Artificial Intelligence (AI) has transcended the realm of buzzwords and is rapidly gaining traction across various industries. With a projected value of nearly 100 billion U.S. dollars, set to grow exponentially to almost two trillion U.S. dollars by 2030, AI has become a game-changer. And marketing is no exception. The research by Influence Marketing Hub mentions that 61.4% of organizations use artificial intelligence in their marketing activities. And one of the key benefits it provides is generating content at scale. Let us dive deep into details and learn how content marketers can deploy AI to increase their efficiency.
Automated Content Generation
One of the main tools marketers use is creative or generative AI. Of course, it is still not perfect, but it can significantly reduce the time people spend on research and content creation. In today’s dynamic and hyper-competitive digital landscape, organizations find themselves needing to strike a delicate balance. They must maintain a swift pace to differentiate themselves from competitors, all while avoiding the pitfalls of exhaustion. Rapid growth often necessitates an amplified brand voice, requiring organizations to consistently communicate their value and increase the volume knob of their brand voice amplifiers. This means generating a steady stream of compelling content to convey their message to a wider audience effectively.
But achieving these results with humans only becomes more and more complicated. Many of us heard about the thing called writer’s block. The reasons may vary: fatigue, burnout, lots of urgent tasks, etc. But all of them lead to stress and a lack of focus on quality. And low-grade content won’t help a company grab customers’ attention and stand out from the crowd.
Cue the most popular element of AI content marketing – automated content generation. This process utilizes advanced technologies such as Natural Language Processing (NLP) and Natural Language Generation (NLG) to generate more content with minimal human intervention.
NLP and NLG
NLP (Natural Language Processing) is a branch of AI that focuses on understanding and interpreting human language. It enables machines to comprehend, analyze, and generate human-like text. On the other hand, NLG (Natural Language Generation) takes the output of NLP and uses it to generate coherent and contextually relevant narratives.
With NLP and NLG, AI systems can now produce a wide range of content, including news articles, product descriptions, and social media posts. These systems analyze vast amounts of data, extract meaningful information, and generate tailored content that resonates with the target audience. We have already mentioned some AI tools used in marketing for startups, but now let’s take a closer look at what objectives you can meet with them.
AI content marketing can be particularly useful at the beginning of the writing process, especially for generating or testing new ideas. AI tools are especially beneficial for remote marketers who lack the opportunity to bounce ideas off others physically. They are a kind of replacement for brainstorming.
Also, before a writer begins crafting a piece of content, much effort goes into research and information gathering. Now this can be done with tools like Jasper’s Content Synthesizer, which can take long pieces of content, analyze them, and provide a summary of different viewpoints and data, helping creators form opinions or perspectives more quickly.
For instance, let’s say a marketer needs to convert a lengthy e-book into a concise blog post. To expedite the process, they can input the e-book into an AI chatbot and request a list of the most important takeaways. The AI chatbot will analyze the e-book, identifying key themes, topics, and ideas. The marketer can then use this output as a foundation for their blog post, adding their own voice and perspective. The result is a new piece of content created in a fraction of the time it would have taken without AI assistance.
However, marketers should consider some pitfalls that arise their way while using AI tools. AI-generated content raises concerns about plagiarism, as it heavily relies on repurposing existing information available on the internet. Unless operating within a niche with minimal competition, the quality of AI-generated content may not meet the standards required for significant rankings. Moreover, the long-term treatment of those posts, articles or pages by search engines like Google remains uncertain.
AI also may not be 100% accurate. If you want to have fun, argue with ChatGPT about whether the information it provides is correct. Definitely fact-check all materials you get, as you may find critical errors.
In truth, all content is to some extent repurposed. But humans can and must add some unique points from their side. They may research and find some facts and figures to illustrate the main points. They also should look for expertise inside their companies and show some unique insights that have not been published before. And, of course, AI is unable to be as creative as humans are. So the ideas always come from people but get scaled with AI content marketing.
