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8 tips for using AI to create the high-quality content your audience deserves



8 tips for using AI to create the high-quality content your audience deserves

If the relentless appetite of modern audiences isn’t keeping you up at night, you’re probably not a content creator. It’s a reflection of the times we live in: hyperconnectivity coupled with digital platforms that are unapologetically designed to addict their user base. Audiences expect more… and more… and more… by the day, by the minute, sometimes even by the second. It’s a challenge of exponential velocity—a challenge that weighs heavily on today’s marketers to produce fresh, engaging content at rates they never dreamt possible.

And so, the verdict is clear: content marketers who don’t take advantage of AI-generated content tools to maintain velocity will trail the wake of those that do. But the content marketers who know how to use AI to enhance their content creation efforts—not just in quantity but also in quality—will be the ultimate victors. What’s the point of a loaded editorial calendar if it lacks the quality your audience deserves?

In this article, we’ll delve into 10 ways that AI content generators can help expedite your content creation processes while also meeting standards that will engage and resonate with your target audience.

1. Audience research

Understanding your audience is a necessary first step for crafting content that truly resonates, and AI can help provide information about specific target personas—not just basic demographics, but also psychographic information on their behaviors and preferences.


Break down your target audience into individual personas and ask your AI content generator questions that add more color around who they are and what they care about. You can even use this as a jumping point for deeper research. For example:

  • What’s their average age?
  • What do they do in their day-to-day role?
  • What are their biggest challenges and pain points?
  • What do they care about most?
  • What do they want to achieve?
  • What is their success measured against?
  • What are their preferred content formats?
  • Where do they go to find helpful guidance and information?
  • What are some common tools they regularly use?
  • What are their values, beliefs, hobbies, or habits?

2. Keyword research for SEO

Now that you have a better understanding of your target personas, AI can go a long way to help improve search rankings. AI content generators can analyze large amounts of data from search engines, social media, and online platforms to generate relevant and targeted keyword suggestions. They can also identify long-tail keywords, search intent, semantic variations, contextually related terms, and keyword clusters to help you optimize content for a broader range of search queries.

To take things one step further, AI content generators can perform competitive analysis to identify keywords that competitors are ranking for. Understanding the keywords that drive traffic to competing websites will help you identify gaps in your own content strategy and discover new keyword opportunities.

3. Trending topics for content ideation

Content marketing thrives on relevance, and keeping up with trending topics can be a time-consuming process. By analyzing data from diverse digital sources—be it social media platforms, blogs, news sites, or forums—AI can help identify emerging patterns and topics that are gaining traction. This real-time analysis helps keep you updated on what your audience is currently interested in to swiftly adapt your content strategy.

But it doesn’t stop there. AI can also provide preliminary drafts or suggest content angles on these trending topics. With the ability to analyze previously successful content structures and the specific interests of a brand’s audience, AI can recommend approaches that are more likely to resonate.

4. Background research on not-so-familiar topics

They say write what you know but what if you don’t know it all? Content marketers are often tasked with writing about a diverse array of topics, some of which they may not be intimately familiar with—but you no longer have to spend hours or even days trawling through multiple sources for foundational understanding. Use AI as your digital research assist—an efficient means to bridge the knowledge gap. Within moments, you’ll be presented with a comprehensive overview of any topic, highlighting key facets, historical context, contemporary relevance, and the latest data or insights associated with it.

But beyond just data retrieval, AI content generators can structure and present this information in a user-friendly manner. By analyzing the kind of content that resonates with readers in a given niche or industry, the AI can tailor its outputs, ensuring that even the densest of topics are made accessible and engaging. This not only ensures that your pieces are informed and accurate but also structured in a way that captures and retains reader interest.


5. Editorial calendar planning

Catering to diverse audience preferences across various formats—be it blogs, podcasts, videos, infographics, or social media posts—is crucial. And planning a comprehensive editorial calendar that spans these formats requires meticulous strategy, foresight, and a deep understanding of audience behavior. AI can understand patterns in audience engagement, preferences, and content consumption habits across different mediums. Based on these insights, an it can recommend a structured editorial calendar that strategically intersperses different content formats. For example, if the AI identifies that video content sees peak engagement on weekends, while long-form articles are consumed more during mid-week, it can schedule accordingly, ensuring that content is not just high-quality, but also timely.

An AI-driven editorial calendar doesn’t just allocate formats based on broad trends, it tailors content topics for each format based on what has historically resonated best with target audiences. By analyzing metrics like shares, comments, and dwell time, the AI can discern which topics are best suited for video discussions, which ones make compelling infographics, and which are ripe for deep-dives in blog format. This intricate meshing of topic with format ensures that the content isn’t just diverse but is also optimized for maximum engagement.

6. Content outlines

A robust content outline serves as the blueprint that guides overall flow, ensures comprehensiveness, and ensures all key points are addressed. Use AI to help you produce outlines based on any given topic, for any given content format. For varied marketing assets, whether they’re whitepapers, articles, or video scripts, AI content generators can customize the outlines based on the specific nature and intent of the asset. Fore example: If you’re planning a webinar, AI can help suggest a format that balances visuals with key talking points. If you’re planning a detailed user guide, it might recommend an in-depth, sectioned approach with introductions, body content, and conclusions. Now you’ll have a tailor-made, strategic scaffold that ensures consistency across all produced content.

7. Content generation

Now we get to the good part: the actual generation of the actual content. The six tips before this are all building blocks that allow you to knock it out of the park when asking your AI tool to generate content. Because you get what you give, the secret to getting a great first draft from your content generator is to brief it how you’d personally like to be briefed. The more information, the better. Here’s a helpful start:

  • Put the bot in your shoes: Prompt your AI by having them live a day in your life. This will generate content that’s more specific for what you’re trying to achieve. For example: “You’re a content marketer at Optimizely writing an article about a new product feature.”
  • State the desired format: If you’re writing for a particular content format, mention it. “Write a listicle on the benefits of organic SEO.”
  • Set the tone: If you want the content to carry a certain mood or tone, specify it. For instance, “Write a humorous guide on common email marketing blunders.”
  • Define the audience: Make sure to specify the target audience. For examples “Write an introduction to content marketing for small business owners.”
  • Limit your length: For more concise answers or to get a summary, indicate a desired word count or ask for a brief explanation.
  • Ask open-ended questions: To extract more detailed and expansive answers, frame your prompts as open-ended questions.
  • Provide context: The more background or context you give, the better the AI can tailor its response. If you’re continuing from a previous topic or if there’s a unique context to your request, mention it.
  • Ask for multiple angles: If you’re unsure about the exact angle you want, you can ask the AI to provide multiple takes on a topic. For example: “Provide three different introductions for a blog post on digital marketing trends in 2023.”
  • Review and refine: AI is a tool, and its outputs will always need human touch-ups. Once you get the content, review it for alignment with brand voice, accuracy, and relevance. The output can be an excellent starting point that you can then refine to perfection.

8. Content refinement

Existing marketing content can sometimes lose its relevance or impact as market dynamics, audience preferences, and keyword trends evolve. AI can help analyze a piece of content and cross-reference it with current keyword trends, search intents, and audience behavior patterns. For example, an older blog post might have solid foundational information but may lack recent keywords that have gained prominence. Your AI content generator is also great at identifying gaps or outdated information. It can recommend additions or modifications, breathing new life into your content arsenal.

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Ecommerce evolution: Blurring the lines between B2B and B2C



Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)


What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 


If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 


Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 


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Streamlining Processes for Increased Efficiency and Results



Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.


Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business


How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  


This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.


The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.


As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute



Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:


Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?


At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.


What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?


It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute


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