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How to Use AI Strategically for Your Content Strategy

4 min read

The content strategy landscape has undergone significant changes due to the introduction of AI technologies like ChatGPT and Google’s AI Overviews. These changes have created uncertainty and challenges for content marketers and SEOs, including pressure from leadership, potential budget cuts, and the risk of layoffs.

Despite these challenges, it’s important to remember that the core principles of content strategy remain the same. The focus should still be on creating high-quality, helpful content that establishes authority and builds relationships with your audience.

Adapting Content Strategy in the AI Era

The rise of artificial intelligence (AI) has sent ripples through the content marketing world. While the landscape is changing rapidly, AI presents an opportunity rather than a threat. By adapting your content strategy to incorporate AI tools and techniques, you can stay ahead of the curve and continue delivering valuable, engaging content to your audience.

There are some important takeaways that can help you navigate the evolving landscape of AI in content creation. So let’s dive into how you can leverage it to your advantage.

Don’t Panic

Avoid making drastic changes based on fear-mongering. Instead, gather data and make informed decisions based on your specific situation. The introduction of AI in content creation and search engine algorithms has caused a lot of fear-mongering. However, making drastic changes to your content strategy without careful consideration can be detrimental. Instead of panicking, focus on gathering data and understanding how these changes impact your specific audience and goals. Use this information to make informed decisions that align with your overall business objectives.

Research and Data Collection

Utilize AI tools to expedite research and gain valuable insights into audience sentiment, pain points, and competitor analysis. AI tools like MarketMuse can significantly speed up the research process. Use them to analyze customer reviews, identify pain points, and understand audience sentiment. AI-powered competitor analysis can also reveal gaps in their content and help you differentiate your brand.

Auditing Beyond the Website

Expand your content audit to include other platforms like YouTube and TikTok to understand your audience’s preferences better. Your audience interacts with your brand on various platforms. Auditing your content across social media and other channels can provide insights into their preferences. This, in turn, can help you tailor your content accordingly.

Prioritize Opportunities

Use a lift versus reward matrix to identify quick wins and prioritize content opportunities that align with your resources and goals. With numerous content opportunities available, it’s vital that you prioritize. A lift versus reward matrix can help you identify quick wins and focus on topics that offer the most significant potential impact with the resources you have.

Focus on Building Authority

Create content clusters that cover topics comprehensively and demonstrate your expertise to search engines and readers. Instead of creating isolated pieces of content, focus on building clusters of content around specific topics. This demonstrates your expertise to both search engines and readers, establishing your brand as a trusted source of information.

Full-Funnel Content Strategy

Maintain a balanced approach that includes top, middle, and bottom-funnel content to nurture leads and drive conversions. A successful content strategy caters to all stages of the buyer’s journey. Top-of-funnel content attracts and educates potential customers, middle-of-funnel content nurtures their interest, and bottom-of-funnel content drives conversions.

Adapting to AI Overviews

Optimize your content to align with the changing search landscape and the way AI overviews present information. AI Overviews, formerly known as Google’s Search Generative Experience (SGE), is changing how information is presented in search results. Optimize your content to provide concise answers to complex queries and ensure your brand is included in these AI-generated summaries.

Measurement and Communication

Track relevant metrics and effectively communicate the impact of your content strategy to stakeholders. Using AI analytics can help demonstrate the impact of your content strategy. Develop a clear reporting structure that communicates the value of your content to stakeholders, highlighting how it aligns with business objectives.

By following these key takeaways and adapting to the evolving landscape, you can leverage AI strategically to enhance your content strategy and achieve your business goals. Remember, AI is a tool that can speed up your processes and provide valuable insights, but it’s essential to have a skilled content strategist to guide its use and ensure the creation of high-quality, authoritative content.

What you should do now

When you’re ready… here are 3 ways we can help you publish better content, faster:

  1. Book time with MarketMuse Schedule a live demo with one of our strategists to see how MarketMuse can help your team reach their content goals.
  2. If you’d like to learn how to create better content faster, visit our blog. It’s full of resources to help scale content.
  3. If you know another marketer who’d enjoy reading this page, share it with them via email, LinkedIn, Twitter, or Facebook.

Stephen leads the content strategy blog for MarketMuse, an AI-powered Content Intelligence and Strategy Platform. You can connect with him on social or his personal blog.