| May 22, 2024 | | 6 min read

10 Ways Your Marketing Agency Can Start Using AI Transcription

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Transcription plays a vital role in digital marketing. In fact, it’s important enough to warrant an industry that had a CAGR of $1.9 billion in 2023 and an expected growth of 8.6% through 2033. By that point, the marketing transcription market is expected to be worth as much as $4.4 billion. (Future Market Insights) AI transcription will play a large part in that growth.

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AI transcription uses AI tools, such as speech recognition and natural language processing, to convert spoken and recorded words into text formats. Keep reading to learn more about the benefits of AI transcription in marketing and how you can start using it for your agency.

Benefits of AI transcription tools for agencies

Whether you’re starting an agency with no experience or scaling your existing organization, some benefits you can expect from AI transcription include:

  • Saving money. Having a computer convert speech to text is much more cost-effective than hiring human transcriptionists. Even if you use low-cost services, you still pay more for transcription services than you would for AI software, and you may not get the results you want.
  • Saving time. Using AI for transcription reduces labor time for your organization, allowing human talent to handle more creative tasks. 
  • Enhanced efficiency and usability. The right AI transcription processes can create transcripts quickly—sometimes even in real-time. That can enhance the overall usability and accessibility of your video and audio content. 
  • Better insight into data. When you use AI to convert audio content into text, you have more access to hidden insights and data in that information. 
  • Enhanced ability to personalize your approach. You can use those improved insights to better tailor your marketing message to your audience or to individuals via emails and other connection points. 
  • Support for programmatic advertising. You can use AI to convert information and insights from transcripts into data that helps you manage stronger ad campaigns or valuable text that can help you drive conversions.
  • Better communication and real-time engagement. Including transcripts with your video content supports enhanced communication for your entire audience. Since more than 90 percent of users watch digital video content with the sound off, text and transcripts play a vital role in connecting with your audience (LinkedIn Pulse). 

How Does AI Transcription Apply to Your Digital Marketing Agency?

The benefits of using AI for transcription might be fairly obvious, but many agencies fail to use these tools to their fullest. Consider these 10 ways you can leverage AI transcription technology for your agency. 

1. Market research enhancement

You likely already use some marketing integration tools, but have you thought about integrating transcription technology into your market research processes? Here are a few ways you can use AI to revolutionize these processes:

  • Capture a more comprehensive picture of the competitive landscape. Use AI tools to gather data that’s available online in video format, such as customer testimonies, competitor demos, or sales videos. Have AI transcribe the videos so you can use the text data in AI-supported analysis.
  • Record customer feedback and focus group sessions. Create a written transcript of this data for future use by having AI transcribe audio from the meetings. You can also use machine-based analytics programs to gather insights from this type of text.

2. Faster and easier transcription

Whether you want to capture the audio of a meeting about startup ideas or you need to add a transcript to a sales video to support accessibility, you obviously want the end result to be accurate. AI transcription is a way to quickly and accurately convert speech to text.

AI can complete an hour-long transcript in a matter of minutes. That’s substantially faster than human transcriptionists, who can take an hour or more to transcribe 15 minutes worth of audio content. 

AI solutions are also consistently accurate—though not as accurate as an experienced human transcriptionist. Benchmarks regarding speech-to-text accuracy in 2021 indicate the following error rates (CX Today):

  • Amazon: 18.42%
  • Microsoft: 16.51%
  • Google: 15.82%

As of 2024, some tech companies are claiming error rates as low as 4%, which is more competitive with human transcriptionists. 

Image Source: Unsplash

3. Improved data analysis

Using AI for transcription allows you to maximize the usable data you have about a variety of topics. You can capture insights from experts during interviews or customer needs during phone calls, convert those audio elements to text, and have AI mine the text for valuable information.

Here’s a real-world example of how you can combine AI transcription with other technology tools: Making money with AI art. You can capture audio descriptions of a location, person, or anything else to feed into AI to help create unique AI art pieces. Or, you can use audio related to your marketing agency services or customers as prompts when you want AI to help create visuals for social media or blog posts.

4. Personalization of content

AI transcripts can help you deliver custom-tailored content to your audience via social media, email, and other means. Personalization helps create a better consumer experience, which can support better lead generation and conversion rates. In fact, more than 40 percent of consumers are willing to share their personal details with brands so they can enjoy personalized marketing messages, even in an environment where consumers are privacy-conscious (Statista).

AI transcription helps you turn customer phone calls and other audio formats into data that can be used to support customized experiences. And the fact that you can offer text versions of information helps support positive experiences for those who can’t interact well with audio or video content. 

5. Programmatic advertising optimization

When you use AI to transcribe audio formats and gain greater access to these valuable data streams, you enhance analysis capability for better programmatic advertising performance. You can use the insights from transcription to create better campaigns and align ad copy with the needs of your audience.

6. Enhanced writing processes

AI audio transcription offers numerous ways to enhance marketing content creation processes. Some include:

  • Speech-to-text functions. The ability to speak words and have them captured on the page can create efficiencies for human content creators. It reduces how much work your hands have to do and can help those who don’t type quickly get their ideas down.
  • Enhanced AI-generated content. If you want to humanize AI content or create better AI outputs, you must train the GPTs you work with. Feeding them content that sounds like your brand is a great way to do this, and you can turn all your existing videos into text transcripts to use for this purpose.
  • Data-mining and research. When your webinar and video content is available in text format, you can feed it into AI machines. Then, your content creation teams can prompt AI to generate information, statistics, and other facts based on the knowledge you already have within your organization.

7. Development of brand persona

When generating leads with AI tools, it’s important to pay attention to your brand voice and persona. Because generative AI bases output on input it gathers from across the web, it can often sound generic or too much like competitor content. 

Training your AI chatbots and other tools with content that best displays your brand persona is important. However, it takes enormous banks of data to accomplish this, and many agencies and businesses simply don’t have enough written content for this purpose. Transcriptions of your audio content can tip the scales, though.

8. Real-time engagement with customers

While AI transcription is a huge benefit to digital marketing processes, it can also help with customer service approaches—especially when you use the right white label software or other vendor tools.

AI transcription can convert enormous banks of call recordings to text-based data. That data can be analyzed to help you create scripts for human phone operators, IVR systems, and chat bots. 

For example, you might analyze successful calls—those that result in a sale or a high customer satisfaction rating—to discover common phrases or approaches. Once you identify what works well for your clients and customers, you can make those approaches part of your standard process. 

9. Automation of labor-intensive tasks

AI transcription lets you automate tedious tasks, reducing labor and cost burdens for your agency. Some examples include:

  • Actual transcription. Easily provide transcripts people can scan if they don’t have time to watch a video. 
  • Accessibility support. Ensure your site, social media profiles, and other channels meet accessibility needs by providing text versions of all audio content.
  • Social media posts. Repurposing content helps you cover all your channels seamlessly. When you convert webinar and video content into text via AI transcription, it’s easier to find facts and other snippets for your social marketing campaigns.

Image Source: YouTube

10. Increased usability and efficiency

Whether you’re building a site with a website builder or from scratch, accessibility is critical to success. Incorporating AI transcription into your toolset helps you ensure all potential audience members can connect with your content. 

 

About the Author

Lawrence Dy is the SEO Strategy Manager at Vendasta. His career spans from starting as a Jr. Copywriter in the automotive industry to becoming a Senior Editorial Content Manager in various digital marketing niches. Outside of work, Lawrence moonlights as a music producer/beatmaker and spends time with friends and family.

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