Mediaboss Marketing

As more businesses come online and marketing efforts increase, there is more demand for content. Creating that content takes more resources. However, several AI tools are available in the market today to generate content. But how good are these tools and the content generated by these tools? Capterra recently conducted a study to gain some insights.

The demand for marketing content has increased over the last few years. According to Hosting Tribunal, there were more than 600 million blogs as of 2021. There are about 6 million daily blog posts. And there are all other forms of marketing content. This means marketers have significant pressure to make their content 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 churn out 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 how good is the generated content? Capterra recently surveyed marketers using these tools for the content generation to gain some insights. The following are the findings in detail.

See more: AI in Content Marketing: 35 AI Tools and Platforms To Scale Your Content Marketing Efforts

According to the study, 45% of marketing professionals spend half of their workweek creating content. About 35% spend about 75% of time w.r.t content. It is evident that creating content takes significant time. This is why AI tools have significant implications for marketing professionals, helping them create more content more efficiently. Marketers can perform several tasks per their needs due to AI and ML capabilities.

So, how are marketing teams using AI at their companies?

According to the study, 63% use AI tools for email marketing. This is followed by advertising (58%) and data analysis (57%). Interestingly, only 33% of marketers use AI for content generation.

Areas in which companies are leveraging AI and ML tools

Source: Capterras 2022 AI Marketing Survey

The study also found that companies need significant time to get the tools off the ground. About 44% said it took 6-12 months to implement AI and ML tools. About 22% said it took about 1-2 years to implement. The time taken to implement also increases with the company size.

However, when it comes to educating workers, the results are positive. About 57% of marketers said it took less than six months for their staff to learn to use the tools. About 30% said it took 6-12 months to learn to use them.

Overall, putting AI technology into practice takes work at the onset. Now, while the tools can generate content, is it worth the effort?

Many marketers may be skeptical about the quality of the content generated by these tools. But, most marketers implementing these tools seem satisfied. About 82% of the respondents agreed that while the generated content is not perfect, it is as good or better than the ones generated by humans. About 77% said the software is somewhat or very effective in accomplishing marketing objectives.

To a significant extent, marketers have high success levels across different aspects of AI content. About 49% say it is successful in generating clear and easy-to-read text. Other areas where AI software performs well include demonstrating trustworthiness, creating content quickly, and providing thorough content.

AI/ML tools are successful in creating clear content

Source: Capterras 2022 AI Marketing Survey

Despite this success, marketers should check the content for accuracy. Only about 33% say these tools successfully generate error-free or accurate text, which is the lowest success rate among all the qualities measured. The content also shows shortcomings in generating original content. The tools depend on given data and do not have the ability to generate new ideas like humans. The tools also do not understand the nuances of communication.

Nonetheless, the tools lead to many positive outcomes for marketing professionals.

About 88% of marketers agree that the tools save their organization money and time. And this advantage ranks much higher than cost savings, which indicates marketers place more importance on efficiency. About 33% of marketers also report enhancing customer experience (CX) as a key benefit.

The study also found that the tools are highly proficient in creating short-form content. Among professionals using 25% or less time creating content, many are using AI tools for short-form content for email marketing (65%) and advertising (92%). Hence, it is essential to consider what content you plan to generate when using the software to get the best results.

As AI is still a little new and evolving, marketing professionals should understand the common constraints to avoid roadblocks.

About 35% of respondents said that governance and risk issues were the top challenges. Marketing professionals considering AI tools should also develop a data management and risk mitigation plan. Cost was another top challenge when using AI software. And while the technology generally offers greater efficiency, it can be challenging to pitch the software implementation if the budget is tight.

Top challenges of AI tools for marketing purposes

Source: Capterras 2022 AI Marketing Survey

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.

See more: Future of Email Marketing: Can AI Write Our Emails?

Using AI software requires a robust management strategy. Ask yourself these questions to see if you are ready.

Artificial intelligence is transforming how we do business and will most likely continue to improve in its capabilities to perform similarly to human beings in terms of speech and creativity. Hence, now is a good time to test and see if your goals align with the advantages offered by AI regarding content marketing. That said, ensure a solid strategy for implementing and managing AI.

Do you use AI for generating content? What do you think about these tools? Share with us on Facebook, Twitter, and LinkedIn.

Image Source: Shutterstock

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82% of Marketers Say AI-Generated Content Is as Good as Human-Generated One - Spiceworks News and Insights