The Impact of AI on Content Marketing
It wasn’t Skynet. It wasn’t I, Robot. Instead, it was AI-enhanced content marketing platforms and open-access tools like ChatGPT. Artificial intelligence greatly influences the world as we know it. From self-driving cars to facial recognition software, AI has far-reaching impacts that we often don’t notice in our daily lives.
That might not ring quite as true professionally, however. In fact, content marketing faces some of the steepest challenges resulting from AI. With careful prompting, proofing, and patience, even an inexperienced content marketer can quickly churn out articles at a higher rate than normal.
Let’s explore how AI can benefit content marketers, why you should be selective when integrating AI tools, and how to skirt around some of the current limitations of existing AI platforms.
How Can You Use AI in Content Marketing?
AI is being used in a variety of ways to create, distribute, and measure content marketing campaigns. Here are some of the most common uses:
Content creation: AI can be used to generate new content ideas, write blog posts, and create social media posts. This can save content marketers a lot of time and effort.
Content distribution: AI can be used to distribute content to the right audience at the right time. This can help content marketers reach more people and get better results from their campaigns.
Content measurement: AI can be used to track the performance of content marketing campaigns and measure the results. This can help content marketers identify what's working and what's not, so they can make adjustments accordingly.
The Benefits of Using AI in Content Marketing
There are several benefits to using AI in content marketing. For starters, there’s the potential for increased efficiency. AI can help content marketers save time and effort by automating content generation, distribution, and measurement tasks. You may also see increased reach, because AI can help content marketers connect with a wider audience and get better campaign results. Speaking of better results, certain tools can also provide better insights: AI can help content marketers gain insights into their audience and their content, so they can make better decisions about their marketing strategy.
The Drawbacks of Using AI in Content Marketing
As you’ve likely heard, current AI content iterations have…limitations. Some models don’t have data from recent years and many AI content tools use predictive algorithms to best determine which words should come next in a sentence. Naturally, this leads to content that loses the human touch and can disconnect your brand from your audience.
In addition, even if you opt to use an AI tool, you still need to rigorously proofread and fact-check your final content pieces. Existing tools have a bad habit of regurgitating incorrect or outdated information, which can harm your credibility.
Tips for Content Marketers Interested in AI
If you're a content marketer, there are a few things you can do to start using AI to enhance your natural skills. Here are a few tips:
Start small: Don't try to do too much too soon. Start using AI for simple tasks, such as generating content ideas or writing paragraphs. While AI is a fascinating content tool, it can only craft pitch-perfect blogs, newsletters, or e-mail content with significant proofing, fact-checking, and editing.
Choose the right AI tools: Several AI tools are available for content marketers. Do some research to find the right ones for your needs. Each AI content assistant has differing strengths and weaknesses, from open-source platforms to proprietary tools. Consider these before committing to a service contract or a platform fee.
Get training: Several resources are available to help content marketers learn how to use AI. Take some time to learn about AI and how it can be used in content marketing.
Experiment: The best way to learn how to use AI in content marketing is to experiment. Try different things and see what works best for you.
Naturally, how you deploy any AI tools within your business will vary, so don’t be afraid to experiment with free models before committing to any singular platform. Or, work with high-quality content marketers that can take the guesswork out of your marketing strategy.
What is the Future of AI in Content Marketing?
AI is still a relatively new technology, but it's already significantly impacting the content marketing industry. As AI continues to develop, we can expect to see even more innovative and creative uses of AI in content marketing.
AI can contribute to more personalized content: AI can gather data about individual customers and create content tailored to their specific needs and interests.
AI will continue to automate content marketing tasks, such as content creation, distribution, and measurement. This will free content marketers to focus on more strategic positioning, evergreen updates, and continued calendar development.
Scribe & Script helps you enhance your content strategy.
If you’re looking for the best way to connect with your audience, Scribe & Script can help. Whether you want to learn more about introducing AI into your workflow or you’d like to invest in high-quality, authoritative copy, we’re here to help. Contact us today to set up a free consultation to discuss your business needs.