Gone are the days when basic customer data such as demographic details would be adequate for businesses to craft and optimize their marketing message. With the paradigm shift in digital space coupled with rapidly evolving consumer behavior, the conventional approach is no longer effective.
Today, the emergence of Big Data requires a highly sophisticated approach to processes, in-depth analysis of customers’ data in real time, and the creation of personalized marketing messages on the fly.
To tackle this intimidating task at hand, marketers are embracing Artificial Intelligence (AI) and Machine Learning. From chatbots to search engines, AI is being used by every conceivable marketing and advertising platform under the sun. Needless to say, the content marketing industry is catching up with the AI technology as well.
Machine Learning vs. Artificial Intelligence
In order to better understand how AI is affecting content marketing, we need to understand the fundamental difference between Machine Learning and Artificial Intelligence.
Machine Learning is the process that enables a computer program or application to learn from data patterns and improve itself dynamically without any human assistance or intervention. The more sophisticated is an AI-based platform, the higher is its ability to detect and predict data patterns. The ability to constantly learn from increasing data patterns helps your marketing in various ways.
On the other hand, Artificial Intelligence (AI) is an umbrella term that describes how a computer program or machine can mimic various facets of human cognition such as speech and movement, and then employ the acquired intelligence to perform a variety of actions that effectively substitute human interventions.
Can Machines Replace Content Marketers in Future?
Imagine a future where an AI-based computer program would be creating content for your target audience based on its “acquired data patterns” such as their educational profile, professional background, and emotional intelligence.
Is that even possible, you ask?
According to The Verge, the Associated Press has been employing AI algorithms to generate 3000 stories every quarter since early 2015. However, their current capabilities are only limited to writing stories that are fact-based and easy-to-report. Some of the articles written by the so-called robot journalists include sports scores, stock updates, and weather forecasts. Considering the nascent stage of the AI technology, this, by no means, is a mean feat.
As the AI technology evolves and becomes more sophisticated in the future, don’t be surprised to see AI-based platforms create more complex content such as opinion pieces and event reporting.When this happens in future, the AI-based program will be able to generate content in ways beyond human capabilities. For example, it can customize content based on specific reader’s preference. Similarly, it can narrate a political event in real-time, stating how it can affect your jobs and your family.
In fact, in a couple of years from now, human writers will only be necessary for the most complex and creative content marketing work. In other words, the AI can help businesses generate low-level human generated articles.
It’s hard to say if AI could win a Pulitzer though.
The Future of Machine Learning in Content Marketing
Businesses have always wanted to automate their marketing efforts in order to save time and focus on core business competencies. In the content marketing industry, this has given rise to many automated tools and platforms such as automatic social media schedulers, automatic data tracking, notifications, organizers, and content calendars.
Today, the large part of a typical content marketing campaign is manual. From keyword research to content curation to sending emails, nearly every task related to lead generations requires human intervention. However, in future, the AI could help perform these tasks along with providing deep insight, recommend actions, predict outcomes.
Even as the AI is in its infancy at the moment, it’s already doing a commendable job such as helping content marketers understand their audience and create better content. As the AI technology becomes more sophisticated and intelligent in the years to come, more and more content marketers will embrace it.
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.