AI Marketing Strategy Guide: Top Tips and Tools from AI Experts [2023]

AI marketing is a term that seems to be on the tip of everyone's tongues these days, as marketing teams are constantly on the lookout for innovative ways to educate audiences, attract customers, and hit their goals. And as budget and headcount fluctuate, the need for a solution to “more demand with less resources” is vital to any organization.

At Jasper, our own marketing team is no exception to this rule. Even as we build the AI marketing co-pilot designed to help teams manage this demand, we've had to stop and ask ourselves: "What does it really mean to incorporate AI into your enterprise marketing efforts thoughtfully, responsibly, and effectively?"

If we're asking ourselves these questions even inside the AI industry, I know other teams are, too. That's why I sat down with a few of my co-workers to talk all things AI marketing.

You'll hear from:

1. Meghan Keaney Anderson, VP of Marketing, Jasper
2. Samyutha Reddy, Head of Enterprise Marketing, Jasper
3. Angelica Taylor, Senior Enterprise Marketing Manager, Jasper

In this guide, we explore:‍

1. What is AI marketing?
2. Benefits of using AI
3. How to use AI in marketing
4. How to develop an AI marketing strategy
5. The best AI marketing tools to explore

What is AI Marketing?

AI marketing is the use of AI technology (often AI content generation tools) to automate marketing tasks, increase team efficiency, and stoke creativity. Example use cases can include anything from creating blog content to sending out sales emails.

Most AI content writing tools and platforms are generative AI-based, which means they are able to generate text and images based on what you ask it to create. How? Because it’s trained on existing data from about 10% of the entire internet!

While AI can help speed up your marketing efforts, you should note that it’s not meant to actually replace any of your team members — it should help augment their work and processes.

Benefits of using AI in marketing

1. Increased Efficiency

One of the biggest benefits of AI marketing is that it can help businesses increase their efficiency. By making the content creation process faster, businesses can free up time and resources that can be better spent elsewhere.

I asked our Senior Enterprise Marketing Manager, Angelica Taylor, for her thoughts on this.

"Regardless of how big your team is, it’s likely you feel bandwidth constraints or deal with monotonous tasks from time to time." Angelica says. "AI presents a massive opportunity when it comes to automating monotonous tasks, or acting as a thought partner when faced with lengthy, time-consuming projects."

2. Improved ROI

Another big benefit of AI marketing is that it can help businesses improve their ROI.

Because AI-powered marketing tools are able to provide detailed insights and data-driven recommendations, businesses can make more informed decisions about their marketing spend, leading to better results.

3. Sparks creativity

Creativity is one of the most underrated aspects of marketing, but without it, your campaigns fall flat and don't perform. Still, it can be hard to get those creative juices flowing.

AI content generators like Jasper also offer the benefit of being your brainstorm buddy — they get ideas on the page to help kickstart your imagination.

Jasper's Head of Enterprise Marketing, Samyutha Reddy, thinks this is one of AI's biggest benefits.

"[It gives] the ability to communicate ideas that otherwise might not be communicated. I think we can all agree that we have these big plans in our head and when it comes down to actually putting them on paper, [we need] some sort of thought partner to help incubate those ideas and get them a little bit more fully fleshed." Samyutha says.

"That's the difficult part. I don't think we have a shortage of good ideas. I think we have a shortage of the ability to take those ideas and express them on paper and communicate them effectively."

4. Better cross-collaboration

Instead of operating your marketing channels in silos, AI content tools can offer a central creation hub for your team to create assets that match in style and tone of voice.

Meghan Keaney Anderson, our fearless leader and VP of Marketing, has definitely seen cross-collab gains in her work with the team.

"In addition to efficiency, a less-discussed benefit of AI is team alignment," says Meghan. "Today when I’m am going to spin out a multi-channel, cross-team campaign, I can upload a creative brief into Jasper, get everyone on my team a first-draft to work from and know that their messaging is going to be aligned and the campaign coordinated."

If you want to see this in action, check out our recent webinar showcasing Jasper's Campaigns feature:

How to Use AI in Marketing

One of the biggest challenges when bringing AI to your team is understanding exactly how to use it. The truth is, AI can be helpful in just about any marketing channel from blog writing to email marketing.

Let's explore a few different ways you can incorporate AI into your marketing channels.

AI for blog writing

Have you ever wished you could clone yourself so you could write more articles, faster? Well, you can make that happen with AI content tools (kind of).

Despite what you’ve heard, AI isn’t here to replace writers. It’s here to help them. With AI, writers can:

1. Ditch writer’s block

2. Create content briefs and outlines

3. Generate long-form content quickly

4. Write blog titles and descriptions at scale

While AI content tools can help you write faster, remember that it won’t be publish-ready immediately. The content you produce with AI will still need to be fact-checked and edited by a human on your team. Most tools even come with a built-in plagiarism checker to help you maintain quality.

