Key challenges that content marketers reported in 2023
- Creating more content faster
- Finding resources for content production
- Generating content ideas
- Producing original and high-quality content
Guide
The marketer’s guide to AI-generated content
Modern audiences expect more—literally—from the brands they interact with. And the brands they don’t yet interact with can’t expect to catch the interest of new eyes if they aren’t keeping up with the relentless velocity of competitors.
We’re faced with a chicken-and-egg conundrum: Did AI create the insatiable demand for content? Or was AI created to solve this newfound demand for content?
Whatever the root cause, content creation has undergone a seismic shift, with generative AI playing a central role in reshaping how marketers ideate, produce, collaborate, and captivate their audiences.
From understanding the nuances of AI to integrating it seamlessly into your content strategy, this guide is your roadmap to mastering AI-generated content creation.
navigating the new norm
The content conundrum
Audiences are hungry. No, starving. We can blame it on the big guys who’ve spoiled us with hyper-personalized Netflix binges and endless Spotify playlists for every mood or temperament. The content bar has been raised, and not just for brands in the subscription services industry.
Businesses report that production volume is their biggest content challenge, regardless of industry
With the pressure of producing at record speed for various channels and touchpoints, content creators are especially feeling the heat.
It’s no secret that content creation is a time consuming, resource intensive task. In order to improve production numbers, AI-generated content needs to be a resource in every marketer’s arsenal.
A look inside the AI revolution
AI is suddenly everywhere, and everyone’s investing in it
But even artificial intelligence hits a wall somewhere
73% of marketers are now using generative AI tools, and according to Human Driven AI, more than half of US marketers are using AI every day. So, how can AI help?
What AI can do
- Spark creativity and ideation
- Generate first drafts of content and images
- Provide predictive analytics data
- Automate time-consuming tasks
- Process and analyze vast amounts of data
What AI can’t do (yet)
- Create on-brand and unbiased content without human intervention
- Strategize and make decisions
- Execute long term brand building
- Build genuine relationships and customer communities
THE INDISPENSABLE HUMAN TOUCH
Will AI kill the marketing star?
In 2023, AI sparked a range of fears and misconceptions from the top down: that automattion of human labor will lead to widespread job loss, or even that incorporating AI-driven tools in the workplace will hinder critical thinking and problem solving, rendering employees complacent and less productive.
- But generative AI’s impact on productivity is predicted to add trillions of dollars in value to the global economy
- And over half of marketers using generative AI for content creation say increased performance is the top benefit
Despite rapid advancement, the human touch remains indispensable. Marketing, at its core, is about connecting with people, understanding emotions, and building relationships. Sure, machines can analyze data, detect patterns, and offload cumbersome tasks, but the nuanced understanding of culture, the emotional resonance of a story, and the authenticity of a brand message is inherently human.
The future of marketing exists in this harmony: leveraging AI's efficiency with the depth, creativity, and emotional intelligence that only human beings—with actual human experiences—can bring to the table. At the end of the day, AI exists to accelerate, enhance, and revolutionize what we already do. It simply can’t replace it.
elevating your content creation
How to actually create AI-generated marketing content
From keyword research and blog posts to audience research and brainstorming, it’s time to get your hands dirty with practical tips for leveraging generative AI in your day-to-day marketing strategies.
Introduction: Learn the winning formula for a perfect ChatGPT prompt
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Audience research: For the content strategists, campaign managers, and digital marketers alike. It all starts with knowing your audience.
ChatGPT prompts used in this tutorial:
- Act as a seasoned market analyst. Tell me the best pool of people who would 1) purchase an [insert desired product/service] for their business and 2) use an [insert desired product/service] in their day-to-day jobs. Tell me the sizes of the businesses, the industries, and the specific user and buyer personas.
- Take these [X] buyer personas and these [X] user personas and conduct persona research for each. Tell me what they do in their day-to-day jobs, their biggest pain points, what metrics their success in measured on, the tools or platforms they likely use, and what sort of resources (like websites, forums, or social platforms) they use to gain helpful information.
- Give me a customer profile of an [insert job title]. Include specific demographic and psychographic information like age, gender, location, education level, income level, professional and personal interests, hobbies, values and motives, lifestyle, media consumption, technology skills, and social media engagement.
- What are 10 pain points an [insert job title] experiences in their day-to-day job that can be solved by purchasing a [insert product/service]?
- What are 10 objections an [insert job title] might have about purchasing a content marketing platform? Provide a detailed rebuttal for each objection.
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Brainstorming and ideation: For marketers looking for fresh perspectives, new ideas, and jumping off points.
ChatGPT prompts used in this tutorial:
- Act as an expert marketing campaign strategist with experience planning and executing [insert industry] marketing activities. Using what you know about [insert target persona], their interests, and where they spend most of their time online, tell me the top 5 marketing tactics I can use to target [insert target persona] with a message about [insert desired message]. For each tactic, I have a budget of [X].
- Act as an expert marketing campaign strategist with experience planning and executing [insert industry] marketing activities. Give me 10 viral video ideas targeted at a [insert target persona] persona that are funny and persuasive about [insert topic].
- Act as an expert content strategist. You are writing a series of blog posts on different topics related to [insert topic]. Tell me the 20 most popular subtopics that will be useful for your target audience of [insert target persona].
Follow up: Take these 20 subtopics and generate 5 engaging blog post ideas for each. - You are an expert content strategist. Take these 3 sub topics [topic 1, topic 2, topic 3] and create an editorial calendar that includes suggestions for video, email, blog, and visual content. Create the calendar with content suggestions for each day of the month. Be sure to take global holidays into consideration. Provide the calendar in table format.
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