How AI in Content Marketing Drives Success

Artificial intelligence in content marketing is changing how people interact with brands and how businesses craft value-adding content. From content ideation to optimization, the technology is redefining content marketing.

This guide will walk you through what you need to know about AI in content marketing, covering its benefits for content marketers and practical steps to get started. We’ll also include actionable insights to help you leverage AI in content marketing for strategic growth.

How AI can help content marketers

Around 79% of top marketing executives found that AI tools helped boost ROI. This advantage isn’t limited to large corporations. For small businesses with tighter budgets and resources, AI levels the playing field. AI for small businesses allows for advanced marketing capabilities more accessible to small business owners and smaller teams so they can compete with much larger organizations. 

Some of the use cases of AI for small businesses include:

• Content ideation

• Keyword research

• Automated customer service

• Generating product descriptions

• Optimizing content for search engines

A recent study from the Content Marketing Institute found that most marketers are already using generative AI: 

• 62% use generative AI tools to brainstorm topics, while 53% use them to summarize content

• 44% use AI tools to write drafts, while 34% and 32% use these tools to write email copy and repurpose content, respectively

• 31% use generative AI to optimize content

Other high-value use cases for generative AI in content marketing include outlining assignments, analyzing data or performance, and creating buyer personas. 

How else can AI help content marketers?

• Improve content quality: Use AI to review drafts and publish optimized content faster. It can also evaluate trending topics and analyze content performance to curate recommendations.     

• Create better customer experiences: AI lets you craft content that’s hyper-personalized and relevant to specific audience segments. 

• Save time: You can implement AI systems to automate repetitive tasks and boost efficiency.  

• Process data faster: The technology can analyze and process large datasets faster. This helps you uncover insights and trends quicker so you can make strategic decisions faster.  

• Create product-focused content: Use AI to integrate resources like sales content and help documentation to generate new, value-added content. For example, an AI tool can analyze these sources to identify key themes and FAQs, as well as highlight pieces of information most relevant to your sales efforts. 

How to use AI in content marketing

Because AI generators are raising the bar for content generation, content marketers must learn how to customize their strategies to create content that delivers value. At Fiverr, small businesses can hire AI experts who can help you make the most out of AI tools.

Below are some examples of how you can use AI in content marketing.

1. Ideate and create content

AI can kickstart and speed up your content research and ideation process. Almost 82% of marketers found that using AI for brainstorming ideas helped them save at least one hour. 

2. Personalize content 

AI has powerful predictive and analytic capabilities. These help you optimize your marketing strategies to develop and deliver meaningful experiences to your target audience.

3. Optimize content

Use AI to identify opportunities. Ask it to analyze your competitor or assess consumer data to uncover actionable insights. Ask it to perform tasks like optimizing your sales copy or modifying an article so that it matches your brand voice. 

4. Improve SEO

AI is capable of analyzing SEO data. Tools like Clearscope assess your content, help you identify important keywords, and properly structure your article to improve its chances of ranking in the search engine results pages (SERPs).

5. Create images and videos

Use AI to generate custom and on-brand marketing assets like images and videos. If you have existing assets, you can also use AI to enhance them.

6. Improve customer support 

AI can help you implement automated solutions like chatbots that anticipate customer needs and provide quick, on-demand answers. When the chatbot encounters a question it cannot resolve, it can transfer the customer to a live representative.

Best AI tools for content marketers

Here are some of the best AI tools for content marketers and small businesses:

1. HubSpot’s AI-powered blog idea generator

HubSpot

Designed for content creators and digital marketers, this free tool uses advanced AI to help with content ideation and creation. Use it to come up with new blog ideas, save time on brainstorming topics, and craft effective content.

HubSpot

Pros:

• The tool provides optimization suggestions for components like headers, images, and mobile-friendliness. 

• It gives you access to an online editor that lets you edit the text, add images, and refine the content (refine, change tone, etc.) with Copilot. 

HubSpot

Cons:

• You’ll need to create a HubSpot account to access this tool.

• It has locked premium features. For example, if you’re using the free version, your blog will have the HubSpot branding.  

