10 Ways Generative AI is Revolutionizing Content Creation in Marketing

Generative AI is revolutionizing the marketing world, and we’ve gathered insights from ten industry experts, including marketing managers and founders, to explore its impact on content creation strategies. From adapting content strategies for AI interpretation to sparking creative brainstorming sessions, discover how these professionals are harnessing AI to transform the marketing landscape.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!

Adapting Content Strategy for AI Interpretation

There’s an emerging aspect of generative AI content strategy that we’ve been exploring at Eastern Standard: With generative AI being incorporated into search engines and other answer bots and tools, how does AI read, understand, interpret, and respond to the content we’re putting out in the world? 

We’ve been using OpenAI and other language modeling tools to read websites, and we’ve analyzed how the AI tool understands the content we’re creating—by asking it questions. We’ve learned that it can be confused by outdated content, it generally prefers prose over other styles (lists, etc.), and that it can sometimes prioritize the wrong content when generating answers. For example, we asked it whether a company had a location in Pittsburgh, and it said that a location was soon to be opening in Pittsburgh. That was incorrect; the Pittsburgh location was clearly listed on the ‘locations’ page. 

However, it was prioritizing an older press release about the upcoming location. Marketers and businesses need to shape their content strategy around the reality that generative AI search engines are reading and interpreting content differently now, and orienting your SEO and content strategy toward AI will be necessary to stay ahead of the curve.

Jim Keller, Partner, Chief Digital & Technology Officer, Eastern Standard

Streamlining Content Repurposing 

Generative AI is revolutionizing content creation strategies in marketing by making processes like content repurposing and video editing more accessible and efficient. One of the most significant impacts is on how content is repurposed, allowing marketers to swiftly adapt and reframe existing content for different platforms and audiences without starting from scratch. This means that a single piece of long-form content, such as a blog post or a report, can quickly be transformed into a series of social media posts, infographics, or short articles, all tailored for specific channels and target demographics. The AI’s ability to analyze and reformat content based on best practices for each platform significantly streamlines the content creation process, enhancing productivity and ensuring a cohesive cross-platform strategy.

Video marketing used to be impossibly hard; generating sequences required immense time, expertise, and financial investment. Now, AI video editing tools have democratized video marketing. Thanks to generative AI, you can feed in raw footage and a few parameters, and the tool can spit out a polished final product. The AI can cut out all those undesired parts. It can add transitions and fade-ins or fade-outs—and even work with text overlay and effects. As a result, video marketing is open to a wider segment of businesses. It’s now possible to deploy the persuasive power of video to captivate your audience—without any deep-dive knowledge of video editing.

Blake Smith, Marketing Manager, ClockOn

Combining AI with Personal Expertise

Generative AI has played a pivotal role in shaping content creation strategies, serving as a powerful tool to streamline processes and enhance creativity. However, it’s crucial to view AI-generated content as a reference rather than simply copying it verbatim. While AI is capable of producing unique content, the inclusion of a personal touch is paramount. A blend of AI-generated insights and individual experience can yield more fruitful and impactful content strategies compared to solely relying on AI. 

By leveraging AI alongside personal expertise, marketers can harness the benefits of automation while ensuring content resonates authentically with their audience. This approach facilitates experimentation with diverse styles, formats, and tones to discover what works best. Additionally, AI aids in optimizing efficiency and adaptability within the dynamic digital landscape, allowing marketers to swiftly respond to emerging trends and consumer preferences.

Gaurav Rawool, Marketing Manager, Hella Infratech Pvt Ltd

Enhancing Thought-Leadership Content

AI has been immensely helpful in planning and writing thought-leadership content. It is great for brainstorming topics and ideas, and sometimes suggests unique angles we hadn’t considered before. 

When speaking to leaders who have limited time, using tools that convert speech to text and text to article outlines can save a lot of time. This time can be spent on strategic aspects like including relevant data and adding our unique voice. AI is here to stay, but it comes with misinformation and bias. By ensuring there is a human in the loop and laying down strong frameworks, AI can make things faster and easier.

