Content creation and content marketing are two tasks that revolve around channeling creativity and blending it with data and information.
However, as a company grows, this task becomes more and more challenging, which begs the question: how can AI help?
What Content Marketing is really about?
Content marketing aims to entice a company’s target audience to want to learn more.
The effectiveness and influence of a piece of content are determined by its relevance, quality, and ease of consumption, whether it is a blog, video, or anything else.
Creating, posting, and delivering valuable content is a difficult task in and of itself and with time, content marketing has changed dramatically by including videos, podcasts, and live broadcasts in its strategy.
Furthermore, using the same data sets to generate large volumes of unique and influential content is becoming increasingly challenging.
The challenge is not a lack of creative thinking but rather an ever-increasing demand for top-notch marketing content.
Simply put, it is challenging to maintain content benchmarks while producing it at scale to meet the rising demand.
Businesses frequently seek help from internet marketing services or content creation experts to develop an effective content strategy.
However, due to the challenge mentioned above, even these experts have found themselves in a bind. This is where artificial intelligence (AI) comes into play.
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What is AI, and how does it influence content marketing?
AI is a broad term that encompasses a wide range of technologies. Machine learning, natural language processing (NLP), computer vision, and natural language generation (NLG) are some of them.
These technologies employ similar principles to perform various functions as well as or sometimes better than humans.
AI is used to “read” and “write” human language in various contexts.
NLG is responsible for the ability to “speak” and “write” (as Alexa and Siri do). And the capacity to “read” human speech is the domain of NLP, an AI-powered technology. Even the simplest NLG and NLP solutions can analyze and generate human language to some extent.
That’s quite impressive. However, the real magic occurs when these systems can continue improving themselves over time.
A system like Gmail’s Smart Compose suggests what you should say next and then learns based on which suggestion you choose. If you consistently disregard one of its suggestions, it will likely offer a different one in the future.
Instead of relying on a human programmer to regularly update the rules that govern their outputs, the most sophisticated systems teach themselves to optimize according to user inputs.
Artificial intelligence brings a lot to the table regarding content marketing strategy. AI assists content marketers in conducting a more detailed analysis of web data, accelerating the pace of content production, and making ad campaigns more impactful through personalization.
Additionally, AI is ideal for automating routine tasks. As a result of this assistance, content marketing professionals can devote more time to more nuanced work.
Let’s see in greater detail how AI is transforming content marketing.
Create Sellable and Scalable Content
Artificial intelligence’s most essential function in content marketing is content generation. Marketers can get help on artificial intelligence content authoring tools to produce content that sells and scales over time.
These AI tools can create content that has all relevant information on the subject matter.
Curating Content that is Relevant to Readers’ Intention
Another essential marketing component is content curation, which focuses on a specific topic and traverses in-depth information.
This act of discovering, organizing, identifying, and sharing the content with your audience, whether for your blog or social media, is known as content curation.
The goal here is to provide relevant and meaningful information to your audience. Besides that, the notion behind content curation is to refine your marketing strategies and campaigns.
But, with the web brimming with data, how would you know what may be relevant and what is pure fluff? AI is beneficial here!
Extensive research yields the best results, whether it’s a list of films, the top five places to visit, or popular marketing tools.
AI drills down to the most appropriate and precise information to provide the best mix of heterogeneous and homogeneous content curated on the chosen topic.
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Enhanced User Experience
One of the most critical advantages of AI in digital marketing is the virtual listening ear it provides to your customer base.
The advantage of automated listening is that it allows you to create content that is relevant to your ideal intended audience.
This helps improve your customers’ exchanges with your brand, leading to an increase in loyalty and repeat customers for your company.
Using AI for content marketing ensures you share a directive your audience will find interesting. On the other hand, all user experiences (UX) with your label can be studied and improved as needed.
Content Rating
This is more of an internal application of AI. There will be ups and downs for every content piece you create. It could do what you want it to do or totally miss the target audience.
