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Artificial intelligence (AI) is a topic of great debate among content creators. It's praised for its efficiency, but also criticized for diluting the human touch in the content – not to mention serious concerns about security, privacy, attribution, plagiarism, and more.
Nonetheless, AI is here to stay. But how you decide to use this technology – and how much you will benefit from its impact – depends on your strategic use.
In digital strategies, AI promises to reshape content governance by automating tasks and improving customer experiences at top speed. In its recent study (registration required), Gartner highlights generative AI's ability to produce high-quality artifacts, from images to copy, but raises questions about its suitability for content creation and ideation.
Still, early adopters confirm AI’s transformative impact on content development and customer engagement; In fact, technology platforms were leveraging AI-powered integration for text and image recognition long before ChatGPT and other prompt-based AI tools were introduced.
So what are the best uses of AI in content marketing workflows and what considerations should you keep in mind? Let's look at some effective options.
Accelerating search engine optimization
Improving the discoverability of your content is crucial to connecting with your audience. AI tools can significantly boost your efforts by refining keywords, analyzing rising searches, and creating compelling meta descriptions. Additionally, these AI tools provide invaluable help in refreshing older content with contemporary SEO-friendly titles, descriptions, and keywords.
Improving the quality and search value of your visual content is also crucial. According to Gartner, generative AI makes image creation easier by using text-based prompts to generate synthetic images.
Using AI to generate up-to-date images accelerates creative production, eliminates the limitations typically associated with traditional approaches, and enables seamless integration into SEO strategies.
Improving website accessibility
AI tools can play a crucial role in improving your website’s accessibility. For example, you can make it easier to integrate alt text into all images in your CMS. This helps increase the inclusivity of your content for visually impaired users by providing text-based image descriptions that can be read aloud by screen readers.
Additionally, AI tools offer suggestions for integrating advanced accessibility features, including speech recognition, image recognition, and word processing features. Additionally, AI-powered translation tools can expand the reach and usability of your content by automatically translating text and audio recordings from one language to another.
Delivering tailored and well-segmented experiences
The Gartner report highlights that generative AI tools use natural language generation (NLG) to transform data into relevant short and long texts.
With the power of AI, content teams can create and customize short-form content like email subject lines, article teasers, and product descriptions more quickly. In particular, the ability to create keyword-optimized title and description text is particularly valuable for SEO.
AI can also be an effective tool for creating longer-form content, including campaign assets, news, and full-length articles. However, it is important to recognize the inherent risks, such as: B. Lack of variety and originality of content. After all, AI can only reflect findings in its data set, not respond to real-world events or offer unique interpretations and opinions.
While AI can streamline copywriting processes, your creative team should ultimately act as stewards of your brand's content quality, integrity, and human value. They also play an important role in ensuring that AI-powered content aligns with company brand guidelines and resonates with audiences.
Best practices for AI implementations
Integrating AI tools requires a thoughtful approach to experimentation and implementation. Gartner research underscores the importance of starting with pilot projects to gather success metrics. These metrics cover various aspects including time efficiency, design quality and resource utilization. Through iterative experimentation, companies can determine the effectiveness of their AI tools – and their potential impact on content strategy.
Before collecting the data, however, companies need to agree on whether, where and how AI fits into their content governance framework. Answering questions in these key areas can help you make a decision:
- Strategic direction: Does AI fit our content strategy and business goals? How will integrating AI into content governance contribute to our long-term goals?
- Resource allocation: What resources (financial, human, technological) are required to implement and maintain proper AI content management? Do we have the necessary expertise or do we need to invest in training or hiring skilled workers?
- Risk assessment: What are the potential governance risks and challenges associated with adopting AI? How can we mitigate privacy, security and accuracy risks?
- Impact on content workflows: How will AI integration impact our existing content creation, review and distribution processes? What changes need to be made to integrate AI tools into these workflows and approval processes?
- Quality control: How do we ensure that AI-generated content meets our quality standards and brand guidelines? What measures should we take to verify the accuracy and authenticity of the content?
- Regulatory Compliance: Are there any legal or regulatory requirements that govern the use of AI for our organization or industry? How do we ensure our use of AI complies with data protection laws and regulations?
- User Experience: How will AI-driven content governance impact the overall user experience? Will AI improvements improve accessibility, personalization and engagement for our audience?
- Measurement and evaluation: What Key Performance Indicators (KPIs) are used to evaluate the effectiveness of our AI-driven content distribution? How will we measure the ROI and business impact of AI integration?
- Ethical considerations: What ethical guidelines and principles should govern the use of AI in content creation and distribution? How can we ensure transparency, fairness and accountability in AI algorithms and decision-making processes?
- Long-term sustainability: How scalable and adaptable is our AI-driven content governance framework to future technological changes and advancements? What steps will we take to continually optimize and refine our AI strategies for long-term sustainability?
As can be seen from the above, your website must meet the standards of your organization. This means you need to constantly monitor your content and flag any areas where the use of AI could cause conflict.
Additionally, given the privacy and privacy concerns surrounding AI, you must carefully consider whether your use of AI complies with legal requirements.
Give your AI prompts meaning
Many people once thought AI was the beginning of the end. However, when used correctly and targeted, it can be an attractive tool for expanding your audience reach and achieving optimal content performance.
Well-thought-out strategies using AI automation tools can benefit your content business in many ways, especially by freeing your content creators from mundane or monotonous tasks so they can focus on the content and experiences users are looking for.
Always weigh the benefits and risks of using AI against your goals to ensure it serves a specific purpose. The more you can automate the back-end processes and workflows of a tool like your CMS with AI, the more time you can spend on higher-level – and equally impactful – strategic efforts.
About Brightspot
Brightspot is your CMS solution for delivering brilliant, modern digital experiences with a flexible, fast and secure platform you can trust to continually improve your content approach. A powerful suite of enterprise-class tools and templates that can be tailored to your specific business needs for today and beyond. Our robust, ready-to-use library is fully customizable to meet the needs of your organization, content contributors, and developers. But we don't stop there: we offer the flexibility to design front-end experiences and ensure content is delivered exactly how you need it. For more information about why Brightspot is the right CMS platform for your business, visit our website here. To dive deeper into integrating AI into your company's content strategy, check out Brightspot's latest eBook, which provides valuable insights, considerations, and best practices for effectively navigating the AI landscape. Access the eBook here for comprehensive guidance on using AI in content strategy.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
