rketer’s guide to AI content //

We are on the cusp of a new marketing era powered by Artificial Intelligence in 2023. This couldn’t have come at a more opportune time. Marketers are trying to do more with less resources, as they struggle between a labor shortage and a recession. AI Content Creation Technology presents a solution to this challenge. It does not replace content creators but introduces efficiencies which transform the way marketers and content producers collaborate.

This blog provides a comprehensive look at AI technology, best practices, and advice tailored to digital marketers who are interested in incorporating AI within their workflows. We will also introduce AI tools to enhance and optimize the content creation efforts of your team.

Understanding Generative AI – How it Works

Generative AI is a technology that uses artificial intelligence to create written or visual content. Machine learning is used to generate new content, whether it’s written articles, product description, social media posts or graphics.

The process of generative AI typically includes the following steps.

1. Data Collection: An enormous dataset of content, including patterns and relationships in the content is collected to train the AI models.
2. Training the AI model: AI models are trained using machine learning algorithms, such as neural networks or decision trees. The goal is for the model to learn to recognize patterns in content, and to generate new content that closely matches the style and structure.
3. Content Generation: After the AI model has been trained, it is able to generate new content by supplying a prompt or set of parameters. The AI creates new content based on the patterns and relationships it has learned.
4. Assessment of quality: This is the final step in assessing the quality generated content. This assessment may include human review, or metrics such as readability, coherence and relevance, to determine if content meets certain standards. The model can be retrained to improve performance if the generated content is not up to standard.

Strengths and weaknesses of AI content tools

You might be sceptical about AI’s ability to create compelling copy. AI tools are now adept at producing written content that’s clear, concise and follows natural speech patterns. These tools can create anything from Wikipedia-style information to poetry and school essays. (More on this under “Ethics”) These tools are excellent for generating simple, informative content, as well as facilitating topic research and stimulating ideas.

AI tools have limitations. AI-generated texts lack the creativity and personality of human writers in their current form. Although an AI tool may produce a poem with a lack of artistic quality, the AI tool will still be able to generate a poem. AI-generated content is often repetitive, much like the way some high school students try to meet their word count requirements. It can be passed off as human-written schoolwork.

Accuracy is the most important weakness, particularly for marketers. AI can generate false information at times, which is a phenomenon that AI researchers call “hallucinating”. The same concern about accuracy extends to AI video and image creation technologies. These struggle to create realistic hand shapes, so the presence of six-fingered hands often exposes a deep fake video or AI-generated image.

Explore OpenAI: Enabling Responsible AI Usage

OpenAI is a research group founded in 2015. It has been at the forefront for promoting and developing responsible AI to the benefit of mankind. OpenAI was founded out of concern about the potentially catastrophic effects of artificial intelligence (AGI) if it fell into the wrong hands. Its goal is to ensure AI technology development in a way that prioritizes safety while benefiting the entire society. OpenAI announced a major announcement in late 2022. They released ChatGPT for free to the public and allowed online access to this powerful AI tool.

ChatGPT was released to the public in early 2009, and generated a lot of media attention. This brought the concept of generative artificial intelligence into the mainstream. ChatGPT has been widely adopted by people who use it for a variety of purposes. These include writing resumes, essays, poetry and computer code. ChatGPT was trained using a diverse and large dataset, and reinforcement learning based on human feedback. OpenAI, by opening ChatGPT up to the public can use the collective power to refine the tool continuously through real-world application and continuous refinement.

Ethics in AI Content Creation

As generative AI is poised to change our relationship with visual and written content, it has raised many ethical questions. These ethical considerations include the following:

Spread of misinformation The ease and speed at which AI tools can create content increases the risk that misinformation will be widely disseminated. AI tools that create content can source information from a variety of online platforms. This means false information could be accidentally incorporated into the new content.

Reinforcing social bias: AI algorithm can reinforce existing biases within society. This is because of historical biases in the data used for training, as well as design algorithms that may give priority to certain factors.

Content ownership and attribution: AI-based tools source content from multiple sources, but without attribution. This makes it difficult to verify the accuracy of the generated information. AI-generated material can also infringe on intellectual property rights.

Plagiarism & cheating: The use of AI in generating acceptable essays raises questions about academic integrity, and the possibility that students will misuse AI tools for cheating on assignments.

