Why Adopting AI — The Right Way — Is the Biggest Priority for Marketers in 2024

Why Adopting AI — The Right Way — Is the Biggest Priority for Marketers in 2024

Content marketing continues to shine as a beacon of efficiency for businesses around the world, generating three times more leads at a fraction of the cost compared to other outbound tactics, according to Demand Metric. But the tools that marketers are using to achieve these results are shifting rapidly.

2024 is sure to hold challenges and surprises, so we spoke to some of the best and brightest in the content marketing realm to understand what trends they thought would reign supreme in the year ahead. Unsurprisingly, AI was the hottest topic on everyone's mind.

Integrating AI Into the Content Marketing Workflow

We witnessed the meteoric rise of generative AI in 2023, but it predominantly remained a year of experimentation. As we step into 2024, the narrative surrounding AI is poised to shift from experimentation to integration. Content marketers will delve deeper into comprehending the true potential of AI and devise strategies that effectively leverage this technology.

Trevor Jonas, Content Marketing Lead at Notable, aptly summarizes the evolution of AI in content marketing, stating, "We've gained valuable insights into what works, what doesn't, and how to optimally align our workflows to capitalize on this rapidly emerging technology. The coming year will be defined by integration. We're already witnessing the initial stages of this trend, but 2024 will usher in a profound integration of AI into the very tools that content marketers utilize daily. This integration promises to augment productivity at both individual and team levels, while simultaneously elevating the significance of human creativity."

The year 2024 marks a pivotal juncture where marketers will harness the power of AI to not only scale their marketing efforts, but allow human ingenuity to shine. As Marc Phillips, Sr. Web Content Manager for AWS, astutely observes, "AI tools will serve as career accelerators for junior team members, empowering them to effortlessly navigate tedious tasks such as content audits, reporting and editing. This newfound efficiency yields a twofold benefit: accelerated project completion and the opportunity to dedicate time to more impactful, strategic endeavors. Leaders who adopt a holistic perspective will recognize the immense value of junior team members when they contribute to growth-oriented activities rather than being mired in maintenance tasks."

Not All AI Is Good AI

With all of the excitement around generative AI, a word of caution is warranted. Not all applications of AI are inherently beneficial. The digital landscape is currently inundated with a plethora of hastily generated content that lacks substance and fails to resonate with audiences. AI, when employed solely for the pursuit of speed and volume, risks becoming a liability rather than an asset.

To avoid this pitfall, content marketers must shift their focus from quantity to quality, crafting compelling narratives that truly matter. AI, when judiciously harnessed, emerges as a potent ally in elevating content quality, empowering marketers to transcend mere quantity. By diligently training AI on their brand's unique characteristics and imparting an understanding of what constitutes effective content, marketers can resist the allure of rapid content creation and instead channel AI's capabilities towards enhancing the creative process.

As Heather Hurd, Senior Director, Global Content Studio at FIS, succinctly puts it, "There's no escaping AI at this juncture, so marketing strategies must center around its judicious use. AI should serve as a tool that empowers our talented team members to excel in their respective domains, while seamlessly delegating mundane tasks to machines."

Preparing for the Year Ahead

As technology continues to reshape the industry, staying up-to-date on the latest tools and techniques will be crucial. Those who can master the art of combining the power of AI with the human touch will stand out as the most effective content creators, delivering impactful and memorable experiences at scale that resonate with customers and prospects alike. With the right approach, content marketing in 2024 will remain a powerful force for driving business success and building meaningful connections with audiences.

Want to learn more about the most important marketing trends of 2024? Download our e-book here.