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To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.

What You'll Learn from the Report: 

• How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
• What challenges are most prevalent this year and how other marketers like you are adapting.
• The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
• The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
• What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.

Read the Report Now

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Gone are the days when content creation was solely the domain of human creativity and laborious hours of writing. Generative AI has created a seismic shift in how we conceive, produce, curate, and optimize content.

Despite generative AI's potential to transform the content writing process and create high-quality content, many companies have yet to adopt it. Often, their hesitation stems from a lack of familiarity.

This guide will help you navigate the transformative landscape of AI-generated content, highlighting its benefits and practical applications for enhancing your writing prowess.

Benefits of Leveraging AI in Content Creation

Improved Speed and Efficiency

According to Capttera, a staggering 80% of marketing professionals spend 50-75% of their time on content generation. Integrating AI in marketing workflows can help alleviate this burden and allow marketers to focus on more strategic tasks.

One of the most compelling benefits of AI writing tools is their ability to reduce the amount of time it takes to generate content. AI content generators can produce a draft in seconds, a task that might take a human writer hours or even days. Content writers also benefit from using AI assistants to revise content faster. These improved workflows create higher-quality content in less time. 

For example, an AI email generator can swiftly craft highly personalized guest post outreach emails by analyzing a webpage in mere seconds!

Enhanced Creativity

AI writing assistants are also great creativity enhancers, helping broaden writers' creative horizons.

These tools can provide you with diverse angles and ideas. They can also help you overcome writer's block and keep your content fresh and engaging. For instance, tools like ChatGPT can be used to brainstorm unique topic ideas, titles, and outlines or experiment with different writing styles and tones.

Cost-Effectiveness

AI writers offer a more budget-friendly alternative to the traditional content creation process. Businesses can save on labor costs and allocate resources more efficiently by automating part of the content production process, especially for high-volume, repetitive writing tasks.

Additionally, the shift towards AI-driven content creation makes it easier for teams to work from home. Remote work thrives on flexibility and efficiency—hallmarks of AI-driven content creation. The adoption of AI-driven content creation tools minimizes the need for in-person supervision and supports remote teams by streamlining communication and project management. AI provides consistent quality and guidance, making remote collaboration as effective as face-to-face collaborations, if not more so.

AI makes content generation accessible to a wider range of businesses, from startups to established companies looking to scale their content marketing efforts.

6 ways to use AI to become a better writer

Wondering how you can start using AI for content creation? These budget-friendly strategies will help you become a more creative and efficient writer!

1. Brainstorm topic ideas

Seeking to establish authority or cover unexplored topics? AI can help you explore new angles and perspectives, enriching your content plan.

When asking an AI bot like ChatGPT to generate blog topics, your instructions, aka prompts, need to be as clear and specific as possible.

As the saying goes, "The Devil is in the Details". A good AI prompt is detailed, but still open-ended, allowing the tool to explore diverse ideas. A bad prompt is vague or overly broad, leading to generic responses that lack focus.

Giving the AI bot context about your business improves results. Tell the bot your job title and give it a link to your company website.

For example, instead of saying, "Give me 10 blog topics about technology," a more effective prompt would be "Act like you are a content writer for a healthcare company. Generate a list of emerging tech trends impacting healthcare in 2024. These topics will be used as blog posts on [insert website]."

2. Create SEO-optimized titles and summaries

Use AI to generate SEO optimized titles and summaries for content you've already written.

The digital space is filled with AI content assistants that can create search-optimized blog post titles, TL;DRs, and outlines. Many of these assistants are available for free. Some of these tools require detailed prompts, like ChatGPT, while other tools created by SEO pros like Ahrefs and Copy.AI are more straightforward.

ChatGPT is an all-encompassing AI content creation tool. Simply feed it the content you're looking to summarize or create a title for, give it some business context, and watch it generate ideas. When writing your prompt, be sure to tell the chatbot that the results should be optimized for SEO.

Copy.AI offers a ready-to-use blog title generator. This tool requires minimal customization – simply input your target keyword or topic and watch the AI generate SEO optimized titles for you.

If you're looking for more precision and control over the output generated by the AI, try Ahrefs' Free AI Blog Title Generator. This tool is adept at crafting catchy, SEO-optimized titles. It lets you pick the tone of writing, generate multiple title variations at once, and provide context about the post's content, ensuring your titles resonate with your audience.

3. Generate drafts

AI writers are excellent at drafting content for blog posts, ad copy, product descriptions, and more. You can even integrate them with your social media management tools to help you create captions and social posts.

Once you've chosen your target keywords and finalized an outline, use AI writing software to create your first draft.

For platforms like ChatGPT, a detailed prompt is crucial. It should include all relevant information: the outline, desired keywords, conducted research, and specific facts or details. Explain the post's purpose, desired structure, and tone of voice. You can even feed it content you've written in the past, or provide a link to the landing page the content will eventually live on. This will enable the AI to create content that matches your writing style.

