For over two decades, our organization has helped our clients build systems for their marketing that generate leads, nurture leads into clients, and convert those clients into raving fans of their products, services, vision, and brand. Technology, marketing approaches, and platforms have come and gone in that time, greatly influencing how we serve our clients. However, nothing has been more impactful than artificial intelligence, specifically AI-generated content.
However, with the emergence of AI, we have reached an inflection point. By using the term ‘inflection point,’ I mean that we are currently in a position where all our knowledge and advancements converge toward a pivotal moment. Once we reach this point, the trajectory of our progress will veer in a distinct direction. AI represents that critical inflection point.
This blog post will explore the intricacies of AI-generated content and its significance in lead generation and sales. As AI begins making its way into marketing strategies, it is said that by 2025, 10% of all data produced globally will be contributed by generative AI. Therefore, we will provide practical tips to help you incorporate generative AI-based writing into your marketing approach. Essentially, our goal is to demonstrate how AI-Generative Content can revolutionize your marketing strategy.
I. AI Generative Content: Transforming the Landscape of Digital Marketing
A. What is AI-Generated Content?
AI-generated content refers to text, images, videos, or other media artificial intelligence algorithms produce. These algorithms analyze vast amounts of data, learn patterns, and generate content miming human-like creativity.
B. How does AI-Generated Content work?
AI-generated content utilizes machine learning and natural language processing techniques. AI models can generate coherent and contextually relevant content by training on diverse datasets.
C. The Benefits of AI-Generated Content
AI-generated content offers numerous advantages, including increased productivity, scalability, cost-efficiency, and the ability to generate personalized and targeted content at scale.
Here are some key benefits of AI-generated content:
- Increased productivity: AI-generated content allows for faster creation and scalability, saving time and effort in generating large volumes of content.
- Enhanced personalization: AI analyzes data and user behavior to deliver personalized content that resonates with individual preferences and interests, improving customer engagement and conversion rates.
- Improved efficiency: AI automates content generation, streamlining the production process and reducing the need for manual creation and editing.
- Consistency and quality: AI algorithms maintain consistent quality and adhere to brand guidelines, ensuring content style and tone uniformity while minimizing human errors and inconsistencies.
An important distinction that needs to be made is that our team has been utilizing AI content writing tools since 2020. However, the maximum efficiency we have been able to experience is 30%.
Unfortunately, while the benefits of AI are very palpable, the overreaction displayed by most businesses indicates their lack of extensive experience to fully understand that the benefits of AI also come with significant drawbacks and shortcomings.
The Drawbacks of AI-Generated Content
I am old (or at least I feel old). When I was eight, they started a TV show called Small Wonder. It was brutal. But somehow, the American viewing audience inexplicably embraced it. The show revolved around a little girl named Vicki, who, unbeknownst to most, was a robot. Throughout the series, the family behind Vicki worked tirelessly to keep her true nature a secret, resulting in humorous situations (if you call 80’s humor… humor. Just trust me, it’s bad). What made it intriguing in 1985 was the delicate balance between the robot’s seemingly virtuous intentions and the constant glitches that served as reminders of the inherent differences between humans and machines.
I am undoubtedly impressed by their remarkable capabilities as I continue to utilize ChatGPT, Bard, BingAI, and other AI tools. However, as a marketer, it becomes increasingly apparent how challenging it is to communicate effectively. While AI possesses tremendous firepower, it is abundantly clear that having a human at the helm and carefully crafting your messaging brings forth numerous advantages that cannot be overshadowed by speed alone.
Here are some of my observations:
AI-Generated Content Engines:
Lack Branding Limitations: They lack the ability to understand the power of story and how these creative elements shape your brand.
Are unable to write within buyer personas effectively: It takes exhaustive work to define and refine a buyer persona, and it’s very difficult for these platforms to stay within the swimlanes of your ideal personas.
Produce Vanilla Content: Creating that spark in your writing is very difficult. I recently had writing master and best-selling author Ann Handley on our podcast Digital Marketing Masterclass that I host with Andy Crestodina. As we were talking about AI content, Andy said something brilliant. AI Content is like drinking water; it can provide a lot of value, but rarely is it anything more than ok.
Act as a black box: While it can provide facts, statistics, and quotes, it is nearly impossible to find the courses of citations where it gets its information. Even with ChatGPT and other platforms connected to the internet, it is still suspect.
Produces inaccurate or biased content: AI models can inadvertently produce inaccurate or biased content due to biases in the training data or limitations in understanding context or cultural nuances.
