AI Content Marketing | 2025 Guide

SEO, Personalization, Staying Competitive, AI Integrations, Real World Examples

by Sarah Check & AI Sarah

Click a question to go straight to the answer.

TL;DR

Content marketing has always been relevant, and AI made content marketing easier but much more competitive. Consumers now expect higher-quality, personalized content across multiple platforms. AI is shifting SEO tactics, with AI-driven search assistants changing how users look for information. Successful AI content marketing focuses on personalization, automation, and authenticity. 

What Is AI Content Marketing?

It’s self-promotion without ads – using AI to help create content for your website and social media.

Thanks to AI, creating content has gotten much easier. But has it gotten so easy that it’s killed content marketing?

27% of people feel bombarded by the sheet volume of marketing messages (Optimove, 2023)…but it’s not stopping their content consumption.

The typical internet user is spending about 6 hours and 54 minutes online each day (We Are Social, 2022) – with an average of 2 hours and 27 minutes a day on social media (Datareportal, 2022).

And 81% are more likely to make a purchase when brands deliver personalized, high-value content (HubSpot, 2024)

No, content marketing isn’t dead or dying. If anything, it’s getting more competitive.

At its core, content marketing is consistently making that your target audience finds relevant – and it’s valuable enough that they keep coming back for more. It’s blogs, emails, social media posts, videos, podcasts, webinars, courses, quizzes, guides, and more. 

Ads are quick pay-to-play, but content marketing is the lower-cost long game. Content can work alone or augment ad efforts.

Technology and user interests keep shifting. So why does content marketing continue to be a cornerstone of successful strategies – even in the AI age? 

Because people have always loved content. The way they consume it changes, but humans have read it, watched it, and engaged with it since we could tell stories around a fire.

We’ve also always valued trust before making a purchase. We want multiple touchpoints to feel confident in our decision.

Content is the long game because trust is the long game.

Here, we’ll explore how AI content marketing is reshaping how businesses advertise themselves organically. 

We’ll cover:

  • How AI is remixing content marketing
  • Shifts AI is making to search engine optimization (SEO)
  • Real world examples of what’s working in AI content marketing
  • How to use AI for your content marketing
  • Creating high-value AI content vs. low-value AI content

We’ve made this guide to help copywriters and marketers see what AI can (and can’t) do for content marketing.

We want you to come away with actionable insights on how to leverage your current efforts in content marketing with AI.

Let’s start.

Is Content Marketing Still Effective?

Yes, AI content marketing is still very effective – but with AI flooding the space, success now depends on higher-quality content and much smarter distribution.

“The future of enterprise AI isn’t about more data – it’s about the right data. When AI is grounded in a company’s own data, it delivers more useful results and ultimately drives greater trust and adoption.”– Wendy Batchelder, Salesforce SVP, Chief Data Officer (Salesforce, 2024)

Copywriters and ads are expensive. Content channels are overcrowded. Customers are tired and overwhelmed. 

Yet we keep consuming content and buying things. People are consuming 30% more content since the pandemic (Warc, 2021), and e-commerce sales have kept growing (EMarketer, 2021). 

No, content marketing isn’t dead. 

The challenge has shifted from content accessibility and quantity to curation and quality. 

There are billions of internet users, but too much content to consume it all.

  • 7.5 million blog posts are published a day (Masterblogging, 2024).
  • Over 300 billion emails are sent every single day, many of them marketing messages. (Statista, 2023).
  • Over 500 hours of content is posted to Youtube per minute (Soax, 2024).
  • On Instagram, users share approximately 95 million photos and videos daily – that’s  about 65,972 posts every minute (LocaliQ, 2023). 

Content marketing is still relevant – 84% of marketing leaders use AI with it, and 79% see higher ROI. (BrightBid, 2023)

Modern copywriters need to adapt.

Here’s what you need to know about AI content marketing.

People’s Behaviors Around Content Consumption Have Shifted

Before AI tools, content marketing centered around blogs, evergreen articles, and social media posts. When combined with SEO, these drove organic traffic and increased visibility. Each piece of content also became an asset to share on social media or email lists.

You “Googled” a question, and found the answer within a blog, website, or forum. You scrolled through human-made content shared by creators you liked.

Then AI became mainstream. AI content marketing became the norm nearly overnight.

