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The modern world and its contact changes force small, medium, and large businesses to consider new ways to attract customers. The high competition we see in the market, new technologies emerging, and new industries growing in popularity - are all driving factors of the need for fresh solutions.
Marketers and content creators are now actively using AI tools as a practice-proven way to expand their reach and successfully break into new markets without breaking the bank. Instead of creating brand-new content for each website and locale, AI tools allow the reuse of content across different channels and countries.
Considering the fact that Artificial Intelligence (AI) will continue to grow, experts believe it will change the way we create content. AI won't take jobs from editors and creators. In contrast, it can become a really handy tool to make the process easier and more effective and help achieve higher ROI.
Here, we are going to explore the role of AI in digital marketing and content creation, exploring what AI tools can do, if so, then how they can do it, and why creators and marketers of all sorts can consider AI as a game changer in the content creation and distribution in 2024 and beyond.
What Does AI Content Creation Mean?
Artificial intelligence technology (AI) has been here for years. Though only now has it gained popularity as an assistant for creators. While its uses have been growing for the last few months, the tech market offers a vast range of AI content creation tools and services businesses can use instead of hiring freelancers or/to help them speed up the work.
Being powered by technologies like advanced algorithms, machine learning, and Natural Language Processing (NLP), these tools are now able to create written, audio, and video content that is of the same (and sometimes even higher) quality as human-produced content.
These technological advancements and continuous AI improvement opened a whole new world of opportunities for marketers, businesses, and creators to engage with their audience and distribute content without extra effort or expenses.
How do AI Content Creation Tools Work?
AI content creation works based on data they learn from. Depending on the AI content generator you use and the purpose of the solution, some may require humans to input descriptions, desires about the tone of voice, and any other elements of content they want to include in text, audio, or video.
However, in the case of video content, the only human work required is to input the text or original video for the tool to generate millions of shorts to be distributed across different platforms.
AI content creation tools work through NLP and natural language generation (NLG) algorithms that learn the genetic makeup of the human language and create their own versions that should sound or be read like they were written by a human being.
The algorithm works this way: the more information and desires are inputted into the tool, the more knowledge it gets, so the more natural the generated content looks. While some content tools can generate content from scratch for you, more advanced ones are mostly used as assistance for content distribution.
For example, AI content creation tools like Rask AI allow users to upload a 2-hour video and let AI generate many short vertical videos (called Shorts) so they can be shared on YouTube, TikTok, and Instagram.
In that case, the creator doesn't need to create brand new and high-quality content for each platform as AI can identify the most engaging parts in the video and automatically create many different content pieces relevant to specific audiences and even following brand's style.
In addition, these AI content creation tools can also offer suggested outlines and relevant information so creators can rest assured they included everything required to gain customers' attention.
Wrapping the idea up, AI consent creation tools make the creation and distribution of text, audio, and video content easier, faster, and more effective, reducing the time and expenses associated with the process.
5 Benefits of AI in Content Creation
Streamline Content Production
AI helps streamline the content production process. This technology automates and optimizes almost all aspects of content creation (all text, audio, and video), including brainstorming, writing video descriptions, research, voiceovers, lip-syncing, and video translation.
Using AI tools allows businesses to save both time and money that are usually spent on manual resources. In addition, AI can provide valuable insights and suggestions to improve the quality and effectiveness of content.
For instance, AI algorithms are now used to gain insights on user engagement so companies can more easily create content, analyze feedback, and enable creators to deliver more relevant content to different target audiences without extra expenses.
Optimizing Content Creation & Distribution
Being able to optimize content distribution is essential in modern marketing. And AI content creation tools are a perfect solution for that. They reduce the need to create new content for each new platform, allowing creators and marketers to effectively reuse existing content and experiment with formats through text-to-speech translation and vice versa.
For example, there are tools that let you upload a long form content to generate Shorts. Other tools can be used to turn videos into text for blog content, social posts, ad copy or even email subject lines.
More advanced tools also offer creators an opportunity to turn text content into video scripts for content to be easily shared on the most popular social media platforms like YouTube, TikTok, and Instagram.
