Discover top guides, trends, tips and expertise from AIO Writers

AI for Marketers: Marketing Agencies, Is It Time to Pivot?

John Pratt
Thursday, 30th Mar 2023
ai for marketers

As digital marketers, there are many things that hold us back and stop us from truly thriving. 

We have bottlenecks that slow us down and place a cap on how many clients we can serve at a time, and how much revenue we can bring in. 

We have many challenges and tasks we want to improve upon to serve our clients better and boost our revenues. Challenges around:

  • Creating content for traffic and lead generation
  • Finding and keeping talent
  • Staying within budget
  • Scaling the business
  • Retaining clients

In the future we dare to imagine after long, tiring days at the office, such challenges will not exist. There will be one magic bullet that solves all these challenges.

Well, ahoy marketers, thanks to AI that future has arrived. It is here. It does not quite solve all your problems (some still need to remain to make work stimulating), but AI will take the pesky ones away.  

So why doesn’t it quite feel like nirvana? Why has your marketing agency struggled to fully embrace AI writers, for example, whose benefits for your business are so obvious?

Let’s talk about that today. The use of artificial intelligence in marketing!

Download your FREE guide: How to Tell Your Clients You’re Using AI for Content Creation, 4 Truthful Scripts You Can Literally Read Aloud to Build Integrity and Trust

AI for Marketers. What Does That Mean Really?

If you operate a digital marketing agency, I am pretty sure you have heard about ChaGPT, the fastest-growing consumer application in history.

Chances are good that all your clients have read about it, too, and maybe even have tried it and researched its use cases. The chatbot, which sent tremors as high up the food chain as Google, is smart and can respond to questions in a conversational, realistically human-sounding tone. A capability that enterprising content creators have adapted for article writing.

What you and your clients may also know is that there are artificial intelligence tools that are specially designed for and much more adept at content writing than ChatGPT. Like long-form blog post AI writing platform, Content at Scale.

With Content at Scale, you can generate a fully-formatted blog post, complete with metadata, table of contents, and automatically inserted click-to-tweet links and key takeaway boxes, within minutes.

The benefits of using AI for automating content creation – a common challenge and HUGE overhead that hamstrings marketing agencies – are many and quite compelling. 

At Content at Scale, we have found that by using our tool, clients have:

All this while spending less than they did when they were using manual content creation processes. On average, clients are seeing 25x time savings over human-written content. If you add a dollar sign, the savings are barely believable.

The agency owners that we have signed up to use our tool are not going back. Not when they are saving so much money and getting so much of their time back.

We can spend the whole day arguing the case for going all in on AI. But it’s prudent we address some of your hesitations against using AI at your content marketing agency:

6 AI Writing Fears, Some of Which Are Actually Opportunities

I get it, change produces fear. Some of the fears around AI are actually well-founded, but even they can be addressed.

That AI writers can take 4 minutes to write an article that takes a human writer two days to research and write is itself scary. Until you consider other things that were unimaginable before the internet.

Just like businesses that saw social media as a fad and ignored it at first missed an opportunity to build a presence on a marketing channel that has since generated billions in revenue for businesses, there are some fears you must quickly shake off.

Fear #1. AI Will Put Writers Out of Work

Even though you may be seriously considering automating content writing and scaling content creation with an AI writer, you may be apprehensive about letting go of writers that you have come to treat as family.

Indeed, AI writers will replace human writers. But only those that refuse to adapt. How do they adapt, though? 

Opportunity: Evolve with AI and step into a new role.

For the reasons we will cover below, we will be the first to admit that AI content is not perfect. While the draft the Content at Scale AI writer produces reads better and has more structure than the average SEO writer’s work, we only treat it as a good baseline.

The AI’s draft can be improved, which is why we can’t quite do away with the human writer yet. Instead of letting the AI writer replace you, the traditional SEO writer has the opportunity to step into a new career. What we are calling an AIO writer or simply, AI Optimizer.

The AIO model is not doing away with the human because that human touch is still an essential component of high-performance web content. With our AIO model and AI writer, your writers will work smarter and faster. We believe this union produces a perfectly streamlined process for creating quality content at scale.

The AIO model has the AI writer as the baseline/draft writer and the human writer as the optimizer that verifies facts, embeds trust markers, and adds personality to the piece.

