How is AI changing content development?

Photo of Samantha Schwab Written by Samantha Schwab,   Jul 4, 2024

Hi fellow marketers! I'm a Marketing Manager here at Infomentum, and today I want to talk about the different ways AI is revolutionising the world of content development. If you're passionate about creating engaging content (and in marketing, who isn’t?), you’ll want to be part of the conversation!

Remember when AI seemed like something you’d only see in a futuristic thriller movie? Well, AI is more than science fiction - according to recent stats, 80% of marketers use it in some shape or form. Whether you're writing social media posts or analysing market trends, AI is an essential tool in marketers' kits for the development of content strategies. Let’s get started!

Content creation


AI programs can generate written (and visual!) content to any prompt in the blink of an eye. By acting as virtual assistants, these tools expedite your ability to design articles, social media posts and even product descriptions. The benefits? Speed, scalability and ultimately a significant cut in production costs. The only limit to what you’re able to create is your own imagination.

Enhancing creativity

6225061You may be worried that AI lacks creative capabilities on its own. While it may have been more limited at its inception, the technology is continuing to develop and learn. It isn’t just being designed for automation, but rather for optimisation. By leveraging AI, marketers can access a swathe of ideas and angles that may not have originally come to mind. In fact, one of our recent campaigns included some AI-assisted, out-of-the-box ideas that ended up being a huge hit!

Optimising content strategy

Data-driven insights

Nowadays, it’s more important than ever to go beyond just guessing what your audience wants. With AI marketing professionals have an enhanced ability to dive into market research and audience analysis, accessing insights that are both deep and actionable. Various tools are available that expertly analyse consumer behavior, predicting trends and tailoring content accordingly.

4872663Large-scale personalisation

With current consumer trends putting a major emphasis on trust and authenticity, personalisation is key to any campaign success. By having AI in your toolkit, it’s possible to customise your content to various segments on a much larger scale. Whether it's a personalised email campaign or a targeted ad, AI helps ensure messages hit their mark every time. Your audience will notice the difference!

Improving content quality and SEO

Content optimisation

Have you ever struggled with SEO? You're not alone. But don’t worry - leveraging AI makes optimising content a breeze. With an advanced ability to analyse keywords, readability and even competitor content, it’s easier than ever to make sure pieces rank high on search engines. Plus they help maintain the balance between SEO and readability - no one wants to read robotic-sounding content!

vector_48820Quality enhancements

Even the best writers need a bit of polish on their work. Now, marketers essentially have access to their own personal editors on call 24/7. AI programs help maintain consistency in style and tone across all kinds of content while also combing through any pesky errors. And the result? Professional, polished pieces which are easy to read and engage your audience.

Streamlining content distribution

Automated posting

At the end of the day, your content is only as impactful as the audiences it can reach. AI doesn’t just help create content; it also streamlines your ability to share it and make it visible. By automating the scheduling and posting process, you build a consistent online presence without the manual hassle.

31849Analytics and performance tracking

Any good marketer knows releasing content is just half the work. The other half is actually tracking its performance. Instead of wandering through a massive web of nebulous data, try utilising AI. Its extensive computing abilities unlock access to in-depth insights so you can explore exactly how your content is performing. Which posts are getting the most engagement? Which topics are resonating with your audience? Refine your strategies based on solid data, making sure you're always on the right track.

Key challenges

Potential pitfalls

It’s important to remember that no technology comes without its challenges. One potential drawback of using AI is over-reliance, which in turn might contribute to content that feels robotic and impersonal. And let's not forget the ethical considerations - transparency is key when using AI-generated content.

Balancing AI and human elements

The trick is finding the right balance. AI is already incredibly powerful, but it works best when it’s combined with creativity. Many models still have a long ways to go when it comes to truly replicating the complexity of human thought. Rather than as a tool to use, think of it as a partnership - AI handles the heavy lifting, freeing you up to focus on the human touch that will make your content truly resonate.


AI is transforming content development in ways we couldn't have even imagined just a few years ago. Now, by combining AI's capabilities with our own human skill, we’re able to build content that's not only engaging but also strategically impactful. As marketers, it's crucial we stay ahead of the curve and embrace these advancements to keep our strategies fresh and effective!

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