2024 AI企业内容营销报告.docx

InthisdefinitivesmallbusinessreportonAlandcontentmarketingin2024,youwill:I1.earnhowtogroworganictraffic,rankhigher,andimproveyourROIwithAltechnology2Seehow2,600÷SMBsareusingAlforcontentmarketing3Explorerevealingindustrybenchmarksandsuccessfulpracticesfromearlyadopters4Findoutwhatconsumersactuallythinkabouthuman-writtenvs.Ai-generatedcopy5DiscoverthetoptredsinAIcontentmarketingfor2024accordingtoindustryexperts6GetaccesstothetopAIpromptsforcontentwritingandSEOTableofContents05PartOne:IndustrySurveyOverview59PartTwo:ContentMarketingandAlTrendsfor202497PartThree:HumansGoHeadtoHeadAgainstAlWriters115PartFour:TheAlPrompts1.ibraryforContentMarketingandSEOGotquestions?Orwouldyoulikeasummaryofthissection?OurAlchatisheretohelpyoudivedeeperintothereport.Askaway!OpentheAlChat七IndustrySurveyOverviewIn2023,wecarriedoutasurveyofmorethan2,600businesses,fromallovertheworldandacrossmanydifferentindustries.OuraimwastounderstandwhoisusingAlintheircontentmarketingandSEO,howtheyareusingit,andhowit,sworkingoutforthem.WhoDidWeTalkto?47%ofoursurveyrespondentsweremicro-businesses(1-9employees)and30%workedinsmallbusinesses(10-49employees).Intotal,thatmeans76%oftherespondentswerefromcompaniesthatcomprisefewerthan50people.Morethanhalfofourrespondents(55%)classifiedthemselvesasbusinessownersorfounders.Thenextbiggestcohortwasmarketingmanagers(11%),followedbyCEOs(8%).Mostotherrespondentswereinothermarketingroles,suchascontentmarketingmanager,socialmediamanager,marketingdirector,etc.CompanysizeMicro-business(1to9employees)Smallbusiness(10to49employees)Medium-sizedbusiness(50to249employees)1.argebusiness(250employeesandmore)AgencyRespondentroleCBUSineSSOWner7Founder55%：Marketingmanager8%CEOBusinessdirector/Generalmanager2%Contentmarketingmanagerspecialist''ContentmarketingspecialistContentmarketingstrategist33%WhatWeUncoveredThemajorityofrespondents(67%)areusingAltoolsforcontentmarketingand/orSEO.Therestarenot.AreyouusinganyAltoolsforcontentmarketingand/orSEO?YesNo.67%BusinessesThatDon,tUseAlforContent:KeyInsightsFirst,wewantedtoknowwhypeoplehavedecidedNOTtouseAltoolsintheircontentmarketingorSEO. Itturnsoutthat35%simplydidn,tknowitwasanoption.Butwhataboutthe65%whoknowaboutitandhaven,tstartedusingit? For37%ofrespondents,itcomesdowntoalackoftrainingorunderstandingofhowtousethesetoolsintherightway Afurther31%aremoreworriedabouttheoriginalityofthefinalresults,and30%saythesameaboutquality.WereyouawarethatAlcanassistincontentmarketingandSEOpriortothissurvey?Yes35%No65%WhatstopsyoufromusingAltoolsforcontentmarketing?37%30%Ijustdon'tthinkIneedit20%Idon,tunderstandhowtousethemtherightwayfIamconcernedaboutthequalitykofcontentproducedbyAlfmnotsurecontentcreatedcanrankinsearchenginesamconcernedabouttheoriginalitykofcontentcreatedbyAlfmconcernedaboutpotentiallegalissues1.relatedtoAl-generatedcontentdon,thaveanyextrabudgetforAltoolsHowContentMarketingPerformsWithoutAlNext,Iefstakealookatsomeperformancemetricsforbusinessesthatdon,tuseAlintheircontentmarketing.Justunderhalf(49%)ratetheircontentmarketingeffortsasbeingeffectiveorveryeffectiveAsignificantnumber(43%)feeltheircontentmarketingeffortsareonlyaverage.And11%thinktheyareineffective.Wecanseesimilarresultswhenourrespondentsreflectontheireffortstorankandattractorganictraffic