Google’s approach to content emphasizes user-centricity, prioritizing its quality, usefulness, and authority. This approach has been increasingly evident in Google’s algorithm updates in recent years. Content creators should prioritize creating content that provides a seamless page experience and is prepared by knowledgeable individuals. While Google does not dictate specific content creation methods, it emphasizes the importance of user value. Effective content strategies are based on text created primarily for humans, ensuring high quality and relevance.
Google’s Changing Approach to Artificial Intelligence
Considering these recommendations and using artificial intelligence as a tool, you can create great content that meets these guidelines. It starts with laying the right foundation and understanding the audience. Creating high-quality, user- and search engine-friendly content that increases business revenue may sound complex, but it should be approached with the content’s benefit in mind.
As content creator AI models like Gemini, ChatGPT, and LLaMA continue to learn from content published on websites, creating accurate and useful content will become much easier. Identifying the right content topics, creating them in a consistent brand voice, and targeting the correct audiences is where human effort comes into play.
7-Step Process for Scaling Content
We identified seven steps for brands to create effective content plans using artificial intelligence. These steps cover everything from generating content ideas to measuring success, ensuring that content is valuable to users and performs well in search.
- Know what to write (content intelligence).
- Mapping the brand voice, tone, and journey for content.
- Creating content with topics and brand voice.
- Optimizing content for assets and related topics.
- Establishing content distribution workflows.
- Providing page experience and technical infrastructure.
- Measuring and analyzing performance (content analytics).
Step 1: Knowing What to Write (Content Intelligence)
Content intelligence aims to provide data-filled information to help users make informed decisions. The biggest challenge for content creators is knowing which content will resonate with their target audience and perform well.
Creating a high-impact content strategy requires research, data, and time. Start by identifying your customers’ problems and creating persuasive topics and subtopics. Analyze existing content, competitor content, and search trends with the help of artificial intelligence to identify gaps, strengths, and opportunities.
With this information, marketers can develop a content roadmap, prioritize what performs well, what needs improvement, and what new content is needed.
Step 2: Mapping Brand Voice, Tone, and Content Journey
Maintaining a consistent brand voice across various content platforms such as the web, email, social media, and paid campaigns is a challenge for every brand.
Ideally, AI initiatives should analyze and understand your brand voice and audience preferences, creating a concise guide that defines tone, language, and audience personas.
This becomes a template for content creation, enabling teams to produce consistent, audience-appropriate content across all channels.
Step 3: Generating Content with Topics and Brand Voice
Writing and editing for brand consistency is time-consuming but essential. By identifying content gaps and a clear brand voice, you can use artificial intelligence to gather ideas, targeted phrases, insights from authoritative sites, and audience interests and activities. By 2024, almost all popular tools can generate content drafts containing the provided information within seconds.
This approach saves time and focuses on making content consistent and effective.
Using artificial intelligence, creators can produce a wide range of content tailored to their audiences’ needs. Here are some examples specific to various industries:
- Tourism and Hospitality: Use cases include recommended travel itineraries, promotional materials, blogs, social media posts, and landing pages about local events and things to do.
- Healthcare: Artificial intelligence can assist in creating patient education materials, research summaries, and health advice articles.
- Banking: Content creators can use artificial intelligence to explain financial concepts through informative articles, market updates, and personalized investment advice.
- Automotive: Content creators can use artificial intelligence to produce detailed car reviews, maintenance tips, and industry news articles.The goal is to ensure that all AI-supported content is contextually relevant by introducing specific variables such as topics, keywords, brand voice, target audience, etc.
Step 4: Optimizing Content for Assets and Related Topics
Content is effective only if it is discoverable, relevant, and provides expertise to your target audience. Establishing quick guide principles helps ensure that your output meets the best parts of content quality, length, metadata, topics, subtopics, and assets.
Working with a solid checklist streamlines the process, allowing you to quickly check what AI tools know and determine which elements need to be enhanced by human editors.
Ideally, AI tools should have pre-established advanced guides, an SEO checklist, and workflows to optimize content created to help authors produce better quality outputs.
Step 5: Establishing Content Distribution Workflows
After creating high-quality content, it is essential to provide a robust experience across all channels and locations. AI-supported content should seamlessly transition from various formats to your CMS for publication or integration into standard workflows.
Ensure that all media assets (such as images and PDFs) are included to provide a consistent and high-quality user experience across platforms.
Step 6: Ensuring Page Experience and Technical Infrastructure
A website’s page experience directly affects user satisfaction. Slow-loading pages increase bounce rates and reduce engagement.
Pay attention to your Core Web Vitals issues and improve your site’s performance (accessible through Search Console). A robust technical setup ensures a secure and user-friendly site. When these elements come together, it becomes easier to keep users on the site, increasing engagement and conversions.
Step 7: Measuring Performance and Analyzing Content
If you can’t measure it, you can’t improve it. Identifying the right KPIs before publishing content, ensuring that analytical data layers are available, and analyzing content’s reach and effectiveness are essential. Analyzing content access and effectiveness creates valuable insights that can help identify content gaps and determine the next topics or types of content to focus on.
Integrating artificial intelligence into each part of this strategic seven-step approach to content creation allows for scalability in this evolving landscape. From identifying the most effective ideas to producing rich, optimized content, publishing, and measuring results, integrating artificial intelligence enables efficient, targeted, and measurable, quality content creation. Working with an expert Digital Agency can help you create targeted, measurable, and efficient content that can comfortably reach the top positions in Google rankings.
Author: Hakan Karaman