Tips:

• While HubSpot’s blog ideas generator is capable of analyzing blog topics, understanding key points, and generating outlines, combining it with other AI-powered tools like SEMrush or Clearscope can improve your SEO efforts. 

• If you’re already using HubSpot, it’s worth noting that this tool integrates with HubSpot CMS to simplify your workflow.

2. Jasper.AI

Jasper AI

Purpose-built for marketers, Jasper lets you access AI-powered tools to improve your content marketing processes. For example, Jasper Chat, an AI chatbot assistant, is trained on marketing use cases.It delivers responses with built-in context by referencing your business’s knowledge base and adhering to your brand guidelines.

Pros:

• Jasper is loaded with AI-powered features. For example, the AI Image Suite is an AI image editor that simplifies tasks like background removal or replacement.

• Jasper’s Chrome extension makes it easy for you to integrate AI and automation into your workflows. It also lets you access over 80 AI apps.

Cons:

• The tool has a complex interface, which may have a steep learning curve. 

• The Creator plan, with limited features, starts at $39 per seat per month (annual billing).

Tips:

• Use Jasper for split-testing ad copy or social media posts to see which variations resonate the most with your audience.

• Combine Jasper with human editing so that your content is consistent with your brand voice and messaging. Expert editors on Fiverr can help refine AI-generated content and make sure it resonates with your audience. 

3. DALL-E

OpenAI

DALL-E is great for generating custom visuals like blog headers or product illustrations that align with your brand identity. The current release, DALL-E 3, is the more stable version. It’s capable of understanding more nuance and detail so you can generate more accurate images, as you can see in the sample image below. 

OpenAI

Pros:

• DALL-E is natively built on the ChatGPT platform, making it easier for you to generate or optimize prompts. 

• DALL-E 3 comes with features that limit its ability to generate harmful content. Internal testing measures are also underway. These are intended to help you identify whether or not an image was generated by AI.  

Cons:

• It’s difficult to generate lifelike or photorealistic images using DALL-E.

Tips:

• To make the most out of DALL-E 3, provide detailed and creative prompts. Work with freelance experts who can write custom prompts for you so you get the exact results you want.

• Explore how you can use the tool for storyboarding video content or visualizing abstract concepts. On Fiverr, professionals offering AI video art services can help you turn your creative vision into awe-inspiring original videos. 

4. Lately.ai

SLately

Lately sifts through long-form content, finds key points or highlights, and turns them into effective short-form social media content. If you have an array of long-form content like articles, whitepapers, or webinars, you can use this AI content marketing tool to maximize their ROI. 

Pros:

• Lately lets you generate engaging content that’s consistent with your brand voice.

• The tool comes with a built-in comprehensive analytics suite. 

Cons:

• The initial setup could potentially be complex for some users, and it may take some time before you can fully configure the accounts and integrations.

Tips:

• Integrate Lately with other tools and platforms, such as HubSpot, Hootsuite, Sprinklr, and Salesforce, to even further streamline your content marketing processes.

• Analyze the performance of social media posts with Lately to see which elements resonate most with your target audience. Then, adapt your content marketing strategy accordingly. 

5. Writer

Writer

This integrated platform combines innovative large language models, AI guardrails, and an AI app builder—features designed to shorten the time to market. As a powerful AI content generation platform, Writer lets you implement brand consistency across marketing assets and analyze competitive trends. It can also help you generate accurate product descriptions and deliver hyper-personal communications to multiple audience segments. 

Pros:

• Writer’s scalable platform architecture is designed to reduce operational costs by as much as 67%.

• The platform adheres to security standards and privacy laws like the GDPR, ensuring that your data stays safe and that you’re complying with regulations.

Cons:

• In his comprehensive review, content marketer Tanish Chowdhary found that Writer lacked content optimization features. 

Tips:

• Use your brand guidelines to train Writer so that it generates on-brand and more accurate results.

• If you have video content, use Writer to turn those into new content.

6. Descript

Descript

Descript simplifies how you make and edit video content and podcasts. Its AI editorial assistant lets you add captions, find clips with viral potential, and create transcriptions.

Pros:

• Easy to use for individual creators and teams

• Also doubles as a writing and brainstorming assistant 

• Comes with a free plan

Cons:

• Lacks intuitive controls for some features

• Potential compression issues when exporting files

Tips:

• Use Descript’s transcription feature to collect valuable insights from video content or podcasts that you can turn into engaging social media posts.

