Generative artificial intelligence (AI) is a game-changer for content marketing. It can help writers speed up tedious tasks and overcome creative blocks.
But it is important to use AI responsibly and edit its output carefully to ensure that it meets your brand’s standards. Here are some tips from experts presenting at Content Marketing World:
- Use AI to generate ideas and inspiration. Don’t rely on AI to write your content for you, but you can use it to generate ideas, brainstorm topics, and get started on a draft.
- Edit AI output carefully. AI-generated content can be inaccurate or grammatically incorrect, so it’s important to edit it carefully before publishing.
- Use AI to personalize your content. AI can help you understand your audience better and create content that is more relevant to their needs and interests.
- Use AI to automate tasks. AI can automate repetitive tasks, such as scheduling social media posts and sending email newsletters. This can free up your time to focus on more creative work.
Overall, generative AI is a powerful tool that can help you improve your content marketing strategy. But it’s important to use it wisely and responsibly. Here are some additional tips:
- Choose the right AI tools for your needs. There are many different AI tools available, so it’s important to choose ones that are right for your specific needs and budget.
- Experiment with different AI tools and workflows. There is no one-size-fits-all approach to using AI for content marketing. Experiment with different tools and workflows to find what works best for you and your team.
- Measure the results of your AI-powered content marketing campaigns. Track the performance of your content to see how AI is impacting your results. This will help you refine your strategy over time.
By following these tips, you can use generative AI to improve your content marketing strategy and achieve your business goals.
How to Use AI for Writing and Editing Assistance
Generative AI tools can help you overcome writer’s block by providing you with research and brainstorming assistance. They can also help you stay on-brand by providing editing tips for tone and style.
Some AI tools can even help you with SEO during the writing process or create derivative pieces from your proprietary content. The best way to use AI for content can be summed up by the phrase “Say it better.”
There are times when what you have written is not exactly what you want it to be. Something may be missing, confusing, or simply “off.”
It is in these moments that AI can be incredibly valuable. Use AI to check that all long-format copy is consistently on-brand in terms of voice and tone.
It can also be a free and easy way to proofread. Generative AI can be a valuable tool for content creators in a number of ways.
It can help you to:
- Overcome writer’s block by providing you with research and brainstorming assistance
- Stay on-brand by providing editing tips for tone and style
- Improve your SEO by helping you to optimize your content for search engines
- Create derivative pieces from your proprietary content
Here are some specific tips for using AI to improve your content:
- Use AI to generate ideas for blog posts, articles, and other types of content.
- Use AI to help you write a draft of your content.
- Use AI to edit your content for grammar, spelling, and style.
- Use AI to check that your content is on-brand and consistent.
- Use AI to optimize your content for SEO.
Do Not Replace Skilled Human Team Members
Generative AI is a tool that can help professional creatives do their work more efficiently, not replace them. It can be used to fill in bandwidth or resource gaps, such as quickly creating an image or suggesting titles and subject lines.
It can also be used to generate ideas for a topic’s scope to ensure that all important subtopics are covered. However, teams that see generative AI as a way to cut staff and increase content volume without making process improvements are doomed.
Generative AI does not make things like style guides, content briefs, fact-checking, and developmental edits skippable. Generative AI is a powerful tool, but it is important to use it responsibly.
It can help you to be more productive and efficient, but it cannot replace the need for human creativity and judgment. Here are some tips for using generative AI effectively:
- Use it to fill in gaps, not to replace your work.
- Be selective about the tools you use and the tasks you assign to them.
- Carefully edit all AI-generated content before publishing it.
- Use generative AI to improve your process, not to bypass it.
How to Sharpen Your Audience Understanding
Create an AI-powered marketing persona and validate it against your persona research. Make edits until you’re satisfied with the accuracy, and then ask it questions:
- What are your audience’s worries?
- Where do they get their information?
- What topics are most helpful for their jobs?
- What triggers them to seek answers or help?
- What information do they need before becoming a lead?
