If you spend any time on social media, you know that rarely does a day pass without reading about some new, shiny AI tactic.

While tactics often dominate the AI discussion, we’d argue that AI success is more about leading with strategies. That’s where the true power lies, right? It helps you break free from time-consuming tasks and focus on higher-level strategic thinking and planning.

Here are six ways that marketers can use it more strategically to support growth.

  1. Create more A/B strategies to test

    Like many marketers, here at Act-On, we’re constantly testing our email programs. For example, we recently added a new call to action to an email promoting an upcoming webinar. This small change increased click-through rates and resulted in much higher conversions. However, those results wouldn’t have been possible if we hadn’t taken the time to ask: What changes could make a difference?

    A lack of time often stands in the way of asking these questions. You’re busy, and if you don’t have time to strategize and test your ideas, opportunities for new growth are limited.

    “Let’s say you have a top-of-the-funnel lead nurture sequence,” says Matt. “Maybe you’ve run that sequence for some time, and it performs decently, but you believe it could do better. You could use AI to create different subject lines, calls to action, and other variables to test. Since you’re not doing all the manual work of creating that content, you’re free to focus on strategy and implementation.”

  2. Free up time for thought leadership strategies

    Creating thought leadership is important for growth and awareness, but it’s also very time-consuming. For each piece of content, you need to define the individuals you want to interview, conduct the interview, write the content, refine, publish, and promote. Every marketing team has limits, and because creating this type of content is so time-intensive, those limits are easy to reach.

    “With thought leadership, it’s about using AI to handle tasks that interfere with the deep thinking required to create the content,” says Matt. “Maybe you need more time to interview experts, but you’re tied up writing a bunch of new email sequences. If you let AI draft some of those sequences, you can speed up the process and free up time for those interviews.”

    You can also use AI to help with the promotion and distribution of your thought leadership content. For example, AI can review a piece of thought leadership content, pull out the main ideas, and write the first drafts of the social posts you’ll use to promote the piece. Your marketing team can then review, edit, and finalize the posts.

    “AI is a quantity game,” says Matt. “You can use AI to get part of the way, like creating first drafts of social posts, but you need a human to bridge the gap from quantity to quality.”

  3. Find gaps in your brand guidelines and strategies

    With every technology tool, there are strengths and weaknesses. One of AI’s strengths is its ability to review and interpret large amounts of data. This capability can support higher-level tasks, such as creating and refining brand guidelines.

    “You can feed AI samples of your content and ask it to analyze elements like tone, style, and messaging,” says Matt. “It can then review all your content samples and suggest guidelines to include.”

    This capability is helpful for establishing new brand guidelines but also for updating your existing ones. For instance, you could have AI analyze content, identify guidelines to include in the document, and then review it against your current brand guidelines to spot gaps. If your sample content consistently uses humor to engage the audience, but it’s not mentioned in your voice and tone section of the guidelines, you could add it to make sure future content is consistent.

Want to learn more about AI use cases in marketing? Read the full blog on our partner Act-On’s blog. Contact us today to get a free assessment of your AI needs.

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