Ready to use AI for marketing copy?


This is the first in a mini-series on how companies can leverage AI writing software in their marketing departments. Does this make sense for your marketing?

Although artificial intelligence is by no means new, it continues to advance and expand in many industries. And more and more companies are finding ways to introduce AI into different departments. More recently, marketing teams have started using AI in the form of content generators to meet the ever-increasing demand for content production.

So we’ve created a miniseries on how companies can leverage AI writing software in their marketing departments. In this first part, we will cover the basics of this technology and its marketing use cases.

What does “AI writing” mean?

AI writing refers to software that uses artificial intelligence and machine learning technology to generate and improve written content. In other words, you can use it to automate digital marketing processes like content ideation, production, auditing, SEO optimization, and more.

Many AI writing apps are available, each with their own capabilities and features. Here are some examples :

  • Grammar
  • Jasper
  • writingsonic
  • frasé

Related Article: The Case for Artificial Intelligence in Content Marketing Use Cases

How AI writing works

AI writing software creates content based on user direction and input. This means that you will need to enter information such as topic descriptions, keywords, word limit, tone, format, titles, etc. Then, based on that information, it collects data from billions of online sources and extracts relevant content for your topic.

Once the AI ​​writing tool has gathered enough material, it uses natural language processing and deep learning to create original, human-like text. Most AI writing systems use Pre-Trained Generative Transformer 3 (GPT-3) Technology. This allows the writing software to predict which words should come next in a given sentence. And it works one word at a time, using context to predict all content in the future.

Benefits: Why are companies using AI for content?

So why are more and more companies introducing AI writing tools into marketing departments? We spoke to marketing and editorial professionals who have experience with AI writing tools to find out why they use them and how they benefit from them.

  • Profitable: The goal of this software is to automate content generation, which saves time and money. Madhav Bhandari, marketing consultant and founder of Commercialization at an early stage, adds: “I was able to develop my blog with an investment of only $49/month, going from 0 to 1,500 monthly visitors. Without the AI ​​writer, it would have easily cost me over $2000/month. AI writing software is generally more affordable than outsourcing. And since it functions as a cheap advertising and marketing tool, it’s a great option for small marketing teams and businesses.
  • Increase content production: AI writing tools allow you to produce more content in less time. And with faster production time, you can focus on other essential business tasks. Toby Dao, Marketing Specialist at Tigren, says: “The benefits are numerous, ranging from increased efficiency to the possibility of adapting your content production. With just a few clicks of a button, you can prepare an entire campaign without lifting a finger. This is how we have greatly improved our content production.
  • Avoid writer’s block: AI can help you get your article off the ground by quickly brainstorming relevant titles and topics. It can even generate a preview for you. Alina Dolbenska, content manager at Synebo, says she uses AI writing tools as inspiration. “With them, it’s easier to broach a subject, especially when you’re out of ideas or things to say,” she adds.

Related Article: Uneducated, Untrained Marketers for Artificial Intelligence

How can marketers use AI writing software?

AI writing apps usually provide users with various templates for different content needs. The content templates you have access to largely depend on the writing tool you select.

You can typically create the following marketing materials using AI writing software:

  • Blog posts and long-form content
  • advertising copy
  • Product descriptions
  • Social Media Captions
  • Scripts (for videos or podcasts)
  • Landing pages
  • Email marketing copy

As you can see, this technology can produce a wide range of content to support your marketing goals. But other than content generation, what are the use cases for AI writing in marketing departments?

Let’s take a look:

Optimize content for SEO

These tools can help your team target keywords and optimize marketing materials for SEO. Some apps offer automated keyword research and meta description templates. Others support integrations with SEO tools and can even rate your content for SEO practices.

To prove that these tools are capable of producing content that ranks, Krista Doyle, marketing manager at Twitter, conducted her own experiment on his Punchup AI site:

“I asked Jasper to write an article targeting the long tail keyword ‘how many calories does kayaking burn?’ and posted it on my site without making any edits to the copy. After being posted 5 days ago it already ranks on page 2 for a few high volume niche keywords, now I can go back and make some edits and hopefully hit page 1 . “

Reuse and refresh content

AI writing software can also rewrite your content to improve its engagement levels and overall performance. This means you can simplify and automate repurposing and refreshing content. You can choose to rephrase your existing copy or completely rework it for an original point of view.

Related article: Reasons Why Ethical Conversational Design is Vital for Enterprise AI

Align content with searcher intent

As mentioned earlier, these tools generate content based on the data they collect from the Internet. It will pull top-ranked titles, keywords, relevant topics, etc. on your chosen topic.

Dmitry Sokhach, founder of Shared.domainsexplains that his company uses AI-powered writing tools because you “can create your content based on what people actually want, as opposed to what you think they want. That’s ideal for whatever people are looking for.”

This aspect of AI writing software makes it easier to align your content with searcher intent, which helps establish a customer-focused strategy throughout your content. By focusing on the needs and pain points of the prospect or customer, you’ll generate engaging content that will successfully move them through the sales pipeline.

Is AI writing for your team?

It is understandable that you are still hesitant to use AI writing software for marketing purposes. There are many pros and cons (we’ll cover the challenges in the next article in this series) associated with this technology. As such, it may not be suitable for all businesses or marketing teams.

To see if AI writing is right for you, start by identifying your needs. Ask yourself:

  • What kind of content would you automatically generate? (landing pages, case studies, long-form content)
  • What are your content goals or KPIs?
  • How many marketers or writers are on your team?
  • What is your marketing or content budget?
  • What problem are you trying to solve using AI writing tools? (i.e. reduce production time, save money on outsourcing costs, etc.)

Once you’ve identified your needs and goals, compare them with what AI writing software offers your team.

Then you will know if it is right for you.


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