John Davis
AI content creation has become increasingly commonplace in today’s world. Companies everywhere are searching for innovative ways to scale and enhance content creation, to help them forge deeper connections with their target audience, and AI is a powerful resource.
In the B2B technology industry in particular, AI helps journalists, marketers, and business leaders to create high-quality, engaging material at speed. However, the key to success isn’t just scaling your content strategy with AI. Used correctly, AI can help expand the value of your content, turning a single conversation or idea into a multitude of high-performing assets.
Here’s how you can leverage the power of artificial intelligence to boost the ROI of your content strategies, and connect with customers on a broader range of platforms.
AI Content Creation: Unlocking the True Value
The rise of tools like ChatGPT, as well as dedicated generative AI solutions for content creation, from Copy.ai and Jasper for blog and social media caption creation, to Midjourney for images, has led to an influx of companies prioritizing AI content creation.
Undoubtedly, there are issues to overcome with AI content creation. AI relies on data and algorithms for content development. It can’t produce entirely new ideas (at least, not without help), and can lead to issues with content quality, and even plagiarism.
Additionally, while search engine leaders like Google are investing more heavily in AI technology, the algorithms used to rank content online can devalue content that lacks a human feel.
That’s why effective AI content creation requires a strategic approach. In all environments, AI works best when it’s used to enhance and augment human creativity.
Used correctly, AI can help companies not only create content faster, but also optimize that content not just for the search engines, but for specific audiences and channels. Up to 58% of marketers that use generative AI for content production (correctly) see increased ROI from their efforts.
Effective AI Content Creation: Designing Multichannel Assets
In our experience, the key to effective AI content creation is about using AI not to create content at scale, but to enhance and optimize your content efforts. This starts with collecting the right data you can use to create truly unique, relevant and authoritative content.
From there, you can use artificial intelligence to repurpose your most valuable content into assets that resonate with potential customers across every channel.
Step 1: Starting with Conversations
As mentioned above, one of the biggest issues with AI content creation is that AI solutions can only leverage the data they have to provide suggestions and guidance. If you’re relying exclusively on the information that your AI system already has (gathered usually by scraping the internet and various databases), you’re more likely to end up with generic, even repetitive content.
That’s why you should be feeding your AI tech with unique data, gathered from genuine conversations. A recorded video or call with a CEO, frontline sales team member, or subject matter expert can serve as the raw material for a wide array of content.
Capturing this data with AI transcription and summary tools allows you to extract key insights from valuable discussions, repurpose quotes, and identify key talking points for your content.
AI systems can rapidly process huge transcripts, offering insights into how you can structure conversations into video scrips, long-form articles, or social media snippets. Crucially, because you’re using new information to create your content, you end up genuinely original pieces.
Step 2: Turning a Single Asset into a Collection
Once you have access to the key talking points and data gathered from crucial conversations, you can then use generative AI tools to transform a single asset, like a blog post or case study about a customer’s experience, into a series of assets. AI can convert ideas from existing content into a range of mediums, from social media posts, to video scripts.
You can even ues tools like Persado to analyze one piece of content with AI, and access suggestions and relevant topics and additional ideas you can use to enhance audience engagement. AI scales the process of creating various assets for every channel, such as:
- Social media posts (captions and images) for LinkedIn, Instagram, X, etc.
- Full-length articles or press releases for your website or blog.
- Quotes and soundbites for email campaigns and infographics.
- Short-form video clips and Stories for social media.
- Email drip campaigns designed to nurture leads.
- Webinar and online video scripts.
With effective prompt engineering, AI can efficiently create multiple versions of a single asset, allowing you to reach a wider audience on various channels, and extract more value from each piece.
Step 3: Optimizing Content for Specific Channels
More than just creating different versions of content, AI can help you optimize each asset for its intended platform. For instance, AI tools like Jasper and Microsoft Copilot can help adjust the tone of your content based on the promotional channel. An X thread may require more brevity and punch, while a LinkedIn post may need a more professional tone.
Each channel, from your website, to your newsletters, and each social media platform comes with different audience expectations. A long-form interview wouldn’t work well on LinkedIn, but AI can help you convert that conversation into a brief post or video.
AI tools like Dall-E and MidJourney can even help you improve the impact of your content for visual channels, creating images based on your prompts, or converting a blog into a video script or infographic. Some tools can even ingest data about your audience, suggesting ways to enhance their experience with your content, such as by adding live captions to a video.
Step 4: Enhancing AI Content Performance
As mentioned above, leveraging AI content creation techniques effectively isn’t just about creating more content, it’s about enhancing and optimizing the performance of every asset. AI-driven analytics tools can evaluate content effectiveness, track engagement metrics, and suggest modifications to improve results.
Tools like Adobe Target for instance, can streamline A/B testing, and create optimized versions of your content for different segments of your target audience. With AI, you can test different headlines, personalize email and social campaigns based on user interests, and more.
AI can even give you the insights you need to create more “full funnel” marketing strategies, that deliver relevant content to consumers through each stage of the buyer journey, from awareness through to retention. Plus, AI can provide insights into SEO strategies companies can use to boost the visibility of their content on the search engine results pages.
Step 5: Constantly Optimizing Content Creation Efforts
The great thing about AI in today’s content creation world, is it can support marketers and businesses throughout every stage of the marketing journey. It not only helps to optimize and repurpose content, but also opens the doors for greater creativity.
Based on ever-evolving insights into customer preferences and engagement levels, AI can help creators design more innovative content, from interactive infographics to multimedia visuals. What’s more, it can help companies to ensure they’re delivering a consistent experience to their customers.
AI streamlines the process of creating diverse, accessible content for a range of audiences. It can simplify translating content into new languages, adding audio descriptions to visual content for people with disabilities, and captioning or transcribing videos.
Ethical Considerations for AI Content Creation
Ultimately, AI content creation techniques can help your business make the most of the content you develop, enhancing your ROI, and increasing audience engagement. The important thing to remember as you move into the next era of marketing, is AI isn’t a replacement for content creators.
AI is a valuable resource that can augment and enhance the work of journalists and marketers. However, it doesn’t possess the creativity, empathetic insights, and genuine experience of your team members. Valuable content should always be grounded in genuine human experience.
That’s why it’s so crucial to ensure that when you’re working with AI, you’re still leveraging real human beings, and genuine discussions. Using AI as a tool to repurpose and enhance content, rather than create entire content campaigns from scratch ensures you can maintain control over the authenticity, integrity, and power of your content.
Use AI to amplify and strengthen the impact of your content, but keep your journalists, thought leaders, and subject matter experts in the loop at all times.
The Future of AI Content Creation
AI content creation isn’t going anywhere. As companies strive to create more impressive content at scale, across a range of channels, artificial intelligence is becoming a valuable resource. The right technology can help us dive deeper into research, generate unique ideas, and even transform everyday conversations into high-performance, multi-channel assets.
The key to success as a hybrid approach, where human ideas and interactions are amplified by AI. This strategy will usher in a new era for B2B tech marketing, journalism, and content repurposing.
In the future, efficiency and creativity will be able to coexist in harmony, without compromising content quality.