Consumers’ inboxes and feeds, already crowded, became even more overwhelmed. Content became more homogenized. 

AI was used both to enhance personalization and customer experience – and to mass-produce low-quality content. Customers are seeing ultra-personalized Amazon ads while scrolling past uninspired, AI-generated “thought leader” posts.

The gap between high-quality, personalized content and low-effort content widened. 

Consumers now expect more. 

They’ve traded search engines for “ask engines” and social media.

Google and ChatGPT provide AI-summary answers instantly, no clicks needed. Siri and Alexa do the web searching for you, hands-free. 

That means, as copywriters, we can’t rely on old content marketing tricks – the game has changed its rules.

Content And Copy Are No Longer Separate

Traditionally, content (blogs, videos, social posts) and copy (ads, emails, landing pages) have been treated as separate. But as trust and engagement become essential throughout the funnel, they now overlap more and more.

A blog post isn’t just for SEO – it’s an authority-builder that warms up potential buyers. An email isn’t just a one-time message – it’s part of a content-driven nurture sequence. 

Personalization demands both.

That’s why, for copywriters reading this, we’re pulling content and copy together. The lines are blurred, and whether you write landing pages or LinkedIn posts, personalization affects everything. Type of copy no longer matters.

Consumers’ favorite companies are sensing their interests and providing relevant content.  All should have a place in the funnel.

Personalization Looks Like Using Customer Behavior Data Smarter

At an algorithm level, personalization happens through:

  • Product suggestions – predicting what you’ll like based on user data and behaviors. Think of Amazon’s product suggestions.
  • Targeted ads – showing content based on past behavior. Think of the Instagram or Facebook ads you see more of once you’ve clicked on one.
  • User interest tracking – platforms learning your preferences over time. Think of the ads you see everywhere after Googling something.

But for copywriters working with AI content marketing, personalization means:

  • Automations – keeping leads engaged with things like welcome sequences so they don’t slip through the cracks.
  • Segmentation – delivering content based on behaviors and needs, like different email sequences for the low ticket customer and high ticket customer.
  • Showing up on their preferred platforms – meeting them where they already browse, like prioritizing Instagram content if that’s where your audience hangs out most.
  • Matching user interest – packaging content entertainment & discovery, not long-form research or endless pitches.
  • Matching user intent – informing when people want information, pitching when people want to buy.

Consumers now expect answers to find them rather than searching for them. 

If content isn’t in an AI summary, a voice-assistant response, their feed, or their inbox, it gets ignored.

Content Is Changing Roles – It Needs To Speak To Humans, Algorithms, And AI.

People may not seek out content from search engines as directly, but they still rely on it for answers. Now, AI is retrieving content.

Before AI, you Googled a question, tweaked your wording if needed, and searched again. Now, you just ask Google (which now creates AI suggestions) in any way you want, no edits needed.

Google even said that the click-through rate for AI Overviews is now higher than regular web search results (Search Engine Land, 2024).

With AI handling searches, it’s now a priority to make content easy for it to read and authoritative enough to appear in AI summaries.

Personalization is also driving the need for niche content.

People ask AI detailed questions, and AI prioritizes relevant answers. Yet, ironically, AI-driven content creation is often making content more generic (UCLA Anderson Review 2023).

This is why AI-driven personalization isn’t just about recommendations – it’s shaping what kind of content gets created in the first place. 

Because of this shift, long-form content, like blogs, is becoming more relevant for AI suggestions and social sharing.

Quality has always mattered more than quantity. Trust has always been essential. 

But now, as content becomes higher in demand and cheaper to produce, trust and connection are the hardest currency to earn.

Demand For Personalization Requires Quality AND Quantity.

Quality over quantity with content creation – right?

For the customer, yes. But for companies to meet personalization demands, they need both.

Remember, for the modern customers, personalized means relevant. They won’t engage through the funnel without it.

For example, if you visit a clothing site for their extra-tall jeans and get random product emails, you’ll ignore them. 

But if you browse extra-tall jeans – and later get an email with those exact jeans, real customer images and reviews, styling tips, and a discount – you’re more likely to buy. It takes more effort to create tailored content – like specific reviews and offer-focused emails – but the result is far more compelling.