You can ask the AI tool to generate a complete draft or work alongside the tool and draft paragraph by paragraph. Many prefer the latter, as it allows for more control. Each time the AI bot generates a new paragraph you can give it feedback on length, amount of detail, relevancy, etc. This will help the chatbot learn to write better for you.

If you have a budget, try tools like Jasper AI or Surfer SEO. These specialized AI content writing assistants can truly elevate your content creation journey. They will walk you through the entire writing process and use advanced AI copywriting to streamline the journey from idea generation to published piece.

Unlike ChatGPT, these user-friendly AI content tools offer step-by-step guidance and pre-designed templates, making them ideal for beginners.

Remember — AI-written drafts need revision and fact-checking. Relying entirely on AI without any editing from your side can cause serious issues. We'll cover that later.

4. Improve clarity and fix grammar

Certain AI tools are designed to elevate your original content by enhancing clarity, engagement, and grammar. Two tools work exceptionally well for this purpose – Grammarly and the Hemingway App.

Grammarly, an AI writing assistant, catches spelling, punctuation, and grammatical errors. It also offers suggestions for enhancing clarity, conciseness, and tone. Simply copy and paste your draft into the tool or use the browser extension for real-time feedback.

Hemingway App, another powerful AI content writing tool, focuses on making your writing bold and clear. It rewords complex sentences, passive voice, and other readability issues. 

While both tools have different strengths, they complement each other well. Combining these tools will benefit use cases like editing blog posts, email content, or any other written material.

5. Add unique images to your work

Incorporating captivating images into your content can significantly enhance its appeal.

Here are some of the best AI image generators:

1. DALL·E 3 stands out for its ease of use, making it an excellent choice for those new to AI content generation. Simply describe the image you want and use the AI to generate it.
2. Midjourney is known for delivering high-quality image results. This AI tool caters to users seeking exceptional visuals. 
3. For those desiring more control over their creations, Stable Diffusion provides extensive customization options. 
4. Adobe Firefly excels in integrating AI-generated images into existing photos. This AI is great for enhancing existing visuals through a blend of creativity and realism.

When using AI to create images, select a tool that aligns with your specific needs—be it ease of use, quality, customization, or integration. The vast number of AI tools available means there's a solution for virtually any visual content requirement.‍

6. Get feedback

AI can help you identify areas for improvement and refine your content. Here are a few examples:

1. Paste your content into a tool like ChatGPT and ask it to improve clarity and readability. You could also ask it to add more details or examples to support your points.
2. Try AI content writing tools like Surfer SEO or Frase for SEO optimization. Get recommendations on keywords, headings, and content length to improve search rankings.
3. Use AI writing software to align with Google's EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) principles. EEAT is Google’s guidelines for creating helpful, reliable, and people-first content. AI tools can help you find gaps in your content and suggest ways to showcase your expertise and credibility. Tools like MarketMuse or Clearscope are great for this.

Be specific in your prompts to get the most relevant feedback. For instance, ask, "How can I make this post more engaging for [type of audience]?" or "What can I do to SEO optimize this content for X keyword?"

These writing assistants can refine your work and guide you to adopt better writing practices over time.

How to avoid common mistakes when using AI writing tools

AI writing tools offer huge benefits for content creators. However, there are common mistakes to avoid when using AI to write. Here's how to navigate these pitfalls effectively:

1. Editing, Proofreading, and Fact-Checking: Always review and fact-check AI-generated content to avoid misinformation. AI can make mistakes or draw flawed conclusions, so verifying the information before publishing is crucial.
2. Feeding a good prompt: Provide clear, specific, and complete instructions to your AI writing tool. Include the content type, context, desired tone, and other relevant details. The more precise your input, the better the output.
3. Adding Personality to AI Content: AI-generated text sometimes lacks personality or sounds generic. To stand out, infuse your voice and style into the content. Make edits and adjustments to ensure the final piece aligns with your brand and resonates with your audience.
4. Ethical Content Creation with AI: Be aware of potential biases and discrimination caused by AI algorithms trained on biased datasets. Familiarize yourself with the subject to spot any AI hallucinations or incorrect information.

Embracing the Power of AI for Content Creation

AI writing tools offer incredible opportunities to speed up content production and inject new levels of creativity and efficiency.

But, it's important to remember that quality and ethics should guide your content. Use the AI-generated content as a springboard for your creativity, ensuring it complements rather than replaces your unique insights and expertise. Blend AI's efficiency with your creative flair.

A recent Deloitte study examined how companies rate the readiness of their staff for adopting generative AI (GenAI). Almost all companies think their workforce is at least slightly prepared for AI. Only 13 percent say they are totally unprepared.

AI-powered writing tools are not a fad. They continue to evolve and become more integral to our content creation processes. So, get ready now!

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