Unlike humans, you can quiz your AI persona day and night. It is always happy to share insights.
Generative AI excels at providing insights into how audiences research and prioritize their needs. For example, ask ChatGPT, “What are the top features that [our core audience] should prioritize when shopping for [our products/services]?” to see which points your content should address.
AI-powered marketing personas can be valuable tools for understanding your audience and creating content that meets their needs. However, it is important to validate the persona against your own research and to edit it as needed.
Once you are satisfied with the persona, you can ask it questions to gain insights into your audience’s behavior, motivations, and needs. Here are some additional tips for using AI-powered marketing personas:
- Use the persona to inform your content strategy, product development, and marketing campaigns.
- Regularly update the persona to reflect changes in your audience’s needs and preferences.
- Share the persona with your team so that everyone has a shared understanding of your target audience.
Do Not Overlook AI’s Legal, Ethical, or Quality Implications
Generative AI is a powerful tool, but it is important to be aware of the potential risks and ethical concerns, such as bias, quality, authenticity, security, and privacy. Human oversight and review are essential to ensure that generative AI is used responsibly and effectively.
Here are some specific concerns raised by experts:
- Bias: Generative AI models can be biased, reflecting the biases of the data they are trained on. This can lead to the generation of content that is unfair or discriminatory.
- Quality: Generative AI models can generate content that is inaccurate, incomplete, or misleading.
- Authenticity: Generative AI models can generate content that is plagiarized or that does not reflect the brand or voice of the organization that is using it.
- Security: Generative AI models can be used to generate malicious content, such as phishing emails or fake news articles.
- Privacy: Generative AI models can be used to generate content that reveals sensitive information about individuals or organizations.
- Copyright: If you feed proprietary information into a generative AI model, that information may be copyrighted by the creator of the model.
- Originality: Generative AI models can generate content that is similar to existing content, which may make it difficult for your content to stand out.
It is important to note that these are just some of the potential risks and ethical concerns associated with generative AI. As the technology continues to develop, it is likely that new risks and concerns will emerge.
Here are some tips for using generative AI responsibly and effectively:
- Be aware of the potential risks and ethical concerns. Do your research and understand the limitations of the technology before you start using it.
- Use generative AI models that have been developed by reputable organizations. Look for models that have been audited for bias and that have clear terms of service and privacy policies.
- Carefully review all AI-generated content before publishing it. Make sure that the content is accurate, complete, original, and on-brand.
- Use generative AI to supplement your human team, not to replace it. Generative AI is a powerful tool, but it is important to remember that it is still a tool. Human creativity, judgment, and oversight are essential for using generative AI effectively.
Create production efficiencies and iterative assets
Generative AI is a powerful tool for content creators, helping them to promote their content in more ways and in less time. Here are some examples of how experts are using AI to create and promote content:
- Cathy McPhillips uses AI to turn long-form content into short-form videos, snippet videos, tweets, Facebook and LinkedIn posts, and more. She also uses AI to create transcripts for accessibility, which is a tremendous timesaver.
- Bernie Borges uses AI to produce a range of content for his podcast, including suggested episode titles, timed transcription, show notes, newsletter content, LinkedIn posts, tweets, and more. This content still needs some editing, but it makes his job much easier.
- Kristyn Wilson uses AI for content busy work like paid social, email subject lines, and tweets. AI can provide various options with the right inputs, but it takes an expert to identify the best option.
Overall, AI is a powerful tool that can help content creators to be more productive and efficient. However, it is important to remember that AI is still a tool. Human creativity, judgment, and oversight are essential for using AI effectively.
Here are some additional tips for using AI to create and promote content:
- Use AI to generate ideas, not to replace your work. AI can help you to come up with new ideas for content, but it is important to edit and curate the content yourself to ensure that it is high-quality and on-brand.
- Use AI to automate repetitive tasks. AI can automate tasks such as creating social media posts and email newsletters. This frees up your time to focus on more creative and strategic work.
