5 Reasons to Invest in AI Content Marketing Tools

Where should marketers begin their journey toward identifying AI tools for marketing processes and outcomes? Let us continue to read

• Allocation of resources
• Content strategy and use-cases must come first
• Process realignment
• Reassess performance measurement
• Create an expert ecosystem

1. Allocation of resources

Writing resources are expensive and can be better used elsewhere. Focus on delegating heavy lifting to AI and repurposing humans for value creation. However, McPhillips says marketing copywriters and content agencies will need to learn how to work with AI. Use their newly freed time on more important and rewarding tasks such as content context and relevance; more involvement in quality control, editing, and fact checking; tweaking tone and manner of copy etc.

2. Content strategy and use-cases must come first

Unsurprisingly, as with any technology, you must first define your goals and objectives. The Marketing Artificial Intelligence Institute’s chief growth officer, Cathy McPhillips, advises asking what tools can help you work faster and smarter to achieve your strategic goals. In this way, AI-powered tools can do the most repetitive and mundane but important work.

The three key parameters for tool selection, according to John Cass and Scott Sweeney of AIContentGen, are quality of content generated, ease of use, and research capability.

3. Process realignment

Incorporating subject-matter expert, management, and legal approval workflows into AI-generated content is critical for efficient and seamless workflows.

4. Reassess performance measurement

Artificial intelligence content tools will have an effect on efficiency (opex) and effectiveness (content marketing ROI). Will it alter the way marketers, writers, and content are evaluated? Sweeney and Cass stated that as AI tools become more efficient at researching and creating content, content creators will gain additional stature as they increase their productivity, deliver higher-quality content, and increase conversions. For marketers, content also provides an opportunity for brand differentiation, and they should consider how AI tools can help them increase their competitive advantage and profitability.

5. Create an expert ecosystem

AI in marketing is unavoidable. CMOs should consider developing internal expertise to maximize technology use and train AI to produce more industry- and brand-relevant content. How can marketers inject their brand voice into content if AI-written copy is the ultimate regurgitation?

In order to capture the brand voice, Penn says large brands can “fine-tune” large pre-trained models with their own data (like blog posts). A lot less work than starting from scratch, and SaaS vendors may even offer it as a “customization” service. Smaller companies may end up with more generic models (AI trained on healthcare, financial services etc.). In turn, this may widen the performance gap. Since clever content has recently allowed small D2C firms to outperform their competitors, it will be interesting to see how AI can counteract that.