AI IS HERE, BUT HOW CAN MARKETERS LEVERAGE IT?

Artificial intelligence (AI) has become a game-changer in the marketing industry, allowing marketers to automate and optimise their processes. One of the most significant benefits of AI is its ability to draft copy for various disciplines, from social media posts to SEO research. In this article, we’ll explore the different ways marketers can use AI to draft copy for different disciplines, and how we, at The Bridge, are embracing this emerging resource to help us efficiently deliver concepts and starting points for our skilled writers and marketers to develop.

Social media posts

Social media is an essential aspect of any marketing strategy, and AI can help marketers draft compelling social media posts for most platforms.  AI has the capacity to adapt between channels and include other elements including emojis and colloquial language to make posts more reader friendly and engaging.

AI-powered tools like Hootsuite Insights and Sprout Social can analyse social media data and suggest topics and keywords to include in social media posts. These tools can also help marketers identify the best times to post on different social media platforms, ensuring that their content reaches the maximum audience.

Content ideation

Coming up with fresh and engaging content ideas can be a daunting task, but AI can make it easier. AI-powered tools like HubSpot’s Blog Ideas Generator and Portent’s Content Idea Generator can analyse keywords and suggest content ideas for blog posts, videos, and other content formats. These tools can also help marketers identify trending topics and popular keywords, ensuring that their content is relevant and engaging.

However, when it comes to content drafting, AI won’t pick up brand tone and style, which means it is great for ideation, but your writing team will want to adapt the concepts to meet the needs of your market. You’ll also still need to A/B test your copy to ensure you aren’t compromising the impact of your content by using generative tools.

Web copy

AI can also help marketers draft effective web copy that resonates with their target audience. Tools like Grammarly and Yoast SEO can analyse web copy and suggest changes to improve readability, tone, and grammar. These tools can also help marketers optimise web copy for search engines by suggesting relevant keywords and meta descriptions.

Email copy

Email marketing is a powerful tool for engaging with customers, and AI can help marketers draft effective email copy. AI-powered tools like Persado and Phrasee can analyse email subject lines and suggest changes to improve open rates and click-through rates. These tools can also help marketers personalise email copy based on customer data, ensuring that their emails resonate with their target audience.

Subject lines

Subject lines are critical to the success of email marketing campaigns, and AI can help marketers draft compelling subject lines. Tools like Sendinblue and Mailchimp can analyse subject lines and suggest changes to improve open rates. These tools can also help marketers personalise subject lines based on customer data, ensuring that their emails stand out in crowded inboxes.

SEO research

SEO is essential to any digital marketing strategy, and AI can help marketers conduct effective SEO research. Tools like SEMRush and Ahrefs can analyse keywords and suggest changes to improve website rankings. These tools can also help marketers identify trending topics and popular keywords, ensuring that their content is optimised for search engines.

Embrace for performance

Marketers should embrace AI because it can help them automate and optimise their processes, saving time and improving the effectiveness of their marketing campaigns. Here are some specific reasons why marketers should embrace AI:

Improve efficiency

AI-powered tools can automate repetitive tasks like data analysis, content creation, and social media scheduling. This can help marketers save time and focus on more creative and strategic tasks.

Personalise marketing Efforts

AI can help marketers personalise their marketing efforts based on customer data, such as demographics, browsing behaviour, and purchase history. This can help marketers deliver more relevant and engaging content to their target audience.

Predictive analytics

AI can help marketers analyse data and predict future trends, such as customer behaviour and market trends. This can help marketers make data-driven decisions and adjust their marketing strategies accordingly.

Better customer experience

AI-powered chatbots and virtual assistants can provide 24/7 customer support, answer common questions, and provide personalised recommendations. This can help improve the customer experience and increase customer satisfaction.

Competitive advantage

By leveraging AI, marketers can gain a competitive advantage by delivering more relevant and engaging content to their target audience, improving efficiency, and making data-driven decisions.

In summary………

AI can help marketers automate and optimise their processes, personalise their marketing efforts, predict future trends, improve the customer experience, and gain a competitive advantage.

By embracing AI, marketers can improve the effectiveness of their marketing campaigns and achieve better results. However, the human touch is vital in injecting a touch of character and brand to content, so don’t lose sight of your brand tone and voice when drafting your next blog or social media posts, as you’ll risk becoming white noise in a competitive space.