THE IMPACT OF

ARTIFICIAL INTELLIGENCE
ON CONTENT MARKETING
Summary
Introduction............................................................................................... 3

What is Artificial Intelligence?.................................................................. 5

Marketing vs. Artificial Intelligence......................................................... 8

Can we create quality content with AI?................................................. 22

Top AI marketing tools............................................................................34

Generate great results with high quality content.................................42

About RockContent................................................................................46
Introduction
↑ Summary

We are witnessing the launch of multiple

Artificial Intelligence (AI) tools that are
becoming the center of attention in the
news and social media. AI-assisted tools,
as well as chatbots, are expected in fact
to be the future of content and marketing.

With such resources, marketers can

optimize the creation of posts, articles and
downloadable resources. However, one
issue that worries the market and industry
experts is coming up: is AI-generated
content reliable and useful for answering
people’s questions and creating positive
marketing results?

4
What is
Artificial Intelligence?
↑ Summary

Artificial Intelligence (AI) has been around

in the technology world for a while now.
Only recently AI tools have been developed
in a way that they can generate results
automatically, something that was once only
achievable by humans.

In short, Generative AIs, as they are called,

deliver results based on the recognition of
patterns and connections, from the analysis of
a large amount of data. And the internet is full
of them!

Additionally, AI tools are trained through

machine learning to generate text, images,
audio and even videos, which can be used
in various business disciplines, including
Marketing.

6
↑ Summary

Large Language Models

The technology that is attracting the most attention now

is based on Large Language Models (or LLMs). They are
able to search for references, analyze contexts and connect
information to deliver a result that makes sense to the user.
And, most of the time, it is successful.

ChatGPT is an example of an LLM. According to the scientist

Stephen Wolfram, when the tool delivers a response, like
creating a blog post, it is just asking itself repeatedly "given the
text so far, what should the next word be?" Then, it adds word
by word, until it reaches a coherent enough text for the user.
However, is that enough to publish on your blog?

"Ultimately, ChatGPT is 'merely' pulling out

some 'coherent thread of text' from the
'statistics of conventional wisdom' that it’s
accumulated." — Stephen Wolfram, Cientista,
físico e CEO da Wolfram Research

The advanced AI models created by companies such as OpenAI, Image: Visual representation of an LLM.
Microsoft, and Google are not perfect yet. They still have some
limitations and ethical concerns that need to be addressed.

7
Marketing vs.
Artificial Intelligence
↑ Summary

A recent study revealed that nearly 50% of marketers

surveyed across the US, Canada, UK and India
mentioned that they rely on AI-powered technology to
perform activities related to paid ads.

However, since there are tools capable of generating texts,

images and other content formats, is it possible to use
them in Content Marketing? Well, it depends.

AI is based on language models and machine learning,

and still does not offer the best experience when it comes
to creating content to strengthen brands, generate leads
and sell more. This is especially true if the intention is to
use AI-generated content without the review and editing
process performed by a human editor.

9
↑ Summary

Downsides of using AI

The controversies surrounding new Generative AI tools are

many. Misinformation, lack of depth and sentences that are
at the very least... strange, are on the list.

Another discussion concerns the practice of plagiarism.

Since this technology uses data available on the internet to
create new content, are AIs plagiarizing artists, writers and
other creators?

This is a discussion related to the ethical use of Artificial

Intelligence, especially when it is linked to a commercial
practice, as with Content Marketing.

We will see this debate move further forward. The issue may
even end up in the judiciary realm, as it involves a copyright
protection discussion.

Meanwhile, it is already possible to recognize some more

concrete negative effects in the use of AI in Content
Marketing. You can see them below, so check them out.

10
↑ Summary

Unoriginal content

One of the advantages of content created by people

is that there is no other like it on the internet.

However, do a Google search and you will realize that

is not quite the case. We often see articles with the
same information, just written differently.

If a human already needs to make an effort to create

an original text, imagine a machine that was created
to try to imitate human intelligence

Because of that, be careful when using AI to write

for you. Your brand may end up getting lost among
dozens of blogs filled with similar content, which will
not attract the public's attention.

Whether written by an AI or a human, your content

needs to be relevant to your audience and set you
apart from the competition.

