Generative AI refers to artificial intelligence technologies that can create original text, images, audio, video, and other content on their own. As these algorithms grow more sophisticated, what role can generative AI play in assisting marketers with content creation and strategy?
The Rise of Generative AI
Generative AI is rapidly advancing, driven by models like OpenAI’s ChatGPT. These systems can generate paragraphs of human-like text, creative images, and more from simple text prompts.
Adoption by marketers is accelerating, with 73% of B2B and B2C marketing executives saying their companies are using AI to help create content according to the Martech Institute. The technology holds huge potential to augment content production.
Possible Applications in Content Marketing
Here are some of the key ways generative AI could assist with content creation and distribution:
- Draft long-form articles, blog posts, and other text content from prompts
- Create social media post captions and short-form copy adaptively
- Generate marketing copy like ad messages and email newsletters
- Produce basic designs, logos, and other graphics
- Personalize content for specific audiences and use cases
- Identify trending topics to create timely content
- Optimize content for SEO based on keyword research
- Translate content into multiple languages
- Repurpose content across formats such as text, audio and video
Benefits of AI-Assisted Content Production
Applied strategically, AI content generation could offer numerous benefits:
- Increased output and consistency with limited human resources
- Ability to optimize content for different personas and channels
- Faster production to capitalize on trends and new topics
- More experimentation with different content formats and styles
- 24/7 productivity without outside time constraints
- Augmented creativity and ideation beyond human limitations
Possible Applications in Content Marketing
Generative AI has numerous potential applications that could assist with content creation and distribution in impactful ways.
One of the most powerful applications is using AI to draft long-form content such as blog articles, eBooks, and whitepapers based simply on a short text prompt outlining the topic and goals. This allows marketers to quickly generate rough drafts of in-depth content that humans can then refine and finalize. AI can greatly accelerate content production.
Another key use is creating social media post text, captions, and short-form copy adaptively based on the platform, audience, and campaign goals. Generative AI allows marketers to instantly generate message variations optimized for different scenarios. This increases the volume of customized, effective short-form content that resonates across channels.
In a similar vein, AI can rapidly generate marketing copy for needs like ad messages, email newsletters, landing pages, and more. Again, humans provide direction while AI handles initial copywriting for greater speed and experimentation.
When it comes to visuals, generative AI shows promise for basic graphic design, logo creation, info-graphics, and other images and designs to accompany content. While output would still need human oversight for branding and quality, AI allows faster early-stage concept generation and prototyping.
Personalization represents another valuable application area. AI systems can tailor content like landing pages, emails, and ad copy for specific personas, use cases, and customer journeys based on data. This level of personalization at scale is challenging manually.
For content research, Generative AI tools can analyze data to detect trending topics and promising angles faster than humans could manually. This enables creating timely, on-trend content in an agile fashion. AI can also optimize content for SEO during drafting based on keyword research.
Finally, leveraging AI for rapid translation and trans-creation allows repurposing existing English content into Spanish, Chinese, and other languages. Likewise, text can be turned into audio, video, and interactive content. AI makes omnichannel content distribution more achievable.
The key is combining AI’s scalable capacity with human supervision, strategy and imagination. This hybrid approach harnesses AI’s potential while ensuring quality, uniqueness and brand alignment. Wise application of generative AI promises to amplify content marketing productivity and impact. But human guidance remains essential.
Content Marketing Resources
Additional reading to improve your content marketing skills
- Research Says These Two Choices Determine Your Content’s Shelf Life
- Writing Better Titles Without Using Clickbait Tactics
- What Is Contextual Link Building
- Understanding and Tapping into the Emotional Triggers of Your Audience
- Digital Marketing Strategies to Increase Customer Retention
- Evergreen Content vs. Fresh Content
- Does Word Count Matter for SEO?
- Why You Should Stop Paying for Low-Volume Keywords
- Social Media Content Creation Techniques for Higher Engagement