AI-powered content creation: You’ve definitely heard about it, but should you use it?

Here’s the thing. Whether you’re a one-person shop or you have a full marketing team, keeping up with your brand’s content creation needs is always a challenge. From social content to emails to blog posts to sales pages, digital marketing just requires So. Many. Words.

Hey, we get it. We’re writers here. We won’t tell you to phase us out and give all your content work to machines. But the truth is, AI-powered content writing is a way to improve the writing process and make it more efficient, not replace human writers outright.

When artificial intelligence takes care of mundane writing tasks, writers (and non-writer marketers) can use their skills for more valuable aspects of content creation, like content mix and conversion strategies.

Read on to see if AI content creation is right for you.

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How does AI-driven content creation work?

Here’s one important thing to know up front: AI automates many of your content creation tasks, and makes it easier to create high-quality content faster, especially if you’re not a professional writer. However, you still need to do some of the work.

Here’s how the process works in a nutshell.

1. Train your AI

No AI-powered content creation tool will understand your business straight out of the box. First up, you have to provide some information.

In many cases, machine learning starts by providing the AI with existing resources to help it learn what works for your audience. Depending on the tool, this could mean existing content, specific keywords and phrases, or even videos.

2. Tell the AI what you want

Most AI-powered content writing starts with a prompt: You tell the AI what you want it to write about.

The AI then draws from multiple data sources to start creating your content. It uses Natural Language Processing (NLP) and Natural Language Generation (NLG) to create the text. NLP helps the AI understand what you want, while NLG is what makes the content sound more like it was written by a human, not a machine

Those data sources may include your own existing content or other online resources. The AI uses these tools to learn what kind of content to create for your target audience. Unlike a content scraper or unintelligent bot, AI content creation tools use what they learn from existing resources to create fresh, original content that’s unique to your brand.

3. Edit and polish (and train some more)

AI content needs a human check before posting. AI writing tools get a lot of things right, but they’re not perfect. (At least, not yet.) A thorough edit by someone who knows and understands your brand is an important final step to making the most of AI-powered content.

The great news is that everytime you edit your AI content, the tool you use learns a little more about what you want. Every edit provides additional training to your AI, so the content it creates should require less editing over time.

Who can benefit from AI-driven content creation?

Social media marketers

AI-powered content creation tools are at their best when creating multiple variations of short form copy. Know anyone who could use some help with that task?

From headline variations to pull quotes and spotlight text, AI tools can help pull the most effective parts of any piece of content to use in social posts or variations of social ads.

Combine this with an effective content curation and UGC strategy, and you’ll have plenty of prime social content that requires very little input from a human. It makes A/B testing much easier, too.

Pair your AI-powered content writing tools with a social media dashboard—especially one like Hootsuite that recommends the best time to post—and you can queue up your automated content in bulk, for the most effective times.

Content marketers

AI-powered content creation tools do more than create content. They also help you understand what kind of content your audience is looking for and improve your SEO.

For instance, AI content creation tools can show you exactly what key phrases people use to find your content and what they search for on your site. This can help guide your content strategy.

Even better, many AI content creation tools have built-in SEO optimization, so you can tell the AI to use the data it uncovers to incorporate effective key words and phrases directly into your text.

AI tools can also give you insights into how effective your content is and opportunities to create more effective content resources by showing you where people click away to after visiting your site.

Do they do another Google search? Head to your competitors? Pop over to your social media? These different behaviors help you understand the ways viewers interact with your content and how well it serves their needs.

Customer service agents

Customer service agents are most valuable when helping customers with detailed or unique inquiries that require a human touch. Nobody wants to check on order status updates all day, and that’s not a very good use of anyone’s time.

AI tools can apply NLP and NLG learning to customer interactions so a chatbot or virtual agent can “talk” to customers, offering everything from shipping details to product recommendations.

When AI answers the mundane questions, service agents have more opportunities to use their specialized skills and knowledge to delight customers and build brand loyalty.

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Best practices for using AI-driven content creation tools

Put time and thought into setup

Artificial intelligence tools need training from smart humans to achieve the best results. Putting some thought and planning into your AI-powered content writing tools upfront will ensure you get great content that aligns with your brand goals and tone of voice.

Check for quality before publishing

Content only helps your brand if it’s high enough in quality to rank in the search engines and provide value to your readers. AI gets you most of the way there, but it needs a human polish to take it across the finish line.

This is why AI-powered content creation tools can’t fully take the place of good copywriters.

Instead, they help content writers work more efficiently by taking care of the more mundane aspects of the content creation process and allowing writers to use their skills to the maximum benefit by polishing your content until it shines.

Learn from your AI as it learns from you

AI content training is a two-way street. As your AI learns from you, you also learn from your AI. You can narrow your content strategy with lessons learned from your AI tools.

AI can do a better job than humans at collecting and analyzing data about reader behavior. Pay attention to your AI’s posts, and you can discover more effective keywords, sentence structure, and even CTAs.

Don’t rely solely on AI-generated content

Sometimes, you just need a human touch. Any content that expresses a strong opinion or tells a personal story needs to be written by a real person. (Although you can still use AI-powered content moderation tools to help with editing and tone checks.)

