Content marketing remains strong in most industries, including the janitorial industry, as business look to connect with their clients. Along with engaging with an audience content marketing also remains one of the most effective ways to describe the features and benefits of a manufacturer’s products or services, according to Robert Kravitz with AlturaSolutions Communications, a content marketing service based in Chicago.

But technology is shifting the way that content marketing is being approached. “Some jan-san organizations are beginning to combine content marketing with artificial intelligence (AI),” adds Kravitz. “This is especially true of organizations that already have an ongoing content marketing program on their company websites, LinkedIn, and social media.”

This growing use of AI in content marketing is a key development that professionals in the industry need to be aware of. According to a just-published study, the use of marketing strategies has increased from 65 per cent in 2023 to over 95 per cent today.

That same study also explored how marketing strategists use AI, revealing the following:

• 66 per cent use it to suggest grammar edits
• 65 per cent to generate ideas
• 59 per cent to create headlines
• 53 per cent to draft article outlines
• 44 per cent to write entire articles.

However, while AI is constantly evolving, using it to write entire articles has yielded mixed results. The study shows that in this case, “the copy is not written, it’s assembled.” While technology can certainly help create content, companies need to stay mindful of branding, tone, and vision to offer a consistent message to their customers.

AI also struggles when it comes to creating content with a distinct point of view or when discussing personal experiences, at a disadvantage from the human experience and relatability.

However, AI is proving invaluable when it comes to SEO tasks, fact-checking (which was initially a challenge for AI), and repurposing content, according to the study findings.

Looking ahead, AI is poised to revolutionize all aspects of marketing. “From summarizing customer experiences to evaluating advertising programs, AI promises to enhance our understanding of customer needs, more effectively promote products and services, and deliver more impactful content marketing,” Kravitz predicts.