11 Ways that Machine-Generated Content Will Transform Digital Marketing
If you’ve spent any time at all on social media, then you’ve likely come across lots of advice on how to use ChatGPT and other tools to produce AI-generated content. Most of this advice is bad. Like, really bad. I read, watched and listened to so much bad advice, that I felt compelled to write an article for Entrepreneur Magazine countering the bad advice about ChatGPT. Regardless, the future of machine-generated content is bright. Machine learning algorithms are improving by orders of magnitude and this sort of content will be integrated into the way we perform digital marketing moving forward. How? Read the tips and insights from marketing thought leaders below to find out.
- Imagine the Ability to Watch Articles
- Help Brands Determine Trends
- Human Creativity Will Play an Even Bigger Role
- Scale Quickly, Spend More Time on Strategy
- Allow Creators to “Niche Down” at a Lower Cost
- Understand User Intent to Create Personalized Content
- Increase Business Involvement
- Create Header Images for Emails and Blogs
- Reward Hard Workers
- Enhance Split Testing
- Analyze Data and Create Customized Messaging in Real Time
Imagine the Ability to Watch Articles
I think one of the biggest game-changers in digital marketing is going to be AI video. Although most of the fanfare is given to AI-generated written content, video should get digital marketers’ attention as well.
We’ve already seen the explosion in popularity of “listening to” articles, where you can click a play button right below the author’s name and listen to an article in just a few minutes rather than reading it. Just about every major outlet offers this feature today. Thus, it would seem to be only natural that video will follow.
Why listen to an article when you can watch one? I can imagine a world where well-written content (by humans) is automatically converted into a high-quality video, featuring moderators and graphics. Considering how expensive video production is, this could be a true game-changer.
John Ross, CEO, Test Prep Insight
Help Brands Determine Trends
AI-generated content will be a key tool in better predicting marketing trends through data analysis. Today, it can take a lot of time, work, and guesswork to determine trends, but AI will make this much easier to do quickly and efficiently.
Trends today change in the blink of an eye, and the insight provided by AI will help brands stay on top of trends and produce relevant content more effectively than ever before. The field of digital marketing will see a considerable adoption of AI soon.
Ann McFerran, CEO, Glamnetic
Human Creativity Will Play an Even Bigger Role
Google has gone on record to say that AI-generated content goes against its community guidelines, so marketers won’t be able to automate the entire process of content creation even as AI writing tools strengthen.
Therefore, I believe human creativity will play an even greater role in digital marketing. AI tools can help you identify topics, trends, keywords, and the like, but humans will need to think creatively about how to put their own unique twist on these things. Lots of other brands will compete for the same topics and keywords (probably at a much faster pace), so differentiation will be key.
The days of having content for the sake of content are long over. AI will push marketers to the next level by forcing them to be intentional about content and make it truly better than anything else on a subject if they want it to rank well in search.
Alli Hill, Founder & Director, Fleurish Freelance
Scale Quickly, Spend More Time on Strategy
AI-generated content is revolutionizing the way content creators can scale their content quickly. With AI-generated content, creators can quickly produce content that is tailored to their audience’s needs and interests.
However, this also means that there will be an increase in the overall amount of content available, and marketers will need to develop a more strategic approach to content marketing.
Marketers must choose keywords that are worth targeting and cater to niche audiences in order to stand out from the competition. Additionally, they must use data-driven insights to ensure that their content is reaching the right audience and driving conversions.
AI-generated content is making it easier for creators to scale their content quickly, but it also means that marketers must be more strategic in their approach to content marketing.
Michael Alexis, CEO, Tiny Campfire
Allow Creators to “Niche Down” at a Lower Cost
With AI-generated content, marketers can easily personalize the content in their ad campaigns, making them more targeted and effective.
For example, I am launching an online course on brand naming. Before AI, I’d need to use a few high-level landing pages depending on the business the potential customer was launching. Now, I can have tools like ChatGPT rewrite my base landing page into a more targeted landing page.
