Key Features to Evaluate in Generative AI Tools for Marketing Copy

Marketing Content creation is crucial to any successful business or organization in today's fast-paced online world. In a world filled with fierce competition and a constant need for top-notch, captivating content, staying ahead of the game can be time-consuming. Fortunately, leveraging generative AI products provides a streamlined solution to the content creation process.

In this post, we will introduce what is meant by generative AI, how products are using AI for marketing content creation, and the capabilities you should consider in a product when considering using a generative AI product for creating marketing content.

If you want to consider generative AI products for creating Marketing Copy, read this post 5 Generative AI Tools for Boosting Marketing Content Creation that compares 5 powerful Gen AI products.

What is AI-generated Content?

AI-generated content is created using AI technology to generate or create original content. Generative Artificial Intelligence (AI) uses algorithms and natural language processing techniques to produce high-quality, human-like content. They work by learning from a large amount of existing content using a Large Language Model (LLM) and then using that knowledge to generate new material.

Understanding Generative AI Products

Generative AI products are tools that use Artificial Intelligence (AI) algorithms and machine learning techniques to create new content or edit existing content. These ai content generation products are trained on a large dataset, considering factors such as style, tone, and context, producing original content. These generative AI tools can generate a wide range of content types, including articles, blog posts, social media posts, images, videos, audio tracks, and product descriptions. The products target different users for different use cases. They may be used by a photographer editing their photos, a writer writing a new novel, a teacher creating lesson materials, or a marketer creating marketing copy.

Introducing Innovative Generative AI Products

Most people have heard of AI Chatbots like ChatGPT but may not be familiar with the wealth of new products purporting to be generative AI-based tools. Some of these tools are indeed new generative AI tools, while some are products that have existed for a number of years but are now adding AI capability. I'm not suggesting either approach is better, and in some cases, an existing established product that adds AI capabilities may be more function-rich than a new Gen AI product that is only a year or two old.

Game changers

AI and content marketing combined in products can be a game-changer; they can quickly produce attention-grabbing social media posts, catchy product descriptions, or even entire articles that can help attract and engage potential customers. These tools are designed to be user-friendly, so even if you're not a tech expert, you can still create professional-quality content with ease.

Advantages of generative AI content creation

One of the main advantages of using AI-generated content is its speed and efficiency. Traditional content creation methods often require a considerable amount of time and resources, with the need for human intervention at every stage of the process. In contrast, Artificial Intelligence generated content can be produced quickly, freeing up valuable time for other tasks. You are still required to provide thoughtful input to the tool about what you want to be created and review the generated content for correctness to ensure it stays on message.

The potential for generative AI-based tools is vast. In addition to creating AI marketing text, these tools are also used for video content creation, image generation, and email marketing.

 

What to consider in Generative AI products for Marketing content creation

Consider several critical factors when choosing a generative AI for marketing content creation. We will review and compare several capabilities you should evaluate to determine if the product has features that fit your creative work processes. The final choice will come down to your use case for the product and the size of your business; are you an individual writing a blog or a large enterprise that generates hundreds of articles, blogs, and Ad copy?   

Who is the Target Audience for the Product?

Generative AI content creation products are designed for different audiences, such as individual fiction writers or enterprise businesses. It is essential to consider a product's target audience before selecting it to ensure it meets the specific challenges and complexities of content creation and aligns with your needs and objectives.  A product designed for individual use may not have the robust Marketing content creation features needed for large-scale enterprise businesses, and vice versa. For example, a product may be ideally suited for someone brainstorming ideas for a short story but is likely missing the team collaboration features needed when multiple people contribute content.

Does it Support Brand Personalization and Voice?

A brand voice or persona in a content creation product refers to using the brand's unique voice, style, and values in the generated content. I consider this one of the key features you should consider if you are using a generative AI product to create content for a small or large business. Why should you care?

• Brand nurturing: You spend effort and money building your brand, and you do not want to dilute it with an inconsistent message in your marketing content.