If this is the case, using AI for content marketing means that your content is ranked to assess its effectiveness.
Google Analytics is ideal because it provides precise data on how users interact with your content.
You can also use the data received from AI tools to make improvements in your content and make it even more beneficial to your customers.
Predict Customer Behavior
Among the most brilliant aspects of AI is predictive analysis, in which the algorithm examines previous data to determine how the customer or user will behave in the future.
The application of AI in marketing tends to bring predictive analysis to the forefront, assisting brands in determining how their customers interacted with their product or service in the previous months or years.
Based on this data, brands can create a brand new marketing strategy or tweak an existing one to confirm it appeals to customers.
You can even use the prediction to personalize your content.
Integration of Smart Content Marketing Tools
The future of AI content marketing is progressing toward intelligent tools that can be more in sync than they are now.
Intelligent home software has already demonstrated how truly transformational it can be when various tools work seamlessly together to achieve specific goals.
Consider how Google Home’s smart speaker works with Nest Thermostat to allow users to adjust the temperature of their households with a few words.
In the not-so-distant future, content marketing tools powered by AI could collaborate in similarly seamless, revolutionary, and automated ways to improve the lives of marketers and the stakeholders they serve.
Better Marketing Overall
When artificial intelligence is used to enhance content marketing, the benefits are felt across the entire marketing process.
AI can assist you in accomplishing your marketing goals, from improved user experience to increased sales revenue.
Furthermore, AI-generated content isn’t just good for your marketing process. It can also be used to boost other aspects of your company’s operations, like customer service and product development.
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Tips for Adapting to AI Content Marketing
Here are the top five practical tips for adjusting to AI content marketing:
- Instead of taking on too much too soon, use AI on small data samples.
- Obtain access to several AI-based pilot projects.
- Take your time and become acquainted with what modern AI technology is capable of.
- Considering the potential business and financial monetary worth of the various AI implementations you have identified would be best.
- Establish a balance between what you wish to achieve and the organization’s ability to achieve that goal within the time frame specified.
3 Brands Using AI in Content Marketing
Many brands are incorporating artificial intelligence into their content marketing strategies to boost their ROI. Some examples are as follows:
eBay makes use of Brand Language Optimization
eBay, ever the trailblazer and innovator in the marketing industry, decided to turn to the AI-powered content writing tool Phrasee in 2016.
Natural Language Generation (NLG) and Deep Learning are used by Phrasee’s technology to write and optimize email subject lines and Facebook ads instantly and push messages at scale.
Phrasee creates a human-sounding copy in the brand voice after being given data about a brand.
The solution can generate thousands of machine-written texts in minutes. Text lines are A/B tested at scale after they are written, and Phrasee uses the data to determine how to write them for even higher engagement.
Dell Using AI to Automate Newsletters
Dell is using AI to automate newsletters. This has resulted in a reduction in the time required to create and send newsletters, as well as an increase in engagement rates.
Furthermore, Dell is utilizing AI in content marketing to digitize the content creation process. This allows for more customized content, which leads to higher customer engagement and retention rates across all channels.
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Chatbot for Sephora
Sephora employs two bots: Color Match and Reservation Assistant. The latter functions as an appointment scheduling bot for Sephora makeovers.
It uses NLP and has an 11% higher conversion rate than any other channel for in-store slot booking. The former bot performs the role of a virtual makeup artist.
What the future holds for Content Marketing
So far, artificial intelligence (AI) has significantly impacted and shaped content marketing and strategy.
This impact will be far more potent in the coming years, with far-reaching consequences.
It is not a stretch to say that the future of artificial intelligenceis intertwined with AI-driven marketing tools and expanding artificial intelligence capabilities in content research, creation, and personalization.
In short, we anticipate that AI-powered content marketing will drive out those tedious, task-oriented jobs without disrupting current content marketing strategies or replacing the human element in them.
This will benefit everyone, including online course creators, who will be able to rely on this technology both to improve their courses and promote them.
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