In the dynamic landscape of content marketing, staying ahead of the curve is crucial for success. As technology continues to evolve, one of the most significant advancements is the integration of Artificial Intelligence (AI) into content marketing strategies. This article serves as a beginner’s guide to understanding key AI concepts such as Generative Search, GEO, NLP, and Large Language Model Processing while exploring the benefits and potential drawbacks of incorporating AI into content marketing.
What Is Artificial Intelligence (AI)?
AI is the simulation of human intelligence in machines programmed to think, learn, and problem-solve. In content marketing, AI technologies enhance efficiency and effectiveness by automating tasks, analyzing data, and providing valuable insights for decision-making.
What Is Generative Search?
Generative Search is an AI-powered search mechanism that uses algorithms to generate content based on user input. It enables marketers to create personalized and relevant content, ensuring a more engaging experience for the audience. This approach goes beyond traditional keyword-based searches, allowing for more nuanced and contextually aware results.
What Is Generative Engine Optimization (GEO)?
Generative Engine Optimization, or GEO, is a relatively new phrase in content marketing circles. GEO refers to deploying tactics in written content to capture coveted space in or near generative search snippets.
What Is Natural Language Processing (NLP)?
NLP is a subfield of AI that focuses on the interaction between computers and humans through natural language. In content marketing, NLP plays a crucial role in understanding and interpreting textual data. By analyzing language patterns and context, NLP allows for more effective content creation, sentiment analysis, and automated responses in customer interactions.
What Is Large Language Model Processing?
Large Language Model Processing utilizes sophisticated algorithms and extensive language databases to comprehend and generate human-like text. This technology powers chatbots, automated content creation, and advanced text analysis, enabling marketers to scale their efforts and maintain consistency across various channels.
Benefits of AI in Content Marketing
Efficiency
AI automates repetitive tasks, freeing up time for marketers to focus on strategy and creativity.
Personalization
Generative Search and NLP contribute to creating personalized content that resonates with individual audience members.
Targeting
GEO and other AI tools enhance audience targeting, improving the relevance and impact of marketing campaigns.
Data Analysis
AI processes vast amounts of data quickly, providing actionable insights for data-driven decision-making.
Disadvantages of AI in Content Marketing
Cost
Even though tools like ChatGPT and Bing’s AI are free, more sophisticated and specialized AI technologies can be expensive, especially for smaller businesses.
Dependency on Data Quality
The effectiveness of AI relies heavily on the quality and accuracy of the input data. In many instances, you can’t necessarily control what data is utilized, either. ChatGPT, for example, references data and existing content that can be several years old.
Lack of Human Touch
While AI can automate processes, it may struggle to replicate the human touch in creating emotionally resonant content.
AI-Generated Content: Do's and Don't's
Whether you’re using ChatGPT or a specially crafted writing AI tool, you can use AI to get a jump start on your content production. Artificial intelligence can assist you in identifying the relevant keywords and creating compelling copy for your content. But AI content creation tools aren’t foolproof, and even the best robot can’t replace a human’s eye for detail and creativity. Here are a few tips for how you can integrate AI tools into your content marketing processes without sacrificing the user experience:
Do: Research Keywords
AI can be hugely helpful in identifying relevant keywords, and the options for tools to consider are increasing rapidly. You can use AI to help refine your keyword strategy based on what you’re already ranking for. AI can find keywords you would typically never consider by automatically scanning competitors. With a couple of clicks, you can pinpoint lower-difficulty or more unique keywords based on your idea. Depending on what you need the most assistance with, the right AI-powered tools can help you save time and elevate your content planning.
Don’t: Keyword Stuff Your Content
When you’re writing, it can be tempting to jam in every target keyword or suggested phrase to make your content more likely to rank. And we understand that temptation, but ultimately, keyword stuffing has yielded negative results. AI is particularly prone to awkwardly distributing keywords throughout a piece of content, and it’s noticeable to readers and Google. While you can follow some suggestions if you ask an AI tool to optimize your content, don’t be afraid to reject them if they don’t flow well.
Do: Develop Question Lists for SMEs
Subject matter experts (SMEs) can elevate your content from amateur and done-before to advanced and unique. If you know what you want to tease out of your SMEs, you can use ChatGPT to ask for a line of questioning that will help capture quotes and make for a productive interview.
Don’t: Neglect Fresh Insights
Thought leadership isn’t just recommended — it’s necessary to create truly impactful content. Each article or blog you make should add value to the reader, and that can’t happen if you’re simply regurgitating what others have already said.
AI can churn content quickly because machines aren’t creating anything new.
AI writing tools crawl content already published online or otherwise provided, then repackage the most relevant information based on your prompts. Without incorporating fresh insights, you won’t be able to stand out from competitors, especially if they’re using AI, too.
Do: Create Outlines and First Drafts
Outlining may take you right back to college or even high school, but don’t underestimate the power of having a framework in place before you start writing. If you’re having a hard time jumping in and getting words on the page, with just a prompt or two, you can use an AI content creation tool to give you a jump start. With a loose structure to work with, you can start adjusting your outline before you start writing, either with your virtual AI assistant or on your own. In many cases, once you’ve got something down, you can edit more freely than if you were starting from scratch.
Don’t: Publish without Proofing
We can’t stress this enough — publishing a piece of content hot off the AI press isn’t something we ever recommend, and that’s for a few reasons.
- AI writing tools can only do so much with a brand guide. No one knows the vision and voice you want to make a reality better than you, and even if you provide thorough direction to a machine, it won’t be able to produce exactly what you’re envisioning.
- AI isn’t always perfectly accurate. While common tools like ChatGPT and Bing AI have fact-checking safeguards in place, they aren’t guaranteed to distinguish fact from opinion in all instances.
- Google is getting better at detecting content written by robots, and you can face substantial penalties in how your content ranks in the SERP if you aren’t careful. As recently as March of 2024, Google has implemented stringent standards for auditing unhelpful, unoriginal content — and content that’s solely drafted with AI is prime for punishing.
AI Is Part of the Future of Content Marketing — And We're Here to Guide You Along the Way.
At 434 Marketing, we see AI tools as a helpful resource to power timely content creation, but we never rely on just one tactic to drive success for our clients. Our approach to content marketing is continuously adapting and utilizing new and innovative tools, but without sacrificing readability and helpfulness. Each piece of content we create is for users first, and that’s how it will always be. We’d love to connect with you if you’d like to chat more about how we use AI or any other tool to create content more efficiently, without losing the human touch.
Brianna Arnold holds the role of Content Manager at 434 Marketing. As part of the 434 team, Brianna brings with her a career of experience in the agency world. She is responsible for ensuring client goals are achieved with measurable success. Brianna’s digital marketing experience spans a myriad of skills, including copywriting, content strategy, brand messaging and more.