Swetha Sitaraman, Thought Leadership, Vajra Global Consulting

Acting as a Partner in Creativity

In my opinion, generative AI is a game-changer for content creation in marketing. It can produce original and engaging content that resonates with the target audience. 

For example, you can use AI to analyze your website analytics and generate personalized content for your visitors. This way, you can offer them relevant solutions and increase conversions. I believe that AI is not a threat, but a partner for human creativity. It can help us execute our content strategies more efficiently and effectively. Generative AI is the future of content marketing.

Bhavik Sarkhedi, Growth Head & CMO, Content Whale

Turbocharging Ad Copy Creation

Generative AI is revolutionizing content creation. It’s like turbocharging the creative process. We’re seeing an ability to generate ideas and content iterations at an unprecedented scale.

One example? Take ad copy. Before, crafting multiple variations for A/B testing would take hours. Now, with generative AI, we’re creating dozens of high-quality versions in minutes.

Each iteration is data-driven, precise, and tailored to specific audiences. The AI learns from engagement and optimizes language in real time. It’s like having a superpowered team of copywriters, 24/7.

AI isn’t replacing creativity; it’s amplifying it. Humans steer the ship; AI powers the engine. Together, they’re delivering impactful, personalized marketing at a pace and precision we’ve never seen before.

Casey Jones, Founder, Head of Marketing, CJ&CO

Automating Content Production 

Generative AI can significantly reduce the time for content creation by automating the whole process. It enables marketers to not only produce more personalized and diverse content but also to support a higher volume of production, allowing the marketing teams to focus more on strategic tasks. 

By implementing AI, businesses can plan ahead in their content calendars with content that’s both relevant and tailored to individual preferences, thus gaining a competitive edge in engaging their audience.

Onno Halsema, CEO, Contentoo

Saving Time

Generative AI is completely changing the game when it comes to content creation strategies in marketing! 

Many of the tools now available have the capabilities not only to write outstanding content that sounds as if a human wrote it, but many are also offering what are called “creator suites,” which provide tools for keyword/topic research, SEO input, as well as plagiarism and AI detection tools. That right there takes a LOT of the manual work out of the content creation process, helping marketing teams turn their focus to other important tasks.

I have used one such tool. It not only offers your basic content generation but also offers something from each step of the process—again, from topic/keyword research all the way through long-form content writing and final plagiarism and editing tasks! That tool alone has cut my typical article writing time down from a typical 5+ hours to maybe 1 or 2 max!

Cassie Christman, Technical Writer, SEO Expert, JS Interactive, LLC

Assisting in A/B Testing Strategies

We’re only starting to scratch the surface in terms of how AI will remake the content-creation landscape in the future. One area where AI excels is in being part of your A/B testing strategy. AI text generators are fast and skilled at crafting variations that are tailored to testing requirements.

For example, you can ask an AI to write variations of your title and description tags for blog posts. The secret is to test changes like front-loading your targeted keywords in your title, trying techniques like using numbers to draw attention, or even experimenting with different lengths. With the ultimate goal of seeing which variations give you incremental gains and boost your CTR in search results.

In its current state, AI is a tool that works best by assisting and making you more efficient, rather than replacing your intuition and creativity. To get long-lasting performance, keep ownership of the parts of your content strategy where you’re irreplaceable and look for opportunities to have AI help you with other tasks.

Dave VerMeer, Founder, NamePepper

Sparking Creative Brainstorming Sessions

AI has become a critical part of my brainstorming sessions. Whenever I start working on a new client’s content strategy, I use generative AI to help me come up with topic ideas related to their industry. I use these suggestions as jumping-off points to find content gaps and make the idea more ‘complete’ before I pitch it to the client. It saves me time by helping me find unique angles to topics that have been widely covered, which allows me to get my clients the best results.

Alli Hill, Founder and Director, Fleurish Freelance

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!