It’s the same case with AI. If you ask AI for those extra-tall bootcut jeans that cover ankles and aren’t tight on the thighs, a company that fits should show up in suggestions. 

But they’re more likely to appear if their content highlights those features – but they may need to reinforce it through blogs, reviews, videos, and images.

There’s a few reasons personalization requires more content:

Modern Consumers Now Require More Interactions Before They Buy.

Seeing your content repeatedly keeps your brand top-of-mind and builds authority. 

The industry wisdom used to be that “selling takes 7 impressions.” But in 2025, it’s an average of 28.87 touchpoints per purchase (Focus Digital, 2025).

These are engagements, not passive impressions. This kind of content isn’t a fly-by ad – it’s what gets comments, shares, and dwell time.

Today’s consumer is wary. They saw AI in marketing content, and were on guard for less-than-ethical AI copywriting.

They’re looking to see if a company is an authority… and their looking to others’ opinions of the products.

Modern Consumers Rely On Social Media For Shopping More Than Ever. 

Shoppers now need more touchpoints – and they need more of them on social media. 54% of browsers use social media platforms to research products (GWI, 2018). 

Unfortunately, social media content is anything but evergreen. Posts have a very short lifespan, meaning a business needs to put out more content to stay visible. 

While a blog post has an average half-life of 1.97 years, posts on various platforms have significantly shorter lifespans:

  • Pinterest: 3.88 months
  • YouTube: 9.67 days
  • Podcasts: 6.68 days
  • LinkedIn: 23.77 hours
  • Instagram: 19.04 hours
  • Reddit: 2.58 hours
  • Facebook: 81 minutes
  • Twitter/X: 49 minutes
  • TikTok & Snapchat: 0 minutes (Scott Graffius, 2025)

The demand for fresh content is staggering – but it makes sense. 

Instead of just checking ratings on a brand’s extra-long jeans, shoppers can watch TikToks of real people trying them on and sharing their thoughts.

Instead of trying different search phrases on Google, shoppers can just tell ChatGPT exactly what jeans they want.

How can companies – especially small ones with limited budgets – keep up?

Demand for ultra-personalized content may be high – but today’s resources are more powerful, more affordable, and more accessible. 

AI & Social Media Algorithms Already Personalize Content – Use That to Your Advantage

Social media and AI suggest personalized content. If the content is relevant and authoritative, they’ll show it. 

With social media, you can reverse-engineer content marketing success by analyzing what works and doing more of it.

Social media doesn’t just help you distribute content – it’s a powerful, free testing tool for figuring out what works.

Social media is also one of the best ways to test before investing in ads. But again – you need volume. Most platforms prioritize multiple posts a day (HubSpot, 2024).

  • Content creation is a testing and refinement game. There isn’t one “right” way to post. Algorithms and user interest also shift over time. The only way to know what resonates is to create and test.
  • Your analytics show what your audience wants more of. Social media business accounts offer a dashboard of free, high-value data. Input content, and output data. If you know how to interpret it, it reveals what to improve and double down on. Remember, AI can help you interpret analytics.
  • Different content types and platforms require different strategies. For example, Instagram Reels, TikToks, and YouTube Shorts are all short-form videos – but the same one can perform very differently on each one. Different social platforms and content types serve different user intents. Use that insight to refine your strategy.
  • Clarify your funnel to track what matters. Likes and comments don’t always mean sales or sign-ups. Different post types also serve different funnel stages, For example, one short video boosts visibility, another drives traffic to your site.

Track, learn, and refine. But if you want to see what works, you need enough content to test. 

High-performing content isn’t random. You can analyze what’s working for others in your niche and use it as a reference for your own strategy.

One Piece Of Content Can Be Recycled For Multiple Platforms

A single long-form piece of content – like a blog, YouTube video, or podcast – can be broken into smaller, platform-specific pieces.

  • Text-based content, like a blog post can become multiple LinkedIn posts, email content, Instagram carousels, or X threads. Or do the reverse. Use the text to direct video content, and you’ll get talking points for long and short form videos.
  • Video-based content, like YouTube video or webinar can be clipped into TikToks, Reels, YouTube Shorts, or Pinterest Idea Pins. Again, you can reverse it. Transcribe video into text content, and you can create a blog, email sequences, and snippets for posts.

