Content Marketing and AI: Going Beyond Copy in SEO Strategy
Posted: Mon Jan 20, 2025 5:45 am
There’s no doubt that AI was the biggest surprise of the year. While many knew this technology was about to become a reality, most of us couldn’t fully foresee the immediate impacts it would have on our lives.
And, without a doubt, one of the areas that has been transformed the most thanks to generative artificial intelligence is digital marketing. After all, everything has changed from writing to image searches.
So, it’s understandable that many marketers feel lost when producing content in this new scenario. I was also afraid of AI, but since I work in project management, I realized that there’s no way out. Adapting is essential to not get left behind!
To do this, I did what I do best: I started a personal project to test and incorporate AI into my work, both in management and content production. With that in mind, I want to share some insights to show that these tools can help us in many ways, going beyond simply creating copy.
How to use AI beyond copy in your SEO strategy?
One mistake many people make is assuming that AI works finland whatsapp data for them. To get the best results, it’s crucial to think of these tools as your coworkers, using them to increase productivity and quality, not to create everything from scratch.
What really sets your company and content apart from your competitors is creativity and humanity. This means that everything should be created with your customers and their needs in mind.
Even though artificial intelligence can understand and analyze people’s searches, the keywords they use, and the performance of your content, this technology cannot understand your persona’s pain points and challenges. Only another human being can do that.
Also, don't be fooled: Google may not penalize the use of AI, but it will reduce your ranking if the material is produced solely to please the algorithm.
If you want to achieve great content performance, your goal should always be to help and inform people. So far, ChatGPT can’t distinguish between these two goals. So you need to be careful with your stimuli to avoid ending up with text that only attracts web crawlers.
As our VP of Marketing, Giu Caltabiano, stated in his excellent article on the subject: “AI makes content creation easier, but of course there is no substitute for the human touch.”
We can also consider the demands of screenwriters during the recent strike in Hollywood. The idea was never to eliminate the use of these tools, but to have them as allies to write better and complement creativity and human work.
That said, there is a lot you can do without relying directly on ChatGPT to produce your content.
Using AI to help your content strategy in the coming year
This is my preferred strategy for using AI. It has a wealth of useful information in its database and can be extremely helpful at every stage of your strategic journey, from creating a persona to selecting keywords.
Let’s start with the persona. Traditionally, there are two ways to create one: you can either develop a proto-persona, using information and inferences about your target audience, or you can take a data-driven approach.
A common challenge my clients face is ensuring that personas are specific, avoiding generalizations that make them more like target audiences. Here at Rock Content, we generally recommend a data-driven approach, allowing for adjustments based on your own customer base.
However, we understand that this is not always easy or possible. Therefore, AI can be an ally in creating or updating personas, even when based on more general data.
A practical example is the AI Persona Builder. With simple information, such as the business model (B2B or B2C), the URL of your website and a basic understanding of the pain points of your target audience, the system generates a complete persona, including age, income, profession, location, goals, challenges, motivations and needs.
And even better, you can create multiple personas, associating each one with different products or services, allowing AI to provide a complete set tailored to your needs.
If you usually have a lot of work and it takes you several days to create a persona, then try this solution. It could be decisive for the success of your marketing strategy for the next year.
And, without a doubt, one of the areas that has been transformed the most thanks to generative artificial intelligence is digital marketing. After all, everything has changed from writing to image searches.
So, it’s understandable that many marketers feel lost when producing content in this new scenario. I was also afraid of AI, but since I work in project management, I realized that there’s no way out. Adapting is essential to not get left behind!
To do this, I did what I do best: I started a personal project to test and incorporate AI into my work, both in management and content production. With that in mind, I want to share some insights to show that these tools can help us in many ways, going beyond simply creating copy.
How to use AI beyond copy in your SEO strategy?
One mistake many people make is assuming that AI works finland whatsapp data for them. To get the best results, it’s crucial to think of these tools as your coworkers, using them to increase productivity and quality, not to create everything from scratch.
What really sets your company and content apart from your competitors is creativity and humanity. This means that everything should be created with your customers and their needs in mind.
Even though artificial intelligence can understand and analyze people’s searches, the keywords they use, and the performance of your content, this technology cannot understand your persona’s pain points and challenges. Only another human being can do that.
Also, don't be fooled: Google may not penalize the use of AI, but it will reduce your ranking if the material is produced solely to please the algorithm.
If you want to achieve great content performance, your goal should always be to help and inform people. So far, ChatGPT can’t distinguish between these two goals. So you need to be careful with your stimuli to avoid ending up with text that only attracts web crawlers.
As our VP of Marketing, Giu Caltabiano, stated in his excellent article on the subject: “AI makes content creation easier, but of course there is no substitute for the human touch.”
We can also consider the demands of screenwriters during the recent strike in Hollywood. The idea was never to eliminate the use of these tools, but to have them as allies to write better and complement creativity and human work.
That said, there is a lot you can do without relying directly on ChatGPT to produce your content.
Using AI to help your content strategy in the coming year
This is my preferred strategy for using AI. It has a wealth of useful information in its database and can be extremely helpful at every stage of your strategic journey, from creating a persona to selecting keywords.
Let’s start with the persona. Traditionally, there are two ways to create one: you can either develop a proto-persona, using information and inferences about your target audience, or you can take a data-driven approach.
A common challenge my clients face is ensuring that personas are specific, avoiding generalizations that make them more like target audiences. Here at Rock Content, we generally recommend a data-driven approach, allowing for adjustments based on your own customer base.
However, we understand that this is not always easy or possible. Therefore, AI can be an ally in creating or updating personas, even when based on more general data.
A practical example is the AI Persona Builder. With simple information, such as the business model (B2B or B2C), the URL of your website and a basic understanding of the pain points of your target audience, the system generates a complete persona, including age, income, profession, location, goals, challenges, motivations and needs.
And even better, you can create multiple personas, associating each one with different products or services, allowing AI to provide a complete set tailored to your needs.
If you usually have a lot of work and it takes you several days to create a persona, then try this solution. It could be decisive for the success of your marketing strategy for the next year.