11
↑ Summary

Inaccurate information

Tools like ChatGPT and Bing Chat launched recently, but have been caught giving users
incorrect information multiple times.

Getting incorrect answers from these tools is more frequent than you might think. See the
example below:

What is the source of this information you provided: "Microexperiences have been proven to
increase conversions by up to 40%. With interactive content, you can capture your visitors
attention and guide them towards your desired action."

I apologize, as an AI language model, I don't have access to the specific source of that
information. However, I can tell you that this statement reflects a widely-held belief
in the marketing industry that interactive content, such as microexperiences, can be
highly effective in engaging visitors and driving conversions. Many studies have shown
that interactive content can improve engagement rates, and some have suggested that
it can increase conversion rates by as much as 40%. Overall, the statement represents a
common best practice in the field of content marketing.

Image: Screenshot/ChatGPT.

In addition to the concern with putting the authority of brands at stake, we need to consider the
potential misinformation that AI-generated created can create. That is why one should never
publish any writing generated by an AI without the review and editing of a human.

12
↑ Summary

Lack of depth

If your brand wants to use Content Marketing to stand

out on the web, you need to invest in creating articles
and useful resources for your persona. After all, the
point of this strategy is to educate your audience and
drive them to your website, right?

However, if smart chatbots can answer your audience's

simplest questions, why would your audience waste
time going to your website?

More than ever, brands need to invest in quality

content, based on real experiences and with answers
that go beyond the obvious. People will look for reliable
sources of information, and your brand needs to be one
of them if you want to maintain your authority in the
market.

Therefore, invest in content that will deliver value to

your audience. What can't an intelligent chatbot
deliver? This is what your strategy should focus on.

13
↑ Summary

Indeterminate tone of voice

Is your team spending hours researching a brand positioning,

creating a tone-of-voice guide, and choosing an archetype for
your brand, but thinking about mass-creating content via AI? It is
likely that you will not be able to achieve the results you expect.

The internet is already full of generic writings. What will

differentiate your brand is precisely the way you deliver content
to your audience.

Generative AIs, because they are based on a language model,

may not be the best solution to differentiate your content from
the rest.

It is possible to ask an AI chatbot to change the tone of voice

of your text. However, artificial intelligences do not master the
nuances of human language and the result may not be enough
to convince the reader that the content was created especially
for them.

Test this out and see how efficient an AI is at this task. A content
specialist's editing job might be a better choice if your goal is to
attract the right audience.

14
↑ Summary

Penalties

Google has updated its guidelines regarding AI-generated

content. In short, the company claims that it does not matter
how the content was created, as long as it meets the E-A-T
Guidelines: expertise, authority, and trustworthiness.

However, it implies that the use of AI-generated content may

receive penalties if used in violation of its quality guidelines.

"If you see AI as an essential way to help

you produce content that is helpful and
original, it might be useful to consider. If
you see AI as an inexpensive, easy way to
game search engine rankings, then no."
— Google Search Center blog.

Attempting to circumvent Google's rules can lead to your site

being penalized. The purpose of this practice is the constant
removal of poor quality content from the SERP.

15
↑ Summary

Of course, this can also happen with content

created by humans. However, by relying solely
on an automated tool, you expose yourself to
considerably greater risk. If your blog's traffic
can't survive a sudden drop, it is better not to
bet on this strategy.

16
↑ Summary

Advantages of using AI

If you have made it this far, you already

understand the risks of using AI to create
content without human review and editing.

However, AI is welcome in content creation

and should be used strategically. There are
several ways to integrate this type of tool into
a professional's marketing creation process.

The big question, therefore, is not whether or

not to use Artificial Intelligence, but how you
use this feature. Below are the key steps on
how you can use AI to create quality content.

