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

AI use is extraordinarily widespread 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 price contemplating that AI is now a local a part of Google Docs, Google Sheets, Gmail, Slack, LinkedIn, you identify it. It’s onerous to keep away from.

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

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

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

“On the enterprise degree, there’s a larger degree of concern round information sharing inside LLMs. A number of purchasers of ours have explicitly forbid sharing of firm data with LLMs because of issues of the way it could ultimately be used.”

AI permits corporations to considerably enhance their content material creation.

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

Firm dimension may 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 information recommend that AI is having the most important impression on micro (1–9 worker) and small (10–49 worker) corporations, whereas enterprise corporations really publish extra with out AI workflows.

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

Right here’s how publication frequency was distributed among the many responses. Though excessive publication frequencies had been reported even for non-AI customers, the acute values had been way more widespread 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 displaying 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 selling content material they’re creating through the use of 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 method is what we’ve been utilizing at Campfire Labs to discover a aggressive benefit.”

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

Generative AI is used primarily for writing weblog posts.

Our analysis discovered that weblog posts had been the most typical 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 advanced content material codecs like whitepapers (15%) and ebooks (17%) had been the least widespread 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 anxious 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 professional enter (or, at the least, used to). Just about, key phrases and a title and you will 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 is going to carry on bringing new guests and potential prospects. 

“Alternatively, web site copy, social posts or e-newsletter 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 elements of the content material advertising and marketing and web 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 enhancing their content material.

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

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

“With many AI instruments providing internet search and deep analysis options, it’s a lot sooner 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 closing modifying.”

“If you happen to’re not utilizing AI at first and the tip of your content material creation course of, you’re lacking out. Brainstorming, arising 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 feel you’ll be in for a nasty shock in some unspecified time in the future. The largest optimization you will get from AI is for logic and readability. Positive, present related queries and key phrases at first. However deal with optimizing the construction, overlaying gaps your opponents don’t, formatting content material appropriately and extra.”

“Whereas ChatGPT is a well-liked device 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 generally generate higher high quality content material even when utilizing easy prompts. So if you happen to’re not proud of ChatGPT’s output, I like to recommend making an attempt these different instruments.”

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

I’ve all the time puzzled whether or not I’m shedding out through the use of gpt4o or Claude, as an alternative of a “wrapper” that mixes a number of APIs into one interface. In accordance with our analysis, in all probability 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 further 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 through the use of LLM fashions themselves, with no need for specialised wrappers. When groups construct customized workflows on high of APIs, it’s doable to create very subtle workflows utilizing simply the fundamental LLM fashions.”

Usually 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 further 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 immediately 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 evaluate 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 ultimately punished for it. There’s loads of analysis and examples of this occurring.”

“Hallucination is a reality of life for LLMs, however the rising use of RAG and grounding—utilizing third-party assets to verify 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 learn the way AI content material performs, or how a lot corporations spend on AI content material?