• generic content: One of the issues with generative AI is that it can be generic and inconsistent with your brand. Support for Brand voice ensures the tone, vocabulary, and messaging align with the brand's guidelines, offerings, and business strategy.

• Content creation team: If you have a team creating content, the brand voice ensures consistency in the written content, avoiding any confusion or misinterpretation among the target audience.

• Avoiding AI hallucinations: Incorporating a brand's voice and persona into the content helps reduce generative AI hallucinations and ensures the generated content resonates with the target audience. (AI hallucinations refer to instances where AI generates incorrect or nonsensical information)

This attention to detail and alignment with the brand's identity builds trust and credibility, establishing a strong brand presence in the market. 

Support for Multi-Channel Capability

If you are a business using Generative AI products for marketing content, you should consider support for targeting multiple channels. Most businesses will have a multi-channel strategy for the marketing campaign. Therefore, tailoring content for specific channels—like long-form blog posts, social media captions (Facebook, Twitter, Instagram, YouTube, LinkedIn), and personalized emails—optimizes engagement and saves time reformatting content to target a specific channel. Ensuring the product has support for multiple channels allows for easily and quickly creating content for multiple channels without having to train your marketing team on text prompting. This allows them to focus on what they are good at, marketing copy, and not worry about learning generative AI text prompting. Multi-channel support widens the reach, maintains a consistent voice, and enhances marketing efficiency.

Support for Marketing Campaigns

When evaluating a generative AI product for marketing content creation, it's important to consider its support for marketing campaign planning. This feature enables teams to seamlessly integrate AI-driven insights and content suggestions into a broader marketing strategy, ensuring that each piece of content aligns with campaign objectives and timelines. Without this feature, generative AI content creation tools may not be as effective in helping your business achieve its marketing goals. Unfortunately, you will see that very few generative Artificial Intelligence content creation tools support this feature. If this capability in the tool is critical to your business at this point in time, I would recommend starting with a full-featured marketing tool that incorporates Generative AI capabilities until such time as the Generative AI tools become more mature.

How is your Data Secured?

The security of a website is crucial for generative AI marketing products as it manages valuable and sensitive data. The following are reasons why you should consider enterprise-level security for any online service you use to aid in producing marketing content:

• Protection of Business Sensitive Data: Brand voice capabilities often leverage proprietary data, including customer demographics, Brand guidelines, and business strategy. Effective security measures ensure this information doesn't fall into the wrong hands, potentially disrupting business operations and damaging reputation.

• Compliance with Regulatory Standards: Adhering to internationally recognized security standards such as SOC2* and GDPR isn't just about avoiding penalties; it demonstrates a commitment to data protection.

• Risk Mitigation: By integrating stringent security protocols, businesses can significantly reduce the threats posed by cyber-attacks and data breaches, ensuring business continuity and protecting against potential financial losses.

Some newer entries in the generative AI product space are still immature and do not have the required enterprise-level security, including compliance with standards like SOC2 and GDPR. If the data you store in the online service is business sensitive, you should consider security compliance. If you are using the content generation service for personal productivity or writing Blogs as an individual contributor, security may not be as important a consideration.

*SOC2 is an auditing standard for companies that store customer data in the cloud and ensures they follow best practices to protect this data.

Does the Product Facilitate Team Collaboration?

Team collaboration within generative AI products is crucial for businesses with multiple contributors to marketing campaigns. The ability to create, share, and edit content created by the team will allow marketing content creation to be more seamless and introduce fewer chances for errors.  It allows for assignment tracking, merging diverse perspectives, and real-time updates and edits. Additionally, marketing content typically needs to be reviewed and approved, and without the team collaboration features, this approval becomes more manual.  Team collaboration harnesses the team's collective intelligence to create innovative, targeted content and amplify marketing impact.

How are Performance Analytics displayed?

Performance analytics are vital for tracking marketing campaign success and optimizing future strategies. Does the product provide campaign or content performance insights, helping marketers improve their strategy and target the best-performing channels?

