Crafting content marketing magic

Leveraging AI to inform your content marketing may be a cool tool but, as Richard Conway explains, having a user manual in place first will help you get the return you’re after.

The past 12 months have been hard for businesses in New Zealand, leading many to tighten their budgets. In this climate, every marketing dollar counts. However, history has shown us that the businesses that most successfully emerge from a downturn are the ones that invest heavily in marketing during in that time. My advice? Invest in content marketing that works.

The proliferation of artificial intelligence (AI) has democratised content production, making it accessible to anyone. From personal experience, I’ve been cautious about the wholesale adoption of AI for content creation. My concerns were confirmed when, in March 2024, Google began rolling out an algorithm update that penalised mass-produced, low-value content. Essentially, if you’re a content creator using AI to produce and publish your content, make sure you’re editing it thoroughly and injecting value. Don’t publish AI content verbatim. Doing so could impact your search engine rankings.

The gold standard in content creation is not achieved by merely producing content. You need to create something that enchants and engages your audience – this is where genuine creativity comes into play.

That said, despite my scepticism about using AI, artificial intelligence does have its merits. It’s particularly useful for augmenting ideas, ideating, and conducting preliminary research.

My content creation strategy using AI

Ideation: Here, AI can be invaluable. It helps identify trending topics, gauge public interest, and pinpoint where you can contribute uniquely. My expertise lies in blending technology with human-centric insights, and AI tools help me uncover gaps in existing conversations.

My advice in using AI in ideation is to dare to be different. It’s tempting to play it safe, but safe is often synonymous with average and average sounds boring to me. Cut through the noise and accept no compromise. This requires a fearless approach to content creation, one that isn’t afraid to challenge norms or push boundaries.

Research: I use AI to pull together various sources and data points that enrich the narrative. This background forms the skeleton of my content.

First generation: AI is also helpful in drafting. I use it to draft initial versions based on a detailed prompt I’ve crafted. This draft acts more like a conversation starter – a foundation to build upon.

Write: With the AI draft as a reference, I begin the real work on a fresh document. This is where I infuse the piece with personal anecdotes and insights – elements that AI cannot replicate. This phase is about embedding personality and depth.

Dare to push boundaries and skirt controversies. The idea is to create something engaging that people actually want to talk about with others (social currency – one of the six factors to creating viral content according to professor Jonah Berger in his brilliant book Contagious).

Edit: With a complete personalised write-up, AI can be used again as part of the editing process, helping fine-tune grammar and style. But remember, the creative essence comes from the human touch. Don’t be lazy and let AI try come up with the magic or anecdotes.

Reproof: No piece is complete without rigorous scrutiny. I read through the content meticulously. If something doesn’t sit right, I delve deeper, verify facts, and refine further until I’m satisfied. Nothing should be released if you are not genuinely proud of the final piece.

Publish: Whether content is published on my own platform or through third-party sites, effective presentation is key; we want to stand out and be remembered for zigging when everyone else is zagging. Make sure you use original, memorable accompanying media – be it videos, infographics, or images. Media brings a piece to life and plays a critical role in engaging viewers.

Amplify: One of the most important steps, and often the one that people forget. A piece of content is only valuable if people see it. To ensure the content doesn’t just whisper into the void, I promote it actively. This might involve paid advertisements, social media posts, or sharing it directly with influencers within my network.

This sounds nice and easy, but in reality, what does this actually look like?

A compelling instance of content I have seen recently that resonated on a massive scale involved an analysis of celebrity carbon footprints linked to private jet usage. This piece highlighted the significant environmental impact of these flights, specifically singling out high-profile individuals. One such report mentioned Taylor Swift’s extensive private jet usage, which reportedly resulted in substantial CO2 emissions. The story was picked up globally, prompting reactions right up to the celebrities mentioned, including Swift, who was seen attending a Jets game, possibly as a public relations strategy to shift the narrative.

In content marketing, as in all forms of communication, the magic lies not in the tools employed but in the human experience and insight driving the message. While a formidable ally in the logistical aspects of content creation, AI should serve only as our tool, not our voice. To truly connect with your audiences, prioritise creativity and genuine engagement. If you are interested in really getting a jump on your competition, I recommend reading High Impact Content Marketing by Purna Virji… thank me later!