Content and AI

Content is king but content can also be expensive to produce, and some marketeers are understandably worried that AI low quality and low-cost content spam will flood the market and devalue higher value human created content. I would argue that if AI is mis used, then this may indeed occur, however on the flip side, AI does provide an opportunity to free up content creators to focus on what they do best and that is creating unique valuable content that attracts eyeballs and engagement!

We all know the cost of editing takes time and personalizing the content to each platform is not an insignificant task for most marketing organizations. Even for a simple blog or press release, checking grammar, sources, and word flow and then distributing it in the right form factor across all of a company's social and ecommerce channels takes time and effort especially when it crosses multiple marketing functions. The same goes for podcast editing, webinars, digital ads, etc

AI really comes to the fore in reducing time spent in these critical but repetitive tasks and in some cases can almost eliminate human intervention. If you don't believe me, below are some examples of what the latest AI tools can do to help your content creators focus on producing high quality content.

AI can automatically optimize existing content for SEO. If you want a quick win for example, you could ingest the content from your existing website or social channels into an AI tool such as Market Muse to optimize it for SEO ranking. Market Muse helps creates personalized content strategies by auditing your content and your competitors, identifying via heatmaps content gaps, providing you with a content roadmap, to help you drive up SEO ranking and traffic.

Quicker editing. Audio and video now can be edited faster and cheaper than ever before. I recently for example reviewed Descript where the audio and video can be edited at a professional level, background noise and filler content removed, and even virual eye contact improved - all distributed at a click across all customer facing channels and without the need for technical skills. Pika AI from Pika Labs for example can create and edit high fidelity video content using text only so no video experience required!

Write content from scratch. Content solely created by AI is unlikely to provide you with anything unique as your competitors can of course just do the same however AI tools such as Jasper, can help speed up the editing process not just by correcting grammar and improving readability but can even suggest adjustments in tone, style and language to keep in line with your company's brand guidelines and voice. This frees up humans to focus on developing content ideas and creating content leaving AI to do the repetitive work

Ideate topics, headlines and angles that are not being covered by competitors. AI can even outline an approach to writing the article so that you can start writing content immediately. Open AI can provide you with ideas and content outlines to prompt your creative thinking.

Translating text and content can be expensive and time consuming when deploying marketing content globally. MotionPoint not only automatically translates content but will even customize it for your brand voice so it is consistent across markets.

All of these AI tools and more can significantly improve efficiency, remove the mundane tasks and allow content creator to focus on producing high quality, unique content. One word of caution however is to always retain human intervention in approving content that is released to ensure that it meets the standards required.

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