Automated Content Creation: AI as a Marketing Copywriter

Introduction

Recently, there has been a drastic rise in automated content creation, from big news sites such as Forbes or the Washington Post to online software companies such as HubSpot. With advancements in Natural Language Generation (NLG), businesses are able to create high-quality content faster than ever before. Almost every business can benefit from using automated content creation. In this blog, I will examine some tools you can use to bring your marketing efforts to the next level. After reading this, you may guess if a human writes this blog or if it is AI-generated. Or maybe something in between. Who knows?

"AI can do a great job of generating high-quality content, but it's not going to replace human creativity and intuition anytime soon. Instead, we should think of AI-generated content as a tool to assist human writers, helping them to produce more content, faster, and with higher quality. The best results will come from a collaboration between humans and machines, leveraging the strengths of both to produce content that is both effective and engaging."- Andrew Ng, a leading expert in artificial intelligence and machine learning

AI-generated Content Examples

With more businesses looking for high-quality, personalized content, AI-generated content has become increasingly popular. There are many examples of AI-generated content. However, it is important to balance AI-generated content with human-based content. AI is merely a tool but shouldn't replace marketers entirely.

AI-Written Ad Copy

Google uses an AI-powered tool called “Responsive Search Ads”; these ads are tailored towards every user. The tool creates multiple variations of an ad based on the advertiser's goals. It then uses machine learning algorithms to learn which ads perform best with different target audiences. These algorithms analyze data such as audience demographics, engagement, and conversion rates. AI-written ad copies can customize headlines, descriptions, or calls to action.

Social Media Posts

By analyzing users' data, such as search history and social media, algorithms are able to generate personalized posts that are more likely to resonate with the user. A travel agency might use AI to analyze a customer's travel preferences and browsing history; with the information, they are able to present the user with social media posts featuring destinations and activities the user might enjoy. Coca-Cola is a company that uses AI-generated social media posts to increase engagement and promote its brand differently to specific audiences. The algorithms analyze the user's data, such as locations, interests, and behaviors. A younger user who might enjoy watching health and fitness content will receive a post about low-sugar or zero-sugar beverages.

Email Marketing Campaigns

The problem with old-fashioned email marketing campaigns is that the emails go to a wide range of users; some might not enjoy the email or see it as spam. Oftentimes, the wrong email can hurt the brand's reputation in the eyes of the consumer. AI can be used to target each recipient, thereby improving engagement effectively. For instance, an e-commerce retailer might send users an email based on their purchases and browsing history. If the consumer sees something he is interested in, he is a lot more likely to visit the website. Amazon uses AI to send personalized email campaigns featuring products and promotions that the user is likely to be interested in.

Blog Content

By analyzing consumers' search history and reading behavior, companies can generate blog content tailored to each individual. Many news websites use AI to analyze consumers reading behavior to come up with new topics and stories to present to their users. Forbes uses an AI-powered tool called “Bertie” to generate personalized blog content for its readers.

Case Study JPMorgan Chase

This case study is a great example of how AI technology can outperform human-written content. JPMorgan Chase compared the performance of AI-generated ad copy with human-written ad copy across multiple campaigns.

JPMorgan Chase used AI algorithms from the market-leading AI-tool firm Persado to create ad copy for several of their advertising campaigns, including search and social media ads. By analyzing ad performance and audience demographics, the algorithm was able to optimize the ads for different audiences. In one of the campaigns, the AI-generated "REGARDING YOUR CARD: 5% Cash Back [...]" had nearly five times more clicks than the human-made "HURRY, IT ENDS DECEMBER 31. Earn 5% [...]".

In another campaign, the AI-generated ad had even a click-through rate (CTR) of 450%, whereas the human-written ad only had a CTR of 51%. Also, the conversion rate (actions taken by users by the total number of visitors) was significantly higher, with the AI ad copy having a 36% conversion rate, whereas the human-written ad only had a 10% conversion rate. By leveraging AI-powered tools, businesses can create ad copy that is tailored to each individual user, improving engagement and driving growth.

Advantages and Disadvantages of AI-Generated Content

Obviously, AI-generated content can have many positive aspects, but there are quite a few drawbacks, too. Here are some pros and cons:

The advantages of AI-generated content can, for example, include the ability to rapidly generate content on a large scale, reducing the time and effort of human creators. This cost-effective approach also ensures consistency in tone and style across multiple content elements, thereby ensuring brand consistency. Additionally, AI-driven content can be customized based on individual user preferences, increasing user engagement and satisfaction.

On the other hand, the disadvantages can include its lack of potential for creativity because it can sometimes be repetitive or formulated. In addition, the content may not fully understand context, cultural references, or sarcasm, leading to inaccuracies or misunderstandings. Also, too much reliance on AI-generated content may also reduce opportunities for human creators and lessen the diversity of perspectives.

Best Practices for Integrating AI-Generated Content

There are several practices I recommend using when integrating AI-generated content into your marketing strategy. With careful planning and execution, AI-generated content will allow your project to achieve the next level.

Human-AI Collaboration

I would always recommend using AI as a starting point. AI is able to search for information on a topic in very little time (although it is important to check the validity of the data). After having an input from the AI, use the information and ideas and refine them to shape your own unique content. By doing this, you are able to use the analytical skills from AI while also involving human creativity.

Test and Optimize

Continuously test AI-generated content for performance and then make adjustments by hand. AI is able to create content more efficiently; however, it is essential to keep in mind that AI might not always create the best content. Blindly relying on AI will not be sufficient in your marketing efforts.

Balance AI-generated Content with Original, Human-Written Content

You can use AI to create a large volume of content and use hand-written content to promote quality content. By providing original hand-written content, consumers will be more likely to be engaged in your content. This ensures the perfect balance between volume and creativity.

AI Meets Human Creativity: Transforming Content Marketing

AI-generated content is revolutionizing the marketing landscape, providing companies with a powerful tool to generate high-quality custom content at scale. However, balancing AI-generated and human-written content is crucial to take advantage of the best of both worlds. By tapping the power of AI and the creative touch of humans, marketers can create content that truly resonates with their audiences and takes their marketing strategies to new heights.