Will AI Save Your Marketing Team or Sink Your Strategy?

AI Best Practices for Marketing

Written by Kim Albee

AI | Blog

The Double-Edged Sword of AI in Marketing

Imagine AI as a “vast ocean of possibilities”, lol, which I compare to the early days (and maybe even current) and how I engaged with YouTube, except now applied to engaging with AI tools, like ChatGPT and others from a content idea and content generation perspective. It’s revolutionary in so many ways!

But here’s the catch: the very tool meant to streamline your content creation process can quickly turn into a time-consuming maze. Picture yourself chasing after countless formats—blogs, emails, listicles, video scripts—each promising to be the shortcut you need. Before you know it, you’re 10 tabs deep into AI-generated content, questioning if writing it yourself would have been faster and more effective.

(and the answer is YES… and… NO… keep reading)…

Content: Your Visibility and Consistency Engine

In the world of B2B tech and SaaS, or complex sales, which could include business services such as consulting and coaching, visibility and consistent content generation are non-negotiable in terms of building your difference, and educating your target audience – infusing your brand into their brains as a preference. Add to that the lean marketing team reality at many small businesses and startups, the content demand is high, and the capacity to meet it, significantly low.

The solution seemed to be AI. Enter stage left: Large Language Models (LLMs) like ChatGPT and Claude. Offering a panacea for the content-heavy demands, these AI tools propose an easy out for the relentless content creation cycle. But nothing is ever that easy, is it?! Looks great from 30,000 feet. The devil is in the detail — or in this case, the ENGAGEMENT.

The Multi-Tool Dilemma

As you navigate the plethora of AI content creation tools, each serves a buffet of content types. The process? Generate, copy, paste, edit, publish, rinse, and repeat. This cycle, intended to simplify, often is much more complicated, and depending how it’s utilized, can very easily dilute the essence and impact of your content strategy and branding intent.

What’s lost in the mix is the why behind your content. Instead of creating meaningful connections with your audience, content generation becomes a box-ticking exercise, missing the forest for the trees. Most of what is generated from these AI tools is also missing the WHO your content is intended to attract, engage, captivate, and persuade.

Which begs the question, is AI sinking the purpose of the marketing function altogether?!  Has the pain around content creation been so intense to lead otherwise sensible businesses to think they can downsize their marketing department and just use AI to “automate” that function?!

If one of those companies is your competitor — GOOD NEWS FOR YOU!  The universe has just handed you a gift, if you take proper advantage — and use AI to augment and build distinction for your brand, products, and organization.

Unlocking the Why: Content That Connects

Stepping back, the question arises: Who are you speaking to and what are their pain points? This is the heart of content that engages and makes an impact. Knowledge of your audience and their challenges not only refines your content but makes it resonate.

Isn’t that what we’re after?  To generate awareness and demand in our target market?

Bring Your Expertise into the conversation and rise above the noise

Instead of surrendering your expertise at the door of AI, bring it into the conversation. Marry AI’s capabilities with your unique insights and expertise, ensuring your content does more than just fill space—it solves problems, engages, and builds relationships.

Action Steps to Elevate Your AI-Assisted Content Game

1. Define & Understand Your Audience: Spend time understanding who your content is for and the challenges they face. This doesn’t have to be a big persona project — that was one of the problems we solved with Campaign Coach AI – to help you better understand your Ideal Customers so your content can hit the mark — and if you have personas? Perfect. Bring those insights in and merge them with the additional insights that Campaign Coach AI will provide.

2. Choose the Right Tools: Not all AI tools are created equal. Select ones that align with your content goals and audience needs. What shortens the ideation and creation process?

3. Integrate Your Expertise: Use AI as a starting point, but inject your expertise and unique insights into the content it helps generate.

4. Review and Refine: Always put the AI-generated content through a human lens. Edit, tweak, and ensure it aligns with your brand voice and objectives. And that it will speak directly to your target audience, and resonate with them.

Catch the Wave: How to Make AI Work for You

Incorporating AI into your marketing strategy isn’t about letting it take the wheel. It’s about using it as a tool to amplify your existing capabilities, making the whole process more efficient and impactful. Understanding your ideal customer , instead of taking days and weeks, can take minutes, and these insights can revolutionize your approach and allow you to hit the mark: engage and resonate with your ideal customers.

Imagine reducing your content generation process to just 2-3 hours a week, all while creating more engaging, meaningful connections with your audience. That’s the real power of AI in marketing—when used wisely.

Watch the video:

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