INBOX INSIGHTS September 21, 2022: AI for Content Creation, Social Media Engagement

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Using AI for Content Creation

I am not a technical person.

Strike that. I am a technical person in the sense that I understand it. I am not a technical person in the sense that I do it.

Until now.

As we’re thinking about the future of Trust Insights, we know that we need to continue to make artificial intelligence more approachable to non-technical marketers.

So, here I am. At your service.

I’m going to be working on trying to create processes around using artificial intelligence to scale your marketing, even if you’re not a data scientist or engineer.

Here’s my first pilot – content creation.

Yes, I am up to speed with Google’s helpful content announcement and that there will be penalties for AI-created content.

You can read the full update here.

Part of the issue that we have at Trust Insights is being able to scale. We’re a small team. We like being a small team. But there are tradeoffs that come with being a small team. For instance, I don’t have as much time as I would like to create more content. Content is what help (us) drive more awareness and that is where our funnel is the weakest.

So here I am, trying to figure out if I can use AI to scale my content marketing. Today, I’m trying

What takes me the longest is getting started. I have my machine learning keyword list. I have my predictive content calendar. I know what I should be writing about but most of the time it’s getting started that trips me up. If AI can help me with that, I might find myself with more time to create even more content for our awareness stage.

What I am piloting is if AI can help me get started faster, so that I can create more high-quality content in the areas that we need more awareness. Here is my first test. I gave this prompt:

Write a five-paragraph summary about why marketers should be using artificial intelligence:

And this is what I got back:

Artificial intelligence is a field of computer science that deals with the creation of intelligent agents, which are systems that can reason, learn, and act autonomously. AI has been used in marketing for some time now, but its potential is still not fully realized. Here are five reasons why marketers should be using AI:

1. AI can help you personalize your marketing messages.

2. AI can help you automate your marketing tasks.

3. AI can help you create better customer experiences.

4. AI can help you make better decisions.

5. AI can help you stay ahead of the competition.

You know what? I can work with this. It’s not how I would write it but I can use this as a starting point. My next step is to edit this content so that it’s in my voice and aligns with the messaging that Trust Insights puts forward.

You know how your stakeholders will give you a blank stare when you ask them what they want but are full of opinions when you give them something to react to? That’s essentially what I’m trying to do for myself. My goal is one new piece of content a week using this process.

If this process is repeatable and helps with our SEO then I know I’ve got the win! Plus, I get to write a process. So, that’s a win for me. I’ll keep you posted on what happens – and don’t forget to check out our blog to see if you can tell which pieces I used AI to write.

Are you using AI to help you write your content?

Come tell me about it in our free Slack group, Analytics for Marketers »

– Katie Robbert, CEO

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Binge Watch and Listen

In this episode, Katie and Chris revisit the essential basic B2B marketing metrics. They discuss the importance of metrics such as engagement rate, bounce rate, and conversion rate. They also talk about the sales funnel and how it is a tiny portion of the overall customer journey.

Watch/listen to this episode of In-Ear Insights here »

Last week on So What? The Marketing Analytics and Insights Live show, we walked through how to avoid common audio mistakes when creating content and the best gear to buy so your content sounds great no matter your budget. Catch the replay here »

This Thursday at 1 PM Eastern, we’ll be talking about current social media benchmarks. Are you following our YouTube channel? If not, click/tap here to follow us!

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Data Diaries: Interesting Data We Found

In this week’s Data Diaries, let’s talk about social media benchmarks, which is also the topic of this week’s livestream. What social network is delivering the kinds of engagement we, as marketers, would be interested in?

In partnership with our colleagues at Agorapulse, we see that for many companies and businesses, engagement rates on major social networks typically hover around 1% or less:

Agorapulse benchmark

Of note, in the last couple of months, we’ve seen Facebook and Instagram begin to perform again for brands and influencers in this dataset. There’s no way to confirm it, but our suspicion is that as Meta continues to lose audience to other platforms, they’ll ease up on brand restrictions just to keep people on the platform.

So, where might people be going for engagement? The one platform Meta is gunning for: TikTok. While we have no way of analyzing the platform as a whole, we’ve been monitoring 30 marketing-related hashtags this year, like #b2bmarketing, #emailmarketing, #ecommerce, #analytics, etc. These are not wildly popular hashtags, but in terms of performance, take a look:

Tiktok business hashtags

You’re seeing that correctly. TikTok’s performance for videos using boring marketing hashtags is a median engagement rate of approximately 9%.

Nine percent.

On boring stuff.

And it’s not going down.

This is the reason Meta and everyone else is trying to decode and replicate the TikTok model – because for content performance, it’s obliterating nearly every other social network. So the question becomes – using these baselines as a glimpse into what’s working right now, how will this change your marketing strategy and tactics? Will you be increasing your marketing focus on channels that are delivering performance?

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  • MarketingProfs B2B Forum, October 2022, Boston, MA, USA
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