The wild journey of AI continues to be on, and industries throughout the globe are driving it for development. However issues are additionally mounting.
For one, professionals proceed to query AI’s impression on their work. That is very true for a lot of entrepreneurs and content material creators, similar to myself, who’re eager to grasp the position of AI in content material advertising and marketing.
With the worldwide income for AI in advertising and marketing pegged at over $107.5 billion by 2028, there isn’t any doubt that AI will quickly (and should already) be an integral a part of the digital marketing landscape.
So, for the creator or marketer who needs to remain forward of the curve, realizing the best way to leverage this know-how is a no brainer.
Utilizing the true experiences of selling professionals and knowledge from our latest State of AI for Marketers survey, I’ll reply your questions on how creators and entrepreneurs are utilizing AI in 2024 and what this implies for his or her output and productiveness.
Desk of Contents
What’s AI in content material advertising and marketing?
Whereas there’s no commonplace definition of “AI in content material advertising and marketing,” I’ll try to construct one primarily based on the understanding of the 2 ideas.
Corey Wainwright describes content marketing as a “advertising and marketing program that facilities on creating, publishing, and distributing content material to your audience — often on-line — the objective of which is to draw new clients.”
Google defines AI as “a set of applied sciences that allow computer systems to carry out a wide range of features, together with the flexibility to see, perceive and translate spoken and written language, analyze knowledge, make suggestions, and extra.”
Combining these two ideas into one definition for AI in content material advertising and marketing would seem like this:
AI in content material advertising and marketing entails utilizing applied sciences that analyze knowledge, perceive language, and make suggestions to create, publish, and distribute content material designed to have interaction a web-based viewers.
Advantages of Utilizing AI in Content material Advertising
I’ve gathered a number of the hottest functions of AI in content material advertising and marketing, and their advantages are beneath.
1. Content material Creation
In our 2024 State of AI report, 43% of entrepreneurs place content material creation as the most well-liked use case of AI in content material advertising and marketing.
Content material can take many types — written, visible, video, and audio — and entrepreneurs are utilizing generative AI to deliver these to life at scale.
“As a PR skilled working with high-growth SaaS startups and VC companies, AI allows us to craft extra personalised tales that resonate deeply with their audiences, drive engagement, and in the end, construct stronger, extra credible manufacturers,” Sim Aulakh, founding father of PR agency EstablishCred, says.
Advantages: In utilizing generative AI to do something from writing advertising and marketing copy to turning textual content into video, entrepreneurs can save time and improve productiveness within the content material creation course of.
2. Analysis
Content material entrepreneurs have to know sufficient about clients, rivals, and their trade to make assured selections about the complete pipeline of content material manufacturing.
AI instruments may be fairly helpful find this info and analyzing volumes of information to establish tendencies, key phrases, and related info, all in document time.
For instance, HubSpot’s new AI Search Grader — a first-of-its-kind, free app that rapidly analyzes your model primarily based on what your prospects and clients are seeing throughout AI search engines like google — offers you actionable suggestions on the best way to enhance. Think about the wonders this is able to do for any advertising and marketing group.
Advantages: In addition to saving effort and time, utilizing AI for content material advertising and marketing analysis ensures that selections are made extra rapidly and confidently than guide analysis. Superior AI fashions may even extract up-to-date info for extra correct content material planning.
3. Brainstorming Content material Concepts
I do know from private expertise that to be a inventive skilled is to, amongst different issues, settle for the truth that good concepts might elude you infrequently.
With AI, I’ve discovered this inventive block doesn’t have to linger for lengthy as there are instruments that may generate or counsel inventive ideas that you could possibly tweak to your liking. As a content material author, I personally love having AI as a brainstorming companion once I get caught.
For Aulakh, whose firm undertakes a number of inventive tasks, leveraging AI for content material brainstorming has been pivotal to their latest development.
“Whereas human creativity can’t be changed by AI, it may be enhanced by AI. For instance, AI instruments like Gemini and ChatGPT have helped us throughout brainstorming and ideation processes for content material tasks. Now, we’re in a position to ship on tasks at a fraction of the time it used to take us,” he says
Advantages: Brainstorming with AI won’t solely kickstart your inventive engines but in addition pace up the method. Almost 82% of the entrepreneurs surveyed say that utilizing AI for brainstorming content material concepts has saved them not less than one hour of their valuable time.
