Writing a powerful article or a captivating post is not always an easy task. Standing out on the internet and social networks is an increasingly difficult task. The already strong competition is now accentuated by the increasing use of generative artificial intelligence.
Writing articles, generating ideas adapted to the needs of the persona or optimizing content for social networks, all these tasks benefit from AI. However, a six-fingered hand is quickly arrived; optimizing its use then becomes essential.
500 SEO and Content Marketing professionals surveyed
Through more than 60 pages, the white paper The impact of generative AI for SEO and Content Marketing teams 2024gives the keys to perfecting your approach. Carried out by Semji in partnership with Hubspot, this study is based on two surveys: one quantitative and one qualitative.
Nearly 500 professionals in the sector, from VSEs, SMEs, mid-caps and large groups, responded. Around thirty of them also took part in individual interviews. A real goldmine of advice for your SEO and Content Marketing strategies.
ChatGPT, undisputed leader
Having become essential for boosting creativity and productivity, generative AI is already widely used by SEO and Content Marketing professionals, with 86% of respondents having already adopted it. ChatGPT, developed by OpenAI, is the benchmark tool, used by 91% of respondents.
In the case of the e-commerce sector, ChatGPT allows you to submit a file of meta-descriptions of the pages that the AI automatically optimizes, thus saving half a day per week.
Chatbots most used by professionals
Increase in budgets dedicated to generative AI
According to the survey, these uses are still set to grow with 62% of respondents planning to automate more content creation. Budgets are following the same trend: 28% of professionals expect a strong increase and more than 50% expect a small increase.
Current share of SEO/Content Marketing budget dedicated to AI
“Following the success of our directory project carried out with ChatGPT, I think the budget will probably increase. The initial reluctance in the company is fading, because we realize the possible time savings,” says Marianne Joly, Content Manager for L’Étudiant.
The priority types of AI to integrate in 2024
Double content production thanks to generative AI
For 44% of professionals, productivity gains are the main benefit. For a majority of respondents, AI has made it possible, for "equal team size", to "double content production and achieve a +300% growth in traffic in 12 months".
Main benefits and challenges of AI observed by respondents
For 56% of respondents, AI saves between 1 and 5 hours per week. All the time saved thanks to AI is precious and allows them to focus on new tasks requiring human intervention.
Impact of AI on team productivity
AI still needs to be supervised
Among SEO and content marketing professionals, AI is overwhelmingly used to write articles. AI provides all the necessary information, saving documentary research; all that is then required is to enrich the content and add your editorial style.
A detailed guide is thus produced in a few hours instead of a day. For a guide, the working time is reduced to 2h30, compared to an average of one day previously.
Main tasks for which marketing teams use AI
However, generative AI still acts more as a helper than an order maker. Clumsy French, irrelevant source or erroneous information: the work of AI is still strewn with errors, quickly spotted by users whose eyes are increasingly seasoned.
Limitations that require the vigilance of a human eye
Although AI has become an everyday tool, it is used as an assistant, particularly in regulated areas. Entrusting only titles, paragraphs and plans while keeping the complete writing under human control then presents itself as an alternative use.
Levels of AI integration for content writing
Increasingly efficient in producing quality content, AI still presents many challenges, and technical and cutting-edge sectors must be particularly vigilant about the limits of AI uses. This is particularly the case for companies in the medical sector, where each term, each adjective used must be weighed and justified. The use of AI requires great vigilance.
The key challenges of AI content generation
Training in generative AI
Carefully verifying and fact-checking AI-generated content remains essential, just as it is crucial to improve teams' skills on these subjects, for example by monitoring AI-related content or participating in online events.
Upcoming initiatives by companies to improve AI skills
Mastering Prompt Engineering, or formulating precise and effective queries to obtain relevant results, must become as obvious as a Google search, and these good practices must be accompanied by the limits of the use of AI. Training teams is therefore particularly crucial.
Once trained, continue to deepen your knowledge of generative AI. Start now by downloading this white paper: you will find new graphics and tips adapted to your sector of activity thanks to testimonials from professionals. Enough to unravel all the mysteries of the impact of generative AI for SEO and Content Marketing teams.
0 Comments