Allows for Cost-Effective Localization
When properly implemented, localization could be cost-effective and deliver a high ROI. However, reaping benefits from it also means knowing the tools and solutions available today for the process itself. And while freelancer services have been prevalent for a long time, now they are often done through AI-powered tools.
Considering the fact that there is a lot to consider when trying to localize your business, AI tools can take most of these processes on themselves. Some AI content creation tools allow users to translate their content (text, audio, and video formats) into many languages without extra costs for each new language, while freelancers (or just human specialists in general) are asking for new payment for each new language.
This way, AI content creation tools significantly reduce the cost of localization, allowing different businesses to break into new markets regardless of the available budget.
Language Generation and Natural Language Processing
Both these technologies have positively affected the way AI is used for content creation, allowing creators to reap a vast range of benefits when properly implemented into the process.
For example, both technologies can automate repetitive manual tasks, saving time and resources that have long been required. In addition, they ensure consistency in planning and delivering top-notch quality of produced content. Some AI content creation tools powered by these technologies are able to boost user experience by letting creators deliver personalized and more relevant content.
One of the best tangible examples of these technologies is a chatbot that provides dynamic and interactive conversations with users, assistance to generate more accurate responses, and a recommendation system for content that is believed to provide a higher ROI.
Content Customization and Increase Production Speed
We already mentioned that AI, in general, helps to personalize content. However, some AI powered content creation tools are also able to customize your content based on specific business needs or locales during the internationalization and localization process.
Providing customized content is a must-have for most brands and creators today as it is the only way to stand out from the crowd in this highly competitive market.
This is possible since AI performs an analysis of data and user behavior, providing either creative ideas or actual content that is tailored to specific parameters or cultural differences.
How Can AI Content Creation Tools Be Used?
Generate Content for Different Channels
Most content creations face the problem of generating content ideas to be shared on different channels. Imagine the number of channels a regular creator tries to manage at one time. Here, we can include the most popular ones like YouTube, Instagram, Twitter, TikTok and Instagram.
For a business to operate successfully on the market today, each channel should be filled with engaging content regularly. In addition, creators should follow the requirements of each specific channel, meaning creating relevant content every time.
This could be a problem for some since creating quality and relevant content for such a high number of channels regularly takes both time and ideas. And an AI content creation tool can quickly resolve this issue. While this will depend on the tool you use, an advanced AI content creation tool will let you reuse your content and make it suitable for social media posts or YouTube.
AI-generated content you get can also come up with needed descriptions and meta tags or be adapted to different countries. Software tools like Rask AI can take your long-form content and turn it into short-form content that can go viral on TikTok, Reels, or YouTube.
AI technology will take your video and identify the most engaging parts within it, ensuring you get needed clicks and engagement without spending the entire day finding all these puzzle pieces by yourself.
In addition, AI content tools can also help with idea generation if you don't like the idea of reusing content. For example, the Persado app can analyze user engagement data and suggest relevant topics for brand-new content through machine learning algorithms. An already familiar ChatGPT is also a way to brainstorm content ideas for your content - produce blog posts, social media content, and audio and video content.
Personalize Content Based on the Locale
Not everyone knows that AI is also highly popular for translating and localizing content and AI-generated images. Localization requires a website to be fully adopted to a different locale. While some may think that translation is enough to break into a new market, the truth is that successful localization is much more than simply translating your written content.
Experienced creators and brands know that different countries have their cultural differences and needs that should be taken into consideration when delivering new content and adapting a business to global reach. In addition, creators should adapt visual content, audio, marketing, and content strategy to a chosen target audience.
For example, the data science team at Meta built an AI solution that can translate images and photographs automatically. Even more impressive, the AI translates words into a similar font and style. This technology has significant potential for the localization industry.
While human specialists should still do some elements in a content marketing strategy and minor aspects of localization, translating written content, generating voiceovers, and organizing video dubbing are things AI tools can help with.
In contrast to traditional and already well-known localization services, AI content creation tools do not require users to pay for each new word or even each new language. There is a vast range of tools available for content localization today, and the Rask AI tool is currently one of the leading ones, with a choice of more than 130 languages for translation.
