AI in Content Marketing: How to Get Started

Explore AI Content Marketing

Good news, AI content marketing is now easier to adopt than ever. According to a 2024 report from the Marketing Artificial Intelligence Institute, 51% of respondents were already piloting or scaling AI in their marketing teams, up from 42% the year prior. . Questions about AI's role in content strategy are common across marketing organisations. About 42% of marketers worldwide use AI tools daily or weekly to write and generate content. (Statista).

AI in content marketing involves the creation, distribution, and measurement of marketing materials with intelligent algorithms. These algorithms identify deep patterns, make predictions, and generate initial content drafts. Whether organisations are small businesses exploring new AI tools for small businesses or large enterprises scaling marketing operations, AI can enhance efficiency and audience targeting.

Review Key Benefits

AI improves content marketing through several core benefits that encourage brand integration into their strategies. Each benefit functions independently, but they operate most effectively in combination. 

Enhanced Efficiency and Speed

Old workflows often require multiple hands to write, edit, publish, and measure performance. AI can jump in here by generating outlines, drafts, suggesting improvements, and automating distribution. According to Sprout Social, their team saved 72 hours per quarter by automating content performance reporting with AI. That means more time to focus on creativity and strategy.

Personalised Content Recommendations

AI can examine large sets of user data to determine audience preferences. Instead of broad demographic assumptions, AI analyses real-time behavior such as clicks, page views, and watch time. This process:

• Detects precise user interests
• Chooses the right platform and format (e.g., video vs. blog post)
• Optimises posting schedules

The result is more relevant, engaging content. Personalisation also enables businesses to build loyalty and trust by meeting customers exactly where they are, which can prove vital in an increasingly crowded market.

Real-Time Analytics and Adjustments

One major challenge in marketing is learning whether a campaign works fast enough to correct course if it does not. AI can handle massive volumes of data (including social media engagement, clicks, conversions, and purchase behaviour) and draw insights in near real time. Organisations can then adjust headlines, rearrange calls to action, or shift budgets to higher-performing channels promptly.

Pick The Right Tools

AI solutions can help with everything from idea generation to full-scale campaign management. Below is a quick comparison of a few popular AI platforms (pricing as listed by each provider):

Many AI marketing platforms also offer integrated features for social scheduling, distribution, and performance analytics. For more information, explore AI marketing tools.

ChatGPT

ChatGPT is a chatbot that can generate outlines, first drafts, or topic suggestions quickly. It excels at brainstorming content ideas (e.g., blog posts or lead magnets) and can even provide translation support or code snippets on request. With over 200 million users, ChatGPT remains a popular entry point.

Runway

Runway caters to organisations interested in AI-driven video creation. The platform generates short promotional clips and refines existing footage with advanced effects. It serves brands whose strategies involve video marketing across platforms like YouTube and TikTok. Filmmakers, digital artists, and content creators often find Runway particularly useful for pushing creative boundaries.

Grammarly

Many professionals use Grammarly's AI-driven writing assistant as a daily tool. For emails and long-form blogs, Grammarly suggests improvements to tone, clarity, and style. It integrates seamlessly with existing tools such as Google Docs and Microsoft Word, providing real-time feedback during writing.

Synthesia

For content strategies extending beyond text, Synthesia converts ordinary text into video without cameras or studios. The platform suits training modules, personalised sales outreach, and internal communications. Engaging video content often proves compelling for customer attraction and retention, particularly for product demonstrations and tutorials.

Gemini

Gemini is Google's generative AI assistant that writes, summarises, and analyses content directly within Google Workspace tools like Docs, Sheets, and Gmail. The platform proves particularly effective for quick email drafting, document polishing, and converting data into action items. Gemini integrates natively with existing Google workflows, facilitating adoption for teams already operating within the ecosystem.

Canva Magic Studio

Non-designers can quickly generate graphics, presentations, and branded content with Canva’s AI-powered Magic Studio. From auto-generating slide decks to editing images or drafting social posts, it streamlines the creative process without needing advanced skills. With intuitive tools like Magic Write and Magic Edit, it’s especially useful for marketers, small business owners, or anyone build visuals on the fly. 

Build Your AI Strategy

Tool selection represents the initial phase of implementation. AI integration into marketing plans typically functions most effectively when deployed with clear objectives. Common implementation approaches include several key considerations:

Clarify Your Objectives

Organisations typically define objectives before selecting tools. Common goals include audience expansion or reducing time from ideation to publication. Establishing specific, measurable objectives maintains focus and enables impact assessment.