17
↑ Summary

Brainstorm Ask for title ideas

Generative AI-based chatbots are good brainstorming partners. You know that email that you wrote, but were unsure about
Try asking questions in different ways to receive ideas, the option for a subject line? Ask an AI chatbot to create 10,
discussion topics and structures that can be useful for creating 20, 30 versions of it based on your input.
your content.
This way, you will have several options and you can choose
To get started, search for topics, ask to know more about a the best one — or the best ones, in the case of an A/B test.
certain subject and encourage the AI ​​to give you less obvious
answers to your questions. You can also take the best parts of the suggestions
generated by the tool and create a new title based on the
The possibilities are endless, as you will see later. For example, ideas you received.
you can generate questions to interview an expert and create
a webinar script; ask what the pains of a certain audience are The same goes for article titles, ebooks and even text
when performing a specific task; how to put a certain strategy excerpts that you want to optimize.
into practice; and so on.
The important thing is to know what your goal is and
AI Text generators are a good research tool, but never leave all understand if the answer you were able to extract from the
the work to them. tool makes sense to reach you.

18
↑ Summary

Request new versions

When using a Generative AI to create content, you also have

the possibility of creating new versions of the same text.

For example, say you created a marketing email and want

to make the text more convincing. You can ask the AI ​​to
rewrite it using copywriting techniques.

Whenever possible, be even more specific. Ask it to use

a certain mental trigger or even rewrite your text as if
the sender was trying to convince Bill Gates to buy your
product.

Create several variations based on different commands. By

doing that, you will have dozens of options, with different
tones of voice and approaches to use when building the
final version.

Further ahead, we will share some prompts that can work

well for this purpose.

19
↑ Summary

Review your content Identify AI-generated content

AIs are not restricted to chatbots. There are also several If you have made it this far, you probably already understand
tools capable of revising your text and appointing that AI-generated content should be avoided without human
necessary changes. review and editing.

We know that Marketing professionals are not always the

From grammar corrections to tone of voice suggestions,
ones responsible for creating the content published by a
these tools offer more than the familiar Microsoft Word
company. Freelancers with expertise in certain niche markets
spell checker.
are often part of the team.

Try running your writings through these AI-based

If you want to make sure that content created by a freelancer
tools to make sure you did not miss any errors or
was not completely generated by an AI, there are also tools
opportunities for improvements after a human review.
that can help.

But, as always, it is important to read between the lines. Just like plagiarism detectors, there are content detectors for
As we said earlier, AIs do not understand the nuances of AI-generated content. The goal is to find out if a considerable
human language and might suggest corrections that do part of the text was generated by an AI chatbot, with the aim
not make that much sense in practice. of guaranteeing your content's originality and quality.

20
↑ Summary

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results of your
content strategy!
Find the best talent on the market and leverage
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content creation platform.

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# Hiring certified freelancers without bureaucracy

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21
Can we create quality
content with AI?
↑ Summary

While AI can be a remarkable productivity tool and can be used to assist with ideation, outline creation, and style
matching, we believe that content generated by AI won’t be as personal and deep as only human-produced
content can be.

It is important to keep in mind that human involvement is essential to create quality content with the help of AI.
This applies to each step, from the beginning to the end of the content creation process.

This means that all stages involved in the creation process require some level of review and editing by professional
editors.

Check out how Generative AI can support the content creation cycle.

23
↑ Summary

Research Give a list of six reasons why marketing professionals struggle to create quality content.

Without a doubt, research should be the first step to creating

Sure, here are reasons why marketing professionals may struggle to create quality
quality content. First, you need to define a goal and how you content:

are going to achieve it. To learn more about how to design your 1. Lack of Understanding of the Target Audience: One of the primary reasons
why marketing professionals struggle to create quality content is the lack of
marketing plan check out our interactive ebook: How to Create understanding of their target audience. If they are not familiar with their audience's
a Successful Marketing Plan. interests, preferences, and needs, it will be difficult to produce content that
resonates with them.

2. Limited Resources: Another reason why marketers struggle with creating quality
To start the conversation with the chatbot, explain what your content is a lack of resources. Many companies have limited budgets for content
creation, which can make it challenging to produce high-quality content that
request is. Use clear and specific language so that the tool can engages and converts.
understand your intentions. 3. Inadequate Planning: Marketing professionals may struggle with content creation if
they do not plan their content strategy properly. Without a clear plan and direction,
it can be difficult to produce content that aligns with business goals and engages
Here, you will use prompts, which are text commands that the target audience.

provide context and direction so the AI ​​can provide an 4. Inability to Keep Up with Trends: Content creation requires staying up-to-date
with the latest trends and developments in the industry. Marketing professionals
appropriate answer to your question. who struggle to keep up with trends may find it challenging to create relevant and
engaging content.

