In today's fast-changing digital world, content marketing is crucial. Trends are always changing. To stay ahead, marketers need to embrace new tools like artificial intelligence (AI). According to HubSpot, the market for AI marketing is expected to reach $107.5 billion by 2028, up from $15.84 billion in 2021. With the explosion of AI tools over the last few years, it’s never been more important for human involvement in content creation.
Who Can Benefit from AI Content Creation?
Different groups can benefit from AI content creation:
Social Media Marketers
AI tools can help social media marketers create many short texts quickly. Using AI-powered tools means that you can create dozens of posts from a single piece of content, saving you much-needed time. Combining AI with effective content curation can make a social media marketer’s job more efficient.
Content Creators and Marketers
AI isn't here to replace you; it's designed to help you produce more content. This means that you can test more content to see what your audience will relate to. AI tools can also help to automate many repetitive tasks like updating graphics.
Customer Service Agents
These agents provide their most valuable work when they are directly engaging with customers. AI-powered chatbots can “talk” to customers about basic customer needs freeing up customer service agents to help with more complex issues, which makes customers happy and builds brand loyalty.
How are Creators and Marketers Using AI?
People use AI in different ways to make their work easier:
1. Getting Ideas
Many marketers use AI to generate ideas for their content. One way Ai can be used is with the implementation of tools like Kive.ai to create mood boards, saving filmmakers time.
2. Writing Content
AI tools can be used to write copy for marketing materials such as blog posts and emails. Bethany Anderson, a public information officer, uses ChatGPT to mimic her writing style. This allows her to use AI to write press releases and blog content, saving her time.
3. Making Content Efficiently
Many marketers agree that AI helps them create more content than they would without it. AI is helping them save time and work more efficiently.
Nine Important Reasons to Use AI for Making Content in 2024
Semrush outlines nine key content marketing trends for 2024, all centered around the increasing role of artificial intelligence (AI) in content creation and marketing strategies.
Here's a summary of each trend:
1. AI Should be Used by Humans for Humans
AI can be used to create high-quality content but should not be used to replace human writers. AI works best when combined with human oversight. AI tools aid marketers in understanding their audience, spot important trends, do research, and find data that would normally have to be done manually by the marketer. Using AI as the foundation for content gives marketers the freedom to think broader. Thus, allowing them to develop content that enriches their audience and connects with them on a deeper level.
Key Takeaways:
2. AI is Changing Search Engine Mechanisms-But You Can Adapt
AI is improving Search Engine Optimization (SEO) content, which will increase user expectations from search engines. Semrush expects an influx of low-quality content in 2024. This trend is likely occurring because marketers are using AI tools to develop content, bypassing professional writers and editors.
At the same time, AI tools will alter the way search engines and rankings work. With the inflow of low-quality content, it’ll be important for marketers to show evidence of human input. It will be imperative for marketers to create human-generated input that stands out amidst AI-generated content. As Google continues their emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), content marketers should provide experiences that can’t easily be replaced by AI summaries.
Key Takeaways:
Marketers need to develop valuable content to be able to compete in search results.
Adding interactive components to content will help keep your audience’s attention.
Develop more unique and search-driven content to remain relevant in search results.
3. AI-Generated Content Can Help You Rank High and Quickly
Businesses that use AI tools have noticed a significant improvement in their SEO performance. However, there are still many businesses that haven’t used AI tools for content marketing and SEO. Their lack of understanding and proper use of AI tools is the premise behind their hesitancy in using them.
Google doesn’t care how content is created as long as it follows the E-E-A-T standards. High-quality and engaging content will rank better in search engine results than lower-quality content. The best approach for creating high-quality engaging content is by combining the work of AI tools, subject matter experts, and writers. Start by using AI to develop a draft and then include professional writers and editors to develop a more humanized copy. Another way to rank higher in search engines is to pair AI with SEO tools.
Key Takeaways:
AI tools can lead to increased SEO performance.
To be successful with AI-generated content, marketers must combine AI innovation with human expertise.
A collaboration of AI and SEO tools can lead to higher rankings in search engine results.
4. AI is Inducing a Creator Countermovement
Internet users are seeking out human interactions in light of AI-generated content. They prefer to see the raw, unfiltered content that is rooted in their desire for authenticity and connection with real people. Audiences want to have genuine interactions with real people rather than polished personas. They are eager to see behind-the-scenes, bloopers and mistakes, and personal stories.
