How to Fit AI Into Your Content Marketing Strategy [+ Its Biggest Pitfalls], According to Jasper’s Head of Enterprise Marketing

In a new commercial for Mint Cell, co-founder Ryan Reynolds reads from a script written totally by ChatGPT.

His immediate was easy sufficient: embrace a joke, a curse phrase, and let individuals know concerning the firm’s vacation promotion – all within the voice of Ryan Reynolds.

The outcomes, in his personal phrases, had been “compelling” but additionally “mildly terrifying.”

Admittedly, the Mint Cell advert is slightly stunty. Nonetheless, it is a prime instance of entrepreneurs utilizing AI to streamline the inventive course of.

That mentioned, AI continues to be in its early levels, and entrepreneurs have to know easy methods to use these instruments accurately. Right here, I spoke with Samyutha Reddy, Head of Enterprise Advertising at Jasper, to learn to match generative AI into your content material advertising and marketing technique — and the pitfalls to keep away from.

How Generative AI Can Match Into Your Content material Technique, In accordance with Jasper’s Head of Enterprise Advertising

1. AI for content material ideation.

As a author, there’s nothing worse than watching a clean doc. However today, you do not have to attend for inspiration to strike. As a substitute, you possibly can leverage AI to get the ball rolling.

Samyutha instructed me, “AI actually matches in the beginning of the writing course of, notably for content material ideation. If I am writing a weblog, I usually use Jasper Chat to check new concepts and take a look at completely different angles, identical to I’d with a colleague in a convention room.”

Samyutha factors out that AI instruments are particularly useful for distant entrepreneurs who haven’t got the bodily house to spitball concepts with others.

“It is useful throughout a time when individuals are working remotely and groups are distributed. We will get rather a lot achieved in digital conferences, however they don’t seem to be usually used to simply brainstorm or join. In that means, AI could be actually useful,” she observes.

2. AI for content material analysis.

Lots of effort goes into writing a bit of content material earlier than a author may even put pen to paper. 

For many creators, the majority of the work occurs on the front-end — particularly, researching and sifting by way of info. Samyutha believes that is the subsequent huge space for which AI can assist.

She says, “With the ability to take tremendous prolonged items of content material, feed them into Jasper’s Content material Synthesizer, and have a abstract of various viewpoints and items of knowledge can assist creators kind an opinion or perspective that a lot faster.”

For instance, suppose a marketer must convert a multi-page e-book right into a weblog submit. To hurry up the method, she pastes the e-book into an AI chatbot and prompts it to record the most important takeaways.

The AI chatbot analyzes the e-book to establish its key themes, subjects, and concepts. After, the marketer makes use of its output as a tough draft for her weblog, ensuring so as to add her personal voice and perspective. In the long run, she has a brand new piece of content material that took a fraction of the time to create.

Click here to set a Google Calendar Reminder for The State of Generative AI & How It Will Revolutionize Marketing [New Data + Expert Insights], coming May 17, 2023.

3. AI for scaling advertising and marketing campaigns.

In a super world, there can be a single channel to fulfill, interact, and convert prospects. In actuality, entrepreneurs want a multi-channel technique to succeed in their viewers.

In fact, scaling advertising and marketing campaigns isn’t any straightforward feat. As Samyutha places it, “We frequently burn all our power on creating one lovely, optimized piece of content material. However then our distribution falls.”

Nonetheless, entrepreneurs can use AI to construct complete advertising and marketing campaigns from one piece of content material, which they will adapt to completely different codecs and lengths.

As an example, if a marketer creates a YouTube video that she needs to scale into a complete marketing campaign, she will leverage AI to transform the video script into completely different codecs, like a LinkedIn submit, Fb advert, or e-newsletter copy.

Now, she’s capable of construct a multi-channel technique as an alternative of counting on a single platform or format. On prime of that, it permits her to ramp up her advertising and marketing strategically.

Samyutha underlines this level, telling me, “It permits me to really be a undertaking supervisor and a strategist, versus somebody who’s ready on different individuals to ship their finish of the cut price.”

4. AI for Search engine optimization optimization.

As content material creators, we would like our work to be seen by as many individuals as doable. One strategy to get there may be by optimizing for Search engine optimization.

Nonetheless, not everyone seems to be an skilled in technical Search engine optimization. For Samyutha, that is the place AI can actually shine.

She says, “I am not somebody that grew up within the self-discipline of content material advertising and marketing, and I by no means had a instrument to assist me with the technical facet of Search engine optimization. That is the place Jasper comes into play. It may assist content material entrepreneurs optimize their articles by automating a variety of Search engine optimization duties.”

As an example, an AI chatbot can write content material round sure key phrases, in addition to counsel the most effective headers, meta tags, and descriptions to enhance click-through charges.

However AI does not finish at optimization — it may possibly additionally work as an editor through the ultimate levels of writing. Instruments like Jasper and Grammarly can detect wordiness, supply different phrases, and enhance readability. The outcome? Search engine optimization-optimized content material that individuals get pleasure from studying.

The Pitfalls to Keep away from When Implementing Generative AI Into Your Processes

1. Eradicating creators from the creation course of.

“When incorporating generative AI, the worst factor you are able to do is take away somebody with a powerful inventive or editorial eye,” cautions Samyutha.

At first look, AI-written content material might look excellent. But, many human components — like humor, empathy, perspective, and cultural context — could possibly be lacking. On prime of that, generative AI operates with limited data, so the knowledge it collects could possibly be irrelevant, outdated, and even biased.

In the end, entrepreneurs ought to use AI for the primary draft — not the final. AI can lay the groundwork, however you continue to have to elevate this content material together with your distinctive persona or perspective.

2. Recreating the wheel.

Each advertising and marketing crew has a distinct technique for creating content material. Because of this, your strategy to AI — and the way you select to implement it — is exclusive to your crew.

Whereas AI is thrilling and new, Samyutha recommends the “much less is extra” strategy when including it to your workflow.

She tells me, “In relation to integrating AI, a variety of groups really feel strain to recreate the wheel. Nonetheless, you do not have to construct all of your processes round generative AI. As a substitute, incorporate AI into your present processes that already work properly.”

For instance, a advertising and marketing crew might have an efficient content material distribution course of, however it could possibly be improved by automating some duties with AI — like scheduling social media posts and reformatting content material for various channels.

With this strategy, your advertising and marketing technique is not depending on AI. As a substitute, it is improved by it.

3. Elevating content material calls for too shortly.

As AI continues to hurry up the creation course of, it is necessary to have guardrails in place to take care of high quality.

Samyutha says, “We’ve a number of processes constructed to test our work, and that does not go away as a result of Jasper’s within the image. If something, that chain hyperlink of suggestions is strengthened so we are able to catch issues like inaccuracies or errors.”

She continues, “It is not about creating content material as shortly as you possibly can. It is about successfully incorporating one other piece of know-how into your present workflow.”

As entrepreneurs, we’re all the time looking for methods to remain forward of the curve and embrace new know-how to assist us do our jobs extra successfully. AI could possibly be the subsequent huge alternative to uplevel our work. However, as Samyutha factors out, it is necessary to be practical with this know-how.

In the end, it is about understanding when to push this know-how into your workflow — and when to tug again. With this strategy, entrepreneurs can successfully incorporate AI into their methods for optimum influence.