It seems like AI is everywhere nowadays. ChatGPT is the most popular AI chatbot on the market and similar technology is being used by major companies like Google, Apple, and Microsoft. ChatGPT acquired more than 100 million users within the first two months of its launch and has more than 13 million daily visitors as of 2023. It has swept the internet and given AI a place in everyday conversation.
Welcome back to our second Metaverse blog. In this blog, we are going to discuss the use of AI in Marketing, namely copywriting. If you would like to read the first blog in the series, Welcome to the Metaverse, check it out here.
Your current marketing team could be missing out on what some are calling a “ transformational technology.” Some think that this new technology will be the end-all-be-all in copywriting. The reality is that AI will not be replacing copywriters, but offering a basis to make writing easier. Using AI in marketing can be thought of as more of an assistant rather than a full-time employee.
How Does It Work?
AI-generated content starts with machine-learning software. The software has the ability to search and analyze millions of pieces of content in only a few seconds in order to generate new content. For writing, this means it will study webpages, advertisements, headlines, etc. based on the parameters you set. The machine then uses this newfound knowledge to generate copy on a topic of your choice. The process is exponentially faster than manual research and writing. While the writing is coherent and logical, it often requires editing. Like hiring a new assistant, you will have to review the work, give feedback, and train in order to achieve the best result.
A couple members of All Around Creative recently attended the Rep Cap Office Hours webinar: How We’re Using AI in Content Without Compromising Quality or Ethics* hosted by Mary Ellen Slater. Her biggest takeaway is that AI content needs to be double-checked for copy edits and, especially, factual edits. Slater has a great viewpoint on using AI, “I use AI to do my typing, not my thinking.”
*Please note that you need to register to view this webinar
What Can AI Do?
There are sites that are fully AI-ready and available to create content for you without having to search and analyze first. AAC tested out Rytr, a top-rated free AI tool. Here is an example of what Rytr can do.
Using Rytr, we took the opening paragraphs on the All Around Creative site and asked Rytr to use a convincing tone to write a product description out of it. Here is our input:
“We develop integrated marketing programs to help B2B companies generate leads and position themselves as thought leaders within their industry.
Some agencies deliver an impressive plan but leave you to get it all done. Our full-service approach takes you from strategy through execution to results. Our team of marketers, writers, web developers, graphic designers and video editors strategize and deliver on every facet of your marketing program.
We partner with you to turn your technical product knowledge into demand-generating campaigns.”
This is one of the choices it came back with:
“Get your brand talking! All Around Creative provides full-service marketing services to help you turn technical products into powerful stories that appeal to your target market. From strategy and plan development to execution and results, you can count on us to craft a marketing program that will generate leads, position you as thought leaders, and ultimately grow your business. Join us and make your mark with great content and unforgettable campaigns.”
This sounds great! Of course, there are things to change. Things your team would need to edit. Here is how we would edit the AI-generated product description.
Get your brand talking! All Around Creative provides full-service marketing services to help you develop integrated marketing programs turn technical products into powerful stories that appeal to your target market. From strategy and plan development to execution and results, you can count on us to craft a marketing program that will generate leads, position you as thought leaders, and ultimately grow your business. Join us and make your mark with great content and unforgettable campaigns.”
A quick rundown of our edits:
- Our clients are often highly technical product engineers that do not focus on brand. Leading with “get your brand talking” would not draw them in.
- “Services” was cut out in the second sentence because “full-service marketing services” sounded too repetitive.
- “Turn technical products into powerful stories” sounds too focused on one product and not an entire marketing program.
- Finally, “making your mark” does not resonate with our target audience.
How Can You Use AI for Marketing?
Every company is different. There is no “one way” to use AI nor is there a say on how often or little to use it. It is all up to you, but we suggest starting to incorporate it so you can stay up-to-date on the technology of the future. Remember, AI is still a tool that needs time to learn and a human counterpart to check the work and, most importantly, train it. For copywriting, you can use it for:
With the predictive analysis of some advertising platforms, such as Google or Facebook, AI can be added to generate the best possible results. Your target audience is already filtered, all you need now is the right copy to entice them. Using AI to help create eye-catching headlines can help bring in more leads or provide options for A/B testing.
AI can be used for the keyword research required in content development. You might not get all the detail that other sites provide, but it is a quick way to get a general idea. Searching “marketing” on Rytr, we are given the top keyword: automation. From there, a list of related keywords is given:
“Related keywords: email marketing automation, marketing automation software, marketing automation tools, automation marketing solutions, content marketing automation, lead nurturing automation, customer journey automation, demand generation automation, sales force automation, multi-channel marketing automation, automated lead scoring, email campaigns automation, automated email campaigns, automated marketing campaigns, real-time marketing automation, lead management system, automated customer”
This gives a quick overview of the topic at hand and allows your team to get to writing faster.
According to HubSpot, 37% of brands increased their email budget in 2022. In order for your company’s emails to be seen, there needs to be something more than great body content. AI can help write catchy subject lines and offer personalized copy that keeps your email from being labeled “spam.”
AI is here to help marketing teams expand their craft. As Mary Ellen Slater says, “Don’t be scared of this tech. Use it in a wise way.” Whether it be to add a little flair to your headers or refine your email marketing, AI can boost your copywriting, not replace it.