Over the last few years, artificial intelligence and machine learning have revolutionized MarTech. These technologies have left marketers amazed—and a little intimidated. And as marketing-specific AI tools become available, it’s more important than ever to understand this technology and how to use it.
Instapage recently released the AI Content Generator, a new feature that uses AI models to draft page content. This feature is available in the page builder for all Instapage customers. The AI Content Generator is based on OpenAI, an API that also forms the basis for ChatGPT, DALL-E 2, and other popular AI generators. OpenAI-based content generators can create written content nearly indistinguishable from a human copywriter.
The AI Content Generator can help marketers to:
- Create content faster
- Scale page creation
- Break through creative blocks
- Create experiments
AI and machine learning can help marketers speed up production and enhance their efforts. But these tools can’t operate in a vacuum. They need thoughtful application and marketing expertise to reach their full potential. There are a few things marketers need to know to get the most value from AI content tools.
In this blog post, we’ll explore the benefits and pitfalls that come with AI copywriting tools. We’ll also share some best practices for incorporating AI into your marketing workflow. While these best practices are specific to the AI Content Generator, they apply to any AI copywriting tool you might use. Let’s jump in.
The AI Content Generator requires a set of inputs to create content for your landing page. It needs:
- An original piece of content, like a headline, paragraph, or button text
- The name of your company or product
- A short description of your product or service
- The target audience for the content
The quality of the output created by the Content Generator depends on the input you provide. To receive content variations that meet your goals, you need to get specific with your product description. A detailed product description results in greater variety and detail in the new content variations.
Tip: Include at least 8-10 words in the product description field for more detailed variations.
The strength of a landing page comes from relevance. When a customer clicks on an ad, they expect to see a landing page that reflects the audience-specific values communicated by the ad. And when you’re running dozens of ads to unique audiences and ad groups, you need landing pages—and lots of them.
That’s why the AI Content Generator is a must-have for marketers who want to scale their ads strategy. The feature considers the target audience when providing content, and adjusts based on that input. But as with product information, you’ll get better results when you include more detail.
Tip: Include information about your audience’s role, industry, and use case in the Audience field for more relevant content. Confirm that your chosen variation is still relevant to the copy used in the ad.
Experimenting with your landing page content is a necessary part of conversion rate optimization. If you want better results, you need to use page content that’s relevant to your audience. But creating new page variants can be time-consuming—unless you scale with AI.
AI speeds up the process. Combine the AI Content Generator with other Instapage features like A/B and multivariate testing to get results quicker.
Tip: Copy an existing page and use the AI Content Generator to update a headline, page text, or button for instant A/B tests.
Artificial intelligence and machine learning have made incredible strides in the past few years, and AI copywriting is likely to become even more convincing. But it’s important to remember that AI is a tool—not a replacement for marketing expertise.
As you experiment with the AI Content Generator, you are likely to encounter less-than-perfect results. But even imperfect copy can still be useful, especially for copywriters who struggle with writer’s block. AI is not a perfect solution for every problem, but with persistence and an open mind, it can help marketers move faster, work smarter, and get better results.
Tip: Review content variations before publishing to ensure that they fit your brand and maintain ad-to-page relevance. Ensure that new content is consistent with the rest of your page.
Scale smarter with AI Content
Marketers can confidently leverage AI content tools by following these best practices. We’re excited to see how your team benefits from adding AI to your workflow.