AI for copywriting

Not to be confused with blog writing (long-form writing), copywriting (shorter-form writing) is one of the most important aspects of any marketing campaign. But it can also be a lot of work, especially when you’re dealing with tight deadlines and a large volume of assets.

Luckily for copywriters, AI content tools shine when it comes to creating short-form content.

With AI copywriting tools, marketers can generate copy of all kinds, really fast:

1. Ad copy

2. Customized headlines

3. Email subject lines

4. Landing page copy

5. One-pagers

Another underrated benefit of AI content tools is that they can help copywriters with one of the most annoying aspects of the job: writer’s block.

AI for SEO

Search engine optimization is all about understanding what your target audience is searching for then meeting those needs with content. And guess what? AI can help with that.

AI content tools can help SEOs:

1. Do keyword research

2. Create outlines based on SERP research

3. Produce high-quality articles at a faster pace

4. Battle content decay by optimizing older content

5. Write blog titles and meta descriptions at scale

AI has proved to be an incredible resource for SEO professionals, but it should be noted that the content you create should still be reviewed and edited by a human on your team. While AI content outputs are getting better and better every day, it still isn’t in a place where it can be publish-ready right out of the gate (yet).

Read more: Google's AI content guidelines for SEO | How to use Jasper Chat for SEO

AI for email marketing

Email marketing is one of the most effective channels for reaching and engaging customers. But it can also be a lot of work, especially when you’re dealing with large lists and complex campaigns.

That’s where AI content tools can help. Whether you’re a salesperson trying to craft the perfect email for a list of prospects, or a lifecycle marketing manager sending out promotional content, AI can help you crank out emails 10x faster.

Quickly generate email subject lines that consistently get high open rates, write personalized sales emails, and you can even include an AI-generated image that matches.

Even customer service teams can get the help they need and personally respond to messages, comments, reviews, and support tickets with a friendly tone at lightning speed.

AI for social media

As social media managers know, social media platforms’ best practices and performance algorithms are constantly evolving. It can take forever to craft just the right caption for just the right platform.

Luckily, AI content writing tools can help quickly create social media copy (and even images) for the social media platforms that work best for your brand.

Come up with dozens of clever Instagram captions. Publish entertaining LinkedIn articles. Write catchy video scripts to go viral on YouTube and TikTok. The world is your oyster.

AI for product marketing

In our conversation, Samyutha felt really strongly about the opportunity to use AI in product marketing. And I agree! It's such a natural fit.

"I think [a marketing channel] that could really benefit from AI is product marketing. Product marketing is the nucleus of messaging within any marketing org. I think the ability to take that one core message and spin up assets for multiple channel owners to go and execute on is key, right?" says Samyutha.

"I think every product marketer I have met has loved the strategic narrative messaging portion of their work. And the stuff they don't like as much is chasing every different channel owner around when it comes time to create product launch assets. And I think generative AI and our Campaigns feature specifically really helps with that."

The Campaigns feature she mentions above is Jasper Campaigns, which lets you upload a campaign brief and create a ton of different campaign assets at once — everything from blog posts to social captions to press releases. It's a game changer for product marketers.

AI for design

Design is another area where AI is starting to make its mark. If you’ve been keeping up with AI news at all for the past few months, you know how buzzy AI-generated art has become.

Similar to AI writing tools, AI art tools shouldn’t replace your designer, but it should give them another way to spark creativity and produce incredible visuals quickly for:

1. Brand redesigns

2. Infographics

3. Ebook covers

4. Website visuals

And so much more.

How to develop an AI marketing strategy

Many teams don't know where to start with creating an AI marketing strategy because, well, it's so new. There are a couple of key challenges at play here.

Potential challenges of getting started

1. Piloting AI at your company (and getting leadership buy-in)

Not everyone has an “early adopter” mindset, which means even if you see the value AI can bring to your team, your teammates or leadership may still see it as risky or unproven.

Look for small ways to implement AI in your workflow and speak up about the positive impact you see.

2. Creating new processes

AI tools are relatively new, especially in the marketing world—AI chatbots like ChatGPT and Jasper Chat included. When implementing a new AI content platform, it may be time consuming to create new processes and best practices from scratch.

Think ahead of time about how you’ll handle the following moving pieces:

1. Team training

2. Project requests

3. Best practice documentation

4. ROI and performance insights

AI marketing strategy tips — straight from the experts

Once again, I turned to my teammates to offer learnings from their own experience building and testing an AI marketing strategy.

