A recent survey by Sprout Social found that 71 percent of marketers have begun to integrate AI and ML tools into their workflows, and 82 percent of these marketers report positive results from adopting AI and ML tools. In this post, we’ll look at three ways brand marketers can leverage AI and ML tools to optimize their marketing strategy.
Automate Repetitive, Productivity-Draining Tasks
From generating alternative headlines from keyword lists for SEO blog posts to rewriting meta descriptions to conform to character count best practices, repetitive, tedious tasks can be automated with AI. According to Sprout Social, 61 percent of marketers surveyed stated that delegating tasks that don’t require human insight or experience improved their productivity.
But using a bot for mundane tasks like generating headline versions is just one aspect of AI’s value. More powerful versions of ChatGPT, for example, can generate Python scripts that allow marketers to automate data collection on a particular topic from an open source, free-to-access public website like NYC open data, for example, to enrich your first-party or third-party audience insights (be mindful of copyright laws). With deeper insights into your data, you can pull insights from findings to create more accurate portraits of the content and messaging that resonates with your audience.
Optimize Content Targeting Efforts
The Sprout Social report also revealed that just under half of social marketers using AI and ML algorithms to analyze user behavior, demographics, and preferences saw higher content engagement rates and conversions. That’s a powerful testament to the power of AI, but marketers can do even more with AI tools, provided they’re willing to dive into the code side of things. A competent developer can use any powerful AI tool to create a customized paraphrasing tool that can allow you to update preexisting content quickly to reflect changes in SEO strategy or a change of format when retargeting ad copy, for example, or an email stream.
Stretch Your Marketing Spend
According to the Sprout Social report, 55 percent of marketers who have not yet adopted AI and ML tools plan to test them in the next six months. But using AI and ML options incorrectly—or an extended onboarding period when attempting to adopt new tools—can drain productivity and drive up costs. There’s also the fact that many organizations are just not equipped to integrate the most advanced and efficient AI tools into workflows. While a survey conducted by KPMG US revealed that two-thirds of US executives surveyed in March 2023 believe that generative AI will have a high or extremely high impact on their organization in the next three to five years, 60 percent stated they were a year or two from being ready to implement AI across their organizations. That means marketers seeking to use AI and ML tools may be on their own.
One of the easiest ways to use AI—and demonstrate its value to your organization—is to use it to optimize your marketing budget. That means leveraging AI to identify opportunities to generate buzz and inspire consumers to share free content that can be reshared across social channels. Here are three ways to do so:
Make AI Content Creation Tools Accessible To Influencers Who Will Boost Your Brand
Leverage AI to automate the generation of videos, images, or ads, allowing content creators to easily edit, adapt, and create high-quality content and share it with their networks. Monitor interactions and direct your spend toward influencers who are consistently delivering the most valuable engagement.
Use The Right Prompts To Repurpose Premium Content
Leveraging AI to build content portability by using specific prompts to explain complex concepts to audiences with different professional knowledge gaps is also possible. Those methods of delivery can be adapted for repurposed content so that a single article can reach multiple audiences as an infographic, a longer post, or a short, informative quiz when edited for tone and audience.
Use AI To Streamline Workflows By Automating SEO Operations With The Right Data
There’s much more to SEO than just search engine magic. Google’s latest algorithm changes and the demise of the tracking cookie means that your first-party data is more valuable than ever when creating and sharing content. Getting SEO right means understanding what your audience is doing with your content on a day-to-day basis, even when your keyword research might suggest otherwise. AI tools can help you scan your existing content and identify opportunities to insert trending keywords and shift tone or emphasis to take advantage of a new engagement trend, such as a news item that is shifting focus toward your brand.