How To Put AI To Work for Higher Content material Advertising

Technological disruption is par for the course in content material advertising and marketing. However generative AI hits otherwise and nearer to dwelling.

These versatile instruments can velocity up tedious manufacturing duties and spare writers the frustration of looking at a clean web page. However you possibly can’t simply plug them in and sit again whereas they do all of the work.

The worth of AI instruments is dependent upon the hassle you place into them. You may make good selections on the way to apply these applied sciences and thoroughly edit its output to make sure it meets the model’s requirements.  

The value of #AI tools depends on the effort you put into them, says @joderama via @CMIContent. #CMWorld Click To Tweet

What’s one of the simplest ways to place AI’s content material capabilities in play? We requested some consultants presenting at Content material Advertising World for his or her high AI suggestions and suggestions. Right here’s what they are saying it is best to – and shouldn’t – do:

Do: Use AI for writing and enhancing help

Generative AI instruments can assist you overcome lank-page syndrome” by appearing as your analysis and brainstorming buddy. They’ll additionally provide help to keep on-brand, offering enhancing suggestions for tone and elegance. Some generative AI instruments additionally present an search engine marketing help throughout the writing course of or use your proprietary content material to create derivate items. – Wendy Covey, co-founder and CEO, TREW Advertising 

One of the best ways to make use of AI for content material may be summed up by this phrase: “Say it higher.” There are occasions when what you’ve expressed, particularly within the written phrase, isn’t what you need it to be – one thing is lacking, complicated, or just “off.” It’s in these moments that AI has unimaginable worth. –  Marcus Sheridan, vp, Marcus Sheridan  

Use AI as a approach to test that each one long-format copy is persistently on model voice and tone. It’s additionally a free and simple approach to proofread. – Jennifer Harmon, content material strategist and creator, Persuade & Convert 

#AI can check #content to ensure it maintains brand voice and tone, says Jennifer Harmon via @joderama @CMIContent. #CMWorld Click To Tweet

Don’t: Change expert (human) group members

Generative AI ought to make doing all of your work simpler, not substitute the work performed by skilled creatives. It’s helpful for filling in bandwidth or useful resource gaps – like creating a picture shortly as a substitute of trying by means of inventory photos for hours. It might counsel titles for articles and topic traces for newsletters if that’s not your power. You need to use it to generate concepts for a subject’s scope to make sure you’re not leaving out an essential subtopic. – Ruth Carter, evil genius, Geek Legislation Agency 

Groups that see generative AI as a approach to lower employees and improve content material quantity with out making course of enhancements are doomed. There are the reason why journalists and content material strategists have developed processes like fashion guides, content material briefs, fact-checking, and developmental edits. Generative AI doesn’t make these issues skippable. – Jeff Coyle, co-founder and chief technique officer, MarketMuse, Inc. 

Do: Sharpen your viewers understanding

Create an AI-powered advertising and marketing persona. Test it towards your persona analysis. Enhance it till you’re feeling it’s largely correct, after which ask it numerous questions:

• What does your viewers fear about?
• The place do they get their info?
• What subjects are most useful for his or her jobs to be performed?
• What triggers them to go in search of solutions or assist?
• What info do they want earlier than they’re prepared to develop into a lead?

Not like people, you possibly can quiz your new AI persona day or evening. It by no means will get bored with sharing insights with you. – Andy Crestodina, co-founder and CMO, Orbit Media Studios 

Generative AI tends to offer good insights into how the viewers does analysis and the way to prioritize their wants. As an example, ask ChatGPT, “What are the highest options that [our core audience] ought to prioritize when searching for [our products/services]?” and also you’ll see precisely what factors your content material wants to deal with. – Zontee Hou, director of technique, Persuade & Convert 

Don’t: Overlook AI’s authorized, moral, or high quality implications

Bias and moral considerations are related to generative AI, and there are respectable considerations over high quality, authenticity, safety, and privateness. Human oversight and overview are essential, and that overview requires various views to make sure inclusivity and to supply context that AI can miss. By being conscious of those pitfalls, organizations can harness the advantages of generative AI whereas guaranteeing accountable and efficient implementation. – Karen McFarlane, chief advertising and marketing officer, LetterShop x KMC

