January 25, 2023

Article at GiveWP

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Trend Watch for Nonprofits: Using AI in Content Marketing

One trend that is gaining traction in the nonprofit world is the use of artificial intelligence (AI) in content marketing.

On the left, a woman on her phone smiling while she sits in front of her computer. In the center, a robotic hand reaching out into the ether. On the left, two hands poised over a keyboard.

Nonprofits are always looking for ways to maximize their impact and reach their target audience more effectively. Using AI in content marketing is one way that your nonprofit can create personalized and relevant content, automate certain tasks, and gain insights into your audience’s behavior and preferences.

By leveraging the power of AI, your nonprofit can enhance your content marketing efforts and ultimately achieve your mission more efficiently.

Role of AI in Content Creation

The role of AI in content creation is to assist in the creation, optimization, and distribution of content. It works by using machine learning algorithms. Overall, AI has the potential to greatly enhance the efficiency and effectiveness of content creation for your nonprofit.

However, AI is not currently in a place where it can do all of the heavy lifting for you. It’s important to remember that in cases where you’re using AI to generate content, it generally lacks a human feel.

At a minimum, you’ll need to use the AI-generated content as a foundation and then let the humans in your organization touch it up. Let’s dig into some ways you can use AI in marketing

Using AI in Content Marketing

Using AI in content marketing can help you enhance the effectiveness of your overall content strategy, research, and development.

Strategy

Analyze data on audience demographics and preferences, and use that information to inform the overall content strategy. This can help you identify the most effective topics and formats for reaching your target audience and creating personalized, relevant content.

Optimization

Determine how different types of content perform and use that information to optimize your content for maximum engagement and conversions. AI can also help you identify topics and keywords that are resonating with your target audience. You can then use that information to inform future content strategy.

Personalization

AI can parse through data on a user’s behavior and interests, and create content that is specifically tailored to that individual. This can be particularly useful for your nonprofit, as it allows you to create more relevant and engaging content for your target audiences.

Distribution

By identifying the best time, channel, format for the content, and the best target audience for it, AI can help you optimize your distribution.

Research

Your organization can use AI to curate data from various sources such as your social media platforms, website analytics from Google, and even customer feedback. This data can help you identify trends and insights that can inform your content strategy.

Development

Automate certain tasks such as editing, formatting, and distribution of content. This can help you save time and resources, allowing your team to focus on more creative tasks.

Quick Content

If your nonprofit is smaller or volunteer-driven, you may not always have the resources to create large volumes of content. AI-powered tools can help you generate quick content, such as news summaries, social media posts, or product descriptions.

Predictive Analytics

Optimize your email marketing efforts by using AI to analyze data on audience behavior and preferences to predict when users are mostly likely to open an email and sending emails according to that data.

Social Media Copy

Create more engaging and relevant social media content by using AI to analyze data on social media conversations about a brand and using it to inform your social strategy.

Illustrations

Generate illustrations or visual elements that complement the content, such as infographics or data visualizations, making your content more engaging and easy to understand.

AI-powered Chatbots and Virtual Assistants

Create interactive, personalized content experiences for users, such as quizzes, surveys, and personalized recommendations.

The possibilities are endless when you consider all of the different ways you can put artificial intelligence to use. With all the chatter about technology like ChatGPT, it’s important to remember that AI is everywhere. You can use it in whatever way serves you best – from automating tasks to optimizing donor conversion.

Examples of How Brands Have Used AI in Content Marketing

There are many examples of brands that have used AI in content marketing to enhance their marketing efforts. Some examples include:

Coca-Cola: The company used AI to analyze data on social media conversations about their brand, and used that information to inform their content strategy. They were able to identify the most popular topics among their target audience and create content that resonated with those topics.

McDonald’s: The fast-food giant used AI to create a chatbot that could answer customer’s frequently asked questions about menu items, ingredients, and nutritional information. This helped to improve the customer experience and make it easier for customers to find the information they were looking for.

H&M: The fashion retailer used AI to analyze data on customer behavior and preferences, and used that information to create personalized recommendations for customers. This helped to improve the customer experience and increase sales.