It takes extra work to edit each piece of content to make it native to its platform (not just copy-pasting), but the upsides are massive. It makes content work harder for you.

  • It increases visibility & reach. The more places your content appears, the more chances people have to discover you. You can also adapt your message to better fit user behavior over platforms
  • It builds trust & authority. Showing up again and again reinforces your brand as an expert – and constantly giving value shows that you’re trustworthy.
  • It creates consistency. You become recognizable and memorable without constantly creating from scratch.
  • It’s more cost-effective than ads. Content has a longer lifetime value – a great blog post or video can drive engagement for years, especially when updated.
  • It pushes you to improve the original content. Refining your message and structure makes repurposing easier and more effective.

You don’t have to be everywhere at once – start with your audience’s most active platform and expand from there.

Plus, AI tools can help. There’s endless tasks you can get its help with collaboration, which we’ll discuss in the later section. 

Copywriters now have a great opportunity to guide repurposing and tailor content for each platform. Businesses can produce more content, but they need expert guidance to craft, test, and refine it for real results.

Will SEO Be Replaced By AI?

No, because AI still relies on SEO-optimized web content for its answers (to some degree), and people are still using search engines. But SEO is changing fast as human search behavior evolves. 

Relevant SEO strategies are becoming more sophisticated. SEO is still critical for organic traffic and getting featured in AI summaries.

There isn’t one click made for almost 60% of Google searches (SearchEngineLand, 2024). And when there is a click, 30% go to a Google property, like Google Maps, Images, or YouTube (SparkToro, 2024). All that effort to show up on the first page… and a business’ website still isn’t likely to get a click.

What’s more, being on the first page doesn’t guarantee a spot in the AI suggestion. The first page of organic results only contributes to 57% of links in Google’s AI suggestions.  

At first glance, it looks like SEO is no longer relevant. But there’s other important data to consider:

  • SEO still matters. Every year, Google directs more traffic to the open web (Google Blog, 2021). Plus, AI frequently pulls answers from pages that are already in top search results (ContentGrip, 2024).
  • Many zero-click searches happen when people refine their query (SemRush, 2022). They looked something up, realized they didn’t word it right, and searched again. AI solves this by understanding natural language better, delivering direct answers without needing multiple searches.
  • AI is utilizing SEO when it does web searches. For example, ChatGPT’s web search capabilities are powered by Bing’s search infrastructure, which has ranking algorithms and SEO factors (Alphametric, 2025).
  • Social media SEO matters more now. Notably, ChatGPT searches through Bing, which ranks content based on social media engagement.
  • Conversational SEO is on the rise. Thanks to voice searches with assistants like Siri and Alexa, SEO is leaning into natural language phrases a user might speak or ask.

When it comes to SEO, AI takes a lot more into account.

AI-powered search still leans on traditional SEO signals to pull and rank information. Many SEO techniques are still useful, like keywords, but others have become even more important – like organizing your data well.

For example, ensuring your site is technically sound and giving search engines extra clues about your content can improve your chances of being included in AI summaries. 

If Google/Bing can’t properly crawl, index, or interpret your page, it won’t show up in either traditional results or AI answers. 

Here’s how to use AI for SEO:

Add Schema Markup To Key Pages. 

Schema markup is code that helps search engines show extra details about your content. You can add schema to your site either manually with code or using a website plugin, like Rank Math, Yoast SEO, or Schema Pro. 

Make sure your content pages have relevant structured data (such as an FAQ, HowTo, Article, Product, etc.). Having schema markup like creating a clear menu posted outside your restaurant. The menu is the schema, but posting it outside is the markup, making it easier to scan if you’re passing by.

It doesn’t guarantee you’ll be featured, but it helps AI understand your content and increases the likelihood of being included in AI summaries (SEO.com, 2024)

Regularly validate your schema to ensure there’s no errors. To do this, go to Google Rich Results Test and enter your url to test it. Test it every few months or whenever you update your content.

Write Answer-First Content. 

Don’t build up to the answer. Start pages or sections with a direct answer or definition of the primary question. Short, ultra-readable answers built into the content is more likely to be featured in AI overviews (Exposure Ninja, 2024)

Aim for a 1-2 sentence succinct answer that an AI could quote verbatim. Then use the rest of the content to elaborate and provide detail.