4. Information Evaluation And Reporting
To learn the way content material distribution is faring out there and impacting the enterprise, content material entrepreneurs have to depend on knowledge analytics.
AI-powered analytics instruments consider content material efficiency and generate detailed stories on engagement metrics, ROI, and viewers conduct.
That is, in actual fact, the third hottest use case of AI for entrepreneurs, in response to our survey.
Advantages: Gives data-driven and actionable insights for optimizing content material methods and will additionally automate reporting. This improves the standard of choices the marketer makes which, in flip, impacts efficiency positively.
5. Self Upskilling
Ever been in the course of work and reached a hurdle that solely a fast search or YouTube video may enable you cross? Nicely, 41% of the entrepreneurs we surveyed have they usually say utilizing AI helped them discover ways to do these issues.
Advantages: In addition to the consolation of studying the best way to remedy an issue and doing so in document time, this use case additionally ensures that entrepreneurs stay aggressive and educated within the ever-evolving panorama of selling.
Find out how to Use AI in Content material Advertising
Let’s now check a number of the use instances talked about above.
With out a good suggestion, it’s not possible to get the content material on the street to both appeal to or interact audiences. So, we’ll begin with brainstorming.
Assume I’m a content material marketer at HubSpot who wants a cool video concept for distribution on our social media channels.
I discovered a cool AI brainstorming platform referred to as Ideamap AI and requested it to brainstorm a video content material concept for HubSpot, after offering context on what sort of model HubSpot is. You’ll discover that the map it produces is a bit a lot, contemplating that I have already got bother deciding what I need to do.
I selected the primary concept and used the increase with AI choice to generate extra concepts or inspiration for advertising and marketing content material.
A method AI can be utilized for concepts or inspiration is by making a temper board with instruments like Kive.ai.
Given the sheer vary of choices for enlargement and transformation accessible, it’s practically not possible to not discover one thing you’d be prepared to work on.
So, we’re creating an animated explainer video showcasing how HubSpot connects advertising and marketing, gross sales, and customer support.
To get correct info wanted for this video, I might want to extract it from the web site. This time, I’ll make use of the analysis skills of ChatGPT Plus, which may pull real-time info from the web.
Whereas it does job of extracting the data (from six websites), the output is just not precisely video materials. So, the following step could be to ask it to create the video script, which might kickstart the content material creation course of.
Since OpenAI’s Sora has nonetheless not been launched to the general public, I needed to discover accessible options. It’s value mentioning right here that 70% of the entrepreneurs we surveyed say they can’t wait to make use of the brand new tech.
Nonetheless, Elai, an intuitive AI video creator, got here in useful.
Creating the video with the script ChatGPT helped me create was certainly easy, though I need to point out that there have been not many video enhancing choices to select from.
Utilizing an avatar, an American voice pattern, and a clean background with HubSpot’s model colour had been so far as I may go, particularly as somebody with restricted video enhancing abilities.
Whereas I believe this try was removed from flawless, it was a strong effort. With some extra time to refine the small print, I consider it has the potential to be even higher.
AI in Content material Advertising Examples
Producing Concepts & Inspiration: Mateo Toro
There’s an abundance of selling professionals leveraging AI to spice up their productiveness and improve their methods.
For instance, filmmaker and photographer Mateo Toro lately began utilizing Kive.ai to design temper boards to develop remedies for his movie tasks.
A video remedy is a approach to convey a venture’s idea or story. Many video remedies contain the usage of pictures and visible media discovered on-line or in earlier works.
“Video remedies take time. It’s a must to scrub by way of the video, take screenshots, and edit for the video remedy,“ Toro defined. ”[Kive.ai] simply makes it a lot simpler for me to seek out the video that has a mode or tone I am trying to emulate.”
With Kive.ai, creators can paste the hyperlink of a video into the system, and Kive.ai will extract frames from the video as screenshots to import right into a board. Toro says the method can save him hours of time.
“In a video remedy, I could possibly be going by way of 10, 15, 20 movies to reference,“ he stated. ”You add that up, and it may simply be an hour of time simply scrubbing by way of, screenshotting, and dragging content material to a remedy.”
