Digital marketing evolution is now accelerating with the advent of artificial intelligence (AI). In particular, generative AI tools like ChatGPT are rapidly forcing change into the content creation arena and changing the marketing horizon for businesses in an astonishing array of industries. In this blog, we have a glance at generative AI in today’s content marketing landscape.

What is Generative AI? 

Generative AI is a type of machine learning that will help you create content in text, image, video, and a variety of formats.  In particular, AI tools have quickly become vital to the ongoing revolution of performance content marketing. Performance content marketing uses AI tools, facilitating revolutionary planning in content creation, development, analysis, and customization in content marketing.

Role of Generative AI in Content Marketing

• Automated content generation

In the earlier generation of AI, automated content tools could just create basic news articles, product descriptions, and reports by simply aggregating algorithms that were designed to analyze data and reveal patterns. With the recent developments in the AI technology frontier, the latest features allow for more relevant content using natural language generation (NLG). This has allowed developing AI algorithms to generate coherent, verbose pieces of content, i.e., news articles, product reviews, social media posts, etc., using a relatable tone.

• Innovation and Creativity

AI tools help writers with the very common ‘writer’s block’ and show innovative ways to grow the most important aspect of content. AI can help grow both concepts and articles/content through the generation of outlines and ideas. All content writers start from a position of generating concepts, thinking of different approaches and configurations to solve the business problems tasked to us. Continuous professional development occurs when tools such as AI spark an innovative and solid writing approach.

• Efficiency and Productivity

AI tools can automate processes in the creation of user-specific content. Marketers are able to get more done with less time and have resources available for other things. AI content marketing tools also enable marketers to get content generated quickly in order to analyse large sets of data, detect trends, and gain insights.

Generative AI fits in the content marketing funnel.

AI-powered generative tools can help marketers at every part of the content marketing funnel.

1. Top of funnel (awareness) – Think of ways to use AI tools to help you brainstorm presentation topics, create SEO followed headlines, or have AI generate social media posts from your podcast narration transcripts, where it captures the imagination of your intended audience.

2. Middle of funnel (consideration) – AI writing tools will help you generate product comparisons, email campaigns, informative landing pages, etc. To get prospects as they work through the decision-making process.

3. Bottom of funnel (conversion) – For AI tools, providing proper prompts is useful. It helps to get the accurate, high-quality, and informative content, helping in CTA, user content emails, etc. 

Generative AI in Marketing and Content Creation

• Text generation

Text or content generation is the most popular use case in generative AI, and it is based on the existing large datasets that serve as training datasets, which learn patterns and data analysis of previous content. They generally generate new text but in a way that mimics pre-existing text, such as articles, blogs, scripts, or any form of written text.

• Audio creation

AI may also make audio for different processes – AI can be used for voice creation, and to generate human-sounding speech, and an artist, such as music, sound, or background music, and so forth.

AI can also mimic existing music with remixes and change the music composition.

Speech Generation – Generative AI may generate a human tone with accents simply from written instructions. You can use Inscribe Speech for virtual assistants, etc.

• Streamlining workflows

Generative AI in marketing helps to save valuable time on content creation. AI-enabled research can help alleviate writer’s block and generate new content ideas, as well. Instead of using human workers to create content by hand, help them offload that work by providing them with automation and task tools, which save time and organizations the ability to better allocate resources.

• High-quality content

There are many situations requiring quick action about creating content, like when a customer needs help, trends on social media, or you have an impending deadline.

AI can create and publish high-quality content quickly. When you provide a prompt, AI will provide a response in seconds. You can use this response as a starting point, or you can get the AI to provide as many forms, variations, or perspectives on the prompt. This can streamline the content and provide a way to respond to customers.

• Personalized customer experience

AI can not only derive bespoke content using some of your customer data, browsing history, purchase patterns, location, and even sentiment. But it can provide the content based on customer preferences for that user. The customer may receive content based on additional customizations that the AI model retrieves from user preferences for content delivery.  This helps to create a connection and loyalty with your customers.

• Lower Costs

Generative AI can reduce costs associated with hiring out to a third-party or, ideally, grow your team. AI is definitely not going to be a full substitute for human workers, but should be seen as an asset that has tangible value to ensure that it is worth the cost.

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