As the leader of our marketing org, Meghan had these great insights:

"When I think about an AI marketing strategy I think about getting intentional about the ways in which you use AI to get better results for your marketing and your business. 

There are a few different parts to our AI strategy at Jasper:

Ideation: Use AI to come up with variations on topics or ad copy to help fill out your content strategy.  Use AI to dig deeper into an idea that you already have to get the most out of it.  

Acceleration: Use AI to help you move through the content production stage more efficiently, whether that’s getting you over writer’s block in an individual piece or rapidly turning a single completed piece into a full campaign.  

Adaptation: Use AI to help adapt your existing content to different audiences, whether that’s shifting the focus from one industry to another or localizing content into different languages for global campaigns. 

‍Optimization: Use AI to set up tests and experiments quickly so you can optimize the content that works. Test ad copy variations for better conversions or email hypotheses very quickly."

Next, I had Angelica chime in.

"An AI marketing strategy is human first, AI second. The team lead needs to look at the makeup of their team and where there are gaps or bandwidth constraints. Where are there redundancies or monotonous, time-consuming processes?", says Angelica. "Once those are identified, the team can get to work looking for AI solutions that can effectively and securely help close those gaps and streamline those tasks and processes."

Samyutha has found that setting an AI marketing strategy first and foremost comes down to org-wide governance and vetting of tools.

"So when I think about an AI marketing strategy, I think number one, who is the task team responsible for governance around AI tools within the organization?" she asks.

"I think having that governance model and having a team of folks responsible for sourcing, vetting, and providing support for those AI tools and measuring their ROI is key. It'd be really hard to just throw a bunch of AI tools at a bunch of folks and expect them to sort of be managers of that tool on top of their normal jobs without any initial direction."

Speaking of sourcing, vetting, and providing tools...what the heck does that even look like?

AI tools for marketing

We all know that we should be experimenting with AI tools in our work right now, poking and prodding to figure out where they fit best into our strategies.

But. Nobody really tells us how to go about this process in the right way or even what it means for a tool to be "the right fit." 

What should marketers keep in mind when choosing an AI tool?

Choosing and implementing the right AI tool team-wide is incredibly important, especially because odds are your team members are already using a variety of tools that you may or may not want them using. Here are the biggest things you'll want to consider when testing out potential AI solutions.

1. Security & safety

Not all tools may meet the security standards your company has to protect your IP and customer data so it’s important to be intentional about your AI tech stack.

Meghan uses ChatGPT as an example here.

"Using the free version of ChatGPT does not protect the privacy of your prompt material by default. When choosing an AI tool, we recommend you first set the security standards you want as a company. Do you need SOC2 compliance? SSO? Then find the tools that meet those requirements."

2. Your actual team needs & use cases

AI tools aren't created equal and they're not one-size-fits-all. You'll have to do a bit of testing to make sure you're using the right tool for your specific use cases, as well as for your specific brand and brand voice.

"Choose the AI tool or collection of tools that best fit your use cases or the places in which you work." says Meghan. "You want to find an AI copilot that also can securely understand your needs and brand specifications — like your style guide and tone of voice — so that the outputs are high-quality for branded content."

5 Best AI tools for marketers

Finally, I asked my teammates which AI tools they'd actually recommend marketers test out and implement right now. Here's their shortlist, the best of the best.

1. Descript

Samyutha is a huge fan of Descript, an AI video and audio editing software.

"I'm answering these questions [via video] right now because I have no energy to type out each of my responses [laughs]. By recording a Zoom video and uploading it to Descript, I can quickly edit my responses, then transcribe and submit them. And I have zero video editing skills!"

Descript pricing:

Descript has three pricing tiers: Free, Creator at $15/mo, and Pro at $30/mo

Descript G2 rating:

Descript's G2 rating is 4.5 stars with 336 reviews.

Descript Reddit review:

According to this Descript Reddit review from the r/clixsensesuccess subreddit, the pros and cons of Descript are:

"Descript Pros

• Easy to use
• Not expensive
• Mind-blowing features
• Constant development

Descript Cons

• Limited ready made templates
• Limited stock images/videos"

2. Wistia

Wistia, a Jasper team fan favorite, as a video hosting platform that also offers editing tools. Wistia's built-in editor comes with an AI-powered highlights feature that finds all the key moments in your video and helps you edit them, which is super handy for promoting your videos across marketing channels.

Wistia pricing:

Wistia has four pricing tiers: Plus ($24/mo), Pro ($99/mo), Advanced ($399/mo), and Premium (Custom pricing)

Wistia G2 rating:

Wistia's G2 rating is 4.6 stars with 528 reviews.

Wistia Reddit review:

According to this Wistia Reddit review from the r/bigseo subreddit, Wistia has several benefits:

"I love Wistia! We have been using them for a few years now.