Instead of sending a photography business owner to a general page, I can send them to a page that speaks to the benefits of a strong photography name. The process is much faster and simpler and will allow creators like me to “niche down” their services at a lower cost.
Axel DeAngelis, Founder, Jumpcoast
Editor’s note: Be careful about utilizing raw machine-generated content on your website if you want to rank well on search engines.
Understand User Intent to Create Personalized Content
One of the most significant ways AI-generated content can revolutionize digital marketing is through the use of natural language processing. Natural language processing (NLP) enables AI-generated content to be tailored to the customer’s needs and preferences.
By understanding the customer’s intent, AI-generated content can create highly relevant and personalized content that resonates with the customer. AI-generated content can also automate the creation and distribution of content.
By automating the process of content creation and distribution, digital marketers can save time and resources, allowing them to focus on more strategic activities.
Jaya Iyer, Marketing Assistant, Teranga Digital Marketing
Increase Business Involvement
AI-generated content will create a tidal wave of bland, forgettable content that will frustrate users. Successful businesses will be the ones that avoid the AI trend and focus on creating genuinely useful content for their customers and prospects.
Marketing teams will discover that campaigns, where leadership, sales teams, customer service managers, and/or product development teams are more involved, have better outcomes. And they’ll push harder to build stronger bridges between marketing and key departments so their campaigns stand out above the AI noise.
James De Roche, Managing Partner, Lead Comet
Create Header Images for Emails and Blogs
As the person responsible for writing several weekly newsletters for my company, the part I dread the most isn’t the time spent writing; it’s finding a suitable image for the top of the email. It needs to be relevant, free, and not copyrighted.
Often, I can envision what I want, but finding it is something else entirely. Recently, rather than wasting time searching a database of pictures or hiring someone to create the image for me, I’ve started using an AI image generator. It may not be good enough (or I’m not good enough at using it!) for purely image-based marketing, like Instagram, but when I’m just looking for a header image for a newsletter or blog, it fits the bill!
Beverly Gearreald, Product & Operations Lead, Transizion
Reward Hard Workers
Anyone can learn how to use an AI writing tool. It is easy work and appeals to the instant gratification culture. That said, the quality of AI-generated content is usually generic and misses the mark in terms of factual correctness.
I tested Jasper on an electric skateboard review, and it started listing details on a Toyota. The content reads well, but it is not the unique experience that users expect when they click your link.
AI can expedite the writing process and help form sentences when dealing with writer’s block, but it will always need human oversight to ensure the content is factually correct.
Nick Varga, Chief Riding Officer, ERide Journal
Enhance Split Testing
One of the major challenges digital marketers face currently is how to run effective A/B tests and how best to differentiate their marketing messages to fit the customer personas they are targeting.
With AI content generation tools such as ChatGPT, digital marketers can now create custom content for each of their brand’s buyer personas by inputting the specific instructions that allow these tools to generate custom content.
AI tools have better capabilities for researching and will flesh out content that more accurately matches these personas, hence better A/B testing of marketing campaigns to optimize them for more success.
Analyze Data and Create Customized Messaging in Real Time
AI-generated content has the potential to revolutionize the way digital marketing is done. By using NLP and ML models, AI systems can analyze real-time data about individual customers and customer groups and generate customized messaging and recommendations tailored to each person’s interests.
This allows marketers to build highly targeted campaigns that resonate with their audiences, leading to increased engagement and more successful efforts overall. So, AI-generated content could be a game-changer for digital marketing.
However, it is important to note that AI-generated content may also be misused to create fake or misleading information that manipulates or deceives people. AI-generated content can create personalized marketing campaigns, but people can also misuse it to spread fake or misleading information. It is important to be aware of this potential exploitation and to fact-check information before sharing.
Davo Galavotti, Sr. Product Designer, Datadog
I plan to write a lot about AI-generated content, so be sure to bookmark this website, follow my socials, and come back often.