedures.
Content Ideation And Planning
The first step in the content creation journey is to brainstorm and research various ideas. It is a complex task and more so if you hit writer’s block.
An AI tool can help you ideate your content by suggesting content pillars, angles, and headlines. All you have to do is input your audience, products/services, and brand. Using this information, the tool will offer a list of prompts and thought-starters to choose from.
Apart from written content, AI can cater to the ideation of videos, graphics, and podcast topics.
First Draft Content Creation
If you are facing problems in structuring your content, you can use AI tools to lock a coherent structure.
AI tools analyze multiple top-ranked articles on similar topics and create an outline for your content. So, with AI assistance, you can identify the main points you should add to your content. It ensures that you include all the information your audience is looking for.
Next, you can convert the outlines into first drafts through automated AI tools. Often, they are pre-trained to compose human-like text with little supervision after the brief is fed. Tweak the early drafts as and where required and your quality content is ready!
Content Personalization
Since every user expects tailored experiences, personalized content is essential to retain customers.
With AI tools, the creation of personalized and relatable content is simpler than before.
AI helps in customizing content for all recipients by analyzing their past social media performance and other data. Also, AI tools are useful in setting the right tone for a blog post or content for a social channel.
Content Repurposing
Wondering how to repurpose video content and blog posts without spending hours? AI can simplify the repurposing of existing content assets into new types.
For instance, you can change blog posts into audio or podcasts through AI narration. Also, AI video editing software can repurpose written content into appealing video clips and graphics.
Thus, you can derive more value from your top-performing content pieces.
Content Quality Assurance
Besides content creation, AI tools come with features for grammar and spelling checks. They also suggest corrections to improve the output quality.
Sometimes, AI models are also trained to scan for potentially unsuitable language or unintentional markup language.
All these content quality checks are done in no time vis-a-vis artificial intelligence tools.
Content Editing And Optimization
It is important to note that AI should only support you in your content creation journey. No matter how good it looks, do not completely rely on AI tools.
You must always have humans edit and review AI-generated content before publishing them. Check for grammar, brand tone, formatting, and incorrect facts. Also, ensure that it does not contain plagiarism.
In the case of high-stake content pieces, it would be wise to have multiple people check it.
AI-Powered Content Analytics And SEO Optimization
Optimizing content for SEO is essential to help your audience find it on search engines. Using AI tools you can come up with suitable keywords and center your content around those phrases. Moreover, it can come in handy for analyzing your content against your competitors.
Often, AI SEO tools offer ideas on how to improve internal linking, meta descriptions, click-through rates, etc. It paves the way for more organic visibility for both old and new content.
Before producing content in batches, track the key metrics to know if it is bringing results.
Are you not familiar with evaluating content metrics? Here’s a guide to help you measure content marketing metrics for success.
In addition to quantitative statistics like cost per piece, engagement rates, and ROI, you must opt for qualitative audience feedback. This technique will increase efficiency without negatively affecting quality.
Challenges And Considerations Of Using AI In Content Marketing
Despite its numerous benefits, AI-generated content has some downsides. Look at the following pointers to understand which AI practice you must avoid.
Loss Of Human Touch And Creativity
There is no alternative to human creativity. However, AI simply follows fed data patterns. The result is dry content needing more wit, creativity, emotional depth, and resonance. This kind of content often gets lost among hundreds of SEO-optimized web pages.
To help you eliminate this problem, we’ve created a post on ways and tools to humanize AI content.
Accuracy And Reliability Of AI-Generated Content
Given that AI models contain trained patterns, there stands a chance of putting out outdated content. In addition, AI may produce offensive and harmful information or even invent false stuff.
Ethical, Plagiarism, And AI Detection Concerns
Often there is a risk of copyright infringement or plagiarism in AI-generated content. It steps from AI-driven recommendation engines raising alerts about data security. Also, there have been reports of people using shady tactics like bot-generated reviews and comment spamming for fake SEO gains.
Implications And Changes In Roles
Since AI is automating traditional roles, it poses threats to jobs. Additionally, marketers are facing the problem of adapting their skills and roles in an increasingly automated industry. It implies that marketers now have to focus on skills AI cannot replicate. Such skills may be strategic planning, creative thinking, or emotional intelligence.
Overcoming AI Content Challenges
You must be careful to use AI content tools intelligently so that it does not lose authenticity. Here are tips for overcoming potential challenges arising from AI-generated content.
- Begin with a few tools and if they fit into your workflows, start expanding their usage across all channels.
- Try to avoid using AI during final approvals or deliverables requiring expertise such as thought leadership.
- Ensure that all AI-generated content undergoes a human polish and/or reviews to avoid errors and misinformation.
- Rely on AI for rote tasks like researching and drafting outlines while manually directing the rest of the content work.
- Although you may have not signed an official agreement, do not upload sensitive data in a public large language model (LLM).
- At times, people are not willing to opt for AI content. So, be transparent and don’t hide that you have used artificial intelligence tools in your content.
Future Trends In AI-Driven Content Marketing
Be it predictive analysis or sentiment analysis, AI always brings out exciting techniques to satisfy customers.
Nowadays, businesses are resorting to big data analysis for developing customer-centric content. What’s more? Through big data analysis, companies can tap into valuable customer insights and increase their conversions.
Recent technologies like Virtual Reality (VR) and Augmented Reality (AR) are converging for immersive content experiences. They have led to new possibilities for brand engagement and storytelling in content marketing.
