Generative artificial intelligence models have reshaped the content marketing landscape.
Marketing professionals who continue to tread well-worn paths from the past may find themselves out of step with consumer expectations—leading to lower engagement, weaker click-through, and a stalled pipeline.
The good news? Adapting doesn’t require a full overhaul. But before you pivot your strategy, it’s essential to understand the new landscape and how these tools are changing the rules.
How has the rise of artificial intelligence impacted traditional content marketing?
AI is utilized in a few different ways—to both create content and to better promote it.
Professionals who are using AI to aid in their content creation (think ChatGPT) may be able to churn out content faster—leaving more manual producers in the dust.
AI can also be used to come up with content marketing templates based on the user’s specific business goals. For example, it might suggest when to post content, where, and for whom. It can even help analyze your metrics and make suggestions for future strategy ideations.
Meanwhile, those who stick with outdated methods may fall behind in terms of reach, relevance, and ROI.
How can everyday marketers leverage AI to sharpen their content marketing strategy?
Your foundational understanding of content marketing is still incredibly relevant. AI tools can help you elevate, amplify, and scale your current approach without sacrificing the human touch.
Here’s one way to think about it: Imagine putting your expert-written draft into AI and asking how it might tweak the content to best appeal to your various audiences. You can keep the essence and voice of your original content while easily generating multiple versions that are specific to your segments. AI tools can also analyze each segment’s engagement with their respective versions, offering insights to shape the next batch as you’re writing it. They’re small advantages that can take your talent to the next level—while saving you time and freeing up resources.
It’s undeniable that AI has become a crucial tool for today’s content marketers—in fact, some might even say it’s necessary in order to remain competitive and relevant. The true advantage lies in strategic implementation: knowing when to automate vs. when to humanize, as well as how to use AI to fuel sharper storytelling, more precise targeting, and stronger ROI.
Want to take your content marketing to the next level with the right tools? Let’s chat!