For example, if your About section’s heading is “Who is Jane Doe?”, start with “Jane Doe is a tax advisor with 20 years of experience.”

Use Question-Based Headings and FAQs. 

Frame your headings as questions and immediately answer them. Incorporate an FAQ section at the end of articles covering related questions. Mark up the FAQ with schema for extra clarity to Google.

Remember – these question-based headings are also excellent for long-tail keywords.

What does this look like practically? For each piece of content, identify the key questions users have and use those questions verbatim in your headings. Then answer them clearly right below. 

This structure is both user-friendly and AI-friendly. The FAQ style is intuitive, since Google’s AI overview is triggered by questions (wpbeginner, 2024)

All the main headings in this blog follow that format – you can check them out for reference.

Optimize for Bing and GPTBot

Since ChatGPT’s live search draws from Bing, make sure your content is also optimized for Bing SEO. To do this, use Bing Webmaster Tools to target Bing’s ranking factors. It gives you tips, and you can submit your sitemap for indexing and track analytics.

The ranking factors are similar to SEO strategies to rank on Google, like getting quality backlinks and structuring content well. But Bing considers social media engagement a ranking factor. Bing also prefers exact-match keywords and relies more on meta data than Google.

Also, allow OpenAI’s GPTBot to crawl your site so your content can be indexed for ChatGPT responses. To do this, you need to access your website’s backend and update the robots.txt file with a snippet of code to allow AI crawlers.

Keep Content Clear, Conversational, and Concise

Traditional SEO was all about in-depth longform content, but LLMs (like ChatGPT) prioritize answers that get to the point (Penfriend.ai, 2024). Content can be made LLM and search engine friendly with robust editing and structuring.

Trim all the fluff. Clarity matters more than word count.

Use a friendly, explanatory tone – speak directly answering someone’s query. This supports conversational SEO, which is critical, as 62% of Americans use voice assistants (NPR, 2022).

Make content ultra-readable by breaking information into short paragraphs or bullet points. This formatting makes it easier for AI to pull accurate snippets without distortion.

Cover the Topic In-Depth To Build Authority

Google’s algorithms evaluating Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) still apply in the AI era. 

Create content clusters that thoroughly cover your niche. Create broad pillar articles for your site, then add supporting blogs that dive deeper into specific topics (wpbeginner, 2024). 

The more angles you cover, the more likely your site will provide one of the pieces of an AI’s multi-source answer. Maintain a professional tone and factual accuracy – if the AI detects contradictions or errors, it will likely skip your site in favor of one with cleaner info.

Boost Your Credibility

Showcase the author’s expertise, cite trustworthy sources within your content, and gather quality backlinks and reviews for your site.

Be an authority on social media too, since Bing (and therefore ChatGPT) considers social signals to be ranking factors (Neil Patel).

Strong E-E-A-T signals make both Google and ChatGPT more inclined to trust and select your content. Remember, AI prefers reputable sources – be one.

Refresh Content Regularly

Update figures, examples, and insights periodically. Make sure research is still relevant. Add personal expert insights you’ve learned since the content was written.

This helps you leverage your site’s authority (that comes with age) and relevancy (that comes with fresh updates).

Freshness can be the tiebreaker that makes an AI choose your page over an older competitor. Whenever you make significant updates, request indexing (via Google Search Console and Bing Webmasters Tool) to get the changes recognized faster​.

SEO Is Arguably More Relevant Than Ever.

The traditional tactics aren’t going to cut it – but it doesn’t mean SEO is dead. The technical, organizational, and social media aspect has gotten more important.

Freelance copywriters who master SEO in AI content marketing have a very strong competitive edge.

What Are Some AI In Marketing Examples?

You can use AI in content marketing for research, data analysis, content generation, repurposing, and much, much more. We’ll cover real-world case studies of each as well.

Your only limit is the workflow you choose.

“The worst advice I’ve heard is that AI is going to completely erase content writers and marketing.” – Zack Kadish, Sr. SEO Strategy Conductor (Content Marketing Institute, 2024)

Start by looking at what’s working in your current workflows. 

Areas involving automation and analysis are great first steps, like creating blog summaries and providing a screenshot of an Google Console dashboard for insights. As you get more comfortable having “conversations” with AI, research, text creation, and editing can be very rewarding.

