Why Should You Use AI Tools in Your Daily Work?

Although the idea of artificial intelligence dates back to the mid-20th century, the breakthrough surge of interest in AI tools only occurred at the end of 2022. Initially, content marketers focused primarily on analysing the possibilities of using available tools in the content creation process. It quickly became apparent, however, that AI streamlines many other aspects of daily work, such as creating and executing an external linking strategy. How does AI help build an off-site SEO strategy? In recent years, artificial intelligence has proven to be a dominant force in transforming various industries, including content marketing and SEO. According to a report prepared by the Content Marketing Institute, in 2023 as many as 72% of marketers used AI-based tools^[1]. And although in Poland artificial intelligence may still be mainly associated with optimising content creation, its application is much broader. AI can support marketers, for example, during research, data analysis, or designing a content plan. Meanwhile, the potential of machine learning in analytics has been used, among others, by the European leader in the content marketing market WhitePress and the SEO platform Senuto, resulting in AI Media Planner – a tool streamlining the process of ordering content and publishing it on external portals.

– This tool is our response to the increasingly visible need to optimise off-site SEO activities. It facilitates, among other things, the implementation of a linking strategy depending on the desired effect. Based on data and previously defined criteria, it generates keywords with the greatest potential and matches them with optimal portals from our database. If the user commissions copywriters to write content, AI Media Planner will automatically create guidelines for them. As a result, the time needed to develop an effective linking strategy and brief a copywriter is significantly shorter – explains Paweł Strykowski, CEO of WhitePress.

Artificial intelligence should not be feared For the past year and a half, artificial intelligence has been the undisputed number one topic in the content marketing and SEO industry. So why – despite the clear benefits of using AI tools in daily work – does one in four content marketers still avoid it? According to the Content Marketing Institute report, the main reasons are concerns about the accuracy of tools (36% of responses), lack of training (27%), and lack of understanding of how AI-based technology works (27%). Moreover, questions continue to arise about how artificial intelligence will affect the job market in the marketing industry. Research conducted for the Content Marketing Salary and Career Outlook 2024 report shows that marketers primarily fear less respect for their work (62% of responses), the commodification of the writing process (55%), lower pay (46%), and fewer jobs (45%)^[2]. However, as Patrycja Górecka-Butora of WhitePress points out, modern tools are not meant to replace humans but to make their work easier. Knowing them is therefore an opportunity to improve the effectiveness of activities and save time.

– Every change breeds fears and resistance. This is a natural phenomenon that we can observe in every aspect of life. In the case of artificial intelligence, this change was sudden, essentially revolutionary in nature. It is no wonder that content marketers began to fear for their future. The solution, however, is not to avoid modern tools but to know how to implement them in your work. Observing the pace of AI development, I have no doubt that soon all marketers will be using it. The sooner they start, the easier they will find their place in the new reality – adds Patrycja Górecka-Butora, Head of Marketing, WhitePress.

In summary, artificial intelligence has become an integral part of the content marketing and SEO industry. AI-based tools serve marketers, among other things, for research, data analysis, and organising daily work. They also support copywriters in the content creation process – they are a source of inspiration, facilitate text optimisation, and can also be used to improve the quality and usefulness of content. The ability to use modern tools is already one of the most sought-after skills on the job market. Those who possess it will not have to fear losing their jobs.