AI has become an essential point on every content marketer’s agenda. AI-powered tech can now help with everything from content creation to predictive analytics and automated bidding.
But using AI effectively means more than just adopting the latest tools. Rather, we must choose the right tools, and apply them with purpose. Focus on using AI to boost efficiency and deliver personalised experiences. And always maintain a close eye on authenticity and strategic control.
Use AI tools selectively
AI excels in specific areas of marketing, allowing content creators to save time and unlock opportunities for growth. Here’s how I recommend using it:
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Content ideation: Use AI to generate topic ideas, brainstorm headlines, or create initial outlines to kickstart your creative process.
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Optimise meta descriptions: Summarise text with AI to craft concise and clickable SEO meta descriptions to improve search visibility.
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Enhance content depth: Identify related data or insights that elevate your storytelling and provide additional value for the reader. (But always remember to check your sources!)
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Automate repetitive tasks: Use AI for routine tasks like scheduling, formatting or cleansing data. Essentially, outsource repeatable tasks that might take you away from more strategic work.
Putting it into practice
Many teams are already integrating AI into their content marketing strategies, and their successes can offer valuable lessons. For instance, we’ve used AI tools to rephrase campaign copy into different tones of voice, ensuring messages resonate with diverse audiences. AI has also streamlined keyword research - tools like SEMRush now highlight keyword opportunities where your domain is more likely to rank. This integration saves time and improves targeting when selecting search terms.
More specifically, we’ve seen strong results for clients like Little Greene by using the SEMRush Writing Assistant. This AI-powered plugin analyses top-ranking pages for chosen keywords and suggests ways to optimise content. For Little Greene, this approach has driven significant growth in organic traffic and visibility. These examples demonstrate how brilliant AI can be when applied wisely - something we explore further in the Growth Marketing Playbook.
Maintain the human touch
While AI can speed up workflows, it’s crucial to retain control over your brand’s messaging, and tone. Human creativity and strategic thinking enable you to create authentic content, which resonates with both users and search engines. Use AI to complement your skills rather than replace them.
For every task in which you employ automated tools, allocate time to review and refine the final outputs. Real members of your team should bookend every action that you outsource to the robots!
Repurpose, repurpose, repurpose
One piece of content often won’t cut it. Growth requires agility and outreach across multiple platforms and formats. Your existing content library is your most valuable asset in more situations.
Rather than investing in brand new content every week, turn a single blog post into a series of short videos, an infographic, and multiple social media posts. Use AI tools like Jasper to reformat or adapt content for different platforms, allowing you to maximise reach and engagement across diverse channels.
Ready to level up?
AI offers exciting opportunities to optimise your content marketing strategy, but success lies in striking the right balance between automation and authenticity. By combining AI efficiency with human creativity, your team can craft impactful, scalable content that your audience actually cares about.
Want more insights from the CTI Digital growth team? Check out our Growth Marketing Playbook, where we provide lots more actionable strategies and expert advice to help drive your business forward.
