The quality of your content is vital for digital use however it’s important to understand its role when it comes to marketing and how AI (Artificial Intelligence) can play a role within this. Here, we discuss the content creation process, its place in marketing and how AI is helping to reshape its future for 2024 and beyond.

How we create content

For our content marketing to prove a success, we ensure that we thoroughly understand the target audience according to each individual client. This way, we create and deliver content that will resonate with the reader and will ultimately drive engagement and increase conversions. With a content marketing plan, which we devise in-house with a content calendar, we use this to schedule and manage our resources.

An introduction to AI

AI is becoming more prevalent, however this comes with its own unique set of challenges. In short, it’s better suited to particular tasks, should you choose to use it. For example, AI could prove useful if you’re compiling a report, which does not require personality, only facts. However, you’ll still need to check and double-check these facts because AI uses and develops existing content, which may not be accurate.

AI on content marketing channels

Content marketing and editing

So, regardless of the ways in which AI is currently being used, one aspect of this process is evident – content, which is produced in this way, is likely to require extensive editing (preferably by a journalist) and comprehensive fact-checking.

Where’s the personality?

The content produced by AI may read well, however you can’t expect high levels of expertise or much in terms of personality within the content it produces. This doesn’t mean AI doesn’t have a place when it comes to content marketing – you just need to choose where and how you use it wisely.

AI can’t simply replace authentic human creativity and certain levels of product/service expertise. So, it’s important to strike the right balance between technological efficiency and authentic human-driven content carefully.

increase brand awareness with creativity and ideas

How Google is cracking down on AI-generated content

Google claims it does not support the use of AI to ‘generate content primarily to manipulate search rankings.’ This is strictly against their spam policies. Search engines are looking for content which is high-quality and comes from reliable sources (and so is the reader).

Only this month, Google revealed it’s cracking down on AI-generated content. As a result, this means some content will be delisted from its search results. Essentially, this will target the sort of copy, which is being produced to manipulate its search algorithms and inflate rankings artificially.

So, if you’re looking for high-quality content handcrafted by experts, you’ve come to the right place. If you specifically want us to use AI-generated content, we can also work with this as a starting point. However, this content will need heavy subbing in order to make it read beautifully, hold the reader’s interest and rank as well as human-written copy on search engines.

Essential components of a successful content marketing strategy

The backbone of any successful content marketing strategy is a clearly defined audience persona (a fictional profile of your target audience), coupled with a compelling brand story that resonates with this.

Understanding your audience’s motivations and pain points enables content to be created that addresses their unique challenges. We use this approach, backed by a solid content marketing plan, to ensure that our content marketing efforts align with your brand’s broader objectives, ultimately driving success.

We also devise a strategic plan we can adhere to, when creating content, although this can be subject to change. This content marketing encompasses our main campaigns, projects and the various channels through which your content will be delivered.

We think it’s essential that the channels we choose are just as important as the online marketing content we create. For example, picking your social media platforms carefully will guarantee that your content reaches and resonates with your target audience. We also tailor your social media posts and offer relevant content to attract interest and enhance engagement.

Audience segmentation and persona development

Within an effective content marketing strategy, audience segmentation should play an important part. These subgroups within your target audience are essential to tailor messaging to the right individuals. At Christchurch Creative, we also look at any specific challenges each smaller section of the target group may have and factor this into our content marketing.

Recognising specific priorities, any challenges, and preferences for your audience (potential and existing customers) first will result in content that is highly tailored and engaging. So, we implement these factors into our content marketing plan, which leads to improved engagement to encourage higher conversion rates.

 

Making your content marketing plan a success

Illustration of implementing a content marketing plan

To effectively distribute content, we find that a combination of paid, organic and earned channels (where someone else shares content on their social media channel for example) works well for publishing and promoting content. Ultimately, this can help your brand reach a wider audience and maximise impact. We tend to distribute content via a variety of channels including social media, email marketing and organic search via blog posts on your website.

