Before the advent of artificial intelligence (AI), one of the biggest problems for businesses was content creation and management. By this I mean many related topics, such as content idea generation, copywriting, and SEO optimization, among others.
This article aims to show you how AI has changed usa phone numbers list
the landscape of content creation, management and optimization in SMEs. Let's go through the entire process and analyze the changes.
At the end of the article you have a summary video .
Read before you start : If you are a manager or executive of a company, you are probably interested in knowing how profitable it would be to apply this. All this talk about AI is great, but will my marketing team really save time? Will they work better? Is the content of quality?
Saving time and improving content quality with artificial intelligence (AI)
Obviously we are at the beginning of a trend, and as I said, studies tend to be somewhat biased (in the bad sense of the word). There are usually commercial interests, investments, etc. etc. behind them, but at least they serve as an indicator (in the end you have to check it for yourself to fully believe it).
According to one of the studies I have found (the most up-to-date and “serious” one I have found is from Deloitte from 2023 ):
A 54% increase in content volume.
Generative AI users report saving an average of 11.4 hours per week , allowing them to focus on higher-value or more strategic tasks. That’s saving nearly 30% of their time (28.5%).
In my head I think: 11.4 h/week x 48 weeks x €21 cost/hour = €11,491.2 “savings” per person per year (totally approximate calculation for a salary of €40k and estimating 1,920 total working hours). You already know that paper can handle anything, but if it saves half the time, it’s worth considering, right?
AI potentially saves marketing, communications and content generation staff up to 30% of time.
If we're talking about 15-20% time savings, I think that's something that all companies should start talking about, right?
Now let’s get back to the main focus of the article and review how content generation has changed with the advent of AI.
1. Content Idea Generation: From Inspiration Search to AI Automation
The process of generating content ideas depended largely on the creativity and analytical skills of the marketing team. We could rely on analysis of opportunities in organic traffic, study of buyer personas , etc. But in the end, sessions were always necessary to generate ideas and look for trends, to complete the content onion. It was a long and relatively expensive process.
In this process, it is especially important to rely on content sources that help us filter ideas to improve this process. I am talking about the new role of the content curator with the use of artificial intelligence .
With the arrival of AI, this process has completely changed. We can now generate a content plan with AI in less than 5 minutes . It will give us results that we will have to work on until we obtain the most appropriate content plan.
I myself have created an AI-based virtual assistant (with ChatGPT) that helps me come up with new ideas for this blog.
2. Content Writing and Improvement: From Manual Editing to AI-Assisted Optimization
The quality of the content depended largely on the skill of the writer. Coherence, clarity and grammatical correctness were the result of a manual review process, which could be long and tedious.
Nowadays, starting from an idea of the content plan, you can create the structure of the article and, once optimized, you can ask them to write it completely. From here, the process of rewriting it to adapt it to your needs and style begins. Once finished, AI is also useful, as it can correct grammatical, spelling and other stylistic errors.
You can start testing content creation with this prompt to create articles for your blog . An important issue is to train your AI and give it the necessary information to do the task well.
It is essential to keep in mind that you should not “copy and paste” AI-generated content onto your website, for several reasons:
The quality of AI-written content is average.
Search engines, especially Google, are tightening their criteria for filtering AI content and promoting manual content.
In my opinion, doing so is failing your audience. It's the closest thing to deceiving them, don't you think?
3. SEO Optimization: How Far Does AI Go?
Optimizing content for SEO is a complex task that requires technical knowledge, in-depth analysis of keywords and competitors (among other things).
Considering what I just discussed in the previous point, we must be especially careful and avoid the temptation of trying to automate SEO optimization with the help of AI.
AI makes SEO optimization easier by suggesting relevant keywords, analyzing the competition, and providing recommendations for improving content. However, a comprehensive SEO strategy still requires SEO experts.
The future of SEO with AI is called AIO (Artificial Intelligence Optimization) , and it is something we must take into account, it can change the panorama. Seeing the evolution of AI, it is more than likely that the traffic generated from search engines to websites will be drastically reduced because we will have the answers in the search results and we will not need to click. We will have to create new SEO metrics to fully understand our presence in search engines and AI tools to try to relate it to the interactions with our brand.