BAM Key Details:
- As AI content creation tools advance by leaps and bounds, marketers need to understand the different types of AI-generated content and which ones deserve the hype.
- HubSpot reviewed 8 different types to highlight the advantages and caveats with each.
At this point, the only content creators and real estate agents who should fear being replaced by AI are the ones who haven’t bothered to learn how to use AI tools to their advantage.
AI tools like ChatGPT have changed the game for content writers across the globe. And as they keep developing and improving, it’s completely normal to wonder, “Will I be obsolete soon? Will I have to learn another skill to survive?”
The short answer is “No” to the first question and “Yes” to the second. But that “No” is inseparable from the “Yes.”
When you learn to leverage the types of AI-generated content described below, you become the kind of creator whose content just keeps getting better. Because AI tools just keep improving.
The statistics in this post are from HubSpot’s State of AI survey data, based on input from 1350+ U.S. marketers, specifically those already using AI in their work.
So, before you ask ChatGPT to write you an ebook or a script for your next video, read on to see which types of AI-generated content will most benefit your business—and how to use them.
Top 8 types of AI-generated marketing content:
The HubSpot survey identified the following 8 types of content, listed by the percentage of surveyed marketers who are consistently using AI in its creation.
- Social Media Posts (58%)
- Product Descriptions (50%)
- Emails (43%)
- Images (36%)
- Blog Posts (35%)
- Landing Pages (19%)
- Ebooks (17%)
- Whitepapers (12%)
#1—Social Media Posts (58%)
For content marketers, the most popular use for AI is for social media posts. And they use it for three distinct purposes:
- Content creation—AI tools can generate social media captions, titles, and hooks, and can even suggest topics. More than a third (35%) of the marketers in HubSpot’s survey use AI for content inspiration.
- Scheduling and posting—AI-powered scheduling tools for social media can help you optimize your content for specific platforms and publish it at the most effective times.
- Audience analytics—Through data analysis, AI can help you better understand your target audience so you can create more relevant and effective social media content.
#2—Product Descriptions (50%)
Half of the marketers in HubSpot’s survey who use AI have found it helpful for creating product descriptions. Think of property description tools like Restb.ai that can generate content based on its analysis of property images.
Lacking that, you can still use a detailed prompt with ChatGPT to quickly and easily generate a description. We know how challenging it can be to find the words for descriptions that are not only accurate but clear, accessible, and effective.
The whole point, after all, is to get buyers thinking, “I need to check this place out!”
More than two in five marketers (43%) use AI on a regular basis for their email marketing.
Here’s where AI comes in handy:
- Email subject lines—By analyzing past email campaigns and subject line performance, AI can generate catchy and effective subject lines, helping you improve your open rate.
- Timing optimization—AI tools can also suggest the best days and times for sending emails, based on when your recipients are most likely to engage with them—thereby improving open rates, click-through rates (CTR), and conversions.
- A/B testing—AI can conduct A/B tests, sending two different versions of the same email to random portions of your audience and measuring engagement for each version. Based on the results, you can then send the more effective email to the subscribers who received the other one.
Over one-third of surveyed marketers (36%) use AI to create images, which can improve your SEO ranking and make your content more visually appealing—and ultimately more clickable to your desired audience.
Product staging is another area where AI image creation shines. The number and quality of AI virtual staging tools have grown and will continue to grow, making it all but mandatory for real estate content creators to learn how to use them—and use them well.
Poor-quality virtual staging pics are only useful if you’re pointing out what not to do.
Bonus tip: Use those images at your open house to give buyers a glimpse of each room’s potential.
#5—Blog Posts (35%)
Ranking just 1% under images are blog posts, with 35% of surveyed marketers using AI to assist with their blog writing. As a writer, I’ll admit I was skeptical at first, and I definitely do not advise asking ChatGPT, “Write me a blog about <subject>” and publishing it as is.
That said, AI writing generators like ChatGPT are a godsend for content creators with blogs.
- Efficiency—AI saves you time and resources by automating several aspects of blog post writing, including topic ideas, titles and subheads, research, outlining, drafting, formatting, proofreading, and optimizing your content for SEO. It’s the blog writer’s assistant you never knew you needed.
- Personalization—By analyzing the online behavior, preferences, and browsing history of your ideal customer, AI can help you target your blog content to your desired audience, saving you time and potentially boosting engagement and conversion rates.