Audit Your Existing Content

Organisations typically evaluate existing blog posts, newsletters, and social media updates to identify quality or engagement gaps. AI can address these gaps by streamlining workflows and personalising content distribution.

Pilot With One Channel or Format

Organisations often benefit from testing AI tools on smaller scales before implementing them across all channels. Examples include using ChatGPT for blog post outlines or Synthesia for short how-to videos. This pilot phase typically reveals how well AI integrates with existing processes, identifies potential challenges, and provides insight into expected future results.

Measure and Optimise

AI in content marketing thrives on quick feedback loops. Tools like Google Analytics and platform dashboards can track crucial metrics:

• Traffic (page visits, impressions)
• Engagement (likes, comments, shares, watch time)
• Conversions (downloads, purchases, form fills)

Organisations use these insights to refine their approaches. For instance, when AI-driven social content generates high engagement but low conversions, teams may revisit calls to action or revise audience targeting. This data-driven improvement typically makes AI a valuable long-term asset in content marketing strategies.

Overcome Common Obstacles

New processes typically present potential challenges, and AI content marketing proves no exception. Common implementation hurdles include several key areas with corresponding solutions.

Maintaining Authenticity

A common concern with AI content creation involves potential authenticity loss. AI can produce outlines and first drafts, but adding personal perspective, brand voice, and real-world insight remains essential. Organisations can refine AI suggestions to ensure alignment with company tone (friendly or formal, upbeat or reserved). Implementing review processes where human editors add warmth and nuance typically proves effective.

Cost and Investment Concerns

AI solutions initially involve additional costs. Organisations often start small with budget-friendly plans and pilot narrow projects while monitoring analytics closely. When real gains become documentable (time saved, conversions boosted, new leads generated), stronger business cases for further investment typically emerge.

Examine Success Stories

Sometimes, the best way to grasp AI’s potential is to see it in action. From global giants to niche businesses, a wide range of companies have reaped the rewards of AI-driven content marketing.

Nutella’s Unique Packaging

Nutella and Ogilvy Italia used AI to generate seven million one-of-a-kind designs on their product labels (Strategic Communications). This creative approach captured mass attention, underscoring how AI can add flair to otherwise ordinary campaigns. The key takeaway? Even a small tweak in design can engage fans who crave something new.

Adobe’s Conversational AI

Adobe incorporated conversational AI via Drift, helping visitors find exactly what they need on the website. Those AI-driven chat sessions generated an extra $10.8 million in revenue (Strategic Communications). Organisations exploring AI for deeper customer engagement often examine how AI chatbots address audience questions in real time.

Cyber Inc’s Video Courses

Cyber Inc scaled up their content by using AI-generated video courses, which cut time on production and helped them develop helpful materials for both marketing and internal training (Strategic Communications). This showcases how AI is not just about quick wins—it can reshape entire marketing workflows, too.

DISH Network’s Paid Media Boost

DISH Network adopted an AI-driven conversation intelligence platform from Invoca to interpret calls and optimise media spend. By focusing resources on higher-lifetime-value leads, they saw a 500% jump in return on advertising spend (Invoca). That example has broad relevance for any brand aiming to refine its paid media approach.

Use Data To Validate Progress

AI integration typically benefits from progress tracking. The following table summarises key metrics organisations monitor to measure AI content marketing effectiveness:

Source: SproutSocial

Monitoring these metrics enables organisations to assess how quickly and effectively AI influences brand results. Combining this data with traffic insights, sales movement, and other engagement signals provides clear understanding of effective strategies and areas requiring adjustment.

Recap And Next Steps

This analysis demonstrates AI's potential and provides integration approaches for content marketing strategies. Key findings include:

1. Identify your key goals: Clearly define AI specific objectives.
2. Choose the right tools: Start small with ChatGPT, Runway, or Grammarly.
3. Test in a pilot: Pick one channel or format to integrate AI, then refine the workflow.
4. Overcome challenges: Keep an eye on authenticity and cost.
5. Look to success stories: Brands like Nutella and Adobe prove that AI can shape innovative and revenue-driving campaigns.

Explore AI in business or digital marketing tools to find new ways to optimise daily operations.