• Pair the tool with Lately to extract clips for social media.

7. ChatGPT

ChatGPT

When ChatGPT was launched in 2022, it broke the internet. This versatile AI tool aids you in generating ideas, drafting content, refining content outlines, and more. 

Pros:

• Easy to use and capable of delivering quick responses

• Always accessible, as long as you have an internet connection

Cons:

• The tool has accuracy limitations and may provide you with outdated or incorrect information

• The quality of the outputs depends heavily on the prompts you feed it. With non-specific or unclear prompts, you’re less likely to get the results you want.

Tips:

• Ask follow-up questions and refine prompts as this helps ChatGPT generate more accurate responses. You can also consult with prompt experts on Fiverr to achieve better results.

• Use ChatGPT to analyze the past performance of your content strategies and suggest improvements so you can refine them. 

• Use other AI tools to augment ChatGPT’s capabilities like Jasper to help with content ideation.

• Learn how to detect AI writing to combat misinformation, protect your credibility, and continue providing your audience with high-quality content.

Tips for getting started with AI in content marketing

While AI offers plenty of benefits, there are concerns about the authenticity, quality, and ethicality of AI in content marketing. It’s important for marketers to understand the potential implications that come with using AI in content marketing. 

As Amy Woods, CEO and Founder of Content 10x, a B2B-focused content marketing agency, explains, “So we've got tools like ChatGPT and Perplexity and Midjourney. You can ask these tools to write blog posts and articles. It can write a video script. It can design logos, create videos. It could write all of your social media. It could develop a brand. I mean, it could even write a book for you. And I'm not saying you should use AI for all or even any of these things, far from it, but I'm saying that you could. And this is where you really need to be careful from many angles.”

According to Woods, aside from quality considerations, you also have to factor in legal and ethical considerations. These include copyright and trademark infringement. She adds that it’s vital to have humans review and edit AI-generated content.

With that in mind, these actionable tips will help you get started with AI in content marketing. 

• Develop frameworks for governance: This entails implementing proper regulations on the use of AI to ensure data privacy and security, as well as prevent the distribution of potentially harmful AI-generated content. 

• Work with AI experts: Industry experts on Fiverr can help you develop and refine your AI business strategy. Aside from developing a customized AI strategy, these experts can help you build effective frameworks, find the best AI models, and use AI to strategically grow your business with AI consulting.  

• Focus on creating a data-driven AI strategy: Use data and analytics from tools like GA4 and ask AI to analyze these datasets and identify patterns. Doing so will give you insights into aspects like audience behavior and help you make informed content strategies.  

• Build AI literacy: Invest in training your team on key aspects like prompt engineering and ethical AI use. For example, you can host workshops or invite AI experts to discuss how you can maximize AI tools. 

• Prioritize human-centric marketing: This entails striking a balance between AI usage and the human touch. Aside from having human oversight for better transparency, think about how you can use AI in content marketing to deliver better experiences to your audience. 

Hire AI experts on Fiverr today

AI in content marketing has the potential to transform your business and fuel its growth. Find experts who can help you harness the power of AI, from editing AI-generated content to integrating AI engines into your website. Discover how Fiverr helps businesses of all sizes achieve remarkable growth. Read their success stories. 

AI in content marketing FAQs

1. How is AI used in content marketing?

Aside from automating tasks, AI has numerous practical applications in content marketing, from content research and ideation to content creation and optimization. AI tools can also help you improve  keyword research, uncover insights, and provide personalized content recommendations. 

2. What is the future of AI in content marketing?

As AI evolves, expect more experimentation, particularly in content personalization, which allows businesses to easily test variations and find more effective formats or approaches to content marketing. AI will make advanced marketing capabilities more accessible to small business owners, empowering and helping them compete with larger organizations. 

3. What is generative AI for marketing content?

Generative AI uses prompts to produce a range of outputs like outlines, captions, or campaign visuals. By letting you effectively use data to optimize strategies and deliver hyper-personalized content at scale, it enables dynamic content generation and opens up new possibilities for marketing content.