Entrepreneurs Utilizing AI Publish 42% Extra Content material [+ New Research Report]

AI use is extraordinarily frequent in content material advertising and marketing.

Out of 879 responses, 769 (87%) reported utilizing AI to create or assist create content material. Simply 111 reported that they didn’t use AI (13%).

If this appears stunning, it’s value contemplating that AI is now a local a part of Google Docs, Google Sheets, Gmail, Slack, LinkedIn, you title it. It’s exhausting to keep away from.

AI use was most prevalent at small (10–49 workers) and enterprise (1,000+ workers) corporations, and least frequent at micro (1–9 workers) corporations:

AI use was most typical in advertising and marketing groups of two–10 folks, however even at giant advertising and marketing groups of over 100 folks, 89% of respondents stated that they used AI:

“We’re discovering that organizations of all sizes are extraordinarily enthusiastic about leveraging AI of their advertising and marketing initiatives. Actually, smaller organizations take pleasure in being extra nimble and fast-paced with their integrations”.

“On the enterprise stage, there’s a increased stage of concern round information sharing inside LLMs. A number of purchasers of ours have explicitly forbid sharing of firm info with LLMs as a consequence of considerations of the way it could finally be used.”

AI permits corporations to considerably improve their content material creation.

The median publishing frequency for corporations utilizing AI was 17 articles monthly. For corporations not utilizing AI, the median was 12 articles monthly, or 42% decrease:

Firm dimension may also impression publishing frequency (larger corporations typically publish greater than smaller corporations), so it’s useful to have a look at the distinction in publishing frequency by firm dimension.

The info recommend that AI is having the largest impression on micro (1–9 worker) and small (10–49 worker) corporations, whereas enterprise corporations truly publish extra with out AI workflows.

Given the quantity of authorized evaluation and compliance that occurs within the greatest corporations, this isn’t essentially stunning:

Right here’s how publication frequency was distributed among the many responses. Though excessive publication frequencies have been reported even for non-AI customers, the acute values have been far more frequent amongst AI customers, with a number of corporations utilizing AI to assist publish 100, 150, and even 250 items of content material per month:

Right here’s a histogram exhibiting the distribution of publishing frequencies, with the 1% most excessive outlier values excluded for legibility:

“Content material writers can simply double or triple the quantity of promoting content material they’re creating by utilizing AI instruments. AI-assisted writing is especially useful for multi-channel campaigns that require creating completely different content material codecs for various channels.”

“AI isn’t changing human creativity in content material advertising and marketing—it’s amplifying it by permitting groups to do extra. Essentially the most profitable organizations aren’t selecting between AI and human expertise, however are combining each to create extra content material that resonates with their viewers. This hybrid strategy is what we’ve been utilizing at Campfire Labs to discover a aggressive benefit.”

“In an AI-dominant world, the dimensions of content material will develop exponentially. From a price standpoint, serps should be extra considered about how they allocate spend on every web site’s crawl sources—a.okay.a. crawl funds. The expectation that giant websites are higher than small websites should change.
Don’t simply write content material as a result of you possibly can. Don’t create a programmatic scaled search engine optimization effort if there’s no actual person purpose to have scaled pages.”

Generative AI is used primarily for writing weblog posts.

Our analysis discovered that weblog posts have been the commonest content material sort created by AI (87% of respondents), adopted by web site copy and touchdown pages (64%), and social media posts (63%).

Longer, extra complicated content material codecs like whitepapers (15%) and ebooks (17%) have been the least frequent content material codecs created by AI. 

“Producing weblog content material is—for the overwhelming majority of corporations—the least difficult content material sort on their area. Hardly any branding train takes place on weblog content material. Normally, nobody is worried about sustaining a model’s tone on the weblog. As an alternative, they’re most frequently targeted on publishing content material “to rank”. It’s content material that requires minimal skilled enter (or, at the least, used to). Just about, key phrases and a title and you may get going. It’s content material that retains on giving: It may be promoted on social, newsletters and so on. And it’s content material that, if it ranks, it’s going to carry on bringing new guests and potential prospects. 

“Then again, web site copy, social posts or publication copy require you to be you. You possibly can’t de-prioritize branding right here, and getting it proper with AI is usually a problem.”

Unsurprisingly then, most AI-assisted duties relate to weblog put up creation.

