As more businesses go online and marketing efforts increase, the demand for content increases. Creating this content requires more resources. However, several AI tools are available in the market today to generate content. But what is the quality of these tools and the content generated by these tools? Capterra recently conducted a study to find out more.
The demand for content marketing has increased over the past few years. According to the Reception Court, there were over 600 million blogs in 2021. There are about 6 million daily blog posts. And there are all the other forms of content marketing. This means marketers are under significant pressure to get their content to rank on search engines and attract leads. And writing all that content is usually tricky and time-consuming, especially if you have limited resources.
But one technology can help marketers produce massive amounts of content: artificial intelligence (AI). The technology promises to create content in minutes and at a lower cost. There are also several AI content generation tools available in the market.
But how useful is AI software? And what is the quality of the generated content? Capterra recently polled marketers using these tools for content generation for insight. Here are the results in detail.
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AI saves time and money
According to the study, 45% of marketers spend half their working week creating content. About 35% spend about 75% of their time on content. It is obvious that content creation takes a considerable amount of time. That’s why AI tools have important implications for marketers, helping them create more content more efficiently. Marketers can multi-task as per their requirement with AI and ML capabilities.
So how are marketing teams using AI in their businesses?
A third of marketers use AI for content generation
According to the study, 63% use AI tools for email marketing. Next come advertising (58%) and data analysis (57%). Interestingly, only 33% of marketers use AI for content generation.
Areas where companies are leveraging AI and ML tools
The study also revealed that companies need a long time to launch the tools. About 44% said it took them 6-12 months to implement the AI and ML tools. About 22% said it took about 1-2 years to implement. Implementation time also increases with company size.
However, as far as workers’ education is concerned, the results are positive. About 57% of marketers said it took their staff less than six months to learn how to use the tools. About 30% said it took them 6-12 months to learn how to use them.
Overall, putting AI technology into practice takes some work in the beginning. Now, while the tools can generate content, is it worth it?
Most marketers seem satisfied with the quality of content
Many marketers may be skeptical of the quality of content generated by these tools. But most marketers implementing these tools seem satisfied. Around 82% of respondents agreed that while generated content isn’t perfect, it’s as good or better than human-generated content. About 77% said the software was somewhat or very effective in achieving marketing goals.
To a large extent, marketers have high levels of success in different aspects of AI content. About 49% say it succeeds in generating clear, easy-to-read text. Other areas where AI software works well include demonstrating reliability, creating content quickly, and delivering comprehensive content.
AI/ML tools succeed in creating clear content
Despite this success, marketers need to verify content accuracy. Only about 33% say these tools successfully generate error-free or accurate text, which is the lowest success rate of all the qualities measured. The content also shows shortcomings in generating original content. Tools depend on given data and lack the ability to generate new ideas like humans. The tools also don’t understand the nuances of communication.
Nevertheless, the tools lead to many positive results for marketers.
Time savings are a huge plus for marketers
About 88% of marketers agree that the tools save their organization money and time. And that benefit far outweighs the cost savings, indicating that marketers are placing more emphasis on efficiency. Around 33% of marketers also cite improving customer experience (CX) as a key benefit.
The study also revealed that the tools are very effective in creating short form content. Among professionals spending 25% or less of their time creating content, many use AI tools for short form content for email marketing (65%) and advertising (92%). Therefore, it is essential to consider the content you plan to generate while using the software to get the best results.
Strategic Challenges Hinder Use of Software
Since AI is still somewhat new and evolving, marketers need to understand common constraints to avoid obstacles.
Around 35% of respondents said governance and risk issues were the top challenges. Marketers considering AI tools should also develop a data management and risk mitigation plan. Cost was another major challenge when using AI software. And while the technology generally offers greater efficiency, it can be difficult to kick off the software implementation if the budget is tight.
Main Challenges of AI Tools for Marketing Purposes
Fortunately, free versions of AI tools are available in the market. About 68% of marketers use a combination of paid and free versions of the software.
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Five Questions to Ask When Considering AI Content for Marketing
The use of AI software requires a robust management strategy. Ask yourself these questions to see if you are ready.
- Does your organization have realistic expectations for AI-generated content?
- What form of content does your organization need?
- Does your organization have realistic expectations for the software implementation?
- Does your organization have the ability to audit AI-generated content?
- Does your organization have a plan in place to measure AI success and optimization?
To look forward
Artificial Intelligence is transforming the way we do business and will most likely continue to improve in its abilities to function the same way human beings do in terms of speech and creativity. So now is a good time to test and see if your goals align with the benefits of AI in content marketing. That said, make sure you have a solid strategy for implementing and managing AI.
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