Sena Yaptangco

By: Sena Yaptangco

Published On: November 14, 2023
3.7 min read

Embracing AI in Content Marketing: Unleashing the Potential for Growth

Recently, the rise of artificial intelligence has stirred fear and unease in various sectors of our society. Concerns about job displacement, creative industries being upended, and the spread of AI-driven scams have all contributed to a sense of anxiety. Content marketing has not been immune to these worries, as professionals wonder whether AI will outperform them at their own game.

As a writer and content marketer, I’ve experienced those sleepless nights grappling with the idea that AI could potentially outpace my work significantly.

However, it’s essential to remember that AI is a vast technology with both positive and negative aspects. After some reflection and much-needed rest, I’ve come to recognize that AI has the potential to be more of a friend than a foe in the world of marketing.

Embracing AI in Content Marketing

Just like AI enhances other aspects of marketing, such as personalization, social media management, and influencer marketing, it also automates tasks that humans find cumbersome or don’t want to do.

One of the most valuable applications of AI in content marketing lies in automating the analysis of target audience behavior. By delving into data and insights, marketing teams can create content that educates readers and generates high-quality leads. AI can also take care of tedious activities like writing emails, landing page copy, and social media posts, saving valuable time and effort.

According to HubSpot’s recent State of AI survey, most marketers (77%) believe that generative AI helps them create content more efficiently, and an even higher percentage (79%) agree that it improves content quality.

Gerry Moran, founder and B2B social media consultant at MarketingThink Consulting, emphasizes the importance of using AI to achieve excellence in content marketing while addressing the audience’s educational needs and problem-solving. Let’s discuss embracing AI in content marketing.

Here are three significant advantages of integrating AI into a comprehensive content marketing plan:

1. AI for Audience Analysis and Competitor Research

Surprisingly, not many brands have a well-documented content marketing strategy. Only 39% of B2C marketers have such a plan in place, as reported by the Content Marketing Institute. AI-based technologies, such as machine learning, natural language processing (NLP), and data analytics, can play a crucial role here. These tools analyze website traffic and social media data to gain insights into the target audience’s preferences and content interests. They can also help brands compare their content strategy with that of competitors, identifying gaps and areas for improvement.

Prominent AI tools that excel at audience analysis and competitor research include

  • Audiense
  • MarketMuse
  • Cortex
  • HubSpot
  • Crayon (which specializes in competitor analysis).

2. AI as a Content Idea Generator and Creator

AI content idea generators, like ChatGPT, BuzzSumo Content Discovery, and SEMRush AI Title Generator, leverage machine learning algorithms to analyze data on specific topics and suggest content ideas based on recurring themes. Furthermore, AI tools equipped with natural language generation (NLG) capabilities can assist in crafting short blog posts, social media content, landing page copy, and even email drafts.

However, it’s essential to note that while AI tools can expedite content creation and reduce costs, it’s risky to entirely hand over content creation to AI without human intervention. These tools often draw information from existing content, resulting in generic or even erroneous outputs. Hence, human finesse is necessary to capture the brand’s voice and ensure the accuracy of the content.

3. AI-Optimized Content for SEO and Search Intent

Preparing content for SEO involves numerous tasks. Fortunately, machine learning algorithms can perform website analysis, recommend keywords and topics, and suggest revisions for better search rankings. Beyond keyword analysis, search intent has gained significance in SEO. AI tools employing NLP can help understand user search queries’ intent, enabling brands to tailor content to match specific user intentions, whether informational, transactional, or navigational.

Noteworthy AI-powered SEO tools to explore are

  • SEMRush
  • Surfer SEO
  • Frase
  • Alli AI
  • INK

In Conclusion

AI, though feared in some quarters, has become an ally in content marketing. By automating data analysis, repetitive writing tasks, and SEO optimizations, AI empowers marketing teams to achieve their content goals faster and more efficiently. As Joe Pulizzi from the Content Marketing Institute suggests, AI is a tool marketers must explore thoroughly to harness its full potential. With human creativity and strategic oversight, AI can be an invaluable asset in content marketing, facilitating growth and success for brands willing to embrace its capabilities.

For more information or to get a free consultation, contact Eliasson Marketing.