Does your company work with a digital marketing agency? Do you know if your agency is using AI to your advantage? At KWSM, when we talk about how AI can help with marketing, we’re thinking much bigger than content creation.
Most of us have seen by now that AI can produce text, images, and even videos. The jury is still out on the quality and effectiveness of these creatives. However, when thinking in terms of digital marketing strategy, there are unique ways to utilize AI as an extra teammate to ensure every piece of content is readable, aligned with the goals of your business and your marketing campaign, and covers the necessary brand messaging.
3 Ways AI Can Help with Marketing Content Strategy
At KWSM, we have found that AI can help with marketing in a few specific ways. You can start practicing them now, whether you choose to use ChatGPT, Google Gemini, or another tool.
Just remember not to believe every outcome without checking for quality and accuracy – AI is still new, and often gets the facts wrong! That’s why it’s so important to keep human editors in charge of your AI-assisted marketing strategy.
“We still believe in a human-centered brand journalism approach to content creation at KWSM,” says CEO Katie Wagner. “However, AI can be an effective tool for streamlining systems and making our work more efficient – so we can use our clients’ marketing budgets on strategic work that leads to results.”
Ready to get started? Marketers can utilize AI to help with:
Editing Content and Copy
Free AI software can be used as a helpful tool to check content and copy that you’ve already written for errors, clarity, style, and, most importantly, alignment with brand voice and tone.
You may already be using an app like Grammarly, now with many features powered by AI. Using these tools is an amazing way to get yet another set of eyes in your content editing process quickly. AI is great at analyzing text and providing suggestions on how to improve based on any criteria you tell it.
AI Chat Prompt Guide: Checking Content for Brand or Author Alignment
- Copy and paste a text sample into the AI chatbot, ideally something written in the ideal voice and tone of your brand (perhaps it’s a personal essay written by the author themselves – or, a transcript of a speech, video or podcast works as well).
- Ask the AI to ‘learn the voice and tone of the author based on this writing sample,’ and then paste in the sample text. It will answer with a breakdown of the voice, tone and writing style from your sample text.
- Now you can copy and paste a second sample of text – like a blog, marketing email, or social media post that’s just been prepared. Ask the AI to either ‘analyze the content and make suggestions to improve alignment with the desired voice and tone’ or ‘adjust this writing sample to be in the proper voice and tone.’ You can ask it to ‘tweak the copy [for professionalism, for use on Instagram, for use on Linkedin, etc]’ until you get the perfect output (or at least something you can work with).
- Alternatively, you can request the AI to ‘generate a new text sample based on the voice and tone’ that you have chosen, and a topic of your choosing. As a brand journalism agency, we would strongly recommend that you check all AI-written or AI-edited work for factual accuracy – after all, AI is still new, and is known for getting the facts wrong. That’s why we prefer to use AI as a helpful ideation tool, rather than a member of our very human, very skilled writing team. Remember: you are responsible for the outputs of the AI.
Checking Website Copy & CTAs
AI can help with digital marketing by analyzing website copy for clarity, tone, and keyword optimization, ensuring it resonates with the target audience. By assessing CTA (call to action) placement and performance, AI helps marketers optimize calls to action for maximum conversions. Additionally, AI can suggest improvements to web copy and CTAs based on data analysis, streamlining the content creation process.
Ultimately, AI gives marketers more insight to create more effective and engaging website experiences.
AI Chat Prompt Guide: Analyzing Web Copy with AI
- Copy and paste the text from your webpage into the AI tool.
- Ask specific questions about your page copy and CTAs, and be sure to let the AI know what kind of web page it is (Home page, Service page, About Us page, product or landing page). Use clear prompts like: “Identify the main keywords in this text,” “Check the readability of this copy,” or “Tell me what you think the main objective of this web page is.” Its responses may be familiar or completely surprise you – prompting you to rethink your copy!
- Review and refine the AI’s results. Examine the output for insights, review its suggestions to improve your copy, and flex your professional editing skills (or ask your trusted digital marketing agency partner) to determine which recommendations to incorporate into your content.
Personalizing Campaign & Content Ideas
As marketers, it’s important to realize our limitations, and much of that comes from our limited personal experiences. Each of us as individuals is limited in our knowledge, but a skilled marketer learns to pivot and look at all the tactics from different perspectives. That’s one of the key ways AI can help with marketing.
AI is an extremely clever tool which can take on any customer ‘persona,’ then analyze any piece of content from the perspective of that customer. You may end up uncovering brand-new insights into what these customers want, how they think, and what messages resonate with them.
AI Chat Prompt Guide: Analyzing Content for Customer Personalization
- Collect your data, including any information you have about your current and/or target customers, details about your content areas and what performs well, and the brand values and goals. AI chatbots are amazing computers, and can analyze spreadsheets or .CSV files from your CRM, sales data, web traffic data, and more in order to help you analyze your base and ideate for the type of content they’re looking for. The more data you can provide, the better the AI can understand your customers and their preferences. Data should also be free of mistakes and missing values, so check your sheet for human errors first.
- Paste or upload your data into the chatbot and ask the AI to do its work. It is able to perform many tasks, so think hard about what you are looking for from your data. AI can ‘cluster or group customers based on similar characteristics’ or ‘build models to predict customer behavior and preferences.’ Just ask!
- Once you’ve grouped, you can ask the AI to ‘create tailored content recommendations for each customer segment’ or analyze the audience further to ‘identify key characteristics and behaviors of customer segments based on [data points, e.g., demographics, purchase history, website behavior].
- Save all outputs from the AI as separate notes or folders to establish ‘profiles’ for your target customers. You can return to these over and over again for creative ideas or to test and evaluate different strategies. Measure your results and continuously refine your approach based on data insights – you can even tell the AI how your campaigns perform month-over-month, and ask it to provide feedback on previous profiles. Normally all it takes is re-pasting the information you have saved.
Related Blog: A Guide to Engaging Your Audience with Content Creation
There’s no doubt that AI has some impressive capabilities that can assist with your digital marketing strategy – and for much more than generating run-of-the-mill writing, unsettling animations, or images of eleven-fingered humans.
At KWSM, we are all about diving deep into our clients’ stories and helping them communicate their unique values, and AI is helping us dive deeper than ever before. Our agency utilizes the Enterprise version of Google Gemini, assuring us privacy and security with our clients’ data.
While it’s essential to use AI responsibly and with human oversight, it can significantly enhance your strategic ideation, website optimization, and understanding of your customers. It can give you a competitive edge, helping you hit home runs with your content and achieve remarkable results with your digital marketing tactics.
Ready to unlock the full potential of AI for your business? Contact the team at KWSM for a free consultation on Digital Marketing Strategy tailored to your brand. Let us show you how to harness the power of AI to help with your marketing success.