5. Difficulty Generating Unique Ideas: Coming up with fresh and unique ideas for
The purpose of an AI chatbot is to talk like a person. Therefore, content creation can be a significant challenge for marketing professionals. They
your prompt needs to follow this same logic. may struggle to find new angles or perspectives that differentiate their content
from competitors in the market.

6. Lack of Consistency: Finally, marketing professionals may struggle with content

For example, a prompt to understand the challenges of creation if they do not maintain consistency in their efforts. Consistency is critical
for building brand recognition and loyalty, and if content is sporadic or irregular, it
professionals who want to create content could be: "Give me can be difficult to achieve these goals.
a list of six reasons why marketing professionals struggle to
Image: Screenshot/ChatGPT.
create quality content".

24
↑ Summary

However, if you do not know how to extract the best answers

from a generative text AI, we have put together a list of
prompts that can help you explore different ideas, subjects,
and writing styles.

Complex topics in simple terms

If you want to make a piece of text easier for anyone to

understand, regardless of age or previous knowledge, this
prompt can help you:

“Explain [complex topic] to me like I’m 11 years old.”

Consult a famous person

Are you going to write content for an audience that is

knowledgeable in a particular sector, such as IT?
Take advantage of the chatbot to consult well-known
people in the market, such as Bill Gates — even if you have
never had contact with him:

“I will provide an argument or an opinion. I want you to

criticize it as if you were [name of person].”

25
↑ Summary

Make the chatbot write like you

If you want to change the tone of a piece of writing, provide

a reference snippet and ask the chatbot to rewrite what you
sent using the same style.

This can also work for writing new copy, but be sure to
review and edit the result to ensure it meets the requirements
of good content for your brand.

“[Insert Text]. Analyze the writing style and write about

[topic] as the above author would.”

Different approaches to the same question

Take advantage of AI chatbots in your research stage to

better understand the pains, needs and opinions of your brand
personas. Here is an example prompt that may help you:

“I want you to act as [profession/role]. I will provide a

[type of information]. I want you to rewrite it several
times with different writing styles and points of view.”

26
↑ Summary

Prioritize unusual ideas

Do you want to write a piece of text that goes

beyond the obvious and presents different
ideas on a certain subject?
There is also a prompt that can help you with
this mission:

“I want different and unusual ideas on

[topic] in list form.”

All these prompts are very useful to help

you extract new ideas and arguments that,
perhaps, you would not think of at first —
or would take hours to research.

Generative AI is a tool that can help

you create quality content, but it
does not replace your creativity and
writing skills. Add your own ideas and
personal style to make your content
unique and interesting.

27
↑ Summary

Editing

Once you have the answers of a Generative AI to gather

information that will help you write your content, you can
move forward. It is important to include your own ideas,
new data and examples to make the content even more
useful and personalized.

Creating relevant and quality content is no easy task. It

is no wonder that there are professionals specialized in
this discipline.

In order for the content to provide value to your target

audience, after using an AI chatbot, you need to focus
on editing it.

28
↑ Summary

Fact-check

As we mentioned earlier, it is common for

generative text AIs to deliver inaccurate
information. And you do not want your brand to
share that kind of reference, right?

Therefore, it is important to fact-check

information such as historical facts, news,
quotes, numerical data and any other element
that may be wrong or distorted.

Implementing this step is crucial for brands

looking to incorporate AI into their internal
content creation process. Any information shared
erroneously can negatively affect the company's
authority and reputation in the market.

29
↑ Summary

Add new arguments, ideas and references

For content to offer value — to the user and, of course, to

Google — it must be useful, relevant and engaging. If you
want your content to meet these requirements, you need to go
beyond the information a chatbot delivers.

Therefore, it is important to add information to your content

that will make it more in-depth. To do this, include your own
ideas, interview people who have technical knowledge on the
subject and look for ebooks, articles and other content that
deepen the topic.

Also, add discussion points that were not approached by the

AI. And you can use good old Google, in addition to social
media, to find this information.

Research is the key to quality content and this activity cannot

be limited to the use of a chatbot.

