Artificial Intelligence and marketing collaboration

Artificial intelligence (AI) and copywriting have been linked for many years. But in 2023 AI will play a bigger role than ever in content creation as the demand from consumers for personalization intensifies. 

There are a lot of new AI solutions coming onto the market. For example, UberSuggest uses AI to assist with blog posts, helps create social media posts and blogs, while Chat GPT is trained to interact conversationally and can be integrated with Zapier to schedule blogs or social media content and create drawings or videos. These new technologies require marketers to learn how to talk to them and create prompts for the best content. 

“We’re seeing people leverage AI for e-mail, copywriting, subject lines in an e-mail, or even your ad copy,” says Matt Santos, Vice President of Products and Strategy at Neil Patel Brands. 

But it’s not only about creating copy, Matt believes it can help content marketers in the writing process especially when there’s so much content to be created. “I think the way we can leverage this tool is by just kickstarting the creative juices. It’s perfect to help us break through writer’s block because as soon as we start to see words on a page, our mind starts racing. That’s essentially what AI is useful for right now, today.”

In 2023, there are going to be some breakthroughs due to more investment in software and machine learning. There are going to be improvements in natural language processing and other factors and down the line, we’ll see AI that produces great content that we only have to quality assure or edit and just spend a couple of minutes on. 

Despite the improvements, Santos believes that “it’s going to be rare to find an AI that can write an entire blog post from start to finish that’s perfect. We’re still several years away from that. In 2023, AI is going to be used to help generate some of those first couple of pieces or help you finish a piece, but it’s still integral for a human there.”

Long-form content and live video

Many marketers rely on and prefer short-term content to attract and engage. But ignoring longer-form content would be a mistake. 

Not only is long-form content like blogs, ebooks, or webinars great for SEO, but it’s also effective in building backlinks – with posts over 3,000 words getting 77 percent more backlinks according to a Backlinko study.

But what about long-form videos? According to a senior Google executive, it’s believed that 40 percent of young people now use TikTok and Instagram as a way to search for places to go out for lunch rather than using a Google Maps search. So, creating videos that showcase places can help to engage and drive people to your website or brand. 

Battisby also sees companies having huge success with long-form videos on LinkedIn. “We’ve seen LinkedIn Live over recent years and as a tool it’s just getting better and better. It’s becoming easier and more accessible to go live on LinkedIn and host professional webinars and conversations within the platform.”

There’s also audio content like podcasts. This format has seen a rise in popularity in recent years with Podnews reporting U.S. podcast revenue growing to nearly $1.5 billion in 2021 with 38 percent of monthly listeners in the U.S., up from just 14 percent in a decade before in 2012.  

The rise in voice search and ownership of smart devices like Alexa and Homey and the social app Clubhouse (based on voice) will only increase the number of people listening to audio content. Brands should tap into the trend to see if their content resonates on those channels.