Content Marketing
Generative AI for Content Marketing — What It Can (and Can’t) Do
Discover how generative AI can streamline content marketing and SEO. Learn the pros and cons of AI content and craft winning content marketing strategies.
The rise of generative AI tools has been a game-changer for many businesses, although maybe not in the ways initially anticipated.
While many started sharing AI-generated content as quickly as possible, other content marketers waited to evaluate how generative AI could best support their content ideation and creation efforts.
Once you view AI tools as a support for overall strategy instead of a replacement for quality work, they are incredibly effective.
Take a look at what generative AI can do for content marketers and what it can't.
With the rapid rise of generative AI in content marketing and SEO, there are significant ways that generative AI tools can improve content marketing efforts.
First and foremost, using generative AI tools effectively improves productivity and efficiency.
Rather than scouring the internet for information or waiting for a second opinion on a piece of work from a busy colleague, AI tools speed up your processes, saving valuable time and resources.
One of the most impactful benefits of generative AI tools like ChatGPT is their capability to create briefs for articles or case studies for yourself or for your writing team.
Example: You want to write an article on '8 questions to consider when forming an LLC.'
Step 1: Head to Google and search for that exact phrase. Then, open the links for three to five of the top results in new tabs.
Step 2: Go to ChatGPT and locate the WebPilot GPT plugin. This plugin allows you to input URLs in prompts to create a fantastic brief based on what’s already ranking well in Google.
Example prompt:
"[3 Example URLs] Using the URLs above, please provide me with an article brief that covers everything these articles do while also leaving opportunities for me to add our own topical expertise to outrank them."
The results: As shown below, ChatGPT provided a very detailed outline, which is the perfect starting point for research and writing — without spending hours reading each page in detail.
Although amends are still needed, this process is still significantly quicker.
ChatGPT and other AI content tools are also excellent for creating audience personas, a key component of many marketing strategies.
Audience personas allow writers to become more familiar with who they are writing for. They can refer back to these personas to create excellent content that resonates with their audience.
Here's an example:
Going back to the WebPilot GPT plugin, AI tools are extremely effective for analyzing competitor content strategies.
Example scenario: A technology-based affiliate brand that wants to review the competitor's content strategy.
Example prompt:
"We run a technology affiliate website, and we are keen to write more content for our AI vertical. Using the two URLs below of our competitor's content, please analyze what topics they are writing about frequently and suggest ten topics that we should cover based on that information [2 Example Tech Company URLs].
This prompt provides fantastic insight into competitor content marketing and what topics the example brand should write about to compete effectively.
However, there are also several significant challenges and limitations when it comes to generative AI in content creation.
Here are some of the most significant limitations to be aware of.
One of the biggest problems of relying too heavily on AI-generated content is that the output tends to be bland and repetitive. It also typically struggles to adapt to brand voice.
No matter how well you prompt tools, getting the tone just right is extremely tricky.
That's why it's important to use AI tools as structural support rather than replacing writers who produce high-quality, people-first content.
There's also a big question that hovers around AI content — is it ethically okay to use?
If you generate content with AI, it’s best practice to inform your audience. Transparency is an excellent way to make sure you, and your audience, are on the same page.
Last but certainly not least is the potential impact of generative AI content on Google rankings. When ChatGPT first burst onto the scene, many content marketers flocked to the tools, generating content rapidly to create new web pages with the hope of boosting organic traffic.
However, Google prioritizes high-quality content in search results with valuable insights, fresh perspectives, and helpful information. Mass-producing AI content that doesn’t comply with Google’s Scaled Content Policies could lead to a drop in traffic.
Finally, let's take a look at a few trends unfolding across the global content marketing landscape.
With the rise of generative AI for content marketing, it’s more important than ever to level up your AI prompt engineering skills.
Tweaking and adjusting prompts to extract better results from AI models is essential. Properly engineering prompts enables you to realize the full potential of artificial intelligence and significantly enhance the quality of AI-generated content.
While ChatGPT continues to be an extremely popular generative AI tool, there are a range of options available such as Google Gemini or Claude.
Beyond using AI for writing, AI art generators like MidJourney are also valuable AI content marketing tools. As the tools continue to improve, learning to use them will keep you ahead of the curve.
Then, there are also AI logo generators, AI audio generators, and AI search engines to consider.
In summary, generative AI for marketing content is incredibly useful. It can rapidly improve productivity and quality, leading to better results and more time for other projects.
However, leaning too heavily on AI tools can lead to challenges such as a drop in content quality and traffic.
Review whether the presence of AI in your content marketing with an Originality.ai Site Scan. Discover potential instances of AI in your content, so you can edit accordingly and produce content that maintains or improves search engine rankings.
These are AI-powered apps that create written content. They can help you write blog posts, social media captions, or product descriptions.
How AI content marketing tools work varies based on the product and tool. Typically they receive extensive training so that when you give them a topic or prompt, they create content that follows instructions and mimics different writing styles.
AI can save you time by generating drafts or overcoming writer's block. They can also suggest new ideas and write in various formats.
No. AI content often needs editing for accuracy, fact-checking, and natural flow. It's best as a writing assistant, not a replacement for human writers.
