Here, we cut to the chase by addressing what AI is, aiming to reduce the fears you have around it, and offering practical tips on using AI tools like ChatGPT and Storykit to supercharge your creativity, not replace it.
Let's explore how AI can become your marketing edge.
Why do marketers need to leverage AI?
In the digital space that almost all of us operate in, standing out requires more. More content. More information. Just more.
Which means being more productive. But how are marketers supposed to achieve this with shrinking budgets and resources? AI.
And many marketers know that. In fact, here is what they’re saying:
- 80% of marketers believe I will be the marketing industry’s game-changer in the next five years.
- 73% of marketing professionals are already using generative AI to help create text, images, or other content.
- 58% believe AI can help improve their marketing performance.
However, realizing AI's importance is one thing; truly making it work for you is another. If you want to harness AI's full power, you need to understand how it works and how you can use it to create:
- High-quality content tailored to your brand;
- Plus, a greater volume of it.
And that's exactly what we'll show you how to do.
Setting the scene: Understanding AI vs. Generative AI
The term AI, Artificial Intelligence, is a broad term that encompasses all types of computer systems designed to mimic human intelligence. This includes understanding language, recognizing patterns, solving problems, and learning from data. AI can be as simple as a program that plays chess or as complex as a self-driving car's navigation system.
In this article, our focus is on Generative AI, which is a subset of AI focused on creating new content, whether that be text, images, videos, music, or other forms of media. It works by learning from a vast amount of existing material and then using that knowledge to generate new, original pieces that resemble the learned content but are not direct copies. This type of AI is what powers tools like ChatGPT for text generation, DALL-E for image creation and Storykit for video creation. It's "generative" because it generates new outputs based on the input and training it has received.
Fears/problems marketers face when using generative AI
AI can feel uncertain. Especially when it comes to using generative AI to produce content.
Here are some of the concerns that we often hear when it comes to AI:
- Doesn't AI create flat and generic things?
- Can one be sure that everything is correct?
- What are the sources?
- What about copyright, privacy, and ethical issues?
- Is it actually making a difference? Many new AI features and tools are really cool, but are they truly useful? Are they solving real problems for real people in real companies?
The thing with platforms like ChatGPT is that all of these concerns are valid. It's a machine, learning from heaps of data, so double-checking facts, tweaking the style, and keeping things on-brand is all on you.
Plus, figuring out the right prompts to steer the writing your way is a learning curve and is never fully consistent. This is why although it is useful, AI isn’t always the most productive tool for on-brand reliable content creation.
And remember: When we (marketers) do creative stuff we put ourselves into it. We put our facts, knowledge, and selves into the material. And that is something that AI can not replace.
This is how we solved these problems with Storykit
When adding AI features in Storykit the aim was to strip away the unreliability and craft an AI that not only works efficiently but also produces on-brand content in bulk. How?
By taking your meticulously crafted, on-brand content and transforming it into on-brand videos, using nothing but your own words. No external sources involved.
Fredrik Strömberg, CEO & Co-founder of Storykit, says:
“AI has immense power, but if you want it to be productive you have to focus it like a laser.”
And that is what we do with Storykit. Frederik says:
“Storykit is productive because it makes the ability to distribute your on-brand material through engaging video 1000% times faster and that frees up time for everything else.”
Think about it like this: Just reading an article to create a script takes time. Instead, you can have the AI read it in seconds. And it doesn't just read your text; it's programmed with set rules to extract specific elements, allowing it to produce diverse, meticulously crafted scripts.
Further reading: Get video superpowers with Storykit AI
Actionable strategies: Integrating AI into your daily routine for real impact
Now that you understand the difference, here is how you can weave AI into your daily tasks to boost efficiency and effectiveness.
First, a reminder of the essentials for successful marketing and communication:
- Top-of-funnel engagement: Create content that resonates with your audience's needs and interests, drawing them into your marketing funnel.
- Informative middle/bottom-funnel content: Develop clear, informative content that highlights your products' or services' value, guiding prospects toward a decision.
- Strategic content distribution: Ensure your content reaches your audience where they are most active.
Use ChatGPT for content creation:
- Initial drafts: Use ChatGPT as a co-author to help draft your content. While AI shouldn't be your sole content creator, it can provide structure and initial ideas. As the brand expert, refine and personalize the AI-generated content.
- Research and iteration: ChatGPT can speed up research, provide feedback, and help iterate different content versions quickly.
- Content types: Utilize ChatGPT to create engaging content for your website, blog posts, ebooks, etc., keeping up with current trends. Always review and fine-tune the final output to ensure it aligns with your brand voice.
Use Storykit for video creation and distribution:
- Transform your words into LOTS of videos for impact: After finalizing your content, use Storykit to turn your words into engaging videos for distribution. Make a lot of videos and distribute them across channels favored by your audience, like social media, email, and your website.
Given the high engagement with video content over text, converting text into videos will enhance your content's reach and impact.
Here is a video showing how you can make four videos instantly from one piece of content:
Further reading: 11 reasons why you should be creating more video
Concluding thoughts…
AI isn't the end of creativity in marketing; it's a new beginning. By getting to grips with AI, you can unlock its potential to supercharge your strategies, making your content more impactful than ever.
