Beyond the hype - Evernine explains AI in content marketing

AI is taking all our work away! In this article, the Munich-based communications consultancy and full-service agency Evernine shows whether this is really true or whether we all benefit from the use of AI-supported tools, especially in content marketing.

Since the first release of OpenAI's text production program ChatGPT, the collective gnashing of teeth in the marketing sector has hardly stopped. New horror stories are constantly doing the rounds, from agencies that would already do without half of their staff, companies that are simply taking their marketing into their own hands with the help of AI and voices that are even predicting the demise of the entire industry.



Of course, we are nowhere near that stage yet. On the contrary. Those who have integrated AI programs into their day-to-day work are by no means unemployed today, but are happy to have the urgently needed support. If used correctly, AI will not lead to the downfall of the industry, but will raise it to a new level of quality and productivity.



According to a recently published IFO survey, just under 13% of German companies are integrating AI tools into their daily work processes. While other companies are planning to introduce this technology soon, AI does not play a significant role for a full 40 percent of companies. Nevertheless, artificial intelligence offers numerous opportunities in the field of content marketing, not only to play out content in a more targeted manner, but also to create it more efficiently. Find out how this works and which considerations are relevant in this article.

 Advantages of AI in content marketing

  Challenges when using AI in content creation

Artificial intelligence opens up numerous opportunities for companies to simplify content marketing and position content in a more targeted way. Nevertheless, AI engines have their limits. This applies in particular to the automatic generation of texts. So far, text automation using artificial intelligence has worked well, especially for standardized texts such as product descriptions or newsletters. This is because automation is mainly based on predefined templates that are filled with content.

However, the creation of high-quality content, such as articles for the corporate blog, is more complex. In such cases, the AI engine must meet significantly more demanding requirements in order to generate high-quality articles. Rule-based text automation tools alone are not enough here. One challenge for providers is to train the AI in such a way that high-quality content can be created automatically. Deep learning plays a decisive role here, although there are still considerable differences.

 7 possibilities of AI in content marketing

There are countless ways in which AI tools can be seamlessly integrated into everyday working life. Below we present just a limited selection that has already provided valuable services to the Evernine campaign team in many professional contexts.

1. develop a content strategy 

AI can make a valuable contribution to the development of a content strategy by supporting various tasks. One example of this is the creation of a persona in order to gain a deep understanding of the target group

2. write a briefing:

A clearly defined briefing is the starting point for any good content. By analyzing previous successful content, AI can recognize patterns and create suggestions for future briefings. Content written on this basis increases the reach of companies and gives them a decisive competitive advantage.

3. research topics:

Choosing the right topic can make the difference between a viral hit and a flop. AI tools analyze current trends in social media, for example, or provide suggestions for relevant, creative and exciting content.

4. formulate strategies:

With AI, companies can analyze data from various sources and make predictions about future trends. This allows them to predict which type of content will generate the most response in the coming months and adapt their individual content strategy accordingly.

5. summarize and structure texts

AI models such as OpenAI's GPT-4 can analyze, summarize and restructure huge amounts of text. This makes it possible to make extensive content easily digestible and appealing and to transform existing content into new content quickly and easily

With the help of AI-powered tools, it is also possible to create diverse content such as how-to articles, magazine articles and more that are precisely tailored to the needs of the target audience. By integrating AI into the structure of a blog or online magazine, time and resources can be saved while creating high-quality blog posts.

6. create social media posts

By using AI, marketing managers have the opportunity to optimize their posts on platforms such as Facebook, Twitter or LinkedIn and target them more specifically to their target group. Artificial intelligence can help to generate appealing and attention-grabbing headlines and texts. Furthermore, AI systems can be used for data and trend analysis in order to develop a deeper understanding of the target group's behavior and adapt the social media strategy accordingly. Overall, the use of AI in social media opens up new opportunities for marketing decision-makers to make their posts even more effective and increase their reach.

7. perform search engine optimization & keyword research:

AI is an enormous support in keyword research and can help to facilitate the search for relevant keywords and questions. AI also simplifies the SEO optimization of existing content. As a result, companies benefit from a significant increase in their online visibility and can create suitable on-page content.

 Conclusion: Recognizing the opportunities of AI in content marketing

When used correctly, AI tools are an enormous support for companies to create successful content, cover the right and relevant topics and increase their reach. These tools have the potential not only to speed up and simplify content production, but also to provide valuable support in search engine optimization and topic identification. Furthermore, data analysis enables more targeted content creation in order to present customers with customized information.