Here’s top ways to use AI content creation for marketing, particularly as a copywriter:

Topic & SEO Research Becomes More Robust

AI can scan the web in minutes – saving copywriters hours of research. Plus, it can uncover relevant topics you might not have considered, expanding your research beyond your initial keywords.

You can use tools built for research (like Elicit or Consensus) or or general LLMs, (like ChatGPT’s Deep Research mode). Many SEO tools (like Answer The Public) also use AI tools to help with analyzing keywords, search trends, and competitor rankings.

Some popular research with AI tasks include:

  • Keyword Research – Identifying high-ranking long-tail and conversational keywords to target in blog posts or SEO copy.
  • Competitor Analysis – Analyzing top-performing competitor content to find gaps where you can provide a unique angle.
  • Search Engine Page (SERP) Analysis – Reviewing search results to see which formats (lists, how-tos, FAQs) perform best for your target keywords.
  • Question Mining – Finding common queries from Google’s “People Also Ask” and forums to use as blog topics or FAQs.
  • Content Gap Analysis – Identifying under-covered topics in your industry to create fresh, high-value content.
  • Audience Insights – Studying engagement data to determine what content formats (videos, blogs, guides) resonate most with your audience.
  • Summarizing Research – Extracting key insights from lengthy reports and studies to create concise, digestible content.
  • Fact-Checking & Citation Search – Locating and verifying authoritative sources to strengthen content credibility.

You can research topics using external or internal data. You’re not limited to web research – a company’s own data can be its most valuable resource.

For example, imagine you’re doing research for a longform blog:

  • External data research –  This might look like asking ChatGPT’s Deep Research mode to analyze top-ranking content for a keyword you’re targeting, as well as its themes and content gaps.
  • Internal data research – This might look like uploading a document of brand testimonials to ChatGPT to identify common themes about what customers love most.

Robust research lays the foundation for a great outline and clear strategy.

Data Analysis Is Unmatched

“A little bit of AI can go a long way to reduce costs and drive revenue when you have the right data and the right use case.” Paul Roetzer (Marketing Artificial Intelligence, 2022) 

AI excels at analyzing large sets of data, such as past campaign performance and customer feedback. Marketers can use AI to find patterns in this data and adjust their strategies accordingly. For example, AI might reveal which types of content are driving conversions or what topics receive the most engagement.

For example,

  • Performance Tracking – AI tools like Google Analytics 4 and HubSpot track which blog posts, emails, or social media content generate the most clicks, shares, and conversions. AI then suggests optimizations based on past performance.
  • Sentiment Analysis – AI-powered tools like Brandwatch and MonkeyLearn scan customer feedback, reviews, and social media comments to gauge positive, neutral, or negative sentiment, helping refine messaging.
  • Predictive Analytics – Platforms like Adobe Sensei and Crimson Hexagon analyze historical engagement data to predict future content trends, guiding strategy before trends emerge.
  • A/B Testing Insights – AI in tools like Unbounce evaluates A/B test results from different headlines, CTAs, or email subject lines, recommending the highest-performing variations.
  • Heatmap & User Behavior Analysis – AI-driven tools like Hotjar and Crazy Egg track user scroll depth, clicks, and drop-off points, providing insights into how to improve website layout and content engagement.
  • Content Personalization – AI in Outbrain, Breeze, and Dynamic Yield segments audience data and recommends personalized blog posts, product pages, or email content based on user behavior.
  • SEO Trend Analysis – AI in Semrush, Ahrefs, and SurferSEO analyzes keyword rankings over time, giving you insights into emerging trends and content adjustments to maintain search visibility.
  • Competitive Benchmarking – AI in BuzzSumo and SimilarWeb tracks competitors’ high-performing content, engagement metrics, and backlink profiles to reveal content gaps and improvement areas.
  • Topic Clustering & Internal Linking – AI-powered tools like MarketMuse and SurferSEO map out related content topics, helping you create strategic internal links for better SEO within a website.
  • ROI Measurement – AI in Looker Studio, HubSpot, and Tableau connects content performance data with revenue metrics, showing how specific content impacts your lead generation and customer retention.

As a copywriter, you might not manage these tools, but their analytics help your content reach the right people at the right time. If your client uses them, check if any insights can guide your copy or content.

