AI is everywhere right now. It’s making things faster, easier, and in some cases, more effective. However, there’s a big difference between using AI strategically and letting it take over. If you rely on AI for everything, you risk blending in with all the generic content and competition out there. The real sweet spot is knowing when AI helps and when it hurts. This guide breaks down where AI fits into a marketing plan, without losing what makes your brand unique.

What Goes Into a Marketing Plan?

A marketing plan lays out how you’re going to reach the right people, keep them engaged, and grow your business. It’s built around:

• Your brand voice. What makes you different? How do you want people to see you?
• Your audience. Who are you talking to? What do they care about?
• Your content strategy. Blogs, emails, social media, ads. What are you creating and why?
• Your SEO approach. How are people finding you online?
• Your sales funnel. What happens after someone finds your brand?

AI can help with all of this, if you use it intentionally.

Using AI for Content

AI writing tools are great for getting started. They can generate ideas, suggest content outlines, and even draft content. They don’t understand your audience the way you do, though. They can’t add personality or your experience to the content. That’s on you!

How AI Helps:

• Quickly generates blog topics based on trending searches
• Creates first drafts to speed up the writing process
• Helps repurpose content into smaller/longer pieces for different platforms

Where It Falls Short:

• AI-generated content sounds bland or repetitive
• It struggles with storytelling and emotional connection
• It can pull in incorrect information, and everything needs a fact check

If you’re using AI for writing, think of it as a starting point, not the full or final draft. Add your own voice, edit for clarity (and correctness), and make sure it still sounds like you. Some AI writing tools to get you started include ChatGPT, Jasper, or Copy.ai.

Using AI for SEO

Search engines like Google love well-optimized content. This is content that includes keywords and answers common questions that users may have. AI tools can make this SEO research easier by finding keywords, analyzing your competitors, and suggesting ways to improve rankings on search engines. Click here to read more about Updating Website Content for Optimal SEO.

How AI Helps:

• Identifies keywords with high search potential
• Analyzes competitors to find content gaps
• Optimizes metadata, headers, and internal linking

Where It Falls Short:

• AI-driven SEO suggestions don’t always match user intent
• Stuffing AI-generated keywords into content can make it sound unnatural
• Algorithms change all the time and AI tools can’t predict everything

SEO still requires strategy. AI can crunch numbers, but it takes a human to understand what actually makes sense to readers. Some SEO tools to get you started include SEMRush or RankIQ.

Using AI for Social Media and Email Marketing

Social media and email marketing rely on consistency and engagement (click-through-rates). AI helps manage this by helping with scheduling, tracking analytics, and even writing captions or coming up with on-brand subject lines. All said, AI cannot replace real interaction, which is what builds trust.

How AI Helps:

• Schedules posts and automates email campaigns
• Suggests captions, hashtags, and subject lines based on trends
• Helps you analyse engagement to see what’s working and what isn’t

Where It Falls Short:

• AI-generated captions and emails feel generic
• Automated responses can sound impersonal or out of touch
• Overusing AI can make a brand feel disconnected from its audience

People want real conversations, not automated replies. AI can assist with planning, but actual engagement should still come from you. Sprout Social is just one tool used for social media scheduling.

AI Works But Don’t Forget Creativity

AI can’t replace the spark of inspiration that comes from daring to dream. It really takes just one genuine moment for people to see what your brand stands for, and to feel that spark themselves. Trust your instincts, embrace the unexpected, and don’t be afraid to push boundaries. Sometimes, you have to step outside the box (or the machine) to create something truly fantastic.

Improving Your Marketing Strategy

The businesses that will stand out aren’t the ones using AI for everything, they’re the ones using it strategically. If you’re looking for ways to improve your marketing plan without losing the personal touch, let’s talk. Just fill out the form below and we’ll help you build a strategy that makes sense for your brand.