Artificial intelligence (AI) had a major moment in 2023 after the AI chatbot ChatGPT, a content automation tool, gained widespread popularity. With the floodgates opened, AI-powered content soon established itself as a mainstay of marketing toolkits and now plays a principal role in content marketing automation.
AI is a true multi-tasker with a broad set of applications in content marketing. These include content strategy development and AI-powered content marketing automation, distribution, and optimization. In this post, we’ll explore how AI is revolutionizing content marketing, enhancing efficiency, personalization, and audience engagement for better results.
Long May It Reign: Why Content Marketing Matters
Bill Gates coined the term “content is king” in an essay he wrote in 1996. This simple phrase would ultimately set digital marketing on a new course. Gates posited that because any business can (at least in theory) create and publish content online at low cost, content could serve as an equalizer, putting an effective marketing tool in everyone’s hands.
Today, whether you’re in the business of Dallas digital marketing or healthcare technology manufacturing, high-quality content in the form of blogs, case studies, social media posts, podcasts or videos is essential to connecting with customers, building brand awareness, and demonstrating what your business has to offer.
Consumers like it. Businesses like it. Google likes it. And AI helps make sure it’s targeted, personalized, and search engine optimized. It’s no wonder digital marketing and AI have become inseparable.
Start with a Content Marketing Strategy
To get the most value out of your content marketing, it pays to have a solid content marketing strategy. This will help ensure that your content gets read, listened to, or watched by the people who are most likely to convert to customers.
It can also help you deliver content that strengthens relationships with existing customers, demonstrating your brand authenticity and commitment.
A content marketing strategy clarifies your business goals and identifies your target audience. It should also detail the specific challenges or “pain points” of your target audience – the problems for which you offer solutions – as well as the platforms your audience uses and the types of content they consume.
AI can also help personalize your content with content marketing automation for specific audience segments and stages of the customer journey.
AI-Powered Content Creation and Content Marketing Automation
AI-powered content creation, referring to the use of AI to assist in creating content, is perhaps the most common and popular application. AI content platforms use algorithms and large data sets to generate content quickly, bringing more efficiency to the creative process. Here are a few popular AI tools that help with content creation:
- ChatGPT: Generates human-sounding text based on “prompts” telling the AI what to write about.
- Midjourney: Generates images, typically abstract, based on language descriptions.
- Dall-E: Creates photorealistic images from language descriptions and edits existing images.
- Jasper.ai: Generates marketing copy and assists with analysis, project management, and other tasks.
In addition, AI tools for computer vision and audio synthesis can help create podcasts, videos, and other types of content. While AI tools cannot replace skilled human content writers or creators (more about that later), they can spark ideas, suggest different directions, and help get the creative juices flowing.
AI is also used for content marketing automation. Rather than generating content, AI uses language processing, machine learning, and data analysis to gather and organize content from various sources.
It quickly sorts through an ocean of information, analyzes and ranks it, and adds insight and commentary – all of which make automated content curation a big timesaver for digital marketers.
Why Is AI Content So Popular?
Content creation and content curation can be challenging and time-consuming. And businesses of all sizes and industries need to publish high-quality content on a continual basis. Anything that can expedite this process is bound to be embraced, which explains why AI has become an essential part of content automation.
A 2023 State of AI survey by Hubspot found that 33% of marketers who use AI use it to generate ideas or inspiration for marketing content. And, a full 75% of marketers said generative AI helps them create more content than they would without it.
The Dangers of AI Content Curation
AI-powered content is not without controversies. One is the question of whether AI content will replace human content specialists. The short answer is no. AI cannot truly understand the human experience or express it with the same depth, subjectivity, or nuance. AI content generators work best as a complement to human creativity.
As Whitney Cornuke wrote in an article on AI content for Forbes, “AI tools like Rytr, Copy.ai, and Jasper can write a blog post, social media copy, or email content with just a few human inputs. They can even incorporate targeted keywords. But the real beauty is when a creative writer takes that first draft and enhances it.”
Risk of Plagiarism with AI Content
Other concerns about AI content have to do with the risk of plagiarism. AI content generators “train” on vast amounts of existing content, including copyrighted content. They do not truly create anything new and have been found to repeat content verbatim. Those using AI for content marketing automation can easily repeat this mistake if they rely on it too heavily.
Aside from ethical considerations, and the lack of creativity, plagiarism goes against search engine guidelines and can result in penalties.
Why AI Content Marketing Automation Can Hurt Your SEO Score
Aside from quality content and plagiarism concerns, AI content marketing automation can also hurt your SEO score.
Google and other search engines are taking steps to make sure that their search engine crawlers can identify AI copywriting, and they might penalize sites that are using it. But Google isn’t going to penalize you just for using AI content marketing automation but for using it incorrectly.
Google wants high-quality content, so if your AI content marketing automation is quality it will be fine. Unfortunately, AI rarely delivers the type of high-quality authoritative content that Google search engine crawlers favor. Thus, using a copy-paste strategy for AI copywriting on your website can hurt your digital marketing more than it helps!
The key is to leverage SEO content specialists to review, edit, and improve the content generated by AI.
How to Leverage AI for Copywriting for Your Business
If your business is struggling to keep up with the demand for a constant stream of high-quality content, we get it. Many businesses are looking for a guide on how to use AI for copywriting but in the right way.
AI content marketing automation generators can be helpful, but they are no substitute for skilled content creators. Thankfully, CloudMellow’s award-winning SEO experts are here to help with AI-powered content marketing automation piloted by skilled content specialists, content marketing strategy, and much more.
Schedule a free consultation to learn how our content marketing team can help your business start improving its content strategy.