Marketers must stay up-to-date on policy responses, public opinion, and changing standards to navigate these ethical challenges. It is important to take responsibility for the content produced by AI tools, just like you would with content created by a human team. Responsible usage requires a major shift in the way we create content and work.

Use AI content generation in marketing

AI is empowered by machine learning and natural-language processing . AI can analyze existing content, product/service features and customer data to create highly personalized content across multiple channels. Take a look at the following examples.

Product Descriptions:AI analyzes the features and benefits to create descriptions that appeal to potential customers.

Blog Posts: By analysing existing content, AI-based tools can create fresh blog posts related to the brand’s industry, or niche. This ensures engaging, informative and SEO optimized content.

Social Media Posts: AI creates social media posts that are tailored to the target audience of a brand, optimizing engagement. It can also use social media trends to create timely, relevant and eye-catching material.

Email Marketing Campaigns: AI is able to personalize emails by creating headlines, copy and designs that are tailored for each subscriber.

Customized landing pages: By leveraging user data and behavior, AI can create landing page customized for each visitor. It can optimize the layout, design and messaging in order to increase conversion rates.

A/B and multivariate testing: AI-based tools automate the A/B test process by creating models that predict the impact of copy or design variants on conversion rates. They create variations to test, analyze data, and optimize performance.

Recommended AI Tools

Consider using the following AI tools to help you create AI-driven content:

CopywritingCopy.ai provides AI-generated content of high quality, which is a great starting point for writers who are experiencing writer’s blocks.

Copy-editing and brand consistency Grammarly’s Business tool helps maintain brand consistency across channels. Grammarly’s business tool helps to maintain brand consistency throughout all channels.

Topic suggestions Quill’s GPT-3 and OpenAI’s GPT-3 offer topic suggestions to inspire writers and ignite their creativity.

Personalized landing pages: Instapage uses AI to create personalized landing pages that are tailored to the needs and behaviors of each visitor. It facilitates A/B tests to improve landing pages performance.

Visual Design: Canva uses AI to suggest layouts, color schemes, and design templates that are personalized for each user.

Image Creation: Dall E and Stable Diffusion, popular tools to generate original images from text descriptions.

Get Started with AI Content Creation Tool

AI-based content creation has the potential to scale up marketing campaigns. Consider the following best practices to integrate AI into your marketing process.

Quality of output depends on quality of input. Provide specific and detailed prompts including instructions on tone, style and length to guide AI tools efficiently.

Be mindful of your target audience: Customize your prompts according to the preferences and interest of your audience. This will ensure that the generated content resonates.

AI should be used in conjunction with human expertise. AI software should enhance human abilities, not replace them. Use AI to increase productivity, while still allowing writers to express their creativity and critical thought.

Use AI as a tool for creativity: AI can be used to overcome writer’s blocks by providing prompts and ideas that will help you create a first draft. Then, writers can refine and add their own creative touch to the content.

Maintain Human Oversight: AI generated content requires human supervision to ensure accuracy, relevancy, and alignment with the brand values. Define clearly which tasks AI can manage and which require human management.

Training is essential for optimal use: AI tools may be easy to use, but training and practice will help you get the most out of them. Give your writers training in how to integrate AI tools effectively into their writing processes.

Have patience: AI is constantly learning. Models become smarter and more adept at creating high-quality content as they improve with time.

Look Ahead: The Future AI in Marketing

We can expect a boom in innovation and value creation over the next few years as AI empowers marketers and content creators to produce more and better content at lower cost and faster rates. Human writers can then focus on more strategic and creative tasks. AI-supported content marketing in the future will be highly targeted, personalized and almost impossible to distinguish from human-created material.

Now is the perfect time to start integrating AI content tools in your marketing process. Take advantage of AI to optimize and scale your content marketing campaigns.

Tools like Instapage, with their hundreds of templates, AI-generated content, A/B-testing features, and the availability of conversion experts to provide consultation, make it easy for marketers to create landing pages and campaigns at scale. This improves digital ad performance and increases return on advertising spend.

Better AI content generation = higher ROAS

Businesses that embrace AI are going to be far ahead of those who hesitate. Booking a demo is the first step to transforming your marketing strategy and achieving new levels of success.

Author: Jake Ayars