III. Leveraging AI Generative Content for Efficient Content Production
Now that I have discussed some drawbacks of using AI to generate content, let me walk you through the practical applications where we leverage this content. However, before delving into those specific use cases, I would like to introduce you to our “Farotech Unique Process.”
This process has been honed and refined over the past two decades.
Nearly every part of this process can utilize artificial intelligence in one way, shape, or form. However, it’s when AI technology is combined with our team, boasting over 10,000 hours of experience, that the real magic happens.
Let’s review some highlights:
A. AI Priming
The goal of using AI is not merely to churn out content, but to develop innovative, thought leadership-based content that generates backlinks while maintaining your company’s and brand’s authentic voice.
Let’s face it, even if you have the greatest idea in the world, if it sounds like it was written by Johnny 5, the Robot from Short Circuit, you will experience significantly less engagement.
So, how do you ensure your content sounds like you? Well, it all starts with prepping the AI. The more information you input into the AI system before writing content, the more it learns about your unique style and preferences. Here are some quick exercises we employ to prime the AI:
- I introduce myself, providing information about who I am, what my company does, and our goals.
Foundational Level Knowledge Transfer
I give the AI instructions to ask me 20 questions to enhance its understanding of who I am. Once I receive these questions, I diligently provide detailed answers and actively engage in meaningful conversation with the AI through the chat interface.
Next, I used a prompt called Buyer Persona Legend: https://chat.openai.com/?AIPRM_PromptID=1792194215485366272.
Here’s the thing: AI usually takes a wild guess at identifying your potential buyers. And let’s be honest, nine times out of ten, you’ll need to correct the information it provides. But don’t worry, AI presents the output in a neat table format that’s super organized. This lets you input comprehensive details about your personas and make them spot-on. Typical Persona covers the following:
- detailed buyer personas
- covering important details like demographics
- potential client descriptions
- purchasing behaviors.
For more detailed information, please check out Andy Crestodina’s blog on AI-Driven Buyer Personas.
While AI technology has provided businesses with valuable insights into their target audience, it’s not always accurate. Fortunately, AI-generated tables can help you input comprehensive details about your personas, ensuring that they are spot-on and, in turn, enhancing the overall user experience. Now, let’s dive into the power of AI-generative content in further detail and how it can revolutionize your marketing efforts.
The Power of AI-Generative Content in Enhancing User Experience
The initial step involves crafting a landing page that blends a combination of elements such as:
- AI Generated Content
- Hand Written content utilizes as many case notes as possible developed at the campaign’s onset.
- Advanced Usability
The Role of AI in Creating Engaging, High-Quality Content
Depending on your goals, creating a lead magnet like a guide, e-book, white paper, or exclusive video can be the most effective approach to offer your expertise and value in exchange for a potential customer’s name and email address.
In the past, creating such content demanded substantial time and attention to guarantee its value, resulting in an expensive undertaking that often left limited resources for effective promotion. However, with the aid of AI, content production time can be significantly reduced, allowing for a reallocation of resources toward promotion efforts. This enables a more balanced approach where time saved in production can be dedicated to maximizing the reach and impact of the lead magnet through strategic promotion strategies.
AI Generative Content: Transforming the Landscape of Digital Marketing:
Ads: Next, we take an innovative and nimble approach by promoting the landing page through diverse advertising channels such as Google Ads, social media platforms, and AI-driven programmatic advertising. This strategic mix of advertising methods ensures broad visibility and targeted exposure for the landing page, maximizing its reach and potential impact.
SEO: We also create keyword-focused SEO content closely aligned with our landing page, leveraging AI-generated content and SEO best practices. Understanding the impact of AI-generative content on SEO is crucial in driving organic traffic and optimizing search engine visibility. Additionally, we utilize analytics to continuously analyze performance data, enabling us to make informed decisions for re-optimization and further enhance the effectiveness of our SEO strategies.
Analytics & Reoptimization:
We highly recommend leveraging AI tools for A/B testing and multivariate testing to gain insights into which aspects of your content capture your potential clients’ interest. These AI-powered tools allow you to analyze and optimize different content variants, helping you identify areas that require improvement to maximize conversion rates. By understanding what elements resonate with your audience, you can refine your content strategy and enhance its effectiveness in driving conversions.
Take the First Steps to Understand the Future of Content Creation: Exploring AI-Generative Content
One of the most prevalent misconceptions we encounter is that marketing is simple when it is a complex endeavor. We have observed that many companies tend to draw hasty conclusions about AI, assuming it to be a magical solution.
However, our experience shows that effectively harnessing and utilizing AI-generated content can be more intricate. If you desire further guidance on taking the initial steps with AI-generated content and would like support, please don’t hesitate to contact us. We are here to assist you.