Now for the caveats: Useful as it is, AI-generated blog content still needs human content creators to not only write clear, detailed, and effective prompts but to also revise the AI’s content in order to—
- Avoid plagiarism lawsuits
- Improve your SEO ranking (search engines can recognize AI content)
- Infuse it with your personality
- Make the tone and style more suitable to your audience
#6—Landing Pages (19%)
About one-fifth of surveyed marketing pros (19%) use AI for their landing pages, both to improve user experience (UX) and to optimize their effectiveness.
Many businesses, including those in real estate, underestimate the impact of good or bad UX. AI can use the following means to not only monitor but improve the way potential clients navigate your landing page:
- A/B testing—By analyzing user behaviors, AI and machine learning algorithms can create variations of targeted landing pages and run A/B tests to identify the most effective landing page layout and design, ultimately resulting in higher conversion rates.
- Optimization—AI-assisted analytics can analyze website bounce times, load times, and other UX-related data to suggest improvements and maximize engagement.
According to HubSpot’s survey, this is the second-to-last helpful type of AI-generated content—in part because most people still don’t know how to craft effective prompts or how to go about using an AI tool like ChatGPT to help them write a book.
For example, if you want something worth publishing, you won’t just open ChatGPT and type in, “Write a 5,000-word book on how to succeed as a real estate agent.”
While AI can definitely shorten the amount of time you spend writing and editing an ebook, you need to know how to get the results you want. And that has everything to do with the prompts you’re using (not to mention the end product you have in mind).
Here are some caveats to keep in mind if you’re considering using an AI to write ebooks:
- The tone and style of the writing should fit your target audience—Whether you’re writing ebooks to sell or to give away as lead magnets, the tone and style of your writing should be a good fit for the people you’re trying to reach. AI-generated content is good, but the tone and style can often be a mismatch, which not only hurts engagement for your ebooks but also makes those readers less likely to engage with your other content.
- Readers want authenticity—Any reader who’s familiar with you and with the content that sounds most like you will want to sense that same personality in all your content, especially your ebooks. So, while an AI content generator can save you time on outlining and drafting, you’ll want to go through every chapter, line by line, to make it sound more like you, with your own insights and original thoughts.
- AI without editing leaves you vulnerable to copyright lawsuits—Another reason you’ll want to revise AI-generated content is to avoid any lawsuits for copyright infringement. AI tech companies can identify authors falsely claiming original AI-generated content as their own. And the number of lawsuits related to the misuse of these AI tools is on the rise.
At this point, you might be thinking, “Well, if I have to rewrite every sentence, why even use ChatGPT to help me write an ebook?”
No one is saying you have to use a tool like ChatGPT to draft the entire book. It’s still a huge help with several other tasks that can save you hours, if not days, of mentally exhausting work.
- Outlining the book
- Outlining each chapter
- Generating title and subtitle ideas
- Generating lists of questions to ask the reader—or to answer for them
- Proofreading your work—chapter by chapter
- Generate suggestions for improving your chapter content
- Take a blog of yours and suggest an outline for an ebook
If you’re using an AI tool like ChatGPT to help you write an ebook (in record time), you need clear and detailed prompts with all the ingredients the AI will need to write your book chapter-by-chapter. And developing those prompts is a skill in itself. And it’s one worth building.
Because there are already writers out there publishing books written by AI using the author’s prompts. The better you get at writing those prompts, the faster you can create books that address your readers’ biggest problems.
According to survey data, this is the content type for which marketers are least likely to use AI writing generators.
- Those who read whitepapers expect to find unique insights and in-depth industry analyses on the subjects discussed.
- While AI is well-suited to data analysis and pattern recognition, it may lack the creativity and deep understanding of complex issues to write a whitepaper that meets the expectations of your target audience.
For those reasons, AI tools are least likely to benefit marketers who specialize in whitepapers.
What does this mean for content creators?
For those who take the time to learn how to leverage AI to help them get more done in far less time, tools like ChatGPT, Restb.ai, and others are invaluable.
With AI writing generators, the better your prompts, the better your results and the more you can do with it. This is not the end of content creation as we’ve known it—just the next stage. As creatives, we know the value of adapting to circumstances.
Keep the caveats in mind, and you can leverage AI to increase the amount of high-quality content you put out there, in whatever form it takes.