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Artificial Intelligence Shaping Content Marketing

Artificial intelligence (AI) has been lending a helping hand to digital marketing for years now. As we have shown in one of our articles, video marketing can be perfected thanks to AI and its tools; especially if you want to improve personalization and increase conversions. So, it’s no wonder that brands are turning their back on traditional media in favor of its data-driven online counterpart.

Today, we’re going to take a step forward and see how artificial intelligence is changing content marketing as well. All you content creators out there can be freed from those mundane activities if you start using AI. From discovering keywords to optimizing and personalizing content, and to devising content strategies, this can be a thing of the past if you put your trust in a machine!

Let’s see what we’ll cover today:

Why don’t we dig in now?

Content Creation Made Easier

Let’s face it, manual content creation can be a boring process. Not only is it time consuming, but marketing teams also need to devote a considerable effort to it. They need to brainstorm new ideas and review analytics to grow their businesses, among other things.

However, as content marketing is evolving and changing, and with brands abandoning buyer persona based content strategies and adopting audience intelligence ones, marketers can’t keep up.

On top of that, there is an increasing demand for hyper-personalized content which makes the whole content creation process that much harder. With all this in mind, manual content creation has become tough for marketers. But don’t be filled with doom and gloom just yet because artificial intelligence can step in and give you a much needed rest.

And it’s high time to see just how it can help you!

Generates Content

Well, we’re not in Kansas anymore, that’s for sure. Years ago it was impossible to even think that we’d have computer programs do tasks instead of us. Oh, how naive we were! They’ve proved they can do that and even more during the course of the 21st century.

Let us just remind you that computers have in recent years defeated people at chess, come up with a screenplay from scratch, and are showing you suggestions every time you type something on Google. Not bad for a machine, eh?

Now, AI has come a long way, so much so that it can generate content automatically by using algorithms. And the primary technology behind this is called Natural Language Generation (NLG). With NLG, you can transform any data into written narratives which will make the whole content creation process faster.

NLG is mostly used to write simple stories, including sports reports and stock market updates. However, this software is also used to write other news articles. Take the Washington Post for example. This renowned newspaper has been in print for over a century, but it also relies on NLG.

What’s more, it’s robot reporter, Heliograf, published more than 850 articles in 2017. Even Forbes relies on bots to come up with its stories. The AI-powered tool, endearingly dubbed Bertie, provides Forbes writers with a rough draft so that they don’t need to start a new story from scratch.

How NLG Works

This tool offers marketers real-time content suggestions, leading them to create both targeted and personalized content. We’ll check a few other ways in which NLG is assisting creators:

  • Analyzes post’s effectiveness and recommends alternative content that aligns with the voice and tone of your website;
  • Produces content variations aimed at different users, resulting in a highly personalized experience;
  • Assists writers with copy editing;
  • Auto-generates articles with little or no human intervention.

Sounds heavenly, right? Well, wait until you hear what else AI can help you with!

Creates Hyper-Personalized Content

Coming up with personalized content which will amaze their audience has always been the number one priority of marketers. Personalization is the buzzword in content marketing because it exerts a positive influence on how consumers feel about your brand.

Due to the recent development in AI, personalization has become feasible and quick. Machine learning tracks consumer behavior and their preferences, as well as their interaction with content. This makes it possible for marketers to focus on personalized engagement with consumers.

What’s more, email marketers use AI to send personalized content, hoping to hold customer’s attention and prompt them to respond.

Keeps You Abreast of Industry Changes

Content marketing trends are ever-evolving due to the constantly changing consumer expectations and preferences, as well as SEO and social media algorithms. Using AI tools and solutions, marketers can quickly adjust and deliver smart content, i.e. the one that is contextually appropriate and adapted to their customers’ needs.

Say goodbye to the nights spent frantically trying to keep abreast of every change — artificial intelligence has your back.

Performs Repetitive Tasks

Every content creator and marketer has to devote a lot of time to evaluating and analyzing data. Some of them find these tasks tedious and would rather focus on the actual content than on them. Now, they can finally automate many of these tasks with AI-powered marketing tools which will then plan, optimize, and promote content without human intervention.

A piece of advice here would be to sit down and evaluate your entire marketing process. See if there are some tasks which can be automated. If there are, then this will save you time and money. For example, if AI identifies the best topics based on the analyzed data, then you can allocate your resources to other parts of the content creation process.

Speeds Up Predictive Analytics

Not only does artificial intelligence help you gather valuable consumer insights, but also it puts those insights into action to optimize your content marketing efforts. This process is called predictive analytics and it involves statistics, data mining, and modeling in order to predict future outcomes.

Of course, once you are aware of what your consumers think about your company, they will receive that content which appeals to their needs and interests. Therefore, predictive analytics is helpful in that it fast-tracks the whole sales process, especially with AI.

As we know, AI can analyze a vast amount of data to spot meaningful patterns and then create a content marketing strategy based on its finds. This means that it can predict actionable outcomes long before marketers and analysts do.

Deploys Chatbots

Chatbots are computer programs that mimic conversations with users online with the help of artificial intelligence. One example of this would be Facebook Messenger. If you search for your favorite brand and try to send them a message, you’ll see some prepared questions. And, if you select one of them, chatbots will send you a response.

But, of course, they can also carry out quasi-conversations with you, answering any query in real-time. Some chatbots can even be used to send promotional content once a user initiates the interaction. Also, they streamline the customer service process in that, once a consumer types in their question, they send an answer in real-time.

Despite all these benefits AI brings, many businesses are skeptical about its effectiveness and practicality. Let’s take a look at some of the statistics below.

AI in Marketing Today

Artificial intelligence is in the spotlight because it helps us make sense of a vast amount of data. In fact, worldwide data will increase 61% to 175 zettabytes by 2025. It’s really difficult to imagine having 175ZB of data, let alone a person in charge of analyzing it. This is why we need AI.

According to one research, only 37% of businesses have implemented artificial intelligence in their processes and offerings. However, it is expected that AI embedded in analytics and other marketing tools will allow more than a third of data analysts to focus on other priorities by 2022.

On top of that, the AI market will become a $190 billion industry by 2025. And with 75% of businesses saying that artificial intelligence made it possible for them to move into new ventures, we have an inkling that more companies will integrate AI into their processes.

To Artificial Intelligence and Beyond

To sum up, artificial intelligence will not override the existing content marketing strategies or replace the human element in them. However, it would be wise to alter some of your current strategies in order to make the most of AI-powered marketing.

You will need to analyze your goals and market niche to see how AI-based technology can help you. In the end, you’ll have more room to focus on the customers and their needs.  On top of that, artificial intelligence leads to a personalized experience which makes your consumers feel more at ease. In turn, this increases the chance for them to buy what you offer.

In short, we expect that automated content marketing will gain more traction in upcoming years. It will in part replace the human element, but not entirely. Still, it will put those tedious, task-oriented jobs out of business.

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