(SEO).Just9%considertheirworktobeveryeffectiveandmost(46%)saytheireffortsareaverage.ContentmarketingperformanceoverallSuccessinattractingorganictraffic(SEO)Average42%Effective38%Veryeffective11%Noteffective9%Average46%Effective32%Veryeffective12%Noteffective9%Howcontentperformanceismeasured(metricsused)TrafficSocialmediaengagementandsharesConversionsandleadsOn-pageengagementRevenuegeneratedbycontent(contentROI)RankingsMediamentionsandbacklinks20%23%37%Otherworkwithfreelancers.HowContentMarketersProduceContentWithoutAIAsyoumayhaveexperienced,insmallermarketingteamswithsmallerbudgets,mostofthecontentwritinggetsdonein-house.Nearly8in10reportedthattheywritethecontentthemselves.Then17%saytheyhaveanin-housewriterand14%Ifwedrilldownandlookatthetimeittakestowritelong-formcohtentpi*朋Hkeblogarticles,40%areveryspeedy,sayingtheytakeIess4hanonehojr.Then38%saythiskindofwritingtakes23hours.Howrespondentswritecontent2%IwriteitmyselfIhaveanin-housewriterIworkwithfreelancewritersOther14%79%2%4%48%32%Howlongrespondentsspendperweekonwritingcontent1.essthan5hours5-10hours11-20hours21-40hoursMorethan40hoursHowlongittakestowritealong-formcontentpiece(e.g.5ablogpost)1.essthan1hour2-3hours4-5hours6-8hours8+hoursAtleastafewdaysOveraweekBudgetsandContentProductionCostsWithoutAIOftheone-thirdofrespondentswhodon,tuseAlintheircontentproduction,71%haveamonthlycontentmarketingbudgetofunder$1,000. Just12%haveabudgetof$1,000-$2,000. Veryfewrespondentsspendmore.Ifwedrillintothecostofasingleitemlikealong-formcontentpiece,thenumberslooklikethis:Theaveragemonthlycontentmarketingbudget1.essthan$1,000j71%($1,000-$2,00012%$2,0Ol-$4,0008%)$4,001-$6,0004%)($6,0Ol-$10,0003%($10,0Ol-$20,0001%)Over$20,0001%Theaveragecostofasinglelong-formcontentpiece(e.g.,ablogpost)Ialwayswritethemmyself(.161%(1.eSSthan$10016%)Cloo-$300，$300-$5007%($500-$700I2%J($700-$1,200($1,200-$1,5001%)jSl,500-$2,0001%(OVer$3,0000%(OVer$2,0000%)TheFuture:MightNon-adoptersReconsiderTheirUseofAl?Just9%ofrespondentsremainstaunchlyaversetotheideaofusinganyformofAlintheircontentmarketingorSEO.Therestareopentoreconsideringorarestillundecided.AreyouopentoreconsideringtheuseofAlforcontentinthefuture?Yesmnotsure57%NoSo,whatdevelopmentsiAItechnologywouldchangetheirminds?WhatdevelopmentsinAIcontenttoolswouldpromptyoutostartusingthem?Real-lifeproofthatAl-generatedcontentisoriginalandcanrankftoolsbecomingeasiertoUSeIandUnderStand，ReductioninthecostofAltools厂IncreaseinthequalityofAl-generatedcontentacontentbecomingmoreflexible46%(e.g.,forwritinginmyowntoneofvoice)MarketersWhoUseAl:BreakingDowntheNumbersInthenextsection,welookatmarketerswhoDOuseAlintheirSEOandcontentmarketingefforts.Weexploretheresultstheyaregettingandhowthisallcomparestotheworktheyweredoinginthepre-AIworld.MeasuringContentMarketingPerformanceAnimpressive71%ofmarketerswhouseAlratetheircontentmarketingeffortsasveryeffectiveoreffective.Approximatelyone-quartersayperformanceisaverage.Notably,just2%saytheireffortsareineffective.Andit,sasimilarstorywhenitcomestoSEOeffectiveness.Intotal,61%ofmarketerssaytheireffortsrelatedtorankingandattractingorganictrafficareveryeffectiveoreffective.ContentmarketingperformanceoverallHowcurrentcontentmarketingeffortsrelatetorankingandattractingorganictraffic(SEO)Effective45%Average26%Veryeffective