While AI content should ideally pass for human-created content, sometimes your fans and followers will want to see something more personal from your brand. Human stories help build connection. Use AI tools to give your writers more time to create great human stories, not less.

7 best AI-driven content creation tools for 2022

1. Hootsuite’s OwlyWriter AI

Did you know that Hootsuite comes with OwlyWriter AI, a built-in creative AI tool that saves social media pros hours of work?

You can use OwlyWriter to:

  • Write a new social media caption in a specific tone, based on a prompt
  • Write a post based on a link (e.g. a blog post or a product page)
  • Generate post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
  • Identify and repurpose your top-performing posts
  • Create relevant captions for upcoming holidays

Using Hootsuite OwlyWriter AI to write an Instagram caption: Typing in the subject and selecting the tone from a drop-down list.

To get started with OwlyWriter, sign in to your Hootsuite account and head to the Inspiration section of the dashboard. Then, pick the type of AI magic you want to see in action.

OwlyWriter AI in Hootsuite. Main screen with available choices: Repurpose your top posts, start from scratch, get inspired, turn web content into posts, get your holiday calendar ready

For example, if you’re not sure what to post, click on Get inspired. Then, type in the general, high-level topic you want to address and click Get ideas.

Generating social media post ideas in Hootsuite's OwlyWriter AI

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OwlyWriter will generate a list of post ideas related to the topic: 

AI-generated social media post ideas in Hootsuite's OwlyWriter AI

Click on the one you like best to move to the next step — captions and hashtags.

AI-generated social media post captions in Hootsuite's OwlyWriter AI

Pick the caption you like and click Create post. The caption will open in Hootsuite Composer, where you can make edits, add media files and links, check the copy against your compliance guidelines — and schedule your post to go live later.

AI-generated post idea in Hootsuite Composer

And that’s it! OwlyWriter never runs out of ideas, so you can repeat this process until your social media calendar is full — and sit back to watch your engagement grow.

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2. Heyday

Rather than creating content for your blog and social posts, Heyday uses AI to create content for your bots. Since it interacts with humans in real-time, this kind of artificial intelligence is called conversational AI.

Just as AI-powered content writing tools allow your writers to focus their skills on the highest-value tasks, conversational AI allows your customer service agents to use their skills for the highest-value interactions — while improving the user experience when people reach out to your brand on social media.

Conversational AI does much more than answer simple tracking queries. Using NLP and NLG, it can customize product recommendations and even make sales.

Heyday AI powered bot for retailers suggesting product based on conversation with customer

Source: Heyday

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3. Headlime

Headlime asks you for a few details about your product so it can understand what you’re looking for, then creates high-converting copy for your content and sales pages.

There are templates you can use by plugging in a few simple variables.

Headlime also uses a database of examples from successful brands to help train you, as you train your AI.

Headlime AI content creation dashboard

Source: Headlime

4. Grammarly

Rather than creating content from scratch, Grammarly uses AI to help you hone the content you create yourself. The handy thing is that you can use Grammarly for any content you create, from emails to Slack messages to your content management system.

Did you know that you can use Grammarly right in your Hootsuite dashboard, even if you don’t have a Grammarly account? 

With Grammarly’s real-time suggestions for correctness, clarity, and tone, you can write better social posts faster — and never worry about publishing a typo again. (We’ve all been there.) 

To start using Grammarly in your Hootsuite dashboard:

  1. Log in to your Hootsuite account. 
  2. Head to the Composer. 
  3. Start typing.

That’s it! 

When Grammarly detects a writing improvement, it will immediately make a new word, phrase, or punctuation suggestion. It will also analyze the style and tone of your copy in real-time and recommend edits that you can make with just one click. 

using Grammarly in Hootsuite composer

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To edit your caption with Grammarly, hover your mouse over the underlined fragment. Then, click Accept to make the changes.

Learn more about using Grammarly in Hootsuite.

5. QuillBot

QuillBot helps you summarize and rephrase existing content into new versions. This makes it a great tool for creating excerpts of your content for online newsletters or social media, or for creating different iterations of your own content for A/B testing.

QuillBot offers some basic features for free. Here’s the summary Quillbot auto-generated for this post (on the left), plus an alternate version created using its paraphrasing tool.

QuillBot rewriting copy

Source: QuillBot

6. HelloWoofy

HelloWoofy uses artificial intelligence to suggest autocomplete options for text, emojis, and hashtags, helping you create content faster. It also automatically suggests pull quotes and checks for compliance.

HelloWoofy can also help with translation into multiple languages.

7. Copysmith

Copysmith uses SEO-trained artificial intelligence and online templates to help you create product pages and marketing content.

You can use Copysmith to generate and check product descriptions, blog titles, Instagram captions, and meta tags, in addition to longer form content.

Copysmith integration with Hootsuite

Source: Hootsuite App Store

Whether your content is written by humans or AI tools, you can schedule it to auto-publish at the best times, track your performance, and engage with your audience from one simple dashboard with Hootsuite. Start saving time on social media today.

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