AI for marketers

So you absolutely can keep all your writers. And instead of paying them less, you can in fact 5-10x scale content creation while paying roughly the same in wages. It’s a compelling argument for adopting artificial intelligence in marketing, but let’s continue…

Fear #2. AI Content Will Attract a Google Penalty

For a long time, Google had a policy against what it called ‘automatically generated content’. It considered it to be spam. 

Not anymore

Google no longer cares about how your content is produced. It only cares about its quality. In Google-speak, your content only needs to be ‘helpful, reliable, and people-first‘, not crafted with the sole purpose of gaming search engines and tricking them into underserved high rankings.

As long as your AI articles are comprehensive, helpful, and aligned with search intent, they will rank.

Google has stopped short of giving AI content the thumbs up. Not that it needs to since we know it has been using AI and machine learning in its systems for some time now.

In case you are asking, then Google likely can detect it if your content is AI-written. If anyone out there has the tech to do it accurately, it will probably be Google. But you shouldn’t worry too much about it if you are using Content at Scale because our AI is trained to write in a human-sounding tone. At least enough to pass AI detection.

We have a ‘Product Hunt Product of the Day’, free-to-use AI detector on our website in case you want to check if your AI-generated draft passes detection as AI-written:

AI for markerters

Back to content quality, human or AI-written, if your AI content is poorly written, targets no one, and offers no original ideas, it simply won’t rank. That’s about the only punishment Google will mete out.

So where’s the opportunity?

Opportunity: Create better, audience-focused content

According to research by Capterra:

‘82% of marketers say content generated by AI or ML software is just as good (or better!) than human-generated content.’

The greatest benefit of AI writing tools, apart from the time and cost savings and improved efficiency, is predictable content quality. With an AI writer, you know the quality of the content you get does not change wildly.

The quality may not blow that of the best human writers out of the water, but it is not mesmerizing today and mediocre tomorrow. As the above statistic shows, AI writers produce better content than your average SEO writer. 

So the content you produce when you automate content creation with an AI writer is guaranteed to be better. If you adopt our AIO model and CRAFT framework, it will be a hell of a lot better.

Since you know that Google’s standards on content quality are high, you will be more motivated to raise the quality of your own content. But you won’t have to try that hard because the AI does most of the heavy lifting for you.

The cost and time savings you make through automation mean you can invest in better graphics, spend more time fact-checking, adding statistics and enhancements to build trust, and humanizing and optimizing your AI content to elevate and make it more relatable and visible to more people.

Fear #3. AI Writers Cannot Tug at the Heartstrings of Readers

AI writers don’t have feelings and cannot understand them. They, therefore, cannot express empathy or stir emotions, or cheer a reader who is down on their luck and need a pick-me-up. Those things are hard to train AI tools on. 

So, guilty as charged, AI content lacks sensitivity. But that’s not a bad thing:

Opportunity: Detach yourself from your content and focus on facts

As writers, we too often get distracted by our own emotions and spend too much effort trying to convince instead of simply informing. We let emotions lead logic, doing a great disservice to the reader.

Sometimes readers want their information served raw, uncolored, and free from the entertainment of story and our inherent desire to sell and appeal to the heart than reason and utility.

AI can’t do that. It just lays the facts bare. So in a way, it allows us to detach ourselves from the content and focus on facts. No need to worry about watering down your brand voice and the lack of emotion as long as the goal is to be as informative as possible.

Fear #4. AI Writing Tools Sound Like Bots

AI-generated content does tend to sound robotic. It can be stiff and mechanical. In other words, it can be boring to read. 

The last thing you want is for your content to put readers to sleep. That’s not how you create a tribe of loyal readers and generate an endless stream of leads. So for this fear, there is no opportunity. We can’t think of any.

What we have, though, is a solution. 

Solution: our CRAFT framework.

This solution is entirely our own creation here at Content at Scale. We thought long and hard, not only about how we can create AI content without losing the human touch but also about how we can improve its accuracy, boost its chances of ranking on Google for its target keywords, make it more engaging to read and build trust with the reader through it.

That is in a nutshell what the CRAFT framework is about.

aio craft

Want to learn every step involved in our C.R.A.F.T. framework? You’re in the right place. To learn more about AIO and C.R.A.F.T, read our individual guides:

Additionally, subscribe to our blog, watch our C.R.A.F.T. and AIO tutorials on our YouTube channel, and read this blog to understand the AIO model.