26%Noteffective2%Effective38%Average32%Veryeffective23%Noteffective7%HowDoTheyMeasureContentPerformance?MetricsbusinessesusetotracktheircontentmarketingresultsTrafficISoCialmediaengagementandShareSConversionsandleadsOn-pageengagementRankingsRevenuegeneratedbyContent(COmentRol)Mediamentionsandbacklinks50%58%J38%；HowThingsUsedtoBeBeforeAlContentToolsInthissectionofthesurvey,weaskedrespondentswhocurrentlyuseAltoolstohelpthemwiththeirmarketingtothinkbacktobeforetheyusedthesetools.First,welookedattheamountoftimespentoncontentproductionwithoutAltools:WeeklytimespentoncontentproductionbeforeusingAl5-10hours11-20hours1.essthan5hours21-40hoursMorethan40hours39%24%Thisishowmuchtimepeopleusedtospendonwritinglong-formblogposts:Timespentonlong-formblogwritingbeforeusingAl2-3hours4-5hours1.essthan1hour6-8hours8+hours8%13%24%AtleastafewdaysOveraweekAndthisishowmuchitwouldcost:Averagecosttoproducelong-formcontentbeforeusingAlIalwayswriteitmyself46%，$500-$7005%$700-$1,2003%($1,200-$1,5002%$1,500-$2,0001%CoVer$3,0001%Over$2,0001%Finally,welookedatthebudgetstheywereworkingwithbeforetheywereusingAltools:MonthlycontentproductionbudgetswithoutAl1.essthan$1,000 $1,0OO-$2,000 $2,0Ol-$4,000$4,001-$6,000$6,001-$10,000 $10,0Ol-$20,00048%2%2%6%20%Over$20,0002%6%40%36%WhatContentProduction1.ooks1.ikeWhenUsingAlNowIefslookathowit,sgoingformarketerswhoarecurrentlyusingAltoolsintheircontentmarketingandSEOHowlongrespondentsspendoncontentproductionwithAlperweek1.essthan5hours5-1Ohours11-20hours21-40hoursMorethan40hours2%4%WeeklycontentproductiontimewhenusingAltools1.essthan1hour2-3hours4-5hours6-8hours8+hoursAtleastafewdaysOveraweekCosttocreateasinglelong-formcontentpiece(e.g.5ablogpost)usingAltools$0Idon'tspendadditionalmoneybecausemusingAll51%$100-$300$1,500-$2,0001Over$2,000MonthlycontentproductionbudgetusingAltools1.essthan$1,000$1,000-$2,000$10,001-$20,000$4,001-$6,000Over$20,000HowCompaniesUseAlToolsforContentMarketingandSEO1.efslookathowbusinessesareusingAltoolsfortheircontentmarketingprocessesAfull78%ofrespondentsaresatisfiedorverysatisfiedwiththeirAltools.1.evelofsatisfactionwithAltoolsIfsalsoworthdiggingintowhatpeopleareusingtheirAlcontentmarketingtoolsfor.Notethatrespondentscouldselectasmanyoptionsaswerenecessary:WhatAlcontenttoolsareusedforResearchingcontentandtopicideasZ'RewritingandparaphrasingtextingcontentfromscratchCreatingacontentmarketingstrategyExpandingtextaddingmorecontentandideasCreatingcontentoutlinesmizingcopyfortargetkeywordsienceresearchImprovingthecopy'sreadabilityCreatingcontentbriefsImprovingthecopy,stoneofvoicengmetatags33%23%30%)29%J4039%J50%'OptimizingwrittencontentforaspecificaudienceGroupingandclusteringkeywords16%WealsolookedatthetypesofcontentpeoplearecreatingwithAltoolsandhowtheyaremeasuringsuccess.Asyoumightexpect,thetop5resultsconsistoftheusualsuspects:Blogarticles(58%),socialposts(55%),shortarticles(49%),shortvideos(31%)andemail(29%).行业报告贵i解MUJH*.SKR球行业与理费普1.4Kf>l:更V<*AX看,aa11taZB分r6*e<TMft.Mk<TAXC1三BS<Q:tsiM<.v>n三n，F»ra,Mf792A.止一碓美俺息令*0畿X，弓尊ara>T行或汨！含、Rtu市火企北爆及害，口.4fi,.黄,R.腐"产、wwM.sen*己制«JK9、金y、tf三ftwf.BusinessesaremakingthefollowingtypesofcontentwithAl58%：ShortarticlesBlogposts49%CShOrtVideoSEmaiIZNewsIetters31%J29%ImagesIPrOdlJCtdescriptions1.andingpagesIAdS1.ongvideos(CreatiVeWriting1.