Content creation has grown by leaps and bounds since the advent of mass-consumer artificial intelligence (AI) technology.
The fact that AI technologies like ChatGPT ballooned to having 100 million active users by January 2023 serves as a testament to the widespread popularity and usefulness of AI. And as we all know by now, one of its chief uses is to generate content.
But is it possible to go one step further and use AI to manage content? What exactly is the role of AI in the workplace and what are the benefits and challenges teams face when managing content through AI?
In this article, we unpack both the advantages and the challenges of using AI to improve content campaign planning and management to answer a simple yet pertinent question — whether content management can be elevated using the power of AI.
The advantages of Using AI to Improve Content Management
Improved Management of Content Ideas
One of the biggest advantages of using AI to improve content management is the organization of content ideas.
AI can scour the internet for ideas on a certain topic and write content with flawless grammar within a fraction of a second before organizing it succinctly for teams based on their needs. This allows you to automate the process of identifying and filling in gaps in content — leading to improved customer relations, and more sales.
Let’s illustrate this with an example.
Suppose you’re an insurance broker looking to start a personal email newsletter outlining insurance policies you recommend based on your knowledge and experience.
You want to deliver maximum value through the newsletter, so prospects click through to your website and consider hiring you as their preferred intermediary with an insurance company.
In this scenario, feeding AI tools like ChatGPT information about your target customers and brand before asking it for relevant content ideas can help you devise a list of potential content topics that are highly likely to resonate with your audience.
While this is an example of AI applications in insurance, it can be interpreted and applied across many different industries to create high-quality, original content.
Automated Content Generation
Another major way in which AI elevates content management is through automation. These days, there are a plethora of AI tools that apply advanced language and image models to automatically create everything from blog articles and thought leadership content to images and videos. All the user has to do is feed the AI tool the appropriate prompts.
For example, imagine you’re in the human resources department and you want to create a monthly automated newsletter for employees. In this scenario, you can write a detailed prompt asking the AI to generate 12 newsletters’ worth of text and image content for your staff.
You can ask the AI to arrange the content into a format your staff prefers, organize it however you’d like, and provide details about your employees’ personalities/needs/wants and your company to create an empathetic content marketing and management strategy for your staff.
This elevates content management by helping teams save time that would otherwise have to be spent on conceptualizing and organizing content ideas. It can also result in higher-quality, on-brand content, and better content organization — all of which ultimately elevate content management.
Enhanced Content Distribution
Imagine being able to automatically distribute content on various platforms at the exact time the audience is likely to view and engage with it. Sounds dreamy, doesn’t it?
AI makes this dream a reality by using machine learning and data analytics to predict what kind of content and tone will appeal to the target audience. It does this by thoroughly analyzing target audience traits and behaviors to recommend optimal ways of managing content.
For instance, call center AI can detect the kind of responses and tone that yield positive replies from customers and provide customized content — in this case, replies to customer queries through various means such as a virtual number.
In-depth Content Analysis
The last benefit pertains to content analysis — and it’s easy to see why when you consider the sheer computing power of AI.
AI tools use natural language processing and machine learning to understand everything from the sentiment and tone of a content piece to the efficacy of the keywords contained within it for search engine optimization.
These in-depth content analysis capabilities help teams to better manage content performance and consequently deliver positive AI-driven customer experiences. This makes it perfect for analyzing competitors’ content management strategies and gaining insights to create a competitive advantage.
For example, you can prompt generative AI tools with links to your competitors’ blogs and websites and ask them to analyze keyword usage. This can reveal insights into how each competitor positions itself and what you can do to carve out a niche to gain market share.
The challenges of Using AI for Content Management
Team Training
A lack of skill is one of the biggest challenges of using AI to manage content effectively. The very idea can provoke skepticism among some and it can be difficult to win over employees who are resistant to change.
If your teams find it challenging to use AI, consider investing in training them to create, manage, and distribute content effectively. It’s also worth hiring and retaining employees who show a willingness to learn, experiment with, and adapt AI tools to manage content.
It’s a good idea to engage professionals to teach them the technical aspects of AI-powered content management, like conducting an in-depth analysis of content strategies. It’s also important to train teams to use AI without forgoing human oversight.
If your staff strikes a balance between being creative themselves and using AI to support the content management process instead of completely dictating it, they’ll be well on their way to achieving great results.
Solid Data Governance
Another challenge of using AI to elevate content management is having to invest in a secure data governance framework. This refers to the use of AI business tools that ensure privacy and comply with local and federal laws.
For example, if you input customer information into generative AI models to conceptualize content, consider whether you have legal permission.
Data governance can be expensive and requires teams to be vigilant when dealing with large volumes of data. This can prove to be substantially challenging if resources are limited – after all, one of the main benefits of using AI to improve content management is the time and money it saves.
It’s also vital to put policies in place that address the possibility of data breaches due to AI tools sharing your company and/or stakeholder information with other users. Neglecting to do so may result in increased expenses in the form of fines or legal fees should you be charged for data breaches.
Technological Infrastructure
The final challenge of using AI for content management is the need for a reliable and scalable technological infrastructure.
This is a prerequisite to utilizing AI tools that require high-quality hardware/software (such as AI call center software) and a stable resource network to manage the conceptualization, creation, and deployment of content.
If you don’t have a strong technological infrastructure in place, chances are you’ll struggle to use AI for content management to its full potential. This is why it’s best to think about what kind of AI tools you want to use before deciding on investing in tech infrastructure. That way, you can select the most suitable technologies for your unique content management goals and needs.
Giving Your Content Management an AI Boost
The growing popularity of business AI tools is difficult to ignore — and the benefits they provide content managers make them a necessary tool in the tech-driven world we live in.
While the benefits of AI in the context of content management are clear, teams must think about ways to overcome challenges such as resource constraints and resistance from employees to adopt AI.
At DivvyHQ, we understand the challenges of content management and have a mission to help simplify the whole process. Using our cutting-edge content operations platform, your teams will be able to plan, create, and publish content that really speaks to your target audience. Why not request a demo today?
