Brand language is more important than ever—but creating quality content poses challenges

by | Oct 6, 2020 | Public Relations

Brand marketers are facing tough times in an age of trust and transparency issues, and that calls for tough messaging to break through that clutter and engage audiences with well-crafted, on-point content. However, new research from AI-powered copywriting technology Phrasee highlights difficulties brands and businesses are having in being able to generate high-quality content, and an increased reliance on artificial intelligence to alleviate these challenges.

The firm’s new report, Maximizing Customer Engagement and Revenue: Leveraging the Power of Language, based on its new survey targeting enterprise marketers with first-party data and insights platform Dynata, exposes the increasing importance of brand language.

Brand language is more important than ever—but creating quality content poses challenges

Top takeaways include:

Marketers feel brand language has never been more important

  • 64 percent report that COVID-19 has made language more important than ever in helping them connect with customers
  • Nearly one-third (30 percent) say that their CEO pays more attention to the power of language than before the COVID-19 pandemic
  • A majority (71 percent) expect to focus more on content and language when they do their next marketing plan and budgeting

Brand language is more important than ever—but creating quality content poses challenges

Overall, marketers struggle to achieve a high level of copywriting quality

  • While three out of five marketers say that they generate plenty of high quality content and measure the effectiveness of their language (60 percent), most (82 percent) struggle to create high-quality branded content
  • 36 percent report an insufficient number of staff writers, 37 percent report a lack of funds invested in content creation, 37 percent report an insufficient amount of time spent on content creation.
  • As a result, the majority (51 percent) are unable to create consistent messaging across all channels, at scale and aligned to their brand

Brand language is more important than ever—but creating quality content poses challenges

Many marketers are looking to invest in technology but are not confident in their technology-management capabilities

  • Nearly half (47 percent) want technology to play a larger role in their organization’s marketing in the future, yet they want to remain involved
  • More than half (53 percent) believe that technology in marketing should have some form of human oversight
  • 42 percent are not confident they are equipped with the right technology to future-proof their role

Brand language is more important than ever—but creating quality content poses challenges

AI will play a role in marketers’ technology investment

  • 73 percent plan to invest in AI technology to support marketing initiatives in the next 18 months
  • More than one-third (37 percent) will invest in AI specifically to do copywriting, and more than half (53 percent) of respondents in banking, finance and insurance would invest in AI that could generate copy that is aligned with their brand

“You don’t need to be a rocket scientist to see that marketing will change forever from this point,” said Parry Malm, CEO of Phrasee, in a news release. “The marketing megastars of the future will be defined by their ability to produce quality content at scale that amplifies brand values, builds long-term consumer trust, and reaches the intended audience. The best enterprise marketers are already one step ahead in their use of tech to power content performance—it’s critical those with aspirations about tech, but limited action, don’t get left behind.”

Download the full report here.

The survey polled more than 300 senior marketers at large organizations in industries including ecommerce / retail, travel and hospitality, restaurants, communications / telecom utilities, banking / finance, and insurance.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at; @BulldogReporter


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