Writing Copy: Bethany Anderson
Then there’s Bethany Anderson, a public info officer for Milton, Florida, who says ChatGPT streamlines the writing facet of her job.
“I adore it as a result of ChatGPT is a software program that learns,” Anderson explains.
She says ChatGPT can mimic her writing model, so she’ll generally use the device to jot down press releases, social media posts, and Search engine optimization-friendly weblog content material.
Anderson says the device is useful as a result of writing is an important a part of her job, however it’s removed from the one accountability she has to deal with day by day.
“I’m behind the scenes planning occasions and getting them out to the general public,“ she says. ”So, ChatGPT permits me to get the writing finished in an easy, seamless manner in order that I can get to the bones of my job — which is outreach.”
Anderson admits she was cautious of ChatGPT at first however examined it out throughout per week that was jam-packed with deadlines.
“There was this one week a few months in the past once I had so many deadlines, so many social media calendars due, so many blogs due, and so many bios due — I used to be drowning,” she recollects. “So I stated, ‘I’m going to offer it a strive.’”
Days value of writing assignments could possibly be accomplished in only a few hours due to the help of AI, in response to Anderson.
Her expertise aligns with the findings of our survey — practically 80% of entrepreneurs stated generative AI has a constructive ROI on their content material writing duties.
“We’re speaking about days of your life that you simply get again,” she stated. “And, to me, time is effective. It is extra precious than cash.”
Modifying Drafts: Irina Nica
Alternatively, Irina Nica, HubSpot’s Senior Product Advertising Supervisor, makes use of HubSpot’s AI Content Writer to edit her drafts.
“It is like having a second pair of eyes that helps me undergo my drafts, tidy them up, and get them on the market quicker. Don’t get me mistaken … Writing is a large a part of my job and one thing that AI can’t take over, however it positive helps to hurry up the nitty-gritty bits like enhancing.”
She additionally makes use of ChatSpot, HubSpot’s AI chatbot answer designed to assist companies carry out advertising and marketing and gross sales operations, to supercharge her analysis.
“I like to make use of ChatSpot for getting fast suggestions for merchandise, books, or any kind of useful resource actually. Say I‘m in search of one of the best product advertising and marketing e book for SaaS firms; usually, I’d be knee-deep in Google searches, studying articles, and trying out suggestions on Goodreads,” Nica says.
“However with the correct immediate, ChatSpot can get me there 10X quicker. I nonetheless give its last suggestion a fast Google examine, however it’s an excellent useful shortcut.”
Will AI change content material creators?
A typical concern surrounding the usage of AI is whether or not the know-how will change human entrepreneurs and creators. Nima Olumi of Lightyear Methods says it’s unlikely.
“We use AI to tug quite a lot of statistics, provide you with attention-grabbing angles to pitch to firms, and work round sure angles which might be advertising and marketing and media-friendly,” Olumi stated. “I do not assume it is a full alternative for writers or thinkers.”
Writing and content material creation are subjective fields, in response to Olumi, they usually nonetheless require individuals to do the required essential pondering to determine the sort of content material that will get printed.
In the end, Olumi predicts a future the place AI will help entrepreneurs and creatives in bettering their output and producing content material in a shorter time.
This is sensible, contemplating our survey discovered that 74% of entrepreneurs agree that AI instruments can assist them be extra productive of their roles.
Olumi encourages professionals to embrace AI and use it to their benefit somewhat than draw back.
Particularly, he says creators ought to spend time studying and testing functions like Open.ai and ChatGPT to see their totally different capabilities.
“Spend hours asking query after query to see how far you’ll be able to push the bounds of the appliance to serve your wants,” he stated. “It’s a must to feed it context.”
Making the Most of AI
Because the presence of AI in advertising and marketing continues to develop considerably, I counsel you’re taking the time to find the way it can finest serve your individual group’s wants.
Professionals and creatives like Olumi, Aulakh, Anderson, Nica, and Toro all discovered methods to make use of AI to assist them enhance the effectivity and high quality of their content material.
As an alternative of worrying whether or not the robots will take over, I like to recommend discovering methods to work alongside AI, so that you and your organization can stay aggressive out there and important to your purchasers.
Editor’s be aware: This put up was initially printed in April 2023 and has been up to date for comprehensiveness.