- Use AI to personalize your content. AI can help you to understand your audience better and create content that is more relevant to their needs and interests.
Never Publish Raw AI Output
Generative AI is a great tool for getting started on a new piece of content or for repurposing existing content. It can also be used to analyze keywords and competitors, outline articles, and create webinar emails and social copy.
However, AI-generated content can often be obvious and dull. It is important to have a human editor review and edit AI-generated content to add opinion, humor, and personality.
Here are some additional tips for using AI to create and promote content:
- Use AI to generate ideas, but edit and curate the content yourself to ensure that it is high-quality and on-brand.
- Use AI to automate repetitive tasks, such as creating social media posts and email newsletters. This frees up your time to focus on more creative and strategic work.
- Use AI to personalize your content by understanding your audience better and creating content that is more relevant to their needs and interests.
- Use AI to generate a draft, but have a human editor review and edit the content to add opinion, humor, and personality.
Amplify content promotion
One way to use generative AI is to write social media post copy for articles you are sharing. Copy and paste the article body into ChatGPT and tell it how many sentences to generate.
Then edit the generated copy and fact-check it to ensure that it is accurate and on-brand. This is a great way to save time and create engaging social media posts that promote your content.
AI can help you to come up with interesting and relevant talking points, and you can then use your human judgment to edit and polish the copy to ensure that it is perfect. Here are some additional tips for using AI to write social media post copy:
- Use AI to generate ideas for new posts, but don’t rely on it to write the entire post for you.
- Use AI to help you tailor your posts to different social media platforms. For example, AI can help you to write shorter, more concise posts for Twitter and longer, more informative posts for LinkedIn.
- Use AI to help you personalize your posts for your audience. For example, AI can help you to identify the keywords and phrases that your audience is most likely to be interested in.
- Use AI to test different headlines and captions to see what performs best.
Do Not Assume AI Automatically Improves Outcomes
Make sure AI is actually improving your processes and output. Track the time it takes you to perform a task with and without AI to see if you’re saving time and getting better results.
Relying too heavily on AI without putting in the effort to engineer your prompts carefully can lead to lackluster outcomes. Large language models rely on word probabilities, so if your prompts are too vague, you’ll get generic results.
It is important to understand the nature of these models and how to provide precise instructions to get the output you want. In other words, use AI to automate tasks and improve your productivity, but do not rely on it completely.
Take the time to engineer your prompts carefully to give AI the information it needs to generate the output you want. Here are some additional tips for using AI effectively:
- Experiment with different AI tools and workflows to find what works best for you and your team.
- Use AI to generate ideas, but edit and curate the content yourself to ensure that it is high-quality and on-brand.
- Use AI to automate repetitive tasks, such as creating social media posts and email newsletters. This frees up your time to focus on more creative and strategic work.
- Use AI to personalize your content by understanding your audience better and creating content that is more relevant to their needs and interests.
AI’s Potential Will Be In Your Very Human Hands
Identify the most time-consuming or tedious tasks in your content program, and then use AI to streamline them. Like any other tool, AI is most effective when you have a clear plan for how to use it.
In other words, AI can be a great way to save time and improve your content marketing process, but it is important to be strategic about how you use it. First, identify the areas where you need the most help.
Are there certain tasks that you find time-consuming or tedious? Once you know where you need to focus, you can start to look for AI tools that can help you automate those tasks.
Here are some examples of how you can use AI to streamline your content marketing process:
- Use AI to generate content ideas. AI can help you come up with new ideas for blog posts, articles, and other types of content. You can simply give AI a topic or keyword, and it will generate a list of related ideas.
- Use AI to write and edit content. AI can help you to write and edit content more quickly and efficiently. You can use AI to generate draft content, or to help you edit and improve your existing content.
- Use AI to optimize your content for search engines. AI can help you to optimize your content for search engines so that it is more likely to be seen by potential customers.
- Use AI to promote your content. AI can help you to promote your content on social media and other platforms. You can use AI to generate social media posts, or to help you identify the best places to promote your content.
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