Marketers who ignore artificial intelligence today are going to have similar fates as the marketers who ignored social media in 2015 and SEO in 2009. They’ll be filled with regret.
Artificial intelligence is changing the way business is done.
It’s changing the way marketing is done.
Over the last few months alone, research has shown that artificial intelligence is having a net-positive impact on economic gains and productivity gains within organizations. A lot of teams are making the mistake of assuming that AI isn’t right for them due to a wide range of different challenges with AI, but the truth is that AI can work for most brands if they’re willing to experiment and approach it with an open mind.
In this piece, I’m going to give you a tactical look at some of the ways that artificial intelligence can be used to elevate your marketing engine. From content creation to content research — my goal is to show you some of the ways that AI can help you tactically improve your workflows and improve the way you execute marketing campaigns and initiatives as a marketer.
Let’s get to it.
AI on Marketing Research
Research shouldn’t feel like a draining task.
Personally, I love research. It’s a great way to unlock valuable insights about an audience and understand your clients’ pain points. The issue with research is that sometimes you need to dig through 100 pages of irrelevant data and information to find two pages of complete and absolute gold. The biggest benefit of AI is that it can save you this headache and streamline your research processes significantly by running analysis of data and information.
Today, AI can quickly analyze large amounts of data from consumer surveys, behavioral trends, and past purchase histories to identify patterns and draw conclusions about a target audience. This will enable marketers to get a deeper understanding of their customers with less manual effort.
The benefit here is that you can automate mundane processes, such as manually going through survey results to find relevant insights. You simply upload the data, and within seconds, ChatGPT will review, decipher, and output information in a way that is easy to digest. This approach can save marketers a significant amount of time that can be devoted to more creative tasks like developing strategies for engaging certain target audiences or experimenting with different types of content.
Let’s get a bit tactical here on how to make your life easier as a marketer using AI.
How To Use AI To Analyze Reports
ChatGPT can help marketers analyze reports and quickly summarize them.
With ChatGPT, marketers have the ability to use natural language processing (NLP) to understand customer conversations, extract relevant insights from surveys and other data sources, and generate actionable insights. This can all be done in a fraction of the time it takes to go through data manually. One of my favorite use cases for this is to use ChatGPT plugins like Scraper and ask the AI to analyze the report.
As an example, in the screenshot below, I asked ChatGPT to analyze Salesforce’s 2022 Investor Day presentation and summarize the key points:
The same approach can be used for analyzing your own reports. If you’re an SEO and receive automated reports from an SEO tool like Moz, Semrush, or Ahrefs, you can upload these reports into a Google Drive and then share that link with ChatGPT for analysis. In a matter of seconds, ChatGPT will review the report and summarize:
The same plugins can be used here. In the screenshot above, I used “Access PDF & Docs,” but the plugins that are available in the ChatGPT plugin store tend to come and go depending on a wide range of factors that the majority of users are unfamiliar with.
How To Use AI To Analyze Data Sets
ChatGPT also has the capability to instantly categorize large volumes of customer information into segments and clusters for further analysis. This can help marketers quickly identify patterns in customer behavior and develop more tailored campaigns. Additionally, AI algorithms can recognize key phrases in customer feedback that could indicate customer sentiment or interests — allowing marketers to better identify trends or discover potential opportunities for improvement in their marketing strategies Plus, diversification of AI CRMs has proven a boon like an AI CRM system streamlines data management, enhances customer insights, and automates tasks for more effective and personalized customer relationships.
As an example, in SEO, we are often tasked with looking through complex data sets around keyword search data, search intent, CPC, and much more. Using ChatGPT, you can upload the raw data provided by a search engine marketing tool and ask ChatGPT to review the data set and provide recommendations on content you should create:
Once you ask ChatGPT to turn this data set into a series of content recommendations, you can ask ChatGPT to turn them into a spreadsheet/CSV file:
At this point, you’re equipped with 30+ content ideas that you’ve identified based on keyword research that are worth pursuing. In most traditional cases, this would then go to a strategist or marketing specialist who would then take these keywords and build content briefs on the back of them. Today, the brief process is changed and able to be done in a fraction of the time, thanks to tools like Frase & Content Harmony.
AI on Content Creation
Once the keyword list is created, you can now use a Generative AI content workflow to bring the piece to life. A Generative AI content workflow is a series of AI prompts connected to one another that allow for a final asset worth reading. One of my favorite places to create these workflows is CopyAI. In the visual below, you will find a workflow that was built with the intent of creating ‘research driven content’ with a captivating hook that might be considered backlink driven content. Here’s the deliverable:
What does all of this mean?