30
↑ Summary

Rewrite the content

After the editing process, your content should already be

of a higher quality. However, is it written in line with your
brand's tone of voice?

Your audience expects to receive relevant and well-written

content that will answer their questions and help them
on their buying journey. Additionally, they also expect the
content to reflect your brand's personality and tone.

How does your company usually talk to the public? Is the

tone usually funny, serious, optimistic, educational…? Within
the personality spectrum for a brand, the possibilities are
many.

It is difficult to get a text with your brand's tone of voice

from a chatbot, since we are talking about nuances that can
be very subjective. Even when you feed it with examples.

Therefore, before starting to optimize your content, it is

important to rewrite some parts of the content using textual
elements that refer to your brand's personality. Image: Personality spectrum.

31
↑ Summary

Review

AI-generated writing highlights the need for editing

and fact-checking. Some recent high-profile incidents
confirm that with AI — as with human writers —
editing and fact-checking need to be an essential part
of the process.

Many professionals overlook this step, but it can

significantly impact content effectiveness. In fact,
the review stage helps bring your content to the
required standards.

After all, would you hire the services of a company

that publishes content with spelling mistakes?

Small typos can go unnoticed and, in practice, not

affect your business' main deliverables. However,
they can negatively affect a potential customer's
purchase decision.

Think about this whenever you publish new content

and do not neglect the review stage. Preferably, use
the work of a human review.

32
↑ Summary

Optimization
Then, check if the keyword — and its
If you have already done the research, edited,
synonyms — appear a satisfactory number of
rewritten and reviewed your content, it is time
times throughout the content.
to optimize it.

If applicable, also remember to create a title, a

By optimization, we are referring to the
meta description and a URL that is attention-
process of turning a ready-made text into an
grabbing and adheres to SEO best practices.
optimized version for search engines — and,
of course, for the user. We are talking about
An AI can help you with this task, but never
SEO for blog posts, but optimization can also
leave all the work to a tool. It takes a human
apply to social media posts, downloadable
to follow the process and understand whether
resources and even landing pages.
the AI ​​suggestions are, in fact, the best for
the goal you want to achieve.
First, check whether the text can be better
formatted so that it is easier for the reader to
After all, you don’t want to put your content at
consume it:
risk, right? To learn more about search engine
# give preference to short and well divided optimization, check out our Definitive and
paragraphs; Updated SEO Guide.
# use lists, images and videos;
# ensure the text is easy to scan for
information.

33
Top AI
marketing tools
↑ Summary

Companies who choose to depend

on AI content creation software to
Text
generate their professional content
rather than hiring human creative ChatGPT
writers are making a calculated
business decision. ChatGPT is a natural language model developed by OpenAI that is able to answer
questions and perform tasks. It is trained on a large set of text data and can be
At the same time, we agree that AI can used in a variety of applications.
be a remarkable productivity tool and
can be used to assist with ideation, AI Content Detector - WriterAccess
outline creation, style matching.
This is a feature of the content creation platform WriterAccess. It accurately
Check out below a list of the top identifies content created by AIs, ensuring that the platform's freelancers will
AI tools that are already in use by always deliver human-made and original content.
Marketing professionals.
AI Content Idea Generator - WriterAccess
But remember: AI doesn't do all
the work itself. It does not replace This is another feature of WriterAccess. It uses AI to help customers with topic
professionals' knowledge and skills, but suggestions based on past orders. Therefore, it allows the user to come up with
rather assists them in making the most content ideas that are relevant to their target audience.
of their abilities.

35
↑ Summary

Bing Chat

Bing Chat is an artificial intelligence chatbot

from Microsoft that allows users to get answers
to their questions through conversation. It is a
useful tool for anyone who needs help with web
searches or has questions about specific topics.

Grammarly

Grammarly is an app or extension for your browser

that checks your grammar, spelling, plagiarism,
and more in real-time on a number of different
platforms.

Speech Text

SpeechText.AI is an AI software for converting

speech into text and transcribing audio streams.
Its transcription technology automatically converts
voice to text in seconds and can be very useful for
turning webinars and interviews into text.