When requested how AI was utilized in completely different components of the content material advertising and marketing and search engine optimization workflow, 76% of respondents stated that they used AI to brainstorm subject concepts. 73% reported utilizing AI to create content material outlines, and 67% used it for bettering their content material.

On the different finish of the spectrum, creating photographs (19%), localizing or translating content material (22%), and key phrase clustering (23%) have been the least standard use circumstances.

“AI is nice for ideation, analysis, and planning. It may possibly drastically enhance the time to finish search engine optimization duties that beforehand needed to be executed manually.”

“With many AI instruments providing net search and deep analysis options, it’s a lot quicker and simpler to analysis, define and write longform content material like weblog posts and in-depth articles. That’s the fantastic thing about AI-powered writing, AI helps you throughout each stage of the writing course of, from conducting preliminary analysis to creating remaining modifying.”

“If you happen to’re not utilizing AI at the beginning and the tip of your content material creation course of, you’re lacking out. Brainstorming, developing with completely different angles, after which proofreading or structural modifying are issues that LLMs are fairly good at.

However I’m very sceptical with what ‘optimizing content material for natural search’ means. If it means offering key phrases and asking it to include them in your content material, I believe you’ll be in for a nasty shock sooner or later. The largest optimization you may get from AI is for logic and readability. Positive, present related queries and key phrases at the beginning. However give attention to optimizing the construction, masking gaps your rivals don’t, formatting content material appropriately and extra.”

ChatGPT was probably the most generally used AI software for content material creation, by a big margin.

44% of respondents reported utilizing ChatGPT, adopted by Gemini at 15%, and Claude at 10%.

“Whereas ChatGPT is a well-liked software for content material creation, the standard of the content material it generates will differ relying on the mannequin you’re utilizing and the standard of the prompts you’re offering. Primarily based alone utilization, I discover that Claude, Gemini and Perlexity typically generate higher high quality content material even when utilizing easy prompts. So should you’re not proud of ChatGPT’s output, I like to recommend making an attempt these different instruments.”

In complete, a staggering 94 completely different instruments have been talked about within the survey. These have been the 20 hottest instruments talked about:

I’ve at all times questioned whether or not I’m shedding out by utilizing gpt4o or Claude, as an alternative of a “wrapper” that mixes a number of APIs into one interface. In response to our analysis, most likely not.

77% of the AI instruments listed by respondents fall into the “LLM” class: that’s, they’re particular LLM fashions or mannequin suppliers, like Claude from Anthropic or gpt-4o from OpenAI.

Solely 23% of the listed instruments are thought of “wrappers”: software program instruments that use one or a number of LLM fashions with extra options added, like SurferSEO or Jasper.

“With LLM suppliers like OpenAI and Anthropic in a race to deploy new fashions and new options, most corporations appear effectively served by utilizing LLM fashions themselves, with no need for specialised wrappers. When groups construct customized workflows on high of APIs, it’s potential to create very subtle workflows utilizing simply the essential LLM fashions.”

Typically talking, only a few corporations publish solely “pure” AI content material.

Solely 4% of respondents reported that over 75% of the content material they printed was pure AI content material, with none modifying or extra enter. In distinction, 50% of respondents reported that none of the content material they printed was pure AI content material.

“Whereas there’s a temptation to make use of the outputs of AI instantly in your web site’s content material, entrepreneurs want to withstand this. We’ve seen from the March 2024 core replace simply how damaging AI-only content material will be. As an alternative entrepreneurs can make the most of AI for preliminary outputs—however have their groups evaluation the content material to really make it helpful for customers.”

“It’s extraordinarily harmful to publish strictly AI written content material. Whereas Google says they don’t take a stance towards AI content material, it’s very clear that solely AI written content material is detected by Google and the location and content material is finally punished for it. There’s loads of analysis and examples of this taking place.”

Virtually everybody opinions or edits AI content material, in some kind.

97% of respondents have some form of evaluation course of for AI content material. Handbook evaluation was the commonest technique (80%), adopted by working with subject material specialists (35%), and dealing with an editor (30%). 14% of respondents ask AI to evaluation AI content material for accuracy.

“Hallucination is a truth of life for LLMs, however the rising use of RAG and grounding—utilizing third-party sources to test and validate LLM output—is beginning to eat away at this downside. AI content material won’t ever be completely correct, however neither is human-written content material.”

Wish to find out how AI content material performs, or how a lot corporations spend on AI content material?