How to Use AI to Optimize Your Content: A Practical Guide

AI is no longer a futuristic concept in content marketing—it’s the tool smart marketers are using today to get ahead. Andy Crestodina’s latest content marketing survey shows that AI adoption among bloggers has doubled in just one year. Last year, 40% of bloggers weren’t using AI; now, that number is down to 20%.

The AI wave is here, and it’s reshaping how we create, analyze, and refine content. But how can you make the most of it? Let’s break it down.

Step 1: Understand Your Audience with a Customer Persona

The first step in any successful content strategy is knowing your audience. A customer persona is your secret weapon here. Think of it as a detailed profile of your ideal customer, guiding every piece of content you create or optimize.

How to Build One:

1. Start with the Basics: Define the essentials—job title, industry, company size, location, responsibilities, and goals.
2. Focus on What Matters: In B2B marketing, don’t sweat the small stuff like age or hobbies. Instead, focus on the challenges they face and decisions they need to make.
3. Iterate for Accuracy: AI tools like ChatGPT can help you draft a persona but don’t rely on the first version. Tweak it to reflect real-world insights. For example, you can ask the AI to: Replace irrelevant concerns. Highlight emotional triggers, such as fear of falling behind in their career or the joy of solving tough problems.

Imagine you’re targeting a coder working at a mid-sized app development company in North America. Your persona might describe someone striving to master new coding languages, worried about staying relevant in a fast-changing field and motivated by the satisfaction of solving complex challenges.

A well-crafted persona gives your content a clear focus, ensuring it resonates with your audience.

Step 2: Let AI Analyze Your Content

Now that you’ve nailed your persona, it’s time to put AI to work. AI can help you review your content for gaps, missed opportunities, and areas for improvement. Whether it’s a blog post, email campaign, or landing page, AI provides a fresh perspective.

Example: Improving a Sales Page

1. Start with a Screenshot: Use tools like Snagit or Go Full Page to capture your entire sales page. AI doesn’t just analyze text—it can evaluate visual elements too.
2. Pair It with Your Persona: Upload the screenshot alongside your persona. Then, give the AI a clear prompt. For example: “Act as a conversion optimization expert. Evaluate this page for clarity, emotional appeal, and calls to action.”

This setup allows AI to give tailored feedback that aligns with what your audience cares about.

Step 3: Make It Better

The beauty of AI is that it doesn’t just identify problems—it offers solutions. Here are a few common issues AI can help you fix:

• Not Enough Urgency: AI might suggest adding phrases like “Limited spots available” or “Offer ends soon” to encourage action.
• Missing Emotional Appeal: If your content feels too technical, try adding testimonials or success stories to build trust.
• Unanswered Questions: AI can spot objections you’ve overlooked, like cost concerns or doubts about effectiveness, and help you address them head-on.

By incorporating AI’s suggestions, you can turn a good page into a great one.

A Real-Life Example

One of Andy Crestodina’s clients wanted to boost their landing page’s performance. Using AI, they discovered the page lacked urgency, didn’t address cost concerns, and was missing emotional triggers like testimonials. After implementing these insights, the page saw a significant increase in engagement and conversions.

AI Is Your Content Secret Weapon

Content optimization isn’t just about fixing typos or tweaking headlines—it’s about creating content that connects with people on a deeper level. AI makes this process faster and more effective, helping you analyze your content through the lens of your audience’s needs.

As AI continues to evolve, it’s up to us to use it creatively and ethically. The potential is enormous, and it starts with understanding your audience, asking the right questions, and being open to change. So, why not let AI be your partner in crafting content that truly works?

The future of content marketing is here—are you ready to embrace it?