Using AI smartly in content marketing: this is how to really add value

AI tools are now familiar colleagues for any content marketer. They don’t complain, work fast and are always available. Yet many organizations struggle with the question: how do you deploy AI really well? And how does it enhance creativity? Because no matter how smart AI is, the human touch remains indispensable. So do you want to get the most out of AI? Then proceed like this.

Generative AI is changing the way we work. There are many benefits, such as faster processes, better texts and useful insights. But let’s not forget that there are also risks. Those who deploy it incorrectly risk uniformity and slick content. You also risk losing your distinctive tone of voice or even reputation damage. There is even a chance that you will be less effective. So how do you take advantage of the benefits and minimize the risks at the same time? We’ll tell you more about that.

Tip 1. Choose AI tools that are safe for your data

The safety of your data is always paramount. That’s why it’s smart to look critically at the tools you use or will use. We know that not every tool is equally transparent about storage and use of your data. Invest in a paid version of ChatGPT or Microsoft Copilot, for example, rather than a free version. Paid versions have more features and are more secure in terms of data sharing. Trying out new tools is always possible, but always use test data. Also set clear guidelines. About which tools you use within the company and how your team handles them. This way you prevent your valuable (customer) data or internal information from being out in the open.

Tip 2. Integrate AI step by step

Want to embed AI in your organization so that it is more than just a handy tool? Then build a scalable approach step by step. Start by educating your people. Teach them to write strong prompts. The clearer you are about what you want, for whom, in what style and for what purpose, the better the results. Once your team has mastered the basics, you can take it a step further with prompt-chains. These are multiple prompts that make up a process. Put these in a shared AI environment so everyone is working from the same base.

Want to go even further? Then you can have AI tools work together to handle a process from start to finish. That’s called workflow automation. Or build your own AI agents; digital assistants who perform tasks independently based on instructions, documents and guidelines. Think about automatically answering customer questions without a human being involved. This does require a somewhat more extensive tool or platform and, of course, some technical knowledge. But don’t panic. There are plenty of experts who can help you with that.

Tip 3. Use data as a compass, but set your own course

Without data, content creation quickly becomes wet-finger work. Fortunately, there are plenty of (AI) tools that give you more certainty. With tools like Google Analytics and SEMrush, you not only see what is happening, they also help you understand why something is happening. Use them to get behind your target audience’s behavior and questions. With that knowledge, you can use AI in a very targeted way. From writing SEO articles to improving your social media strategy. Also remember that data mostly tells you what was, but data does not know exactly what is coming. So dare to take other turns and follow your intuition. That’s where your edge is.

Tip 4. Combine AI with human creativity

AI can make your work more efficient and fine-tune content. But the creative direction? That remains human work. Because real stories, emotion and nuance don’t come from an algorithm. They are based on your curiosity. You feel where it chafes and which topics amaze. Google shares that opinion, because content clearly generated by AI is penalized. In doing so, you cannot rely 100% on AI. You can still find inaccuracies in AI-generated texts. Therefore, the future of content lies in a hybrid content strategy. Use AI as a sparring partner or editor-in-chief, but determine the content yourself. That way you create stories that are not only read, but also remembered.

AI in practice

Matter helps organizations use AI intelligently in content marketing. For MediaMarkt, for example, we delved into consumers’ search queries. MediaMarkt wanted its content to match this. We used AI tools to map consumers’ search behavior. Think of questions like “Which television is best for gaming? Or “How do you take a screenshot on your laptop? We translated these into unique SEO content that scores and helps people. The combination of our own human creativity and support from AI for strong and distinctive content.

Starting smart with AI in content marketing

Using AI successfully in your content strategy? Then start small with paid and secure tools and train your team. Once the basics are in place, you can build on a scalable approach. Where AI is increasingly integrated into your organization’s processes. And remember: use AI as a tool, not a replacement. The combination of your own creativity and smart technology makes for strong, and distinctive, content.