Performance analytics evaluates marketing content using key performance indicators (KPIs). KPIs are metrics that track the success of marketing campaigns. They help businesses evaluate the effectiveness of their marketing content. By tracking KPIs like website traffic and customer engagement, businesses can improve their marketing content and achieve better results.

In many cases, websites use analytic tools for performance tracking, such as Google Analytics, and depending on the website hosting platform (Wix, Shopify) it may also provide website analytics. These tools can be helpful but do not get into some of the details of the marketing content performance. Integrating analytics brings the content creation process and the performance analysis together to streamline the marketing campaign process.

With this information, marketing professionals can make evidence-based decisions and quickly adapt their strategies based on performance results.

Improving Design Efficiency with Marketing Content Templates

It is important to check if the product provides templates for various types of marketing content to save time in the design process and ensure consistency.  This capability aligns content with proven formats and industry standards, ultimately increasing the likelihood of success. Additionally, customizable templates provide the flexibility to tailor content to specific audiences and campaigns.

Using templates can also streamline the review and approval process and improve collaboration within a team. Marketing teams can work together on creating custom templates that fit the business model and conform to the business strategy. Check if the product you are considering has the templates for the marketing types and channels important to your marketing campaign.

Does the product support Multiple languages?

Medium to large businesses must be able to generate content in multiple languages to effectively connect with their audience in their native language. Some of the products have built-in translation capabilities to aid in converting the marketing content to be consumable by the intended audience. Most of the translation capabilities in Generative AI are not yet able to create perfect translations. Still, they save significant time in generating a base translation that can be reviewed and corrected where necessary. Additionally, generative AI will only continue to improve and reduce the number of incorrect translations over time.

Are SEO Optimization Techniques integrated?

A product that combines generative AI with SEO techniques is crucial in digital marketing. Look for a product that includes the capability to use generative AI to generate SEO-optimized content. The generated content should take into account what helps with SERP and provide generated content to achieve a higher ranking. Additionally having the capability to provide input on the SEO keywords you want to consider aids you in generating content that targets those keywords. With generative AI-powered SEO optimization, you can create high-quality and relevant content optimized for search engines, resulting in increased traffic and conversion rates.

Does it have the capability to check the content for SEO optimization?

An SEO Checker is designed to help users improve their website's search engine optimization (SEO) performance.  It provides real-time SEO scores and tips for enhancing content to achieve higher rankings on search engine results pages.  The product should include the capability to provide artificial intelligence-driven suggestions on SEO improvements of your content. The algorithms should gain insight from competitors' content and provide keyword suggestions. Feature-rich products will also take advantage of generative AI to rewrite content for you to provide a side-by-side comparison of original content vs. AI-rewritten content.

This capability, as an integral part of the product, avoids needing to purchase an additional offering and streamlines the content generation process.

Does it have Internet access?

Does the product have access to the Internet to provide up-to-date content? Access to the Internet is a valuable feature for a generative AI product used in creating marketing content because it ensures that the content generated is informed by the latest trends, data, and consumer behaviors. Internet access aids in the content creation process in various ways:

• Scrape your content as input for the brand voice to ensure brand consistency when creating new content.

• The ability to scrape recent content allows the AI to analyze current market strategies or competitor information and generate relevant and competitive content.

• Enables the AI to pull in SEO trends and create content that improves your SEO ranking.

• Some automated workflows require access to recent content to execute the workflow. An example would be scraping your email to create automated replies to customer queries.

This dynamic capability enhances the AI's ability to produce content that resonates with target audiences and performs well in search engine rankings.

Conclusion

In conclusion, when evaluating generative AI products for marketing content creation, it is important to consider their support for tasks involved when creating marketing content. Selecting a product with the unique capabilities required for your daily marketing tasks can make a significant difference in the effectiveness of these tools in helping your business achieve its marketing goals. However, it is also important to remember that these tools should be used in conjunction with human creativity and expertise to combine user-generated content with the AI-created content.