As a marketing expert, Nicholas Bereznai constantly reviews the latest trends to ensure he offers the best marketing solutions for his clients. One thing that is always intriguing to Nicholas Bereznai is seeing what trends catch the attention of his clients. As new trends grow, you can tell when there is a real buzz. Artificial intelligence is by far the most talked about marketing tactic this year. However, Nicholas Bereznai says that AI is not a new phenomenon in digital marketing. Consider websites that would feature a pop up welcoming users to a site. This AI has been a mainstay for car dealerships and other popular online vendors for years. The difference with today’s artificial intelligence is that the technology is advancing.
Today, Nicholas Bereznai, will share his thoughts on the role of AI in marketing and some of the concerns people have regarding its use.
Nicholas Bereznai notes that the reason artificial intelligence is widely talked about can be significantly contributed to ChatGPT. The idea of a tool that can complete writing tasks instantly is highly appealing to marketers on a budget. It’s also incredibly frightening to many different professional marketers. Marketers who have built careers producing engaging content for their clients are left to wonder:
- How can humans compete with this technology?
- Is human content a thing of the past?
- Will artificial intelligence make traditional Google search obsolete?
Nicholas Bereznai notes that while he does not believe AI will completely take over the role of content jobs for humans, it should be leveraged in a number of different ways. Google will consistently rank content that offers the most value to its searchers. If AI can help churn out useful content, it will likely be able to earn a spot in the Google rankings. However, certain types of content will always need to be written by humans.
Only people can craft content that features personal opinions and pulls on human experiences. Every expert also has a unique journey that can’t be captured via artificial intelligence. Most clients will always feel more comfortable with the direction of their content when a human is in charge. Humans can interact with a client and get to hear exactly what direction they want their content to take.
Content marketers should consider leveraging AI for specific digital marketing content. Content like:
- Meta Titles
- Meta Descriptions
- Header Tags
- Alt Tags
- Product descriptions that don’t require marketing flair
- Video transcriptions
- SEO Optimized Introductions
- SEO Optimized Conclusions
When leveraging artificial intelligence, Nicholas Bereznai recommends always utilizing a human editor to review the work. Edits can be limited by putting in the proper information up front. You can also prompt artificial intelligence with the target audience. Systems like ChatGPT can make certain assumptions based on the common interest of demographics that fit the description initially provided.
Nicholas Bereznai sees the most significant opportunity to take advantage of tools like ChatGPT comes in the form of writing social media posts. Many businesses want to maintain a presence on platforms like Facebook, Twitter, and Instagram, but they struggle to find the time to write the posts. Having AI create hundreds of posts that can be vetted and scheduled ahead of time can be a real blessing.
People often use social media as a way to check the validity of a business. A presence on these platforms shows prospects that a business is alive and well. Nicholas Bereznai recommends starting with the basics. Posts that recognize national holidays, posts that recognize certain company milestones, and posts that introduce members of the social community to new blog content. Humans should rest assured that they will always be the driving force behind marketing initiatives. As long as people continue to work hard on their craft, AI will never be able to completely replace their contributions.