Key Takeaways:
Audiences prefer to see genuine content that reflects the true identity of the brand.
With the use of AI tools, marketers have more time to work on audience engagement.
Sharing authentic content leads to brand loyalty.
5. The Click-Through Rates in Search are the Priority – and AI Can Help
Businesses have noticed decreasing click-through rates (CTRs) due to the complex elements on Search Engine Results Pages (SERPs). One of the hottest trends this year is using AI tools to conduct SEO analysis to increase CTRs of old and new content. Using the results of specific prompts, content marketers can make small changes to existing meta and title tags that can significantly increase site traffic.
Key Takeaways:
AI tools are great for more than just content creation.
Use AI tools to get a better understanding of your SEO insights and how to optimize your content.
Look for more ways to use AI and SEO in content marketing.
6. Getting Ready for Lights, Camera, AI Video Content
Short-form videos are gaining popularity as a way to personalize content and connect to a brand’s audience. Semrush reports that as many as 52% of surveyed businesses, plan to use AI-generated video content tools in 2024.
Key Takeaways:
Short-form videos are a hot trend for 2024.
AI video tools allow marketers to create content tailored to their audience.
AI can be used to create a variety of different video content.
7. Can AI Help Attract Listeners to Your Podcast
Google is now indexing audio files, which means that podcasts can rank in search results if the proper optimization tactics are used. AI tools can repurpose podcasts into transcripts, leading to a significant boost in online visibility. Leveraging AI tools also allows podcasters to speed up podcasting tasks like writing show notes and descriptions. AI audio tools can help podcasters transcribe audio, develop show notes and blog posts from text summaries, and optimize titles and meta descriptions.
Key Takeaways:
Podcasts can become an effective tool to reach audiences in 2024.
Get your podcast ranked in search results using Google’s audio indexing.
Use AI tools to speed up podcasting tasks.
8. AI will Further Promote Niche Content Marketing
In 2024, niche marketers will use AI tools to focus on quality over quantity with regard to content marketing. This trend is geared towards prioritizing relevance and context over content volume. Content marketers will need to dig deep into their audience’s pain points to better understand their target audience. AI is simplifying researching and crafting content tailored to very specific markets. According to a Semrush report, 30% of marketers are already using AI tools to research their target audience.
Key Takeaways:
Niche content marketing is growing.
AI tools can help marketers with research to better market to their audience.
Stay focused on a “human first” approach to content marketing.
9. AI Will Change Consumer Content Patterns
Live streaming remains a popular form of content in 2024. This trend allows for real, unedited moments to be shared with viewers and establishes a personal connection with the people behind the brand. Sarah Noel Block, Founder of Tiny Marketing, suggests that marketers choose one platform as the “home base” for their brand. The marketing focus for 2024, is about building real relationships and fostering a sense of community. Modern content marketing is about human engagement.
Key Takeaways:
Real and unedited live videos are trending in 2024.
Audiences prefer live, unscripted videos.
Focus on only using the platform where your brand performs best.
Conclusion
Integrating AI into marketing practices can enhance efficiency and quality rather than pose a threat to human creativity and jobs. In fact, quality content creation in 2024 is dependent upon the collaboration of AI tools and human input. Incorporating AI tools, defining brand niches, creating authentic content that resonates with target audiences, and fostering engagement are recommended strategies to stay ahead in 2024's content marketing landscape.
For more information about using AI for content creation, go read my colleague Bryce's post here.
Resources
Verbitskaya, E. (2024, February 5). The 9 Hottest Content Marketing Trends to Follow in 2024. Semrush.com. Retrieved April 4, 2024 from https://www.semrush.com/blog/top-content-marketing-trends-semrush-study/
Martin, M. (2023, October 5). 10 AI Content Creation Tools That Won’t Take Your Job (But Will Make it Easier). Hootsuite.com. Retrieved April 4, 2024 from https://blog.hootsuite.com/ai-powered-content-creation/
Santiago, E. (2023, December 8). AI in Content Creation: How Creators and Marketers are Using It [Data]. Hubspot.com. Retrieved April 4, 2024 from https://blog.hubspot.com/marketing/ai-in-content-marketing
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