Unlock the Power of AI Marketing: 10 Ways to Get Started
With the ongoing discussions about artificial intelligence (AI), it can be challenging to figure out where to get started. Here are the 10 ways marketers and market leaders can use AI in 2024.
1. The Impact of AI On Internal Processes
The implementation of AI, especially generative AI, has significantly transformed our content creation research and planning process, reducing the time for mock-ups and draft materials from weeks to just hours. The rapid progress has been remarkable and has provided us with numerous advantages allowing us to move quickly from ideation to publication.
The world is changing rapidly and staying ahead is critical for success. Machine learning algorithms can analyze large data sets quickly, providing marketers with valuable insights into customer preferences and behaviors. This enables the creation of personalized content, campaigns, and advertisements that resonate with prospects and customers. The outcome is increased customer engagement, higher conversion rates, and strengthened brand loyalty.
An AI content strategy can help smaller teams produce content at volume to that of what you might expect from larger teams. AI allows for faster research and production of content to first draft faster.
AI can also have a significant impact on your marketing by allowing you to deliver personalized and relevant content to your best prospects and customers. You can explore our AI Advertising article to learn more.
We’re not at that place where we can take the AI content and move it right to publication. We still need humans to manage the prompts and it is important for writers to optimize the content to sound less robotic and align it with your own style and messaging preferences.
AI has a significant influence on SEO. The future of SEO is discussed in a recent Fortune article. It outlines impending changes for search engine providers like Google, Microsoft, and Duckduckgo. The advent of the search generative experience (SGE) is imminent, which will make traditional page results almost obsolete. Combined with "one-click" searches and the rise of audio, the conventional approach to securing web traffic is no longer viable. Marketers should embrace this transformative shift or risk being left behind.
2. AI Increases Productivity
A survey conducted in 2023 found that SEO professionals are primarily interested in AI advancements for productivity. For example, Autopilot, an AI-powered technology, creates content clusters on websites, ensuring expertise, authoritativeness, and trustworthiness.
Autopilot not only finds related content but also adjusts how it clusters the content for AI-powered search engines as search behaviors change. In the summer of 2023, a survey of SEO professionals revealed a strong interest in AI advancements for productivity.
3. AI Keyword Research
AI excels at keyword research by analyzing data and identifying emerging topics and market gaps. This enables the creation of focused and relevant content. AI-powered analysis tools, like Insights, simplify SEO assessment by finding patterns and determining the value of specific keywords. This has various applications.
Determining the keywords to focus on for universal results.
Determining which keywords are most appropriate for various pages.
Identifying the necessary steps to achieve a ranking for a specific keyword.
4. Search Generative AI
Google's Search Generative Experiences and its dominant market share require content creators to go beyond basic keyword matching. AI can cluster keywords and identify nuances to engage the desired audience. Copilot, a generative AI technology, can analyze large keyword data sets and demonstrate experience, expertise, authority, and trustworthiness. This is beneficial for content creators relying on SEO.
Connect related concepts a user may be looking to a primary topic
Identifying sub-topics that have rising interests
Generate first draft blog posts that adhere to SEO guidelines
The incorporation of generative AI is reshaping SEO within forward-leaning marketing organizations.
5. AI Trends
Content creators are changing their role. They are now using generative AI to create content at scale. This helps them stay up to date with search trends identified by AI.
AI can analyze the top sites to understand new content that is generating traffic. By looking at which posts are performing well, AI can provide insight into what content is most popular with readers. This helps marketers create content that resonates more effectively, resulting in higher engagement rates and better organic search results.
Additionally, AI can identify emerging trends and keywords to ensure that marketers are leveraging these trends for maximum benefit. This also gives marketers the edge they need to stay ahead of their competition by creating timely and relevant content. Furthermore, AI can optimize the distribution of content across a variety of platforms, ensuring that it reaches its target audience quickly and easily.
6. Relevancy
It ensures that the content remains relevant and fresh in the ever-changing digital landscape. SEO teams are vital in this shift to AI-assisted content deployment. They make sure that the content align with search behaviors and accurately reflects the intentions and nuances addressed by AI-powered search technologies such as Google SGE.
7. Strategic Thinking
SEO managers are seeing an increase in their role and importance. Many organizations plan to prioritize SEO more. AI is helping to streamline optimization processes, allowing for more time for data analysis and strategic thinking. With Google's consistent growth, SEO professionals can observe the balance between user intent and content.
This offers an opportunity to extract insights and inform strategies across disciplines. For example, SEO's can inform product marketing about customer pain points, preferred product colors, and prevalent mindsets. These insights improve SEO and help companies connect with customers across all channels.
8. AI Content Refresh
Updating content can be challenging in the fast-paced digital world. That's why 40% of SEO professionals are using AI to help them keep their content current. Tools like Copilot assist SEO teams in refining page titles and descriptions based on the latest search trends. This saves time and ensures that the tags are optimized with the most effective keywords for targeting the page.
9. Exploring the Future of AI-Driven SEO
AI has changed search permanently. Users now receive custom search results based on their past behaviors, devices, locations, and other factors. Search engine AI applications, like Google's SGE or Bing's ChatGPT integration, advance SEO practices. Traditional SEO is still important, but AI adds automation and data mining to boost productivity and unlock new value in the organic channel. Page one results are becoming a priority in the evolving competitive landscape.
When using AI to analyze the connection between search intent and content, the data indicates that the results are tailored to specific content landscapes. This means that optimization strategies that are effective for one set of keywords may not be as successful for another set.