Fear #5. Reputational Risk from Made-Up Facts

Frankly, this problem has been made more of an issue than it is. We can thank ChatGPT for that. 

Seriously, though, you are a lot less likely to find hallucinations in content written by the Content at Scale AI writer than in a ChatGPT-written text.

And again, with the chatbot upgrading to GPT 4, you should see a lot fewer made-up facts in ChatGPT texts.

But we are talking about AI writers, not AI chatbots. You can be reasonably certain that your AI-written content will not cite non-existent facts. If you follow the CRAFT framework to the T, which by the way does not take too much of your time, you can ensure that your AIO content is about nothing else but facts.

We urge you to review your AI-generated drafts for factual accuracy. But as you have seen above, our CRAFT framework goes 4 steps better. 

Fear #6. – Unintended Plagiarism

You are not writing the content yourself. So how can you be sure that your content is not plagiarized?

Plagiarism – taking someone’s creative work and passing it off as your own – is a serious problem in web publishing. We feel so strongly about it we built a filter for it within our AI writer. 

The Content at Scale AI writer has Copyscape Premium backed in. No need to copy and paste the draft into a plagiarism checker to verify if it is original. Just click on the Research tab right inside the app and request a plagiarism scan.

Within seconds your score and date of scan will display right there in the tab:

As you can see, the plagiarism check reports that 2 percent of the text is not original. It even shows the website the text is copied from, as well as the number of words and what percentage they are of the whole text. I love that it caught the copied text because it gives me the chance to highlight this feature and show that it actually works.

You will likely want to remove or rewrite the plagiarized text. In this case, the tool flagged the part that directly quotes the research findings from the Capterra study that I referenced in the article. I attributed the website with a do-follow link, so it hardly counts as plagiarism. If I remove the quoted text, the plagiarism score drops from 2 percent to zero.

How to Break It to Your Customers You’ve Gone AI

Have I managed to convince you to go all in on AI?

Hopefully, yes. If not, consider these statistics from the same Capterra study we cited earlier

88% of marketers find that AI or ML software saves their company time and money.

Many of our agency customers have found this to be true. We are hearing of 10-25x savings over the cost of human-only content. Time savings are in the same ballpark.

There is nothing your customers want more than more zeros on their bottom line. That is if you pass some of the savings you make down to them. And why shouldn’t you when you are saving so much?

After improved profits, your customers want nothing more than better, more digestible content, especially as it equals better marketing:

Almost half (49%) of marketers say AI or ML software is very successful at producing clear or easy-to-read content.

Back to your marketing agency, how much time do you spend creating content? Not for your customers, but for your own marketing? Here’s what your peers say:

45% of marketers say they spend about half of their time creating marketing content in a typical workweek.

And – mind your jaw, it might hit the floor – this:

More than a third of marketers are spending about 75% of their total time on content work.

You may be spending as much time or more time creating content yourself without realizing it. If not that, you are wondering where you can cut costs to boost profits.

If that’s the case, how much time are you spending on strategy? On serving customers?

No wonder why many growth marketing agencies say that retaining clients is an enduring struggle. 

Automate with AI, Thrive, and Grow

Here’s what happens when you ignore the growing influence of artificial intelligence in marketing:

Your competitors will jump in ahead of you.

Soon those agencies will be pricing you out of work as they pass on their savings to customers. Those that will recognize the power of AI writers to save time, not just costs, will streamline their processes. That will mean they no longer struggle to meet deadlines, which means happier customers.

Meanwhile, your customers are getting ever more frustrated. Try to push your writers to write more and you risk burning them out, leading to more missed deadlines and frustrated customers. 

Do you worry that your customers will run for the hills if you told them that their content is now written by a machine? Not if the quality of the content is better and the content itself is delivered on time. Like Google, that’s all they care about.

AI Writers Are Not The Future. They’re Here Already.

AI is not a fad. It is not a far-off idea, a craze, or a trend that will soon die down. It is here to stay. 

Albeit too soon for some, AI has moved from the futuristic to the here and now. Unless you jump on, it will disrupt and then consume your business.

Don’t fear AI writers. They are here to make your work less tedious and save you time and money. They are built for your convenience. Use them to advance your work, cut costs, and serve a better, faster product to your customers. Because that’s what technology is all about.

Written by John Pratt

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