The role of Artificial Intelligence (AI) in content marketing

The role of AI in content marketing can be helpful in terms of:

  • Automating tasks, such as generating straightforward content. This can cover online product descriptions, for example, however the copy will probably still need tweaking
  • Curating personalised experiences through tools like chatbots that interact with users in real-time

While the role of AI in content marketing could be transformative, it is also essential to understand the limitations of AI in content creation.

AI-driven content in marketing

AI’s role in content creation is mainly related to automation and efficiency. AI content creation tools can generate blog posts and straightforward reports, expanded by a variety of technology that can produce text-based or visual content based on written prompts. However, if you want to create content that is polished and engaging, remember that AI-generated material requires heavy editing.

AI can automate tasks like updating brand template graphics, repurposing content for different marketing channels, and resizing visuals. Perhaps this sort of automation can enhance efficiency for content marketing by saving time.

Despite AI tools potentially helping to save time and generate content, they cannot replace the need for human creativity in content marketing. AI-generated content tends to lack any real expertise in terms of in-depth product and expert knowledge plus that all-important personal touch, which only a human can add.

AI and industry trends - domestic android

Content mix and formats

With a successful content marketing campaign, this should include a mixture of content and formats. For example, within a social media strategy for Instagram, Reels have been proving most popular when compared to stories, carousel and single image posts. So it makes perfect sense to feature these highly within your content strategy.

Meanwhile, various other valuable content formats, such as long-form blog posts, cater to different audience preferences. The formats we choose tend to align with the different stages of the customer journey, from awareness with educational posts to decision stages with a comprehensive blog post guide, effectively reaching potential customers.

We prefer to diversify the overall content mix to include various types, which are suitable for different audience preferences, like video and long-form and short-form articles. These will help to ultimately maximise the impact of an online content marketing strategy.

Content creation and optimisation

In order to deliver high-quality content , this must:

  • Be comprehensive, educational, accurate, and fulfill the searcher’s query
  • Add unique perspectives and personal experience
  • Incorporate multimedia elements like images and videos to enhance engagement and clarify points
  • Undergo thorough review and editing before publishing

At Christchurch Creative, we also find focussing on a mixture of main and niche subtopics within an industry can lead to less competition and better search engine rankings. We also believe this ensures the content’s call to action aligns with user intent, which is key to its effectiveness.

We leverage user-generated content too (such as through influencers), as this can add legitimacy to brand claims and serve as an efficient way to build your reputation. And repurposing content across platforms can also attract a broader audience.

Working with influencers

Distribution and promotion

A well-planned content distribution strategy is crucial to ensure that content reaches the targeted audience and they engage with it. This can be achieved through social media marketing, which includes:

  • Using social media platforms to share and promote content and spending comprehensive time engaging on each platform
  • Using company-owned platforms, such as websites and blogs, to distribute content
  • Seeking third-party endorsements and collaborations to expand reach and credibility

We align our content distribution strategy with audience preferences and behaviour to maximise reach. This involves strategically choosing the right channels and types of content that we plan to create that will resonate with the target audience.

Our effective content marketing promotion strategies include leveraging influencer relationships and paid channels to enhance content reach. With the right distribution and promotional strategies, the reach and impact of your content can be significantly enhanced over a period of time.

Can AI contribute to your content marketing efforts?

AI undoubtedly holds the potential to revolutionise content marketing through task automation and enhanced customer experiences. Nonetheless, this technology should be used in tandem with the human creativity of a journalist if you want to produce engaging, unique, authentic, and high-quality content that resonates with your target audience.

Therefore, while AI can certainly aid content creation and distribution, the human element remains irreplaceable. A successful content marketing strategy in 2024 and beyond will need to balance the efficiency of AI with the creativity and authenticity that only humans can bring.

Creating content & AI

The future of content marketing is all about human creativity and how to successfully incorporate AI in a way, which is not detrimental to a brand. From audience segmentation and persona development to content creation, distribution and promotion, combining these factors in the right way could have the potential to streamline processes and enhance efficiency.

To create a successful content marketing strategy, it’s important to understand the audience, develop a unique brand story, and create a strategic plan of action. In addition, a well-planned content distribution strategy can maximise the reach and impact of your content. So, while AI can assist these processes, the human touch is what ultimately sets your content apart.

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