There are a couple major factors that influence search optimization. Search engines are using AI technology to improve search results for users. Search engines are using AI to refine and elevate their results, providing users with more personalized responses.
At the same time, SEO teams are also using AI to enhance their strategies and achieve better results with fewer resources.SEO teams are using AI to gain deeper insights and achieve more with fewer resources.
The convergence of search engines and AI is leading to a transformation in the SEO field. As intelligent content and advanced search algorithms continue to develop, the digital landscape is expected to prioritize both user experience and sophisticated SEO strategies. The evolution in digital marketing is ongoing, and there is great potential for innovation.
Customer Experience
Creating high-quality content will provide organizations, who have more complex products and longer buying cycles, a competitive advantage. Organizations who adjust their strategies to match search algorithms and AI Search, concentrating on content that ranks well, engages users, and evolves with the customer journey, will drive more organic search and experience lower costs as it relates to actions and conversions.
With growing competition, marketers who optimize the customer experience and SEO strategies will catapult past the competition. Staying ahead of the curve and adding content on a regular cadences is critical for maintaining high organic search engine rankings.
Auto-generating long SEO-rich articles can be a helpful tool for businesses seeking to improve their search engine rankings, Cost-per-Action and Cost-per-Conversion. This technology allows organizations to quickly and easily create detailed content that is optimized for desired results, reducing the time and effort required to produce high-quality SEO articles.
Long-form Content
Long-form content has seen a significant rise in popularity on the internet, as people increasingly seek engaging content that combines information and entertainment. This type of content is beneficial for both readers and search engines like Google, as it enables them to delve into complex questions and make the most of their time. When optimized, long-form content can serve as a fundamental element in an effective marketing strategy.
Long-form articles should be at least 1600 words to cover all aspects of a topic. Longer articles have advantages as they allow readers to absorb information thoroughly. Longer pieces require more attention and are shared in their entirety. More successful digital strategies rely on longer pieces as they offer more potential benefits that matter to Google, Google Analytics and Google's Search Console.
Content Strategy: Rich formatting and Other Assets
Rich formatting is crucial for presenting information in an organized and pleasing way. It allows content designers to make articles more interesting and aesthetically pleasing. Important sections can stand out with the use of
Bullets
Highlights
Quotes
Different heading styles
Images, graphics, infographics
Video content related to the topic (e.g., explainer videos, testimonials)
Rich formatting helps readers focus on the points and absorb content the author wants to convey. Marketers can make their content more impactful by making the content more attractive and readable for viewers.
Organic Traffic: AI Keyword Research
AI-driven keyword research is quite effective. By leveraging the power of artificial intelligence, marketers can explore thousands of potential keywords in real time and get an accurate understanding of their search volume and audience potential.
AI-driven keyword research tools enable marketers to quickly collect accurate data on all relevant keywords related to a certain topic or market. This data can then be used to target specific customers more effectively by ensuring that the right message reaches the optimal audience.
AI-based tools are able to analyze language and organic traffic search engine algorithms with accuracy and speed, providing actionable insights into what people are actually searching for online. This helps marketers to focus their efforts on particular terms that are likely to drive conversions rather than using generic or overly broad terms that may not yield any results at all. Furthermore, these tools enable users to filter out irrelevant information and prioritize higher quality leads for a better Return On Investment (ROI).
Keywords by audience
Our AI solution provides a comprehensive approach to reveal the most pertinent keywords that best match your target audience’s wants and needs. This helps marketers and business owners understand what drives certain behaviors of the public while providing an effective way to zero in on those potential customers who have the highest buying intent.
Competitor keywords
One of the most effective ways to increase your website's visibility and search engine rankings is to identify and use keywords that your competitors are targeting. Taking the time to understand what keywords are being used by competitors can help you optimize your own website for search engine success.
The first step in stealing competitor keywords is to analyze their content and see what terms they are targeting across all relevant sites including blog posts, press releases or other written content. Tracking competitor keyword activity will provide valuable insight into which phrases are helping them reach their target audience. Additionally, determining how they have optimized their webpages for these keywords will give you important clues as to how well they rank on search engine result pages. By understanding the strategies used by your competitors, you can make sure your content aligns with industry standards and keep up with new trends.
Once you have identified the terms used by your rivals, it is then important to create a comprehensive marketing plan outlining how you can better optimize those same words or phrases on your website. Optimizing key terms on titles and barring pages as well as usage of the targeted words throughout blog posts or articles will improve the chances of connecting with potential customers through organic visits or paid advertisements. With a thorough understanding of both on and off page SEO (Search Engine Optimization) techniques, you can maximize the visibility of your website and effectively capture the market share of your competitors.
10. AI Advertising
AI is revolutionizing the advertising landscape as well. Addressable Device ID (e.g., Programmatic) advertising platforms leverage AI to precisely target audiences at the right moment, optimizing the return on ad spend.
In theory, the array of AI tools available promises to simplify our lives. Time will tell, but I believe the future is undoubtedly bright. Just as we previously transitioned from analog to digital, market leaders will pivot once more to adapt to this new world of Artificial Intelligence.
Investing in education and training is going to be essential. But as modern marketers, I’m confident that we can all easily bridge the gap between traditional marketing practices and AI-driven or powered strategies, ultimately making the best use of the AI tools and technologies to enhance our programs and overall decision-making.
Today, we possess new AI tools to scrutinize data sets, suggest changes and create innovative content like never before. For once, less may mean more when it comes to resources (we’ll see if this proves to be true). But as the world rapidly transforms, staying ahead of the curve is key to our future success.
