How the Adoption of AI Should Change the Structure of Your Marketing Team

“AI is a truly transformational technology, so it requires a transformation in marketing strategy,” says Meghan Keaney Anderson, Head of Marketing at Jasper.ai. She recently spoke at the AI Marketing Virtual Summit 2023. One key aspect in the era of generative AI is a shift in the structure of your marketing team.

How should you reinvest your team’s efforts?

Instead of eliminating roles, Meghan says we should reinvest in how we work. Typically, the process for content creation includes ideation, research, composition, editing, and distribution. Marketers are overwhelmed and time-strapped with developing multiple pieces of content across various channels. A significant amount of time is spent on content composition.

The promise of AI is that composition time will go down. But that just means we’re getting faster at creating more subpar content. AI should help our teams shift our time back into ideation and  research – developing story ideas, conducting first person interviews, primary research – what makes the content unique and substantive. Teams can also focus on editing and distribution, so the content is high quality and gets seen.

Who do you need on your content marketing team?

Here are Meghan’s ideas on the roles that will make a difference. What skills are important as content production gets easier? (Hint: it’s not prompt engineering!)

• Managing Editor: This person really understands the audience, defines the company’s perspective and standards, and sets the editorial strategy in motion.
• Storyhunter/Researcher: Someone who can find original angles, conduct first-hand research, interview experts, and raise the quality and substance of your content.
• Editor/Fact Checker: This person reviews the content for the right AI/human blend, checks for inaccuracies, biases and underrepresentation, grammar and style, and  optimization. In short, they ensure quality and trustworthiness.
• Integrated Campaign Strategist: This person strategizes with content owners, creates distribution plans, engages partners, develops a remixing strategy, sets up tracking, and orchestrates distribution and outcomes.

What content wins in this new era of AI?

In the world of generative AI where capacity is no longer an issue, the best ideas will win. Meghan emphasized that content will shine if you include your brand’s unique perspectives – individual voices, experiences, and authority. Making a shift in the structure of your marketing team will help you develop content that breaks through the ever-increasing noise.