(eg,StOrieS)f*Ebooks9%;28%J25%JCasestudies7%、WhitepapersOther49%41%WealsowantedtoknowhowmarketerstendtointeractwithAlchattoolsandstructuretheirprompts.HowbusinessesarebuildingAlpromptsItendtodomulti-steppromptsandaskmanyadditionalquestionswhentalkingtoAl(forexample,sharingcontentpiecesIwrotemyselfsothatitunderstandsmytoneofvoice)Mypromptsareusuallyshort(1-2steps)andsimpleIusedifferentpromptingtechniques(forexample,askingAltoactlikeacontentwriter)IfeedAldifferent33%Idon'twritepromptsthatmuch5%Notsure2%Other1%Next,it,salsointerestingtoseehowmarketersareusingthesetoolsalongsideothersintheirmarketingtechstack.HowbusinessesintegratedifferenttoolswhenusingAlforcontentfTalsouseanalyticstools1.(e.g.,GoogleAnalytics)CJ50%IalsousespecializedSEOtools1.(e.g.,Semrush)CIlI42%CIalsousespecializedsocialmediatools36%广Ialsouseotherspecialized(non-AI)(contentmarketingtools28%(Idon,tuseOthertools13%”COther1%'Wealsowantedtoseehowmarketersimplementedqualitycontrol.Here,showtheyreviewcontent:HowrespondentscheckthequalityofAl-generatedcontent(rreviewitmyselfintermsofthetoneofvoice,f"Ifact-checktheinformationintheIAl-generatedcontentIworkwithasubjectmatterexpert<tofact-checkandreviewthecontentIWritingstyle,etc、Idon'tusuallydomanyrevisions1.otAl-generatedcontentOtherTheResultsofUsingAlforContentlt,stimetoseehowAlcontentandSEOmarketersperformed.1.etsstartwithperceptionsofcontentquality.Wesawthat79%ofbusinessesreportanincreaseincontentqualitywhenusingAltools.Forthe30%ofrespondentswhodon'tuseAlbecausetheyareworriedaboutthequalityoftheoutput,thisshouldbeeye-opening:AndhowistheAl-generatedcontentdoingintermsofSEO?65%reportanimprovementintheirSEOresults.WethenaskedifourrespondentshadbeenabletorankonsearchenginesandgenerateOrganictrafficwithAlcontent.76%sawtheirAl-generatedcontentrankatleastonce.58%ofallrespondentsalsoclaimedithappenedatleastafewtimes.WhetherAlcontentisrankinginsearchYes,afewtimesYes,alotYes,atleastonceIhaven,ttriedit/Idon,ttrackrankingsNo,butmyothercontentdoesn,trankeither10%36%22%18%No,whilemyothercontentranks23%26%Wealsosawthat65%sawtheircontentrankintwomonthsorless.HowlongittakestorankwithAl-generatedcontent1-2months1.essthanonemonth2-3months.3-4months5-6months6+monthsNext,68%ofbusinessesreportanincreasedreturnoninvestment(ROI)incontentmarketingandSEOthankstousingAl.SEOandcontentmarketingROIforAlcontent1%10%Yes,IseeamoderateROIincreaseYes,IseeasignificantROIincreasecomparedtowhenwedon,tuseAltoolsIthinkmycontentmarketingROIstayedmoreorlessthesamemnotsureIthinkmycontentmarketingROIdecreasedThetop3reasonswhyAlcanboostyourcontentmarketingROIrelatetofastercontentcreationtimes(68%),theabilitytofocusattentionelsewhere(57%),andsavingmoneyoncontentcreation(48%).HowAlcontentboostsSEOandcontentROIrWesavetimeoncontentproductionIandfocusOUreffortselsewhereWecreatemorecontent,faster68%frWesavemoneyoncontentwritingIandediting48%：WegeneratemoreengagementIWithOIlrCOntentfz*'WedrivemoretrafficfromsocialIEediaandothersourcesfrWerankfasterandgeneratemore1.organictrafficrcontentbecamemorepersonalized18%OurAl-firstmarketerssaidtheyfaceanumberofchallengeswhenusingthecontent.Theseincludedthecontentnotbeingoriginal(42%),difficultyinintegratingtoneofvoice(36%),andlackofdataontargetkeywords(31%).mworriedthatcontentcreatedbyAlisnotorigi