36
↑ Summary

Image

Midjourney

Midjourney is an image creation platform that uses

an AI system to create realistic illustrations and
photographic images. The software has algorithms
that are capable of producing images from textual
descriptions or keywords. To gain access, you
must register via their Discord channel.

Bing Image Creator

Bing's Image Creator is a Microsoft AI imaging

platform based on DALL-E, the technology by
OpenAI. The tool is very useful for people who
want to generate creative and original pictures
from text descriptions.

37
↑ Summary

Canva Text to Image

Text to Image from Canva is another imaging application

that uses AI. Simply enter the description of the image
you want to create and use the result.

Firefly

Firefly is an AI image generator that creates content

by commands in text. It works similarly to DALL-E
and Midjourney. According to Adobe, Firefly's
biggest differential is that it does not “steal” from
artists. The system is only trained on licensed or
copyright-free content.

Clipdrop.co

Clipdrop.co is a suite of AI-powered apps, plugins,

and features. Here are its main features: removing the
background of images, cropping objects, changing
the lighting of photos, generating realistic images and
removing text from images.

38
↑ Summary

Vídeo

Synthesia InVideo

Synthesia is an AI-based software platform that can generate InVideo uses AI to turn any content or idea into video instantly.
synthesized speech in 65 languages and
​​ accents through The tool allows you to create professional videos from
video avatars. The platform uses machine learning algorithms scratch or by using templates. It can also create videos
to analyze text input and generate video output with audio based on text or scripts.
similar to human speech.

Pictory
Veed.io
Pictory is an AI-based video creation platform that allows
Veed.io can create automatic subtitles online based on speech
users to create professional quality videos from text, previously
recognition. The platform supports the main video formats and,
recorded footage, music and voiceovers.
after uploading, subtitles are automatically embedded.

Synths Video Wisecut

Synths Video is a tool that promises to turn an article into a video Wisecut is a video editing software that uses AI and voice
with just one click. It has 40+ pre-recorded avatars to choose from recognition to edit videos, automatically creating cuts,
and creates a video in minutes. subtitles and other features.

39
↑ Summary

Audio

Voicely

Voicely is an online software that promises to create voiceovers

and narrations for any type of text. The tool provides more than
500 humanized voices, both female and male.

Soundraw

Soundraw is an AI music software that generates background

music for content creators. It can create royalty-free tracks,
making it possible to choose the genre, theme, feeling,
instruments and duration of the song.

Murf

Murf is a voice generation technology that promises users to

create custom synthetic voices based on real voice samples.
Murf relies on advanced machine learning techniques to
generate natural-like synthetic voices.

40
↑ Summary

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41
Generate great
results with high
quality content
↑ Summary

Creating quality content takes time, research

and effort. However, AI-based tools have
arrived to make this process easier.

It is up to the Marketing professional to

know how to get the best out of each tool.

On the other hand, attempting to completely

automate content production can lead to a
considerable drop in quality, accuracy and,
consequently, in traffic and authority.

The use of AI will still undergo big discussions.

Among them, the copyright of contents
created by AI, plagiarism concerns, the
replacement of people by machines in the
labor market and the risk of spreading false
information on the web.

43
↑ Summary

"The problem is that it does good things

for us, but it can make horrible mistakes
because it does not know what it's like
to be human."
— Steve Wozniak, Apple co-founder

As technology evolves, society adapts and finds ways

to regulate. And the same should happen with these
new Generative AI solutions.

In Marketing, nothing replaces the human touch and

sensitivity, especially when we are talking about
creative work. Keep up with new technologies, but
understand how to use them to achieve your goals
without suffering the negative consequences.

Among machine-written content,

quality content created by specialists
will be increasingly in demand.

44
↑ Summary

Do you want to create

quality content for your
Marketing strategy?
Check out WriterAccess, Rock Content's content
creation platform. In it, you will find:

# Certified freelance talents specializing

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45
About
RockContent

Rock Content powers the content experiences of over 2,000 brands, marketers,
and agencies. As a global content leader, Rock Content offers innovative content
marketing solutions, creative services, on-demand talent, and professional
training. Founded in 2013, Rock Content has grown to a team of 500 creative
professionals, a talent network of over 80,000, and a product suite of high-
performing innovative solutions.