In the screenshot above, I’m showing the final dashboard from CopyAI. The keyword is uploaded in the ‘content topic,’ and then the AI generates a series of subtopics that could be worth covering as if they were a Wait But Why writer. Upon identifying these subtopics, the AI is then tasked with finding real sources to support the data and claims in the piece. Once that’s done, the idea is to use the subtopics and data to create a story idea that can make up the piece in full. The next prompt is to create an outline that is broken down into different sections. And the final prompt is to fill in each of those sections within the outline and make it flow well.
This is what then results in a final blog post.
All on the back of Artificial Intelligence.
In addition to Workflow tools like CopyAI, you can leverage AI tools like Jasper to create content that resonates with an audience within a matter of minutes. One of my favorite features within Jasper is the plugin that allows you to work directly in a Google Doc and tell Jasper to do a certain thing. For example, I could say, “Write a paragraph on the benefits of SEO,” and Jasper would write that paragraph. In fact, here’s exactly what the output was when I asked Jasper to do this on my behalf:
SEO is a key aspect of content marketing, and its benefits should not be overlooked. SEO helps to increase website traffic by connecting your content with relevant keywords, allowing you to attract more people to your site. Not only can it increase the number of visitors who come through on organic search, it also helps improve the quality of those visitors.
This means that more of them are likely to be interested in what you have to offer and are likely to spend longer browsing your website. Additionally, SEO can help you build credibility as search engines like Google prioritize high-quality websites that utilize effective SEO tactics.
Not bad, eh?
On top of that, some tools can even create presentations using an AI presentation maker, which can provide creative slides for your marketing purposes.
So, what else can AI do that will save marketing teams a ton of time?
How about creating images and visuals in your marketing mix:
How Midjourney Saves Time & Money for Marketers
Midjourney is an AI image-creation tool that can help marketers save a significant amount of time and money. You log into Midjourney, ask the tool to create a photo, and within a matter of seconds (on a paid account), you get that image for your own use.
Here’s a sample of a Midjourney image I created to show an audience how important it is to embrace your own ‘inner sherlock homeboy’ when it comes to doing research:
Midjourney uses computer vision to analyze the text and images on a website, allowing marketers to quickly create engaging visuals from the content. By using AI to automate image creation, marketers don’t have to spend countless hours working with designers or searching through stock photo sites.
Here’s an example of some Midjourney-created stock photos that we recently used in a blog post we wrote focused on SaaS Pricing:
The prompts we used for these were pretty straightforward:
/imagine a bag of popcorn on a white background, stock photo style
/imagine a cup of coffee on a white background, stock photo style
/imagine a chocolate bar on a white background, stock photo style
This is the most basic prompt engineering you can do, but it works.
I’ve said it before, and I’ll say it again.
Stock photo sites have never been at greater risk of existence than now, thanks to tools like Midjourney. You can use these tools to save time and budget on graphic design.
But it doesn’t end there.
ChatGPT is also giving marketers visual superpowers.
If you combine a Link Reader plugin within ChatGPT and the Whimsical ChatGPT plugin, you can tell ChatGPT to read your blog posts and create flow charts:
All within a matter of seconds.
This is the world we live in. And it’s actually just the beginning.
I came across this chart from McKinsey earlier this week and wanted to share it with all of you. It’s a signal that shows the impact that Generative AI could have on the world:
We’re not talking about a $1B impact.
We’re talking about trillions of dollars’ worth of net-new use cases and improvements in productivity at large. Organizations that resist artificial intelligence are making a mistake.
We have clients who have used Artificial Intelligence to identify cancers that the human eye cannot see. We have clients who have used Artificial Intelligence to create workflows that were once impossible without multiple people being involved. Yet we also work in an industry that, for some reason, continues to have people preaching at the top of their lungs that AI is a fad.
The truth is — AI is going nowhere anytime soon. It’s a fundamental shift in the way we as humans will interact with the world around us and how marketers will do their jobs.
If you’re interested in learning more about how Generative AI can influence your work, your culture, and your team, get in touch with us. We’d love to chat more about the success we’re seeing with Artificial Intelligence and discuss possibilities of collaboration with you and your team as you look to unlock the many benefits of AI in your own marketing engine.