5 Use Cases of AI in Content Marketing

By Martech Outlook | Thursday, September 05, 2019

Artificial intelligence (AI) is one among the many innovations that are reshaping the content marketing space.

FREMONT, CA: Content marketers are increasingly seeking out innovative techniques to boost up customer engagement. They are also utilizing technology for the above purpose. The idea is to increase the presence of the brands among customers by providing relevant content to them. However, innovation and change are often followed by challenges. Artificial intelligence (AI) is one among the many innovations that are reshaping the content marketing space. It is playing a key role in improving digital marketing and assisting marketers in making well-informed, real-time decisions that will have a significant impact on their business outcomes. 

Content Creation without AI

Creating contents is a tedious task which requires a significant effort on the marketer’s part. Further, content marketing is changing, and brands are shifting from buyer persona dependent content strategies to customer intelligence strategies. Hyper-personalized contents are also gaining in demand, making the content creation a challenge for the marketers. The increasing demand for content coupled with the limited availability of time means manual content creation is not a very practical approach.

The reasons mentioned above demand the use of technology, such as AI in the content creation process. AI is usually applied to tasks that are time-intensive and tedious. It can be applied for the cause of content creation too. Here’s how: 

Data-Driven Feedback

A primary challenge in content creation is to understand the performance of several past content marketing initiatives taken by the brand. Insights from the past performance are crucial for the brands in improving or enhancing their content marketing efforts. 

AI intelligence tools offer data-driven insights and feedbacks to content creators. Content creation will become more effective and will lead to greater success with the help of a continuous data-driven feedback loop. 

AI has also lead to the development of a new field called content intelligence, which is gaining popularity in the marketing and the analytics world. It refers to the systems and software that turn business and content data into actionable insights for content strategy and tactics. Businesses are utilizing content intelligence for the creation of personalized contents as per their prospective consumer’s preferences and thought processes. 

AI in Content Profiling

There are vast volumes of content available on the internet, and AI can be crucial in streamlining the content creation process by building a content profile. Content profiling requires considering all of the web pages and existing posts to understand their performances and their impact on customers. On the contrary, AI can easily crawl through websites and web pages effectively, thereby indicating which of the contents are ineffective and how to increase their effectiveness. Auditing the contents and the creation of a content profile can assist in ascertaining the posts that perform well and are outdoing the others. 

Inspiration Using AI

Predictive analysis systems equipped with AI can predict sentiment and reactions for distinct topics allowing the marketers with an understanding of which subjects will result in better performance. Further, AI can automatically assist in competitive research on topics selected to ascertain whether it’s worth spending time. Content strategy tools are already leveraging machine learning (ML) to enable marketers to discover offer suggestions and content ideas over the relevant topics. 

Enhancement of the Content Accuracy

Testing the massive volumes of content is challenging. Proofreading is a strenuous and time-taking task. However, AI tools such as Atomic Reach have immense potential to play a significant role. Such tools assist in checking grammar, spellings, paragraph density, emotions, and several other aspects to ensure that the content is fit for the targeted audience. On the other hand, manual proofreading is risky and often leaves room for human error. Thus while creating content, an automated software-dependent proofreading platform is a better choice than a human proofreader. 

Hyper-Personalized Content

Development of contents that are personalized as per the preference of an individual customer is on top of the priority list of the marketers for quite some time. The implementation of this approach can be a challenge for marketers, though. Massive amounts of customer data need to be collected and analyzed. However, with the advancements in AI technology, such a daunting task can also be made feasible. ML algorithms are effective in gathering relevant customer data, which can be crucial to create unique content which is specific to each user.

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