Creating a content marketing strategy for your business is no easy task.
It was once a lot of trial, error, and guesswork, but with the help of big data and machine learning you can now publish content knowing that it will perform.
What is Artificial Intelligence?
Artificial Intelligence (AI) has come a long way over the past decade. It is now able to beat world champion chess players and write entire screenplays from scratch.
However, AI is a broad term, and there is ongoing debates over whether something genuinely is AI or not.
The standard definition of AI is, "a machine or program that performs a task as if a human carried out the same job."
Generally, it is considered to be any program that shows inherently intelligent traits such as reasoning or problem-solving. But how can this help you with your content strategy?
Auditing Your Content
At a time when the internet is overloaded with content, AI can help you streamline your content creation process. There are over 2 million blog posts published everyday.
There is so much content out there for you to compete with. In order for audiences to engage with your content it has to be top-notch.
An unsuccessful Content Strategy is one that focuses on the next piece of content without looking back. This should not be the case though; reviewing your content archive and auditing it can help you form a more effective content strategy.
AI can help you manage your content, saving you hours of time crawling through out-of-date posts. It can quickly and effectively conduct an audit of your content letting you know which pieces are lacking depth and how to update them.
By auditing your content, you can see which posts perform well and which are producing the most leads; enabling you to spend time creating content that you know will generate results.
AI can also help you set which topics can still be covered on your site, and identify gaps you have missed in your current content strategy.
An audit will give you the following guidance:
- Topics covered in depth throughout your current content, and which related topics need content created for them.
- The quality of your current content
- Keyword analysis
- What content should be a priority for future content creation
AI can do this and pick up on things that human analysis might miss, saving you time and energy while ensuring you end up with a content plan that will maximize your ROI.
Personalizing Your Content
It might sound a little crazy, but the secret to more human and authentic brand relationships is actually machines.
A personalized experience is everything in today's world of content. AI can learn where on your site a user has visited, which products they have bought and more, to create a content selection on your site that fits that users's common interest.
Customers now have higher expectations than ever before. According to Salesforce, by 2020, 51% of consumers want companies to anticipate their needs and make suggestions before they make contact.
Many companies have embraced AI to create personalized content for their users, from social media posts and email to website copy and video, AI can be applied in many formats.
Blogs are the cornerstone of any content marketing strategy. They are a great way to boost SEO, gain brand awareness, build trust and bring traffic to your site.
But, nowadays every Tom, Dick and Harry has a blog they are utilizing to help push their products.
Using AI, you can predict what content will be best received by your intended audience and what types of content will help you connect with new audiences.
AI can create content or edit existing posts to fit a specific users tastes, allowing you to create an individual experience for each user without having to write hundreds of other posts.
AI has been playing an important role in email content for many years now, if you're not already utilizing it, then you are behind the times. Using AI, you can segment your email marketing lists, ensuring that customers are getting the content most relevant to them.
Email, like all forms of content, has become very oversaturated. I'm sure you, like us, have hundreds of unread emails in your inboxes that will never be opened from companies that continuously send you updates.
As a customer this becomes very annoying; you see content for products you're not interested in and eventually you just ignore all the emails from that company.
When done correctly email marketing can be a great lead generation tool - marketers who used segmented email lists saw a 760% increase in conversion rates. That's a shockingly high statistic!
AI is getting more sophisticated, not only being able to know the right type of content for individual customers but also the right time of day to send it, what tone of voice it should be in, and what promotional offers give you a higher chance of getting them to convert.
Measuring Your Content
Analyzing content is a vital part of content strategy, if you don't know what's performing well and what needs work you will just end up putting out lousy content that no one engages with. Traditional analytics can tell you high vs low performing content, but AI can help you go a step further in understanding why something performed well or poorly.
Usually this is entirely down to a marketers' intuition (which is not always correct), but with AI there is no bias so you can gain more meaningful insights. AI reviews your low performing content and will compare its qualities to other content on your site and make recommendations based on its analysis.
AI is also able to outmatch humans on sheer volumes of content it is able to analyze. Ready to go through all your previous campaigns to make analysis you have a much larger batch of data to work with, improving the reliability of the final results.
Content performs better with AI. While this doesn't mean writers and content creators are out of a job it does mean they need to embrace this new technology, so their content does not fall by the wayside. AI has many applications in content marketing and utilizing them all could see your content marketing drastically increase its returns.