I’m significantly involved in regards to the legalities related to AI on the copyright facet and the privateness considerations. In the event you feed proprietary info into these chatbots, it’s on the market for anybody utilizing the chatbot to drag from. Additionally, on the originality facet, in case your content material seems like everybody else’s (as a result of all of the chatbots can do is regurgitate content material), how will that provide help to stand out? – Michelle Garrett, marketing consultant and author, Garrett Public Relations 

When you feed proprietary content into an #AI chatbot, the tool can pull from it to answer other users, says @prisus via @joderama @CMIContent. #CMWorld Click To Tweet

Do: Create manufacturing efficiencies and iterative belongings

I’ve turned our long-form content material into short-form movies for YouTube, snippet movies for Instagram, tweets, Fb and LinkedIn posts, and extra. Moreover, utilizing AI to create transcripts for accessibility has been an incredible timesaver. AI helps me promote our content material in additional methods and in much less time than I assumed doable. – Cathy McPhillips, chief development officer, Advertising Synthetic Intelligence Institute 

As a podcaster, I can add an audio file, and generative AI instruments will produce a variety of content material, together with urged episode titles, timed transcription, present notes, e-newsletter content material, LinkedIn submit, tweets, and extra. This content material nonetheless wants some enhancing, but it surely makes my job a lot simpler. – Bernie Borges, vp, content material advertising and marketing, iQor 

Generative AI is nice for content material busy work like paid social, electronic mail topic traces, tweets, and many others. AI can present numerous choices with the correct inputs, but it surely takes an professional to determine the greatest choice. AI gives a whole lot of elements, however it’s not a meal. – Kristyn Wilson, govt vp of digital PR and communication, Adept 

Don’t: Publish uncooked AI output

Generative AI is nice at fixing for the clean web page or repurposing one type of content material to a different as a draft. We’ve additionally discovered inventive methods to make use of it to research key phrases and opponents, define articles, and create webinar emails and social copy. However copy from AI is beginning to look apparent and boring. Keep away from publishing AI content material and not using a stable editor juicing it up and including opinion, humor, and persona. – Michael Brenner, CEO, Advertising Insider Group 

Avoid publishing #AI content without a solid editor juicing it up and adding opinion, humor, and personality, says @BrennerMichael via @Joderama @CMIContent. #CMWorld Click To Tweet

Do: Amplify content material promotion

One use case I’ve put into observe is writing the social media submit copy to accompany an article I’m sharing. I copy and paste the article physique to ChatGPT and inform it what number of sentences to generate. I do some enhancing of the supplied copy and fact-check it to verify it doesn’t introduce any inaccuracies. – Dennis Shiao, founder, Consideration Retention 

Don’t: Assume AI mechanically improves outcomes

Make certain AI is definitely bettering your processes and output. Observe the time it takes you to carry out a process and measure it towards how lengthy it takes when utilizing AI. – Brian Piper, director of content material technique and evaluation, College of Rochester 

Relying too closely on [AI tools] for writing functions with out placing within the effort for intensive immediate engineering can result in lackluster outcomes. Giant studying fashions depend on phrase chances, which signifies that in case your prompts lack ample element, you’ll find yourself with generic outcomes that fail to impress. It’s all about understanding the character of those fashions and the significance of offering exact directions to yield the specified output. – Christopher Penn, chief knowledge scientist, Belief Insights

Relying too heavily on [#AI tools] for writing without putting in the effort for prompt engineering can lead to lackluster outcomes, says @CSPenn via @joderama @CMIContent. #CMWorld Click To Tweet

AI’s potential is in your (human) palms

Take a essential have a look at your content material program to see the place you want probably the most assist, then plug AI in to lighten the load. Like another content material advertising and marketing device, the extra thought you place into your utilization plans, the higher the outcomes you possibly can obtain.

MORE ADVICE FROM CMWORLD 2023 SPEAKERS: 

Cowl picture by Joseph Kalinowski/Content material Advertising Institute