Scaling Marketing Campaigns
In an ideal scenario, a single media channel would be sufficient to meet, engage, and convert customers. However, the reality is that marketers require a multichannel strategy to reach their target audience effectively. Scaling marketing campaigns presents its own set of challenges. People often exhaust all their energy in creating one exceptional, optimized piece of content, only to struggle with its distribution.
Fortunately, AI offers a solution by enabling marketers to build comprehensive marketing campaigns based on a single piece of content, which can be adapted to various formats and lengths. For example, if a marketer creates a YouTube video that they intend to expand into an entire campaign, AI can assist in transforming the video script into different formats, such as a LinkedIn post, Facebook ad, or e-newsletter copy. This approach empowers marketers to develop a multichannel strategy rather than relying solely on one platform or format. Additionally, it provides the opportunity to ramp up marketing efforts strategically. It allows a marketer to function as a project manager and a strategist.
As content creators, our goal is to ensure our work reaches a wide audience, and one effective way to achieve this is through SEO optimization. However, not everyone possesses expertise in technical SEO. And this is where AI can truly make a difference. For example, an AI chatbot can generate content based on specific keywords and provide recommendations for improving click-through rates through optimal headers, meta tags, and descriptions.
Moreover, AI extends its capabilities beyond optimization and can serve as an editor during the final stages of writing. Tools like Jasper and Grammarly can identify wordiness, suggest alternative phrases, and enhance readability. The outcome? SEO-optimized content that captivates readers. By leveraging AI in SEO optimization, content creators can enhance their articles’ visibility, improve search engine rankings, and deliver engaging content that resonates with their target audience.
Personalized Content Recommendations for Improved Customer Retention
Generic content often fall shorts of capturing the attention of individual users. AI-powered recommendation systems, on the other hand, excel in delivering personalized content experiences. These systems analyze user behavior, preferences, and historical data to understand each user’s unique interests. By employing machine learning algorithms, AI can accurately predict and suggest content that aligns with the user’s preferences, leading to higher engagement and increased customer satisfaction.
Personalized content recommendations not only enhance the user experience but also play a crucial role in customer retention. By delivering content that is tailored to the individual’s needs and interests with AI content marketing approach, businesses can establish stronger connections with their audience. This level of personalization fosters a sense of loyalty, as users feel valued and understood by the brand. Consequently, customers are more likely to return for more relevant content and become brand advocates, driving long-term growth and success.
In the ongoing discussions surrounding AI’s impact on the workforce, the question of whether AI will replace humans and take over our jobs often arises. However, the reality is that AI is designed to augment and enhance the human experience rather than replace it entirely. Writers hold a special place in our society because they offer a unique and thought-provoking human perspective on the world. It’s not solely about presenting existing facts; it’s about sharing human opinions on important topics that shape our individual perspectives. This human perspective cannot be replicated by AI.
While AI may not replace the human element of content creation, it does require marketers to upskill and reskill to remain competitive in the evolving landscape. Embracing AI tools and mastering their use can significantly increase marketers’ productivity. Aspects of their roles may become automated, necessitating a shift in skill sets.
AI also presents opportunities for marketers to unleash their creativity, develop unique perspectives, and integrate data from various sources into strategies. Rather than viewing AI as a replacement for content creators, it is more accurate to see AI as a valuable ally, empowering marketers to work more efficiently and effectively.
In conclusion, the advent of AI should not be seen as a threat to the human perspective and creativity in content marketing. Instead, it serves as a catalyst for marketers to adapt, upskill, and embrace new tools to enhance their productivity and amplify their impact. The partnership between AI and marketers has the potential to revolutionize the industry, enabling professionals to leverage AI as an efficient side-kick, while they continue to provide the invaluable human touch that sets their work apart. And, of course, working with a startup marketing agency that leverages AI properly will take your business to the next level.