3 Things Marketers Need to Know About AI – A Comprehensive Guide 2023

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Marketers Need to Know About AI

We all know that Artificial Intelligence (AI) is the new hot topic on everyone’s minds—and let’s be honest, that conversation isn’t going away any time soon. These tools will revolutionize our work, but that doesn’t mean everything will change overnight. And it’s critical to recognize that the criticism or skepticism around AI is healthy and necessary because it helps us develop guidelines for using this technology safely.

So, for the content marketer or SEO specialist who may be new to the conversation, here are the three things you need to keep in mind as you explore this new AI-fueled horizon:

AI is a Tool, Not a Solution

There’s been a lot of gut reactions to AI that are somewhere along the lines of “This technology is going to replace me!” And though nothing is guaranteed, there’s likely a long road ahead before we reach that point. In fact, people made similar commentary about the internet—and at the end of the day, it brought more opportunity than it took away. So, as you begin your AI journey, choose to look at these tools as creative partners in your process and not as competition. Because if you rely on AI alone, you may not get the end results you anticipated.

For example, ChatGPT gained a lot of traction early on. And while its capabilities are remarkable, they have their own limitations. Blogs posts can only get so specific, and it takes a lot of “training” the AI to master a brand’s voice. So, can you jump on the tool right now and generate content? Of course! Will it be a perfect, ready-to-publish article? Probably not. But it can provide you with a jumping point to refine and publish.

AI is More Than Content Generation

Did you know you can use AI to optimize your own workflow and automate tasks that take up most of your day? Of course, it’s exciting to generate images and content with AI tools, but that’s not all you can do.

With AI, you can automate any of the following processes:

  • Keyword research
  • Email drip campaigns
  • Programmatic advertising
  • Generate a marketing cadence
  • Persona building
  • Calendar and booking management
  • Data reports and analysis
  • Manage customer service
  • Transcription services
  • Video trimming and compilation

And that’s just the tip of the iceberg! The moral of the story: don’t limit your AI use to writing blogs or generating images. Try and expand your use of these tools to optimize your own workflow.

AI Still Requires Humans

Even though it’s been hinted at, it’s still critical to emphasize that AI requires humans to perform at their best. AI tools can enhance human-produced marketing, but it’s not quite at the level where it can outperform it. And even when a tool like Chat GPT creates an incredible blog post, it’s because a content marketer is on the other end creating incredible prompts for the algorithm to use.

If you’re a leader within your marketing organization, start the conversation about AI with your team sooner than later. See if you can use these tools to problem-solve areas of concern. Is your team falling behind on your goals? Are you having a hard time reaching your target audience? Do you need to reduce some of their management tasks throughout the day so they can focus on other projects?

Some of these issues can be resolved with AI—and when you combine your team’s talent with new technology, the result can be powerful. Just remember, don’t shy away from experimenting and trying new ideas with AI. Not everything will work the first time, but over time, you’ll be able to find which tools work best for your organization.

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