You’ll Speed Up Text Creation & Editing

AI can generate whole blogs in a few seconds, but an experienced copywriter knows that’s not the biggest opportunity for AI content creation. 

After all, faster content creation means nothing if it doesn’t drive engagement or conversions.

Here are some popular ways AI gets used in content creation:

  • Generating Content Outlines – Tools like ChatGPT and Copy.ai can help you create structured outlines based on top-ranking articles. If you plan to use AI for text generation later, providing your outline gives it a great reference for building out the rest of the content.
  • First-Draft Writing – AI in content generators like Jasper and Rytr writes blog drafts, ad copy, or email templates that can be refined for brand voice. If what you need to write requires a basic base that you’d like to build out, these are good to consider.
  • Tone & Style Adjustments – Grammarly and Hemingway Editor analyze tone, clarity, and readability, and even suggest improvements that you can install with a click. It’s especially helpful for on-demand AI editing for individual sentences and sections.
  • Rewriting & Summarizing – AI in tools like QuillBot and Wordtune refines text by simplifying, expanding, or rephrasing content for different audiences. It’s a great option for editing scattered writing or like voice-dictated text.
  • SEO Optimization – Some tools like Frase created the content while suggesting keyword placement, readability tweaks, and content structure for higher search rankings. It’s a good consideration if you’d like to integrate SEO right within the AI text generation process.

AI clearly makes writing faster – but can AI be used for content creation that works?

Yes, when it’s aligned with the end goal and good practices.

Here’s A Real-World Case Study Of AI-Generated Content That Worked

Bankrate.com, a personal finance website, used AI-generated content to drive significant traffic. 

How exactly? 

The site answers specific questions with AI while following Google’s guidelines. They focus on user intent by structuring content around FAQs, having experts review it before publishing, and openly disclosing their use of AI. (SEO.ai, 2024)

They knew what made content fast, but more importantly, they knew what made it good – and they made sure AI didn’t take those elements away.

Repurposing Content

There isn’t a more efficient way to get more mileage out of content. Repurposing content isn’t the hassle it used to be either – AI can help marketers break down “parent” content into multiple smaller pieces. 

For example:

  • Longform blogs, pages, and articles – These break down nicely into insights to include in emails and LinkedIn posts. They’re also great as talking points for a longform video or podcast. When sectioned well, they also make good talking points for shortform videos.
  • Longform videos (webinars, Youtube videos, podcasts) – Like blogs, they can be reversed into text content. Having a video’s text as a transcription or blog makes it easier for AI to crawl, boosting its chances of appearing in AI suggestions. The video can also be broken down into shortform videos, with quotes pulled for social media posts.
  • Customer reviews, testimonials, and case studies– AI can pull key phrases from testimonials to make any kind of content significantly more compelling. These snippets also make great infographics and images.
  • Social media posts – Social media is a great place to test topics for free. High-performing LinkedIn or Twitter (X) posts can be expanded into emails, newsletters, or even full blog topics. Beyond that, they can inspire even more content posts with follow-up thoughts, answers to comments that were left, and changing angles.

When done mindfully, recycling content is a win-win for a brand and the consumer. It boosts visibility with less effort while naturally maintaining brand consistency. Consumers get to engage on their preferred platform without missing out.

Here’s A Real-Life Case Study Of Successful Content Repurposing

Alex Hormozi has said he puts out 250 pieces a content per week – around 35 pieces a day. But he didn’t have to 10x his content creation effort. How does that work?

Here are several strategies he’s shared: 

  • He starts with a post on X. This acts both as a testing ground for what content receives lots of traction, and a starting point so those posts can get expanded into a full video.
  • These posts can be recycled or repurposed for Linkedin, as well as screenshotted for Instagram posts and reels, and Tiktoks.
  • The longform videos can be posted to YouTube and as a podcast – but also broken up into multiple short form videos for Instagram Reels, TikToks, and Youtube Shorts.
  • He and his wife also run workshops. The Q&A session recordings provide content for both longform videos and shortform videos.

Copywriters understand persuasion and the big-picture funnel. Today, they’re ideally positioned to help companies shape their content strategy – even if they’re not involved in every step.

Can You Use AI Images In Marketing?

