How CEOs Can Use AI To Produce Content That Drives Revenue in 2024

With Jeff Coyle, Co-Founder and Chief Strategy Officer of MarketMuse

December 20, 2023

Ankur’s note: Hey there! Welcome to Pioneers.

As we stand on the brink of a technological revolution in AI, it's crucial to not only recognize but also strategically embrace the transformative potential of AI in content creation and marketing.

To dig into this topic, I sat down with Jeff Coyle, Co-Founder and Chief Strategy Officer of MarketMuse. Jeff shared a thorough and compelling glimpse into the future of AI in content strategy.

This week’s outline:

  • Pioneers Ep: 8: “How CEOs Can Use AI To Produce Content That Drives Revenue in 2024, with MarketMuse's Jeff Coyle”

  • Customer Story: Direct Mortgage Corp.

  • Download: A Leader's Guide to Generative AI Automation 2024

Ankur’s Newsletter

Before we dive in, did you know that I write another newsletter on Substack? It’s a bit more technical, but I love to share the latest insights into artificial intelligence trends and comprehensive comparisons of models and platforms. Stay ahead in the world of AI with expert analyses and updates delivered directly to your inbox.

How CEOs Can Use AI To Produce Content That Drives Revenue in 2024, with Jeff Coyle, Co-Founder and Chief Strategy Officer of MarketMuse

Understanding AI's Role in Content Strategy

Jeff posits that AI will revolutionize how we approach content, transforming it from a game of chance to a strategic, data-driven endeavor. The implications for businesses are profound: a shift from viewing content teams as cost centers to recognizing them as crucial drivers of value and growth.

Data-Driven Content Planning

  • Implement AI-powered analytics tools: Select and use AI tools like MarketMuse or SEMrush to analyze content performance. These tools can help identify which topics are resonating with your audience and where there are content gaps in your market.

  • Develop predictive models for content success: Use AI to analyze historical data and predict future trends. This can involve using tools to forecast topic relevance, audience interest, and engagement metrics, helping to make informed decisions about what content to produce next.

The Predictive Power of AI

The next few years will likely see AI become an integral part of content marketing and SEO. It’s not just about automating tasks; it’s about harnessing AI to gain insights into customer behavior, market trends, and content performance.

Enhancing SEO

  • Leverage AI for advanced keyword analysis: Utilize AI tools to conduct comprehensive keyword research, including long-tail keywords and semantic search queries. This helps in creating content that aligns with what your audience is searching for.

  • Use AI to personalize content: Implement AI-driven content personalization platforms to tailor content for different audience segments. This can involve customizing website content in real-time based on user behavior or segmenting email content based on customer profiles.

Deep Dive into Jeff’s Predictions

Jeff envisions AI capturing and interpreting every business interaction to create a wealth of actionable insights. This foretells a future where every digital footprint becomes a strategic asset in understanding and serving your market.

Utilizing AI for Business Intelligence

  • Deploy AI tools to analyze communication data: Use AI-driven analytics tools to dissect customer interactions across various channels. This could include analyzing customer feedback, social media interactions, and support queries to identify common themes and insights.

  • Integrate AI with CRM systems: Enhance your CRM with AI capabilities to better understand customer needs and behaviors. This integration can facilitate personalized marketing efforts and improve customer service experiences.

Authenticity in the Age of AI

In an AI-driven market, maintaining authenticity is paramount. AI should be viewed as a tool to enhance, not replace, human creativity and authenticity in content creation.

Balancing AI and Human Creativity

  • Establish guidelines for AI use: Create a set of principles that dictate how AI should be used in content creation, ensuring it aligns with your brand’s voice and values. This includes defining the boundaries for AI-generated content and the role of human oversight.

  • Train content teams: Equip your content team with the skills to use AI tools effectively. This includes training on interpreting AI data, integrating AI insights into the creative process, and maintaining the human element in AI-assisted content.

Ethical Considerations and Responsible AI Use

The ethical use of AI in content strategy is a crucial consideration. It’s essential to navigate these new technologies with a focus on ethical practices, transparency, and privacy.

Ethical AI Implementation

  • Develop an ethical framework for AI use: Craft a comprehensive policy that addresses the ethical use of AI in your content strategy. This should cover areas like data privacy, user consent, and the avoidance of biased algorithms.

  • Ensure transparency in AI-driven content and data collection practices: Be open about the use of AI in content creation and data collection. Inform your audience about how AI is used in your content and how their data is being collected and analyzed.

Embracing the AI Revolution

The integration of AI in content strategy is not just a technological shift but a fundamental change in how businesses engage with their audiences. It’s an opportunity to enhance marketing, storytelling, and customer engagement through a data-driven, efficient, and authentic approach.

Customer Story - Direct Mortgage Corp.

Direct Mortgage Corp. (DMC), a company with 29 years of experience in residential mortgage lending, partnered with Multimodal to transform its mortgage application process. Previously, DMC's manual and time-consuming workflow was a significant burden for both customers and employees. Multimodal's intervention, utilizing Generative AI, transformed this process. In less than a month, a working prototype was developed. Now, DMC employs two AI agents for automatic data extraction and document classification, greatly enhancing efficiency. This technological advancement has enabled DMC to serve more customers, substantially reduce costs, and increase employee satisfaction.

A Leader's Guide to Generative AI Automation 2024

Multimodal's "A Leader's Guide to Generative AI Automation" report is an essential 38-page blueprint for business leaders seeking to implement AI-driven automation in the workplace. It reveals how AI agents can automate 80-97% of internal workflows, highlights the crucial steps for seamless AI integration in businesses, and explores the evolving role of tech leaders in bridging innovation and ethical stewardship. The report also delves into the future trends in technology, emphasizing the significant market impact and how these advancements are reshaping industries and consumer behaviors.