For me the pros are the following:

• customizable player (color, etc)
• Possibility to add chapters (latest release)
• Possibility to embed with autoplay etc"

3. Gamma

Who here likes creating presentation decks? *Crickets*. That's what I thought. It is a big part of our marketing lives, though, which is why Meghan loves Gamma.

Gamma is an AI tool that helps you create and format beautifully-designed presentations, with the ability to embed gifs, videos, charts, and websites into your deck. Need to create more than just a presentation? Gamma also lets you create docs and webpages nearly instantly.

Gamma pricing:

Gamma has three pricing tiers: Free, Plus ($10/user/mo), and Pro ($20/user/mo)

Gamma G2 rating:

Gamma doesn't have ratings on G2 yet, but personally, I give it all the stars.

Gamma Reddit review:

According to this Gamma Reddit review from the r/chatgpt subreddit, here's the rundown on Gamma:

"A fresh take on presentations, Gamma marries the depth of documents with the visual appeal of slides, powered by AI for efficiency. It lets me draft ideas quickly and the AI transforms them into professional-looking presentations in a snap. The interface is incredibly intuitive, allowing for nested cards for detailing and the ability to embed various forms of content, including GIFs, videos, charts, and websites.

My favorite feature is the one-click restyle, removing the tedious task of manual formatting. Sharing the content is simple and works on all devices. Plus, it offers built-in analytics, which adds a nice touch to understand audience engagement."

4. Munch

One of my favorite AI tools right now is Munch, a video content repurposing software. As a podcaster, both at Jasper with The Prompt and in my free time with Off The Clock, Munch helps me break episodes down into bite-sized video clips that I can use to promote my shows via socials and YouTube.

And Munch isn't just for podcasts. You can upload any long-form video content and Munch will automatically create clips of key moments (and add captions!)

Munch pricing:

Munch has three pricing tiers: Pro ($49/mo), Elite ($116/mo), and Ultimate ($220/mo)

Munch G2 rating:

Munch doesn't have ratings on G2 yet, but like Gamma, I give it all the stars. Especially since this one is part of my weekly content routine.

Munch Reddit review:

This Munch Reddit review from the r/aitoolscatalog subreddit has this to say about Munch's usefulness:

"Their incredible AI-driven platform extracts the most impactful moments from your long-form videos and turns them into perfectly sized, platform-specific clips. The benefit of Munch is not only the saved time, but also the increased reach and engagement on social media."

5. Jasper

Obviously, we recommend Jasper. We may be a little biased here, but we think we've created something really special — the world's first true-blue AI marketing co-pilot.

Sure, like a lot of AI content tools, Jasper lets you:

1. Write and edit blogs
2. Create social media copy at-scale
3. Write and test ad copy
4. Repurpose blogs into video scripts

But unlike most of those other tools, Jasper also lets you:

1. Set brand guidelines and voices specific to your team. Your content always sounds like you.
2. Upload a campaign brief and create assets for an entire multi-channel campaign within just a few minutes.
3. Repurpose...anything. With Jasper Remix, you can give Jasper a URL or upload a file that you want to repurpose into any other type of content you want.

Not to mention, Jasper was created and designed specifically for business use cases. It just gets you.

Jasper pricing:

Jasper offers several flexible pricing plans ranging from $39/mo Creator to custom Business plans for an enterprise-level solution.

Jasper G2 rating:

Jasper's G2 rating is 4.5 stars with 1,200+ reviews. G2 also recognized Jasper as one of the Top 100 Fastest-Growing Products in its 2023 Best Software Awards.

Jasper AI Reddit review:

According to this Jasper AI Reddit review r/aitoolsonline subreddit on the here is some common sentiments about Jasper:

"Jasper AI Pros And Cons

Here are Jasper AI Pros and Cons to give you clarity about what is good and bad with Jasper AI.

Pros:

1. It can be helpful to create content faster with high quality.
2. Comes with a wide range of features for different use.
3. Integrate with Google Docs and Microsoft Word.
4. Helps you save time in repetitive tasks.
5. Surfer SEO and Grammarly Integration

Cons:

1. It’s not perfect you might get some mistakes and inaccurate suggestions.
2. Pricing is too expensive for some users.
3. May not be suitable for writers who prefer without AI-powered Assistance.
4. You need additional editing and proofreading.

Who Is Jasper AI Best For?

Jasper AI is best for someone who wants to improve their writing skills and wants to create high-quality content.

It is best for Marketers, Content Writers, students, and working professionals to create content faster to save time."

It’s time to embrace AI

If you’re looking for a way to do more with less, AI marketing may be the solution you need.

With so many benefits and potential applications, it’s worth considering how AI can help your team hit its goals. And Jasper is here to help.