Can AI drive what you are promoting’ content material technique? – Stratton Craig – Buzz Credit score

Highly effective, automated, cost-effective. What’s to not like about AI? Since capturing to prominence, AI has been heralded as a sport changer for companies’ written content material, equally at house processing information units as it’s writing annual experiences.

However whereas AI’s means to supply written content material may appear all conquering, the truth isn’t so clear. Whereas it may present a lift in momentum, counting on AI for strategic content material that captures consideration and wins enterprise can go away companies uncovered to dangers.

Getting strategic about AI adoption

There’s a standard false impression that AI’s major worth in content material technique lies in writing. We expect that’s a mistake.

Whereas AI can generate content material rapidly, the actual worth lies elsewhere—within the duties that occur earlier than and after the writing. Assume analysis. Construction. Repurposing current content material. search engine optimisation evaluation. Formatting for various platforms. These are areas the place AI instruments can genuinely improve your effectivity and output.

However much more necessary than pace is technique. Nice content material doesn’t begin with a clean web page—it begins with a deep understanding of your model, your clients, your merchandise, and your market. That type of perception can’t be generated by AI. It merely can’t exchange the artistic and strategic considering that brings your model to life. That’s nonetheless very a lot a human job. However AI can definitely add worth at steps within the course of.

The place does AI match into your content material technique

Let’s check out a perfect content material technique course of and see the place it is smart so as to add AI – and importantly, the place it doesn’t.

1. Content material Blueprint

An efficient content material technique doesn’t simply materialise absolutely shaped out of nowhere. It must be constructed on sturdy foundations, similar to a particular tone of voice, model information, messaging home and content material pillars.

AI can assist with:

• Creating concepts for content material pillars and matter clusters
• -Suggesting preliminary messaging concepts based mostly on stakeholder interviews or workshops
• Analysing opponents’ language for tone and magnificence insights
• Reformatting or making use of an current model information to drafts
• Guaranteeing language inclusivity based mostly on pre-set guidelines

However AI falls brief in the case of:

• Defining a really distinctive tone of voice rooted in your model id
• Crafting messaging that aligns with enterprise objectives and buyer ache factors
• Constructing a method information from scratch with real-world context
• Understanding cultural nuances, emotional resonance or inclusive language requirements that aren’t based mostly on pre-set guidelines
• Uncovering what makes your model distinctively totally different

2. search engine optimisation Audit

Content material is the spine of search engine optimisation. Search algorithms exist to seek out and serve probably the most related content material—so in case your technique isn’t constructed round that, you’re already behind.

AI can undoubtedly assist you to with:

• Key phrase analysis and clustering
• Figuring out content material gaps based mostly on search traits
• Analysing opponents’ search engine optimisation efficiency
• Suggesting meta descriptions, web page titles and inside hyperlinks
• Operating technical search engine optimisation checks and proposals

However the limitations are:

• Making strategic choices about key phrase precedence and enterprise affect
• Decoding search intent with nuance
• Balancing search engine optimisation with model voice and messaging
• Understanding the function of search engine optimisation inside a broader buyer journey
• Making a roadmap that connects search engine optimisation perception to real-world enterprise objectives

3. Content material Plan

This stage is the place you set in place the actions which are going to make your technique occur.

AI instruments shine in the case of:

• Producing content material calendars
• Suggesting codecs or titles based mostly on traits
• Repurposing long-form content material into shorter items
• Automating outlines or briefing paperwork

Nonetheless, planning isn’t nearly logistics. It’s about:

• Prioritising content material based mostly on industrial targets
• Aligning content material plans with product launches or enterprise cycles
• Deciding on the correct mix of codecs and channels
• Figuring out content material alternatives from stakeholder enter or market shifts
• Maintaining momentum by way of workforce alignment and alter administration

4. Channel Plan

There isn’t a level creating nice content material if nobody will ever see it. An efficient technique retains it seen, shareable, and flowing, so your groups keep aligned and your message stays sturdy.

AI is beneficial for:

• Suggesting which codecs carry out finest on which platforms
• Repurposing content material for particular channels (e.g. LinkedIn posts from blogs)
• Scheduling and posting content material routinely
• Analysing platform engagement metrics
• Flagging content material traits or viewers shifts

However efficient channel planning additionally wants:

• Selecting channels based mostly in your viewers’s preferences and journey
• Navigating tone and positioning variations throughout channels
• Adjusting plans in actual time based mostly on enterprise or market occasions
• Creating campaigns that resonate emotionally and strategically

There’s little doubt AI will preserve getting higher at content material technique duties. It’s already dashing up analysis, writing, and planning. However crucial components—the considering, the understanding, the expertise—nonetheless relaxation with people.

At Stratton Craig, we match excellent considering with distinctive writing. We work intently with you to uncover what makes what you are promoting distinctive and assist you to carry that to life throughout each channel.

So sure—use AI. However in the case of constructing a content material technique that drives actual outcomes, you’ll nonetheless need individuals who know what they’re doing.

People ought to all the time be on the centre

AI is an more and more necessary device in a content material strategists’ arsenal however shouldn’t be relied upon as the principle driver of strategic work.

It will probably assist to refine, analysis and improve. Nevertheless it doesn’t have the experience, business data or large image considering that really efficient strategic content material wants. It will probably mimic creativity by summarising the most recent communication traits, but it surely lacks the years of shopper conferences to know what info your stakeholders have to know.

AI would possibly be capable to summarize information and spotlight traits, however what occurs subsequent must be determined by people who know your merchandise, markets and clients inside out.

AI is a device – not a choice maker

AI holds nice potential for companies. On the one hand, it may present a great addition to your content material creation lifecycle. Advertising workforce stretched skinny? With a well-crafted promptthe proper AI device can rapidly analyse stakeholder interviews for key themes in your workforce to overview and ship dwell in only a fraction of the time.

However this doesn’t make the human experience and perception of your content material strategists any much less necessary. Actually, we might argue it makes them extra necessary than ever.

At Stratton Craig, our content material strategists know simply what makes a profitable content material technique – and the way AI can assist carry it to life. Speak to us in the present day about how we’re utilizing AI to spice up our content material companies and the way we can assist you make content material that counts.