Yes, but make sure AI images don’t mislead your audience, break laws, or include copyrighted content.

“Successful advertising has always been grounded in highly creative and authentic visual storytelling – and this remains as true today as ever, regardless of whether a brand chooses human-shot or AI-generated content.” – Dr. Rebecca Swift, Global Head of Creative Content at Getty Images (Getty Images, 2024)

AI images are impressive and easy to create – but image authenticity is important for 87% of consumers (Getty Images, 2024). Can AI do both?

Reactions to AI images vary, as do the types of images used in content. Within marketing content, some of the most common kinds include:

  • Product mockups – AI-generated visuals showcasing products in various settings.
  • Stock-style images and B roll – AI-created alternatives to traditional stock photos and footage.
  • Infographics & data visualizations – AI-assisted charts and visuals, especially to display study findings and illustrate concepts.
  • Illustrations & icons – Custom AI-designed elements for branding, user interface, and storytelling.
  • Backgrounds & textures – AI-created aesthetics for websites, ads, and presentations.
  • Avatars – AI-generated characters ranging from animated figures to lifelike virtual “influencers.”

Not all of these are a copywriter’s responsibility, but they work alongside copy and content. It’s important to understand them and advocate for images that build customer trust, rather than those used as shortcuts.

AI images and footage can be impressive, but they don’t always add value. Understanding user experience and target audience perception helps ensure they build credibility rather than erode it.

Here Are Some Real-World Case Studies Of Good Vs. Bad Uses Of AI Images In Content Creation

Nike’s “Never Done Evolving” Campaign (Akqa, 2023)

  • What they did: To commemorate its 50th anniversary, Nike used AI to create a virtual tennis match: Serena Williams from her first Grand Slam in 1999 versus Serena Williams from her 2017 Australian Open appearance. 
  • Why it worked: AI was openly disclosed and enhanced the storytelling. While the use of AI was impressive in itself, it directly supported the bigger message of Serena and Nike’s commitment to evolution and innovation. 

Sports Illustrated’s AI-Generated Content Controversy (Futurism, 2023)

  • What they did: Sports Illustrated published articles with AI-generated profile pictures and fictional bios. These profiles came from third-party writers.
  • Why it didn’t work: Sports Illustrated faced criticism for publishing articles attributed to  non-existent authors with AI-generated profile pictures. The AI usage was not initially disclosed, and was only discovered after investigation.

The third-party company claimed the content was human-written but sometimes under pseudonyms… but it still raised doubts about authenticity and transparency, leading to skepticism about AI involvement. Instead of streamlining the process, it undermined the brand’s image.

So before using AI-generated images, consider how your audience would react if they knew it was AI-generated.

They may see AI art or icons as a sign you’re avoiding paying real artists. On the other hand, AI-generated infographics could improve user experience by making a blog easier to read and share.

AI-generated content is only a valuable shortcut when it doesn’t come at the cost of customer trust.

Will Content Marketers Be Replaced By AI?

No. AI needs your niche content to give personalized answers to users.

Content marketing is far from dead. Old methods are just becoming more sophisticated.

AI content marketing is reshaping how content is created, optimized, and delivered, but the fundamentals remain the same. Creating valuable, personalized content still helps brands build trust and authority. 

AI tools are here to supercharge, not replace, those efforts.

  • AI hasn’t killed content marketing or SEO – it’s shifting how both are approached. 
  • Successful AI content marketing focuses on providing niche, high-value content that’s easily scaled.
  • AI content marketing also aims at talking to algorithms and AI, since they’re doing many of the searches. Showing up in AI suggestions has become a brand priority.
  • AI tools can speed up research, creation, and optimization… but still need human oversight.
  • Testing and analytics ensure your AI-generated content continues to improve over time.

If you want to stand out, focus on making your content strategy smarter with AI, rather than faster. The speed will come with a refined strategy. 

Keep learning, testing, and refining your approach to meet evolving demands. 

AI copywriters bridge the gap between AI-driven brands and customers looking for the right products and services.

Who Can Help Me Use AI For Content Marketing That Doesn’t Sound AI-Generated? 

I help businesses create content that shows up in AI results and still sounds distinctly human. After all, humans are still marketing to humans, not robots. Blogs, emails, and more. Book a consult, let’s see if we’re a fit.