BLOG: AI content engines
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Key takeaways:
- AI content engines are collections of AI tools and platforms that help generate human-like content.
- They can streamline the content creation process by automating repetitive tasks.
In previous posts, I discussed the great potential for the use of AI-enabled technology for ophthalmology practice marketing, particularly in the area of marketing content production.
Consistently creating high-quality content can be time-consuming and resource intensive. And these technologies can certainly leverage your practice’s marketing resources, particularly when it comes to repurposing and distribution.
While all of us are familiar with the basic capabilities of ChatGPT and other generative AI tools, without a system that turns these outputs into a truly functional and useful process, they are little more than entertaining parlor tricks.
This system is what is known as an AI content engine.
This is where the AI content engine comes into play, revolutionizing the way ophthalmology practices approach content creation and marketing.
What exactly is an AI content engine?
An AI content engine is a suite of AI tools and platforms that enable the creation, optimization and distribution of various types of content, including text, video and audio.
As I alluded to above, these tools can leverage advanced machine learning algorithms to generate human-like content based on your data input and parameters, known as prompts. How well the prompt (or input) is constructed will determine the efficiency and quality of the output. If you doubt the importance of writing a good prompt, you may be surprised to know that prompt engineers can fetch salaries of as much as $200,000 to $300,000.
How an AI content engine can work for your practice marketing
AI content engines streamline the content creation process mainly by automating repetitive tasks at scale.
What sorts of tasks have the most traction for businesses?
According to a 2023 survey of chief marketing officers by Boston Consulting Group, across several sectors from eight countries, more than 70% of them responded that their companies were already using generative AI (genAI) and another 19% were planning to. And this was last year!
The areas they were primarily focusing on included:
- Personalization, 67% — personalizing marketing communications can increase conversion rates (sales) by 20% to 30%.
- Content creation, 49% — creating content faster, with higher quality and variety.
- Marketing segmentation, 41% — ensuring a marketing message to marketing segment fit improves conversion rates and boosts return on investment.
Other marketing uses for AI:
- Understanding context: AI algorithms analyze input data, such as keywords, topics and target audience preferences, to understand the context and purpose of the content.
- Optimizing content: For factors such as search engine rankings, readability and engagement, by analyzing data and then making recommendations.
- Distributing content: By integrating with content management systems and social media platforms to automate the distribution and promotion of content across multiple channels (more on this in future posts).
Applying AI content engines in your practice
Ophthalmology practices can leverage AI content engines to create compelling and informative content for various media types, helping to educate patients, build trust, and improve patient acquisition and retention. Because the AI landscape is constantly evolving, I won’t opine on which tool or platform is “better” for a particular function. Most of these will allow you some sort of free trial so you can get a feel for how they work before purchasing.
1. Text-based content:
- Blog posts and articles: SEO-optimized blog posts and articles on various eye health topics, such as common eye conditions, treatments and preventive care.
- Patient education materials: Brochures, handouts and email newsletters, based on individual patient needs and preferences.
- Social media posts: Social media posts on platforms like Facebook, Instagram and Twitter.
AI platforms for text-based content include Claude by Anthropic, Google Gemini, OpenAI’s ChatGPT, Jasper.ai and Microsoft’s Bing/Copilot. In addition, there are many products out there that have developed their own “wrapper” around one of those platforms above to add more specialized functionality for writing, copywriting, editing, etc.
Note: While these tools can save time and resources, if you simply copy and paste the generated content, it will lack the natural tone of human-generated content. It is also likely to be undifferentiated from content that every other practice is producing using genAI, offsetting any advantage you may have gained in efficiency in the first place. While search engines don’t summarily penalize AI-generated content, they will if it is irrelevant to the reader.
2. Video content:
- Patient testimonials: Scripts and prompts that are generated based on patient feedback and experiences.
- Procedure demonstrations: Informative videos and animations to demonstrate common eye procedures, such as LASIK and cataract surgery.
- Educational videos: On various eye health topics, such as eye anatomy, common eye diseases and vision correction options.
- Branding and corporate image: Videos using AI spokespersons or “clones” of doctors or other providers, either using their real voices or “cloned” voices.
AI platforms for video content include Synthesia, Wibbitz, invideo, Steve.AI, HeyGen, DeepBrain and Descript.
3. Audio content:
- Podcasts: Scripts and outlines for informative and engaging podcasts on various eye health topics, making it easier to create audio content consistently.
- Voiceovers: As mentioned above, “cloned” human-like voiceovers for videos, presentations and other multimedia content, saving doctor time and practice resources on professional voiceover recording.
- Patient support: Chatbots and virtual assistants can provide audio-based support and guidance to patients, helping them navigate common eye health concerns and appointment scheduling.
AI platforms for audio content include ElevenLabs, Typecast, Google Text-to-Speech, Amazon Polly, Descript and Speechify.
As traditional keyword-based SEO strategies make it harder for a business to stand out from its competitors, the smart response is to diversify your content marketing efforts. Leveraging AI-enabled tools and platforms with your own AI content engine can streamline your practice’s content creation process and make it cost-effective to have an omnichannel marketing presence and deliver personalized content at scale.
Next blog : The automation process.
Reference:
- How CMOs are succeeding with generative AI. https://www.bcg.com/publications/2023/generative-ai-in-marketing. Published June 15, 2023. Accessed June 20, 2024.
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