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Now that generative AI technology has been around for a couple of years, we’ve compiled a list of ways that marketing agencies can use AI to level up the service they offer — while balancing it with marketing expertise and insights.
Learn how to incorporate AI automation in a content marketing agency workflow. Then, discover a best-in-class suite of tools for content marketers and web publishers with Originality.ai’s Content Optimizer, AI Checker, Grammar Checker, and Plagiarism Checker.
As a best practice, when incorporating AI into a marketing agency workflow, maintain transparency with clients and discuss clear guidelines or policies ahead of time for if, when, and to what extent AI use is permitted.
Read our article on including AI guidelines in freelance writing contracts.
Before we jump into how to automate aspects of your agency with AI, we should quickly address why.
For starters, using AI effectively can significantly increase productivity, allowing your team to provide a quicker and better service for your clients while also expanding their bandwidth to take on additional clients.
Further, by incorporating AI and enabling your team to ideate more efficiently it can help keep clients happier and build loyalty or long-term partnerships.
Then, remember to maintain transparency with your clients about how AI is incorporated into workflows to keep everyone on the same page.
With those benefits in mind, here are several ideas on how to use AI to automate aspects of your digital marketing agency without overly relying on the technology.
Firstly, generative AI can be a fantastic tool for helping you with your brainstorming. Perhaps a client has a specific issue or query, or you simply want to surprise and delight them — generative AI can be a great jumping-off point to work from.
Example: Say that your client is an e-commerce shoe brand for men’s shoes. They’re interested in focusing on a thought leadership series to help build their brand authority.
A quick prompt in ChatGPT can help get the ball rolling:
Now you have a handful of potential article ideas that you can refine and build on, such as How Shoes Impact Confidence, How Athletic Footwear Became a Fashion Staple, and more.
You could work from there or ask follow-up questions to identify an approach to take and what sources to check for your chosen topics, building out a story map to present to your client.
However, that’s not the only way AI can assist marketing agencies. One way to really impress your clients is to provide them with a detailed analysis of the competition, what they’re doing well, where their time is getting spent, and so on.
Example: Let’s say your client is a direct competitor of Shopify.
Within a couple of prompts, you can pull up the information you need to get a topline idea of what Shopify is currently spending time on for content creation and how your client compares or can react.
Generative AI can also be excellent for content ideation, especially when you’ve used it for the above-mentioned tasks as well!
Building on our previous example with Shopify, we can use that information to identify potential topics that you can cover for your client’s strategy.
However, one thing to be mindful of is that AI chatbots such as ChatGPT don’t provide comprehensive keyword research for specific levels of traffic or keyword density.
So, once you’ve got your chosen topics, then you need to conduct further research with keyword research tools.
Further, consider these topics from a people-first perspective (that Google appreciates), which will help you avoid keyword stuffing and identify what these topics look like from a search perspective so that you can tailor your content titles to suit this.
Once you do have your topics lined up, you can go back to ChatGPT to create detailed and insightful briefs for your copywriters.
Consider the user intent, the audience, the pain points you’re trying to solve, and the company objective you want your writers to portray.
Here’s an example:
AI tools present a number of possibilities for improving productivity with agency automation.
However, it’s essential to balance AI use as a way to facilitate creative writing skills and marketing expertise.
To maintain transparency in your publishing process use the Originality.ai AI Detection tool to check the content that you or your team produces.
There are plenty of ways that generative AI can help automate your digital marketing agency, but keep in mind that it’s also important to balance this and keep a human in the loop.
Further, it’s essential to establish on a case-by-case, what a client’s specific policies around AI use are: whether they permit it for content creation, and to what extent, so that everyone is on the same page.
The best way to check any content before sending it to clients or uploading it to a web publisher is to review it with Originality.ai’s best-in-class tools including an AI Checker, Content Optimizer, Plagiarism Checker, and Grammar Checker.
Read more about marketing agencies in our resource series:
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