Netflix: The streaming giant is using AI to create personalized content recommendations for viewers based on their viewing history and preferences. The algorithm analyses the viewer’s habits and suggests the most likely shows and movies they will enjoy, which is a key driver for the platform’s success.

Spotify: The music streaming service uses AI to create personalized playlists for its users based on their listening habits. The algorithm analyses the listener’s habits, from the time of day to the mood of the songs, and creates a playlist that suits that user’s needs.

Examples such as these can give you an idea of how you can use AI to enhance the effectiveness of your marketing strategies in a variety of ways.

Before You Start: Considerations for AI in Marketing

Before implementing AI in content marketing, it’s important to consider a few key factors to ensure a successful implementation:

Content strategist: Having a dedicated content strategist is still crucial even when using AI to assist in content creation. The strategist will be responsible for creating a content strategy and setting goals, and working with the AI to ensure that the content aligns with your goals.

Resource allocation: Implementing AI in content marketing may require reallocating resources. It’s important to consider the costs associated with implementing AI, and how those costs will be balanced against the expected benefits.

Workflow and processes: Before implementing AI, it’s important to have a clear understanding of how it will fit into the existing workflow and processes. Will it be used to automate certain tasks, or will it be used to generate content? Knowing this will help to ensure a smooth integration and avoid disrupting existing processes.

AI expert: It’s important to have someone on your team who is an expert in AI, and who can work with the rest of the team to ensure that the technology is being used effectively.

Performance metrics: It’s important to consider how using AI will impact performance metrics. For example, if the goal is to increase engagement, it’s important to track metrics such as click-through rates and social media engagement to see if the AI is having the desired impact.

Overall, it’s important to have a clear understanding of how you will use AI in your content marketing strategy and to have the right resources and support in place to ensure a successful implementation. Additionally, it’s important to consider the impact on performance metrics to evaluate the effectiveness of the AI-assisted content marketing strategy.

Robots and Marketing: What’s Next and What’s Missing?

The section above was written by ChatGPT. Could you tell? From the repetitious use of the word “important” to the format of the sentences, it should be somewhat easy to identify that the section about isn’t exactly well-written.

While robots and artificial intelligence can be useful tools, they shouldn’t be your only resource. Often, content created by AI lacks a human element.

Relationships and personal connections are so important to the nonprofit marketing experience that no AI can tell your story in a way that tugs at the heartstrings of a donor or shows the true value of your organization in the community.

While robots and AI tools can create elements, they should only be just to help you generate ideas or jumpstart marketing. Otherwise, the result can be somewhat dry and informational, but completely heartless. Creating dynamic stories is key to building relationships with your donors and sharing information that resonates with them.

Marketing robots also don’t understand the creativity that comes with brainstorming a campaign or idea and the nuances of that implementation. This creative flair is often what connects your organization to the people it serves and the donors who support it.

Finally, there are a handful of other considerations when marketing with AI – lack of understanding and accuracy, brand consistency, and even ethical considerations.

While this trend can be a resource, you should only use it to complement your efforts. Don’t rely on AI to tell your nonprofit story, because you will lose the human touch that makes what you do so impactful.

Enhance Your Nonprofit Fundraising with Automations

GiveWP offers several add-ons that can help your nonprofit streamline and automate some of your marketing efforts.

The most powerful, of course, is Zapier – you can automate follow-ups, connect with donors, auto-push text messages, create calendar reminders, send automatic emails, and so much more. Many email providers use AI-powered automations within their systems, such as predictive sending.

Taking advantage of AI-powered tools can help your nonprofit run more efficiently and create better and more targeted content.

Carrie Cousins has more than 15 years of experience in media, design, and content marketing. She’s a writer and designer, has an MBA from Virginia Tech, and is passionate about creating amazing experiences for businesses online. Her work has been featured in publications such as Design Shack, Webdesigner Depot, The Next Web, and Fast Company. She's an avid runner, which comes in handy with a trio of Australian shepherds at home.