Leveraging AI to tell your content marketing could also be cool instrument, however as Richard Conway explains, having a consumer handbook in place first will show you how to get the return you’re after.
The previous 12 months have been onerous for companies in New Zealand, main many to tighten their budgets. In this local weather, each marketing greenback counts. However, historical past has proven us that the companies that the majority efficiently emerge from a downturn are those that make investments closely in marketing throughout in that point. My recommendation? Invest in content marketing that works.
The proliferation of synthetic intelligence (AI) has democratised content manufacturing, making it accessible to anybody. From private expertise, I’ve been cautious concerning the wholesale adoption of AI for content creation. My issues had been confirmed when, in March 2024, Google started rolling out an algorithm replace that penalised mass-produced, low-value content. Essentially, should you’re a content creator utilizing AI to provide and publish your content, ensure you’re enhancing it totally and injecting worth. Don’t publish AI content verbatim. Doing so may influence your search engine rankings.
The gold commonplace in content creation isn’t achieved by merely producing content. You must create one thing that enchants and engages your viewers – that is the place real creativity comes into play.
That mentioned, regardless of my scepticism about utilizing AI, synthetic intelligence does have its deserves. It’s significantly helpful for augmenting concepts, ideating, and conducting preliminary analysis.
My content creation technique utilizing AI
Ideation: Here, AI might be invaluable. It helps determine trending subjects, gauge public curiosity, and pinpoint the place you possibly can contribute uniquely. My experience lies in mixing expertise with human-centric insights, and AI instruments assist me uncover gaps in current conversations.
My recommendation in utilizing AI in ideation is to dare to be completely different. It’s tempting to play it secure, however secure is commonly synonymous with common and common sounds boring to me. Cut by way of the noise and settle for no compromise. This requires a fearless method to content creation, one which isn’t afraid to problem norms or push boundaries.
Research: I take advantage of AI to drag collectively varied sources and information factors that enrich the narrative. This background types the skeleton of my content.
First era: AI can be useful in drafting. I take advantage of it to draft preliminary variations primarily based on an in depth immediate I’ve crafted. This draft acts extra like a dialog starter – a basis to construct upon.
Write: With the AI draft as a reference, I start the actual work on a contemporary doc. This is the place I infuse the piece with private anecdotes and insights – components that AI can’t replicate. This section is about embedding character and depth.
Dare to push boundaries and skirt controversies. The concept is to create one thing partaking that folks truly wish to discuss with others (social forex – one of many six components to creating viral content based on professor Jonah Berger in his sensible e-book Contagious).
Edit: With an entire personalised write-up, AI can be utilized once more as a part of the enhancing course of, serving to fine-tune grammar and elegance. But keep in mind, the artistic essence comes from the human contact. Don’t be lazy and let AI attempt give you the magic or anecdotes.
Reproof: No piece is full with out rigorous scrutiny. I learn by way of the content meticulously. If one thing doesn’t sit proper, I delve deeper, confirm info, and refine additional till I’m happy. Nothing must be launched in case you are not genuinely happy with the ultimate piece.
Publish: Whether content is revealed alone platform or by way of third-party websites, efficient presentation is essential; we wish to stand out and be remembered for zigging when everybody else is zagging. Make positive you utilize unique, memorable accompanying media – be it movies, infographics, or pictures. Media brings a chunk to life and performs a vital function in partaking viewers.
Amplify: One of crucial steps, and sometimes the one that folks overlook. A bit of content is simply invaluable if individuals see it. To make sure the content doesn’t simply whisper into the void, I advertise actively. This may contain paid ads, social media posts, or sharing it immediately with influencers inside my community.
This sounds good and straightforward, however in actuality, what does this truly seem like?
A compelling occasion of content I’ve seen not too long ago that resonated on a large scale concerned an evaluation of movie star carbon footprints linked to personal jet utilization. This piece highlighted the numerous environmental influence of those flights, particularly singling out high-profile people. One such report talked about Taylor Swift’s in depth non-public jet utilization, which reportedly resulted in substantial CO2 emissions. The story was picked up globally, prompting reactions proper as much as the celebrities talked about, together with Swift, who was seen attending a Jets sport, probably as a public relations technique to shift the narrative.
In content marketing, as in all types of communication, the magic lies not within the instruments employed however within the human expertise and perception driving the message. While a formidable ally within the logistical elements of content creation, AI ought to serve solely as our instrument, not our voice. To actually join together with your audiences, prioritise creativity and real engagement. If you have an interest in actually getting a bounce in your competitors, I like to recommend studying High Impact Content Marketing by Purna Virji… thank me later!
Read extra: Finding the appropriate pitch: AI and tuning model voice
https://nzbusiness.co.nz/opinion/crafting-content-marketing-magic
