4 Ways Artificial Intelligence Impacts Content Marketing
Content is the pillar of good digital marketing. It helps brands educate their audiences, showing them how to make the best purchase possible.
Good content also increases brand visibility on different digital channels, including search engines and social media platforms. It can increase web traffic to a company’s website and help the company build its authority over time.
However, content marketing has evolved over the years. Search engines have transformed the game, forcing content marketers to find new and different ways to rank organically.
Additionally, video content has been on the rise, offering viewers more straightforward ways of processing information.
AI has also given marketers a competitive edge. In fact, AI has many potential uses in that field, from ensuring the accuracy of the content to writing an entire piece altogether.
How Has Artificial Intelligence Affected Content Marketing?
AI proves useful to content marketers in various areas. Let’s take a closer look at some of them.
1. AI Helps With Proofreading the Content
The first and most obvious use of AI in content marketing is proofreading written content. It goes beyond just looking for grammatical and spelling mistakes; after all, any word processor could do that.
Instead, AI tools will check the content and suggest stylistic edits to make the piece read easier. These tools will also judge how engaging the writing is, whether the delivery is on point, or if the content seems clear, and suggest edits.
Recommendations will even vary according to your text’s stated purpose, intended tone, targeted audience, and much more.
As a result, AI can help content marketers make sure that they are delivering the right emotion to their target audience.
2. AI Provides Content Marketers With Data-Driven Insights
One of AI’s greatest strengths is quickly poring over mountains of data and efficiently extracting actionable insights. These insights can serve content marketers in more than one way.
Feedback on Different Pieces
Any content marketer worth their salt wants to know how each piece of content performs. Did the audience like it? Was it helpful? Did it reach the right consumers or miss its mark?
These are just some of the questions that content marketers consider. Fortunately, AI helps answer some of them.
In essence, AI can give writers direct feedback on each piece, compare its performance with earlier writings, and report how different audience segments interact with it.
Thanks to AI, a new approach to marketing has emerged, called content intelligence. This method helps marketers extract actionable insights from data and use them to create more effective marketing strategies.
Profiling Different Content Pieces
Content marketers know that, sometimes, recycling existing pieces is better than creating new content from scratch. They will often republish an old article more than once, especially if it is evergreen or has become relevant again for some reason.
If a brand or company has a relatively small number of posts, content marketers will have little trouble figuring out which pieces deserve reusing and which should remain one-shots.
Conversely, some brands publish gargantuan amounts of content annually and store even more in their archives. Going through all these posts is no mean feat, and they would take a single individual an eternity to sort through.
AI pinpoints which pieces are evergreen by looking at each post’s performance, assessing its impact on the customers, and suggesting improvements. It even recommends the type of content that will drive the most engagement or lead to the most conversions.
Personalizing Content
Marketers should always tailor their efforts to their desired customers, so the importance of personalization in content creation cannot be overstated. However, this is easier said than done, particularly if the marketer isn’t sure about the characteristics of their target market.
However, if a company gathers a significant amount of data about its customers, this data can prove integral to figuring out how to personalize content.
With the right AI tool, the company in question will gain actionable insights from existing data, as well as gather new data by tracking and monitoring their customers and even registering preferences or changes in behavior.
3. AI Equips Content Marketers With the Power of Predictive Analytics
While offering actionable insights seems impressive, it’s only the tip of the iceberg of what AI can do. AI can predict the success of specific pieces of content and determine which topics will generate the greatest traction, all thanks to the power of predictive analytics.
Suggesting Topics
Finding topics for a blog is difficult. It’s even more challenging to figure out how they will fare with the audience.
Based on historical data, AI systems can predict how different topics will perform, how different audience segments will react to them, and which sentiment works best with a certain subject. Furthermore, AI will research the competition, making sure that a particular subject is worth pursuing.
Facilitating the Customer Journey
One of the main objectives of content is leading a potential user down a buyer’s journey and converting them into paying customers. However, this process is often imprecise.
The good news is that AI has its use here as well. It improves lead scoring, a methodology of determining whether a potential client will become a paying one. This can prove very beneficial when deciding which leads are worth investing in and which might prove too costly.
Once it identifies particular audience members with high lead scores, an AI system will recommend the types of pieces that will help convert them. This content will differ according to where these people are along the buyer’s journey.
Predictive analytics has found several uses in countless industries. It is developing so rapidly that the workplace of the future is likely to be radically transformed by automation. And as more systems are getting connected, the more data the AI is fed—and the more accurate predictions it will be able to make.
4. AI Automatically Creates and Curates Content
Even though AI will never wholly replace creators, we are not too far from a future where it does most of the work, including writing the actual content.
With the help of NLG, which stands for Natural Language Generation, marketers can transform data into written stories and articles that can be consumed by human beings. This means that content can be created much faster than ever before.
Although current AI systems still falter at writing long pieces, especially those requiring an emotional spin, these same systems effortlessly generate straightforward, short pieces about the stock market, sports, and other fields where emotion isn’t a significant factor.
Some large name publications, such as the Washington Post, already use bots to write quick news articles.
AI Is Just a Piece of a Larger Puzzle
AI can help content marketers by proofreading the content and offering insights based on gathered data.
That said, the real power of AI lies in predictive analytics and the automation of content generation. These will allow content creators to direct their energies into more substantial and meaningful content.
Thanks to the rise of industry 4.0, other technologies are being developed that are bound to profoundly impact content marketing, from cloud computing and blockchain to 5G technology. For instance, as soon as 5G networks become widespread, there will most likely be a concurrent sharp increase in the use of video for content marketing.
One can only imagine where the future will take us.
Heather Redding
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