20 years ago, most of us would have freaked out at the idea of robots helping us in many areas of life.
However, now we can hardly imagine life without artificial intelligence (AI). It has crept up nearly every sphere of our lives, from social media, video games, drones, eCommerce, to navigating apps and banking.
It has even found its way into content marketing because it has the capability to optimize the work and to execute better than humans in particular tasks.
Although there’s a legitimate reason to believe AI will substitute the majority of the human workforce, we shouldn’t fear for our jobs just yet.
Only people have the creative potential that AI lacks. So, paired with the power of our brains, machines’ brains could, in reality, transform the content marketing industry.
According to the Economist Intelligence Unit’s report, more than 90% of business executives and policymakers stated that in the next five years, AI will have a staggering impact on growth.
Moreover, one in four respondents said that they have already incorporated AI into key processes and services of their company.
In this article, we’ll focus on how artificial intelligence to the content marketing ecosystem.
What is Artificial Intelligence?
Artificial intelligence, or AI, is a field of computer science that designs and develops machines capable of performing complex tasks. These tasks were formerly associated only with the abilities of human beings.
AI is used in a variety of industries and its application is expanding rapidly. One of the broader uses of AI is in marketing, so let’s find out how content marketing is taking its fair share of the cake.
How Is AI Used in Content Marketing?
If you’re a content marketer, it may seem like there’s no use of AI in your line of work. Sadly, numerous marketers haven’t discovered the full potential of AI.
Here’s what AI is capable of to help you in your content marketing efforts.
- Automatically Generate Content
- Curate and Distribute Content
- Predictive Intelligence
- Deploy Chatbots to Interact With Users
- Apply Data Profiles to Content
Automatically Generate Content
A machine writing your next piece sounds ridiculous, even by millennials’ standards. No one can replace human writing, right? Think again.
Making an update on your sports website from scratch takes time. Especially when you have a booked schedule. Luckily, AI can assist you in generating and distributing content across platforms.
Sports reports, news reports, weather reports or the updates of today’s stock are the short pieces that are mostly “written” by AI. Since the software relies on data, it’s not capable of producing creative and witty articles as human writers do.
Nevertheless, it’s enough to have you and millions others fooled.
What’s more, some of the prominent news agencies such as The Washington Post and The Associated Press have been using AI to write some of their content for years.
Curate and Distribute Content
Except for writing the content, AI will curate your content. In other words, it will source, research, and organize the content so you can share it with the audience.
Gone are the days of creating content simply to fill up your site. It has to be able to engage the viewer so they can move through the sales funnel.
If content creation is a challenge to you, do not despair.
First, you have to start researching the topics. Knowing what people look for will make it easier to decide what to share. Tools like Google Trends and BuzzSumo will help you find trendy topics.
As far as the content distribution goes, platforms like Hootsuite won’t curate and write your pieces but will distribute them through the social media sites your company uses.
Predictive Intelligence works on the principle of collecting and analyzing purchasing history, browsing patterns, and other types of people’s activity. The data is then used to know what kind of products/services/media people want to see or purchase.
The real value of predictive intelligence is in the activity resulting in a higher level of personalization. For example, Netflix, a movie and TV show online streaming platform uses predictive intelligence to suggest new content to its users. The content is based on previous preferences.
In content marketing, predictive intelligence or content intelligence works on the same principle.
It tracks user behaviour, data, and finds patterns to recommend more content or products people are more likely to buy. Once you gather this data, you can make a content profile. We’ll get to that later.
Deploy Chatbots to Interact With Users
Human customer support can make a lot of mistakes and it’s expensive. Instead of people, many companies turn to chatbots.
A chatbot is an AI-powered software that mimics human conversations. It is not only an effective but inexpensive way of interacting with website users. Also, it offers a possibility to direct the user to the content they are searching for.
Companies that have Facebook pages, for example, use chatbots in private messages with the customers. It helps them save time, money and gives the users instant answers.
Apply Data Profiles to Content
As mentioned, user behaviour tracking is a process that gathers the data about customers. Each individual customer has a data profile which gets inspected by artificial intelligence software.
That profile serves as a content marketing starting point. If you know what the user expects from the brand, you can tailor the content to their liking.
Data profiles can free up the time you need for other tasks in your strategy, as well as drive more engagement to your content.
How to Establish Your Content Profile
Content Profiles are derived from the data associated with a particular marketing channel or particular piece of content.
For example, if you have a sophisticated nurturing email marketing program, how would you know if they are effective?
Perhaps you'd analyze each email individually, perhaps you'd analyze the campaign as a whole.
However, what happens when you want to write a new nurturing email? or new nurturing campaign entirely?
Establishing a content profile allows you to segment specific datasets, and apply those datasets to new emails you craft moving forward.
This way, you're only analyzing and applying the data that matters to the specific type of content you are creating.
Is Artificial Intelligence Necessary in Content Marketing?
Artificial intelligence has found its way to content marketing.
Today it helps marketers in generating, curating and distributing content.
You might take it for granted but if it were not for AI, it would be impossible to predict what your customers want, to give them automated answers and to establish content profiles of every user to improve your marketing campaigns.