Background and initial situation

A mid-sized consumer goods company with an active online presence faced the challenge of regularly producing high-quality content for various marketing channels such as blogs, social media and email campaigns. The content marketing team was often overloaded with content creation and management, resulting in delays and an inconsistent content strategy.

Aims of the project

The main objective of the project was to increase the efficiency and consistency of content creation and management by using automated systems to generate and manage content. Specific objectives included:

• Automating the creation of marketing content for multiple channels.
• Reducing the time it takes to create and manage content.
• Improving the consistency and quality of published content.
• Ensuring adherence to deadlines and the content calendar.

Solution implementation

To achieve these goals, the AI was integrated into the company’s content management system (CMS) and marketing automation platform. The implementation process followed a structured plan:

a) Needs analysis and planning:

• Identification of content requirements: By analyzing the previous content strategy and future content needs, the requirements for content types and formats were defined.
• Determining the integration points: The relevant systems, including the content management system (CMS) (e.g. WordPress) and the marketing automation platform (e.g. HubSpot), were determined.

b) Development and integration:

• Creation of content workflows: Development of specific workflows for the automated generation and publication of content for various marketing channels.
• Technical integration: The AI was seamlessly integrated into the CMS and the marketing automation platform.

c) Training and knowledge database:

• Data import and structuring: Historical content data and previous marketing content were used to expand the AI’s knowledge base.
• Regular updates: Planning regular updates to the knowledge base to ensure the relevance and accuracy of the content provided.

Application example and process scenario

Scenario: Creating a blog post and social media post

• Step 1: A content marketing manager initiates the creation of a new blog post via the CMS.
  – Content marketing manager: “AI, please create a blog post on the topic of ‘Sustainable packaging in the consumer goods industry’.”
• Step 2: The AI processes the request and generates a first draft of the blog post.
  – AI: “One moment please, I’ll create the blog post on the topic of ‘Sustainable packaging in the consumer goods industry’.”
• Step 3: The AI delivers the blog post.
  – AI: “Here is the draft of the blog post:
  “`
  Title: Sustainable packaging in the consumer goods industry
  Introduction:
  The consumer goods industry is facing the challenge of finding more environmentally friendly and sustainable packaging solutions. In this article, we take a look at the most innovative approaches and best practices in the industry…
  Main section:
  1. use of recycled materials: many companies are turning to recycled plastics and paper…
  2. minimization of packaging size: Another trend is the reduction of packaging size in order to save material…
  3. compostable packaging: Biodegradable materials such as PLA (polylactide) are gaining in importance…
  Conclusion:
  Sustainable packaging is not only good for the environment, but also improves the brand image. Companies that embrace this trend will benefit from more satisfied customers and a lower environmental impact in the long term.
  “`
• Step 4: The content marketing manager checks and completes the draft.
  – Content marketing manager: “The draft looks good. Please generate a suitable social media post now to promote the blog article.”
• Step 5: The AI creates the social media post.
  – AI: “Here is the draft for the social media post:
  “`
  🌿 Sustainability is our top priority! 🌿
  Our new blog post highlights the latest trends and innovations in sustainable packaging. 🌎📦
  Read more about how we can make the consumer goods industry greener now! ➡️ [Link to blog post]
  #Sustainability #Environmental protection #Packaging #GreenTech #Innovations
  “`
• Step 6: The content marketing manager shares the post and approves the content for publication.
  – Content marketing manager: “Perfect! Please schedule the blog post and the social media post for publication tomorrow morning.”
• Step 7: The AI plans the publication in the relevant systems.
  – AI: “The blog post and the social media post have been scheduled for tomorrow morning at 9:00 am. Both posts will be published automatically. Do you need any further assistance?”
• Step 8: The content marketing manager thanks you for your support.
  – Content marketing manager: “No, that’s it for now. Thank you very much!”
• Step 9: The AI documents the content created and the planned publication in the CMS and the marketing automation platform.
  – AI: “You’re welcome! Your requests have been documented. Let me know if you need any further assistance.”

Results and benefits

After implementing the AI, there were significant improvements in content creation and management:

• Reduced creation time: The average time to create content has been reduced by 60%.
• Improved consistency: The quality and consistency of content across channels improved significantly.
• Increased efficiency: Content marketing staff were able to focus on more strategic tasks and creative work.
• Adherence to deadlines: Automated planning and publishing processes meant that the content calendar could be reliably adhered to.

Conclusion

The integration of AI into the company’s content creation and management processes led to a significant increase in the efficiency and quality of content marketing work. By automating repetitive tasks and delivering high-quality content, valuable time was freed up and the content strategy was significantly improved. Future enhancements could include the implementation of additional communication channels and the use of advanced analytics tools to further optimize content marketing strategies.