The Basics of Using Generative AI in Content Writing
We’re using AI at Comma for a series on how to best use AI tools in content marketing. (Say that sentence fast 10 times!) The following piece was created by a professional writer at Comma, Mary Clark, who used a human-created outline as the “input” for Graibox and then used her own writing props to edit the output to be publish-ready.
Here we go.
Among this year’s marketing trends, generative AI is a technology that can create content such as images, videos, text, and music. It’s useful in a variety of industries such as art, advertising, and medical research. However, using generative AI isn’t as simple as inputs and outputs.
It’s essential to work with trusted partners and select suitable tools for specific content objectives. Generative AI can benefit content marketers by improving efficiency and consistency, but AI-generated content is simply not ready to publish without human editing for quality control and brand consistency.
Ethical considerations also enter the equation, due to the complexities of using AI to generate content by pulling sources that you may not credit. Here’s how to make the most of these tools, while keeping these parameters in mind.
Generative AI: A Game Changer
As the world continues to embrace technological advancements, AI has transformed many industries. For instance, AI in manufacturing allows for real-time monitoring of production and helps reduce waste. AI in software helps medical teams and clinical experts expand their knowledge and improves decision-making as well as patient outcomes. In the B2C world, online shoppers can enjoy a simulated custom-tailored clothing fit without ever leaving home.
However, not all AI tools are created equal and marketers need to be selective in which tools help meet marketing content objectives. It takes time, research, and experimentation to identify the most effective technology for each project, which is why we’ve compiled The Ultimate Guide for Generative AI for B2B Content Marketers.
Let’s revisit the fundamentals. An effective content strategy and execution are important factors in helping your business succeed. Custom content puts you in the driver’s seat of your marketing because you can target audiences with relevant topics and keywords.
In turn, your content strategy can boost your search engine rankings and increase conversions. Developing an intentional content strategy also helps build trust with prospects interested in more information about your company or product. Additionally, it gives you a competitive edge, as other companies might not be putting in the same effort.
Developing new content that hits the mark can be a time-consuming and challenging task. Where can AI help you publish exceptional content that drives results? For one, AI can be a helpful tool to produce unique content ideas much faster than it takes humans to brainstorm on a whiteboard.
How Can Generative AI Be Used in Content Marketing?
As we delve deeper into the digital age, AI has become an integral part of our daily lives. From fraud detection to Google Maps, our routines are touched by this technology in ways we might take for granted. While this development may seem like a game-changer in content marketing, AI-generated content still requires a pretty serious edit before it’s ready to publish. (As seen from experience with this piece. It’s taken three days and three different sets of human eyes to get this to a place we’re proud to share it).
One wrong punctuation mark can affect the credibility and quality of content, leading to an understandable loss of trust from readers. Don’t leave anything to chance. Scrutinize AI-generated content before publishing.
Another crucial aspect of content marketing is maintaining brand consistency. Generative AI in content marketing can ensure that the tone and voice of the brand remain consistent in all pieces of content. Whether it's email marketing, social media posts, or blogs, AI technology can churn out content that aligns with the brand's image and voice. This consistency helps attract and retain an audience, providing them with a sense of familiarity and reliability.
Maximizing the benefit of generative AI in content marketing requires businesses to leverage this technology by creating an effective strategy. According to recent research from the Content Marketing Institute, 73% of B2B marketers say content marketing fits their product marketing strategy. Companies that leverage generative AI in their content marketing strategy stay ahead of their competitors and enjoy a higher ROI. Research from consulting company McKinsey & Company published in May 2023 indicates that “players that invest in AI are seeing a revenue uplift of 3 to 15% and a sales ROI uplift of 10 to 20%.”
What are the Benefits of Using Generative AI in Content Marketing?
In the field of marketing, companies are constantly looking for new and improved ways to grab their audience's attention. One of the most promising technologies in this area is the use of generative AI in outsourced content marketing.
One advantage is that generative AI has the potential to help expertly write marketing copy. By analyzing customer data, trends, and preferences, AI tools can generate content that resonates with target audiences on a deeper level. Taking a lot of the guesswork out of personalization, AI algorithms can analyze large data sets and recognize patterns to produce copy that appeals to the target audience.
The efficiency factor cannot be overstated either. In today's digital world, content marketing is vital for businesses to reach their target audience. With advancements in technology, Generative AI has emerged as a game-changing tool in content marketing. Generative AI allows businesses to produce content efficiently and effectively. However, before implementing Generative AI into content marketing strategy, there are some key factors to consider.
For example, any vendor or partner you hire must understand your industry. Each has its own unique lingo and specific terms. Generative AI relies on data input to generate content, so it requires industry-specific knowledge to produce quality content. When working with AI-generated content, it’s essential to ensure that it resonates with your target audience and accurately conveys your message.
Similarly, knowing how to make the most of tips and tricks regarding the use of Generative AI can improve the quality of content. One such trick is to use human-written content as a starting point for the algorithm. This will improve the quality of the AI-generated content, as it will incorporate human input. Another tactic is to use multiple algorithms, as this will increase diversity and produce more high-quality content.
It’s not enough to focus on readability and engagement, however. Ethical considerations should be on the minds of content marketers. With AI-generated content, there is a possibility of generating inappropriate, biased, and false information. That’s why it’s crucial to ensure that the algorithms are intelligently designed and monitored appropriately. Reviewing content through an ethical lens must guide the use of AI in content marketing to ensure that all content is appropriate for your target audience.
That’s where we shine at Comma Copywriters. We provide professional services, quality content writing, and a team of writers ready to deliver the content you need.
The human element is still important, even when using AI-generated content. AI software solutions work by offering a prompt to a user, which is then converted to an AI-generated article. The AI-generated content is then reviewed by experienced writers for editing, improving, and enhancing the quality of the piece.
This approach means you can rest assured that your AI-generated content will be of high quality — and always delivered on time or on the house.
Looking for help to execute your AI-generated content marketing strategy? You could be our next success story. Comma Copywriters can be your partner as you navigate the future of generative AI. Schedule a free 20-minute consultation today to learn more.