In addition, AI is faster than human specialists and can work 24/7 without sacrificing quality. In most cases, users just need to upload a desired video or text for translation, and AI will provide final results within just a few minutes.
Streamline Research Process
Research plays a crucial role in a company's success today. Modern creators and brands can't just rely on their thoughts and perceptions when trying to grow sales or ROI. However, not everyone is able to perform detailed market research (which should be done regularly) and create new content according to the publishing.
In fact, some AI-powered tools can also be used to perform keyword research or at least keywords suggestions so your content appears at the top of search engine results.
AI can be used here to gather and analyze data. Even the simplest AI tools like ChatGPT can be enough for that goal, and it is available in a free version, meaning no extra expenses. Even though some AI tools still tend to provide inaccurate results when it comes to in-depth analysis, the technology is evolving and can be used to speed up and simplify the research and the entire content creation process.
Increase Content Accessibility
Accessibility is essential in the modern world. It allows brands and companies to better connect with different audiences, showing their respect and adherence to minorities. In addition, being able to interact with hearing-impaired people and let them enjoy your content also widens up the reach of the company, allowing for higher ROI.
AI is a go-to solution for these purposes. From adding captions (including social media captions) to converting text to speech, some video editing tools are cost-effective and quality options creators can now consider for content accessibility.
Here are some examples of how AI can be used for that:
Language translation: Even if you don't plan to start a full-scale localization process, you will benefit from having your content translated into more than one language. In contrast to a popular belief that AI tools will fail when it comes to the accuracy of translation, machine learning used within these software tools has been shown to provide the same results as human specialists and, in some cases, provide better translation twice as fast as humans.
Voiceovers: AI can simulate human voice and make your audio available to a wider audience. AI-generated content powered by voiceover is the ultimate solution for business success on a global scale. In addition, it can even lip-sync the video so viewers won't even consider whether the real human speaks and where AI was used.
Captioning: AI can automatically generate social media captions and subtitles, making content accessible not only for hard-of-hearing or deaf people but also for those who just don't like audio in a video (actually a large number of people).
Text-to-speech: As we mentioned, AI content creation tools can generate audio versions of text-based content, like you can ask the tool to write blog posts, social media posts, or blog articles for those who have difficulty reading.
Image recognition: AI can also be used to assist those who are unable to see the image. Some AI-powered tools can analyze different images and generate alternative text descriptions for them. This also grows content accessibility, making it easier for these people to better understand the content and context of the images.
Text simplification: Another way AI can increase accessibility is by simplifying the existing text, which is especially crucial for tech products and guides that require complex terms or structures. This will help people with cognitive disabilities or ones learning a new language to understand what the content is about.
Support Visual and Video Creation
If you are not keen on creating a design for your content or you have a limited budget, AI is also used to create custom images. The list of solutions is vast, though you can just use a paid version of AI writing tools like ChatGPT, which is one of the most popular versions today.
This works the same way as you would do to generate text content for your channels. You choose a service you want to use, input prompts (description of the image you would like to get), and get several options to choose from.
For example, Deep Dream is a great solution for creating abstract images to include in social posts, or Rask AI to create an engaging video based on the blog post or an article you have on your website.
The same option can be used to produce high quality content by letting AI edit the video. Some AI tools can stabilize the footage, remove background music and noise, and add effects and animation. This helps save the time and effort you would otherwise spend on editing the video by yourself.
AI Generated Content for Different Platforms
AI is a go-to solution for content creators, marketing teams, and brands. It can automate repetitive tasks, allow businesses to reuse content, provide assistance during market research, localize video content, turn text into speech, and vice versa. Being powered by machine learning and Natural Language Processing technologies, AI content also improves the quality of the video.
However, it is always best to handle the balance between human expertise and tech advancements. Just because AI exists doesn't mean it can replace human beings or human creativity at every time of your content. Reducing costs and speeding up the process, AI tools also require humans to recheck the work and bring last-minute changes before going live.
While AI-generated content usually passes for human-created content, sometimes your followers and target audience will still want something personal to engage with your brand. Therefore, it is best to use AI as a handy and effective assistance instead of relying on it for all business tasks and the creation of a content strategy.
