15 min
Using AI for Content Creation to Produce Ideas that Matter Resoundcast - the branding podcast from Resound, a creative agency
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- Marketing
In marketing, authenticity builds lasting connections. This means creating content that matters to your audience. But what happens when we introduce Artificial Intelligence (AI) into this equation? Can we really maintain authenticity while leveraging AI for content creation?
To understand the topic better, Sam and I interviewed Anati Zubia a seasoned marketing professional with stints in tech startups and, most recently, Quora.
What are the rules for using AI to bolster your marketing efforts? Here’s what came out of that conversation.
https://youtu.be/lX7edQm6Qxw
Remember Your Goal: Create Content that Matters
Technologies and fads change, but meaningful content will always build relationships. Don’t lose sight of this, because it’s your job. Anati stressed the importance of crafting content that truly resonates with your audience and addresses their core problems.
Know your audience’s pain points. Content starts with understanding the customer's problems. If you know their problems—and how they speak about them—you can cut through the clutter.
What are their needs?
What are their goals?
What’s between them and those things (that you can help with)?
AI doesn’t understand these things. It doesn’t grasp the complexity of human problems and changing preferences. The dynamic nature of customer needs and market trends adds a layer of intricacy that AI is still evolving to navigate accurately.
This affects the ability to write strategy (understanding problems) and to write copy (to connect with people).
AI can certainly aid in content creation, but authentic human insights into customer pain points and desires remain at the core of content that resonates. As businesses integrate AI into their content creation strategies, the alignment between AI assistance and human understanding becomes the key to producing content that genuinely matters.
So how do you align those things? Keep reading.
1. AI Can't Generate Original Content, but It Can Help
AI tools like ChatGPT aren't innately original, but they boost your creative process by leaving you lots of energy to put toward other things, like editing and asking questions.
You can use AI-generated content as a springboard for your marketing materials. By merging AI-generated ideas with your human insights, you can craft standout content while retaining authenticity.
Why can’t AI create new ideas and connections? Because at the center of creativity is the ability to connect with people by connecting ideas that aren’t explicitly related to ideas.
And how do you train AI to see the funny side of something if the idea of “funny” is different in every situation?
The human brain possesses a unique skill in linking seemingly unrelated concepts. Effective content sometimes pairs ideas that initially appear unrelated, resulting in a perspective that conveys a sense of discovery.
Only the human mind can do that. And AI can free up more of your time for things like that if it can act as your secretary, doing the simpler tasks for you.
Where AI is strong: Using tools like ChatGPT can serve as a compass to gauge language trends and content styles. These outputs give us insights into current usage and style. In a way, it shows us what everyone else is doing.
2. Use AI to Create Frequently Asked Questions (FAQs)
We mentioned using AI to do the more menial tasks of marketing and content creation. Creating an FAQ is a great use and one that Anati recommends.
Since AI-powered tools can aggregate and organize industry info, it’s great at generating, organizing, and refining FAQ content to provide web content.
Here's how AI can help with building FAQs:
In marketing, authenticity builds lasting connections. This means creating content that matters to your audience. But what happens when we introduce Artificial Intelligence (AI) into this equation? Can we really maintain authenticity while leveraging AI for content creation?
To understand the topic better, Sam and I interviewed Anati Zubia a seasoned marketing professional with stints in tech startups and, most recently, Quora.
What are the rules for using AI to bolster your marketing efforts? Here’s what came out of that conversation.
https://youtu.be/lX7edQm6Qxw
Remember Your Goal: Create Content that Matters
Technologies and fads change, but meaningful content will always build relationships. Don’t lose sight of this, because it’s your job. Anati stressed the importance of crafting content that truly resonates with your audience and addresses their core problems.
Know your audience’s pain points. Content starts with understanding the customer's problems. If you know their problems—and how they speak about them—you can cut through the clutter.
What are their needs?
What are their goals?
What’s between them and those things (that you can help with)?
AI doesn’t understand these things. It doesn’t grasp the complexity of human problems and changing preferences. The dynamic nature of customer needs and market trends adds a layer of intricacy that AI is still evolving to navigate accurately.
This affects the ability to write strategy (understanding problems) and to write copy (to connect with people).
AI can certainly aid in content creation, but authentic human insights into customer pain points and desires remain at the core of content that resonates. As businesses integrate AI into their content creation strategies, the alignment between AI assistance and human understanding becomes the key to producing content that genuinely matters.
So how do you align those things? Keep reading.
1. AI Can't Generate Original Content, but It Can Help
AI tools like ChatGPT aren't innately original, but they boost your creative process by leaving you lots of energy to put toward other things, like editing and asking questions.
You can use AI-generated content as a springboard for your marketing materials. By merging AI-generated ideas with your human insights, you can craft standout content while retaining authenticity.
Why can’t AI create new ideas and connections? Because at the center of creativity is the ability to connect with people by connecting ideas that aren’t explicitly related to ideas.
And how do you train AI to see the funny side of something if the idea of “funny” is different in every situation?
The human brain possesses a unique skill in linking seemingly unrelated concepts. Effective content sometimes pairs ideas that initially appear unrelated, resulting in a perspective that conveys a sense of discovery.
Only the human mind can do that. And AI can free up more of your time for things like that if it can act as your secretary, doing the simpler tasks for you.
Where AI is strong: Using tools like ChatGPT can serve as a compass to gauge language trends and content styles. These outputs give us insights into current usage and style. In a way, it shows us what everyone else is doing.
2. Use AI to Create Frequently Asked Questions (FAQs)
We mentioned using AI to do the more menial tasks of marketing and content creation. Creating an FAQ is a great use and one that Anati recommends.
Since AI-powered tools can aggregate and organize industry info, it’s great at generating, organizing, and refining FAQ content to provide web content.
Here's how AI can help with building FAQs:
15 min