Digital Marketing and AI in Content Creation

The use of AI in Digital Marketing enables us here at Ripple to automate many of our marketing tasks and to improve our content creation processes. AI content generation accelerates the process and allows our content marketers to create more digital content in less time and dedicate more time to creativity and innovation improving our results for our clients. AI can be used to create various types of partial content, including blog posts, social media content, video scripts, and ad copies. Using AI to create partial content helps to avoid many of the perceived drawbacks to using AI such as Google penalization or the lack of a human “voice.” Editing the content generated by AI is necessary to ensure it meets company and brand standards. 

Content creation is one of our digital marketer’s greatest time commitments. After sourcing reliable information and organizing it into what will eventually be an outline, research can take hours.  From articles and blog posts to social media captions and ad – copies, creating whole content takes significant time and effort. The steps involved in content creation are outlined below: 

Define purpose and target audience: Understand the content’s goal and identify the specific audience.

Conduct research: Gather relevant data, statistics, and examples to support your content.

Outline the structure: Create a clear and logical outline for a coherent flow.

Start writing: Draft engaging and informative content that resonates with the target audience.

Edit and revise: Improve clarity, accuracy, and grammar.

Incorporate visuals (if applicable): Add images, charts, or infographics for visual appeal.

Optimize for SEO: Use relevant keywords for online visibility.

Publish and promote: Share the polished content on appropriate platforms and use social media for promotion.

AI is central in the brainstorming and research phases of content creation with applications such as ‘Bard’ and ‘Chat GPT’ often triggering creativity and accelerating the research process. After creating your first draft of content, AI applications such as ‘Grammarly’ and ‘Atomic Reach’ enable our digital marketers to improve clarity, accuracy, and grammar. 

Tools like Word tune and Hemingway make it easier than ever to proofread and edit thousands of words in minutes. Such tools give our marketers back hours of their time each week, which is why “editing assistance” is one of our main uses of AI here at Ripple. In order to optimize our content for SEO, applications such as ‘Uber suggest’ and ‘Surfer SEO’ provide keyword research, competitive analysis, and content optimisation recommendations. AI can also play a pivotal role when it comes to adding images, charts, and infographics. Utilizing AI powered design tools such as ‘Canva’ and ‘Adobe Creative Cloud’ means we can enhance our in – house design capabilities.

The integration of AI has played a transformative role in our digital marketing strategies and results here at Ripple. Despite fears about the potential of AI to replace our digital marketers, we believe human intuition, creativity, and empathy remain essential in marketing. Our focus here at Ripple will be to harness the capabilities of AI, in a way that preserves the critical human touch that delivers results for our clients.

Written by Shauna Dillane

Ripple, Moving Brands Forward