When it comes to using artificial intelligence (AI) more in daily life, 37% of Americans say they’re “more concerned than excited” about it. Two of the top four reasons why they’re this concerned include the loss of human jobs and the fear that this technology will get too powerful.
Caution around AI is reasonable. However, when we use this technology appropriately, the benefits are monumental — not just in daily life but in business, too.
There’s so much good that comes from embracing it in marketing, in particular.
There Are Good Reasons for Embracing AI in Marketing
AI has unexpectedly transformed areas of marketing for the better. One of the best examples of this is data analytics. Collecting, processing, and analyzing data was one of the most tedious processes to attempt manually. But it’s so integral to improving marketing, it had to be done.
When AI-based analytics tools surfaced, they simplified collecting and extracting meaningful insights from huge datasets. You can learn about your target audience, how they interact with marketing content, the effectiveness of your strategy, and more about marketing much faster than before.
In addition, AI can streamline how you launch marketing campaigns. For example, let’s say you’re implementing email marketing. You can set it up so that any time someone signs up for your email list, they’re enrolled in your welcome email campaign. Or, when a person abandons their cart on your site, they’re automatically sent an email asking them to revisit it.
AI-generated content has also transformed marketing campaigns.
AI-generated Content Has Its Own Set of Benefits
Although there are concerns about AI-generated content, it’s proven to be beneficial in marketing when used appropriately.
A good example of this is illustrated with consumer reviews. We all know just how important Google reviews are for a business. Most people trust a review from a real person. So, they seek them out before making a purchase or activity decision.
Smart marketers know this and use these reviews in their marketing campaigns. They’ll incorporate them into blog posts, give them a page on their website, and make user-generated content out of them on social media.
AI content creation tools allow you to input what you want the piece to be about and/or what you want to incorporate into it. Input real reviews so that quotes and paraphrases around them are part of the content.
Also, always responding to reviews is crucial. You can use AI-generated content to ensure a reviewer gets an initial response to their contribution until you can get there to respond in more detail.
AI-generated content and automation make your business less likely to fail. For example, when you learn more about your target audience through data analysis, you can automate personalized content for them that improves the customer relationship and experience. Purchases will follow, increasing company profits and the bottom line.
You can also optimize document creation and management. You can use AI content creation tools to create templates for consistently used marketing materials, like emails or social media posts. This saves you time, freeing up your team for tasks that need a human touch.
The impact AI-generated content has on marketing campaigns is noteworthy.
Improve Marketing Campaigns With AI-generated Content
Let’s look at a few content creation applications to demonstrate just how impactful AI-generated content can be in marketing campaigns.
Create Complete Pieces
AI content creation tools can generate complete pieces, including articles, blog posts, social media captions, emails, or other marketing material. Just input the topic and any other details these tools require and voila! You’ve got yourself a finished piece.
The concern is that these pieces don’t match the quality of those produced by actual people. However, a recent study revealed that “About 82% of the respondents agreed that while the generated content is not perfect, it is as good or better than the ones generated by humans.”
When programmed well, AI content creation tools can develop complete pieces that mirror the quality of those produced by real people. Still, it’s good practice to proofread and make edits that enhance the piece for your unique audience.
Generate Ideas and Topics
You may not want to create entire pieces with AI content creation tools. It might be more helpful to your marketing team to come up with fresh ideas and topics more regularly. AI content creation tools can do this.
For example, you can input a sentence and the tool will pick up where you left off, giving you ideas for the direction you should take the piece. In addition, many of these tools offer a feature specifically for generating headlines and topic ideas. You can use the results to guide your marketing content.
Enhance Personalization
We touched on personalization above and how influential it can be in marketing. The more a person feels like your content is made for them, the more likely it is they’ll engage with it. That engagement leads to conversions and, hopefully, brand loyalty.
You can program your AI content creation tool to spit out specific content based on a person’s actions or the data you’ve collected about them.
For example, let’s say you tell people on social media that if they DM you the word “more,” you’ll send them additional information about a product. Once you receive the DM, a message is automatically sent to them with information about the product.
Or, if a person from a certain country signs up for your email list, you can send them the welcome series you’ve made specifically for people from that country.
Use AI-generated content to fuel your personalization efforts.
Improve Language and Sentence Structure
Aside from creating actual content, you can use AI content creation tools to improve the language and sentence structure of your marketing materials. Copy and paste an entire piece into the appropriate AI content creation tool and submit it for review.
It’ll come back with various suggestions for improving grammar, punctuation, language, and sentence structure. They’ll also tell you why these improvements are better for readability and comprehension.
When your materials are written well, people are more likely to understand them. When they understand them, they can find something meaningful in them that sparks engagement. And that engagement boosts the success of your marketing.
The Takeaway
AI is something to embrace rather than reject in business, particularly when it comes to marketing. You can streamline processes, save time, and use resources better in your strategy with the help of these tools.
AI-generated content has its own set of benefits. Creating content is simpler and less time-consuming with the help of AI. You can create entire pieces, generate ideas and topics, enhance personalization, and improve language and sentence structure in your pieces.
It’s just the beginning stages of using AI-generated content in marketing campaigns. So, look forward to even better results as the marketing world refines its use of AI content creation tools.
