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Using Generative AI for Content Marketing

By Kathryn Hawkins. Content Creation Content Marketing
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   Credit:  Jirsak  License: Depositphotos

Make the most of AI technology by using artificial intelligence to enhance your content marketing efforts - without taking over.

At Eucalypt, we’ve been working with AI-powered marketing tools for years, including tools to help us generate topic ideas, optimize conversion rates, and improve SEO rankings, as well as using chatbots to communicate with customers. Clearscope, in particular, has been a game-changer for SEO copywriting, helping us clients for dozens of new keywords with a data-backed approach. 

Recent advancements in AI technology, particularly with the advent of ChatGPT, have led to new use cases for artificial intelligence in the form of generative content — using AI tools to write social media posts, landing pages, and articles, as well as to create custom graphics for images rather than relying on stock photography.

As an agency that focuses on content strategy as well as content creation, we don’t see AI as a threat, but as an aid that can enhance the power of our work.

Ultimately, tools like ChatGPT can put the low-level “content farms” out of business, replacing poorly-written, keyword-stuffed articles with generative AI articles that may not make much sense either — but that’s not a bad thing.

But when businesses are writing for humans, and not just search engines, it’s important to combine the power of AI with the research and content creation skills of experienced marketers who can make the most of AI prompts to ensure that they’re creating impactful content that meets your audience’s needs.

The brands who win at content marketing won’t be the ones who press a button to spit out their next article — they’ll be the ones who use an informed approach to artificial intelligence tools to ensure that ChatGPT and other generative AI tools are giving them support to build on a strong foundation and enhance their strategy.

Here are some of the best ways to make the most of generative AI tools in your content marketing strategy:

Support content ideation

Let’s say you work in marketing for a podcast production company, and you want to come up with a list of blog topics to focus your upcoming efforts around. Search Google for “trending topics in podcasting technology,” and all of the top search results will be based around the best podcasts focused on technology — not what you asked for. Asking ChatGPT, however, will give you a list that includes topics such as interactive podcasting, AI-powered audio enhancement, video podcasting, live podcasting, and more. Obviously, there’s not enough information here to give you detailed article ideas for each topic, but it provides you with a range of great jumping off points that you can then use to do more research and develop a customized content marketing plan that will appeal to your audience.

Break down concepts into their elements

ChatGPT does a great job at finding research related to a specific topic and summarizing it — and you can even customize how complicated the summary should be. Even if you’re an expert on a particular topic, using this function can help you get better at seeing the forest for the trees — for example, if you’ve founded a nanotechnology company, asking an AI content marketing tool to break down the principles of quantum physics for a 14-year-old will help you find a good entry point when you’re seeking to explain your field of research to a more general audience, giving you new perspectives to help you improve the customer experience. You can use AI-generated research and outlines as the springboard for your content marketing assets, adding your own expertise and enhancements to make the piece your own.

Iterate on existing content to repurpose it for new use cases or goals

Let’s say you just got a ton of great insights from a guest speaker in your recent webinar, and you want to repurpose that content into a blog post and a series of social media posts for LinkedIn and Twitter. Automation technology can be used to develop rapid transcriptions of the webinar (which should be reviewed for accuracy, but generally hits the mark pretty well), and AI tools can then identify the key quotes and takeaways from the content transcript, which you can use to formulate an outline for one or multiple blog posts.

Personalization offers another great opportunity to iterate on your content — for example, you can ask your AI content tool to change the audience for a content piece, by asking it to “rewrite the content for an audience of 6th graders” or “rewrite the content for an audience of business professionals.” By running your content through an AI tool, you can create multiple versions quickly and easily.

Develop visual content

Creating visuals for your webinars and content marketing assets can also be simplified with automation. Tools like Adobe Spark or Piktochart allow you to quickly convert slides from a webinar into attractive designs that will grab attention on social media or in blog posts. You can also use generative AI tools like DALL-E for unique image generation based on prompts, or to develop visual aids for presentations such as infographics or charts.

Optimize your content

Finally, don’t forget about using AI to optimize your content, whether before or after it's been published. Automated tools like Clearscope can help optimize content so that it shows up higher in search rankings, by analyzing all of the existing top ranking pages for specific search terms and providing links to web-based research, a proposed outline, and a list of key terms to use. Additionally, you can use AI to automatically translate content into multiple languages or summarize long-form content into shorter summaries for social media posts.
By taking advantage of automation tools and using machine learning to improve your digital marketing assets, you can streamline your content creation process and ensure that your content is always up-to-date and optimized for maximum impact.

That said, it’s important that you don’t run wild with the powers of AI. While you can use generative AI tools to create a wealth of search engine-friendly content in the space of minutes, it may not all be relevant to your business needs, or even be factually accurate.

AI-generated content is best used to help you springboard ideas and iterate on existing content, so that you can easily repurpose it into new formats. Use machine learning tools to help you create templates to build workflows for campaigns, so that you can customize content for different needs. Use them to help you surface new insights, data trends, and content ideas that you can build on by conducting additional research to help you create high-quality, unique content that will resonate with both the search engines and your customer base.

Automation tools can also help you streamline the editing process by making it easier to find and replace words, highlight duplicate content, or search for potential plagiarism. With the help of automation, proofreading and fact-checking become much more efficient and accurate. This means that you can spend less time reviewing for errors and more time on refining the flow of your content so that it resonates with your target audience. By taking advantage of automation tools, you can ensure that every piece of content you write is a high-quality one.

Finally, use analytics to track the performance of your content. You can use AI tools like Optimizely to help you iterate on your choice of copy, graphics, layouts, and other variables to help you drive high-performing content: After accumulating a large enough sample size, the multivariate test will end and your content will default to the most impactful version. A/B testing tools give you the real-time data to help you develop a customized experience that’s targeted to meet all of the goals you’ve set for your customer experience.

Looking for an agile marketing partner?

At Eucalypt we understand that needs can change, and we aim to be a flexible partner that can adapt as necessary to deliver best in class content marketing services for your company.

Kathryn Hawkins

Kathryn Hawkins

Kathryn Hawkins is principal and chief content strategist of Eucalypt Media. She has worked as a freelance journalist for media publications and managed inbound marketing and content strategy for corporate and nonprofit clients for more than 16 years.

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