Also, various software are now available in the market for analyzing and automating campaigns. Similarly, service providers are also extending their range of services to custom-made AI solutions.
In brief, AI-driven content marketing opens a host of opportunities with improved insights, enhanced productivity, and personalized user experiences.
AI-Powered Content Distribution
It includes using artificial intelligence tools and techniques to automate content delivery. From processing natural language to leveraging machine learning algorithms, AI can take care of content distribution in various ways:
- Scheduling a bunch of social media posts
- Send relevant messages to consumers and reducing as spend wastefulness
- Decrease cost through increased efficiency (without manual labor)
Thus, AI-powered content distribution guarantees the delivery of relevant content while optimizing ROI and expenditure costs.
AI Content Marketing Tools And Technologies
Are you facing issues with creating an impactful content marketing strategy through research and performance tracking? Check out these 6 AI content generation tools that can process human language and churn out effective content to beat your competitors.
Grammarly
In addition to checking grammar and syntax rules in your content, Grammarly highlights and color-codes mistakes and suggests alternatives in word choice and style. A great feature of this AI tool is that it lets you accept or reject its suggestions without correcting any potential error.
Jasper AI
One of the most widely used AI writing tools, Jasper AI produces content in multiple formats like blog posts, social media copies, YouTube scripts, etc. Using its ‘Boss Mode’, you can avail of the extra perks such as high-quality and faster output. Moreover, it helps in optimizing content for search engines.
Originality AI
Besides detecting AI usage and plagiarism in content pieces, Originality AI determines if the content will rank well on search engines. Through the recommended readability you can optimize your website content and increase its chances of high rankings. What’s more? It is quite simple to use and understand the reports.
PhotoRoom
If you want to save time on developing studio-quality images, PhotoRoom will come in handy with its pre-made scenes for image enhancements. It allows you to design/edit multiple pictures together and upload them easily. Also, you can remove picture backgrounds and create unique images to suit your brand aesthetic.
Frase
This AI-powered answer bot uses natural language processing (NLP) to give suitable answers to user queries. Via the generated outlines from Frase, you can collect significant statistics and summarize articles.
Descript
An editing tool, Descript has a simple and easy-to-use interface much like the tools you are already familiar with. Also, this AI video and audio editor does not need a production background to edit videos, audio clips, or podcasts. The Descript Pro version allows you to use several advanced features like Translate Captions, Eye Contact, etc.
Role Of Generative AI In Marketing Content Creation
Generative AI is a type of technology that uses artificial intelligence to create various content forms. In other words, it is similar to a virtual writer or artist, that is, a collection of algorithms with infinite possibilities.
Here are a few facts detailing how generative AI is a helpful tool to capture consumer attention.
- Speeds up content marketing processes: A 2023 study reports that about 73% of U.S. content marketers used generative AI tools to build compelling content. Its primary advantage is that it can churn out engaging content rapidly and save business resources and time.
- Drives engagement: Developing new and unique ideas is necessary to expand the customer base and enhance conversion rates. From offering appealing suggestions to coming up with alternate viewpoints, Generative AI puts forth creative content strategies.
- Produces visual content- Not only does it generate content in text formats, but also produces attractive visuals such as videos, graphics, and so on. Thus, content marketers can develop catchy social media posts and improve the visual elements of their presentations through engaging storytelling.
- Offers hyper-personalized experiences: Generative AI works to analyze vast amounts of consumer data and understand consumer behavior to connect with the target audience. For example, GPT-4, ChatGPT, and other models customize content marketing campaigns to improve consumer experience.
In brief, generative AI is revolutionizing the outcomes received from marketers’ interaction with their target audience.
Best Practices For Marketers Leveraging Generative AI
According to experts, the market for generative AI will probably increase to around 52 billion by 2028.
Do you know how to scale your content marketing efforts to gain more online traction? The following practices will help you get the best out of AI and content marketing and help you earn more revenue.
Balance Automation And Human Input For Optimal Results
Use AI-automated content but do not forget to add your own touch to retain the brand value and principles. The best way is to maintain a balance between AI content and your creative thoughts.
Ensure Compliance With Legal And Ethical Considerations
To avoid legal complications, acquire consent for using any AI tool in the beginning. Also, be careful of using only original or licensed content for ethical concerns.
Analyze Performance To Improve Content Quality
Even AI-generated content needs monitoring. So, check your content’s performance and address areas that need refinement.
Choosing The Right Generative AI Software
Now that we have discussed all you need to know about AI and content marketing, let’s understand how to choose the right AI software.
- First, prepare your budget so that you do not exceed your financial capabilities while choosing top-quality software.
- Next, determine the areas where you require AI assistance and select software according to the need.
- Once you have your budget and requirements ready, go through the best generative software to understand their pros and cons.
- While shortlisting the software, check that their privacy and security standards are not violating legal rules.
- Try to pick software that is dynamic and can be integrated into your existing work systems.
Final Words
The key to blending AI and content marketing is finding the right balance between the two.
AI can take your content marketing game a level higher only if you use it as a supplemental tool and not the complete solution. Here’s hoping you can use it to relieve administrative burdens and enhance efficiency while guiding your team in the right direction!
Author
A freelance content writer, Madhurima loves illustrating her thoughts and crafting engaging content. On days when she’s not so busy, you’ll find her painting or reading her favourite novels
