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    3 Common Questions about AI in Content Marketing Answered

    Artificial Intelligence (AI) is the latest buzzword in the content marketing industry.

    A survey by PwC revealed AI will be the fundamental to business in future with 72% terming it as a business advantage and game changer.

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    Despite the overwhelming response to AI, there are doubts that are holding back many businesses from taking advantage of this new technology.

    In this post, we’ll answer some of most frequently asked questions about AI with regards to content marketing.

    Will AI Replace Humans?

    This is one of the most common questions (read myths) about the AI. The prevalence of science fictions movies depicting supercomputers and robots seem to have triggered this misconception about the AI.

    In reality, though, the AI will assist content marketers to improve their campaigns, and not take away their jobs.

    Here’s how the AI can help content marketers improve their performances.

    Making Sense of Big Data

    Consumers are sharing their sentiments online all the time. However, their sentiments are documented in terms of large volume of data sets which are rather difficult for any data scientists to make sense of.

    This is where the AI chips in by analyzing and characterizing the consumer behavioral data, which offers actionable insights for the content marketers to act upon.

    More sophisticated use of the AI can deliver insights in real-time helping marketers improve their narratives to suit the needs of their niche audience segments.

    Speeding Up Manual Processes

    Content marketing demands tons of manual tasks that are tedious and time-consuming. Even as these tasks are necessary, they slow down the content marketers, preventing them from focussing on more value-driven tasks.

    The AI, empowered with self-learning algorithms, help content marketers speed up these processes, saving tons of time for the entire organization.

    For example, the AI can save a great deal of time by inserting content-based metadata into thousand of images in a matter of seconds.

    Personalizing Content at Scale

    Making quick decisions is critical to delivering best experiences for the customers. When content is highly personalized and tailored to meet the exact needs of customers, it translates to customer satisfaction, loyalty, profits.

    This, however, is easier said than accomplished manually, especially when the large volume of data is taken into account.

    Luckily, the AI can help marketers overcome this challenge by not only analyzing the customer data but creating messages customized exclusively for each consumer segment. What’s more, the AI can do this at scale, meaning nurturing a large number of leads with little human intervention.

    According to Oscar Celma, head of research at Pandora, the process of humans versus bot is about scale. While its curators discover artists, the machine learning help them weed out fake artists as well as prevent duplicates.

    Therefore, the AI will not replace humans; rather, they’ll work more efficiently together.

    How Do I Incorporate AI into My Marketing Strategy?

    The AI is still in a nascent stage, which makes it a smart move for you to embrace it early enough.

    Companies like Starbucks have already started using Amazon’s Alexa, a cloud-based virtual assistant technology to streamline customer orders.

    In fact, today, consumers are getting gradually savvier and expecting their favorite brands to deliver personalized and intuitive platforms for engagement.

    B2B enterprises have also shown great interest in embracing the AI into their content marketing strategies.

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    McKinsey estimates companies invested between $26-$39 billion in AI in 2016. Likewise, according to Gartner, 20% of business content will be AI-generated.

    From CRM to Finance to Automation to Cyber Security, the AI is already being used in a wide range of industries. How you incorporate it into your content marketing process depends largely on your priorities.

    There are several cogs in the content marketing wheel, which include planning, creation, promotion, analysis, monitoring, and engagement. Look at the most critical component of your content marketing funnel and consider how AI will empower it to drive productivity and engagement.

    Recommended Reading: How Artificial Intelligence Will Change Marketing In 2018

    How Does AI Impact End Result for the Consumer?

    By helping content marketers deliver personalized content, the AI brings a positive experience to the customers. However, the customers won’t know if the content marketing is aided by the AI.

    According to a study at Adobe, 42% of the consumers said they were livid when the content wasn’t relevant to them. Moreover, two-thirds of them said they wouldn’t make a purchase if they encountered a similar situation.

    Without a doubt, content personalization directly leads to customer satisfaction which, in turn, affects a company’s bottom line positively.

    This is precisely why companies are constantly expanding the use of AI from online content to in-store experience, to offer their customers a 360-degree positive seamless experience.

    Indeed, the AI is crucial to positive customer experience even as they can’t directly see it.

    Final Thoughts

    From analytics to copywriting to curating to chatbots, AI has already started revolutionizing customer experience, helping companies streamline their marketing and sales operations across the spectrum.

    Apart from boosting efficiency and customer experience, AI can open up endless opportunities for companies.

    As a content marketer, you don’t want to risk your growth waiting for the right time to incorporate AI into your content marketing campaigns.

    About the Author

    Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.

     

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