What’s next for content marketing? As writers look to streamline their creative processes and scale their ability to craft engaging, impactful marketing conversations, artificial intelligence (AI) and machine learning will play an increasingly significant role. Just not necessarily in the way you might think.
No matter how sophisticated the technology may become, AI won’t replace the human content creators on your marketing team. Instead, it will help make their work more relevant, easier to produce, and better aligned with their audience’s needs and interests.
In other words, AI will empower writers to achieve their marketing goals with greater creativity, efficiency, and effectiveness.
Why AI won’t replace writers
If you’re reading this, you recognize the value of content marketing. You’ve probably also seen articles predicting that AI and machine learning will eventually replace the need for human workers across a broad spectrum of industries and roles. But when it comes to content marketing, creative marketers need not worry about machines taking over their jobs and rendering them obsolete.
The role tech will play is much more nuanced. Content is essentially a form of communication between two human beings; while automation can certainly enhance many aspects of its creation and delivery, it probably will never replace writers entirely.
Instead, it will make the writing process easier and more intuitive than ever, unlocking new opportunities for creators and dramatically transforming how marketers approach high-quality content creation at every level.
A creative revolution is on the way
Over the last decade, we’ve seen a massive shift in how brands leverage creativity to build their businesses online. Today, AI-powered writing tools are leading the charge to democratize content marketing success for businesses of all sizes and skill levels.
Just as the printing press and other disruptive technologies have previously evolved human communication, AI offers a tremendous potential to improve how we manage some of the most tedious, costly, and frustrating creative tasks, as veteran copywriter Jacob McMillen explains:
“I’ve paid several hundred dollars for first drafts I then rewrote completely. I’ve spent hours hung up on phrases and ideas that had me in a mental rut. I’ve procrastinated for days on pieces of articles that were simple and boring but mandatory. GPT-3 tools like Copy.AI have allowed me to skip some of the worst, most frustrating parts of what I do as a writer and jump straight to developing and polishing the core substance of my copywriting pieces. It’s the single most effective productivity tool I’ve ever used as a writer.”
We all know how frustrating writer’s block can be – nobody likes staring at a blinking cursor for hours before churning out a single paragraph worth keeping. This is especially common if you find yourself writing about the same topic frequently – like content marketers often do when writing blog posts or crafting social media updates. Top writers are already outsourcing their first drafts to junior writers — now, imagine a world where anyone can write the first draft of a high-quality blog post in under five minutes.
“One of the hardest parts of writing is staring at a blank screen, aka. ‘the blinking cursor of death.’ AI can get us from 0% to 60%, and sometimes even up to 75% of the way there, so we’re no longer starting from scratch. It’s such a time-saver.”
As AI tools become more sophisticated, writers will be able to rely on them for many of the tasks that currently slow them down. For example, AI-driven software like Grammarly and Hemingway Editor can already help writers spot grammatical errors and sentence structure problems with ease. By reducing the need for writers to edit their own work, they’ll have more time for the fun stuff: researching new topics, exploring new formats, and coming up with appealing headlines.
3. Writers will learn more as they write
The latest natural-language AI models, such as GPT-3, are trained on a massive amount of data from the internet, giving them a far broader understanding of the world than any human could hope to achieve in their lifetime. As AI writing tools become more sophisticated, writers will be able to draw from an ever-expanding base of information as they compose their works. Not only will they write faster and smarter, but they’ll also uncover new ideas, insights, and perspectives they may not have considered before.
Content marketing is here to stay, but AI will make it easier than ever
It’s hard to imagine a world where machines produce content. But it’s not difficult to envision a future where AI, writers, and marketers can work together to make their content better and more effective.
Machine learning should not be viewed as a threat to people’s livelihoods, but rather as a valuable tool for creating better workflows and producing more effective marketing campaigns. Ultimately, AI will complement human efforts, enhance our workflows, and make us more creative as we move into the future of marketing and technology.
Not convinced? Try out an AI writing tool yourself!
Copy.ai is the leading provider of AI-generated content in the world. We create everything from copy for your website to social media posts, email blasts, and more, all with a click of a button.
We believe that incredible ideas don’t have to be created by just a select few—instead, we should all be able to access our creativity and make it work for us. We’re here to help you achieve your goals with the power of artificial intelligence.
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.