Kennedy had a business system and it wasn’t AI (Artificial Intelligence) content marketing. At the start of each quarter, he divided all the upcoming content for his digital marketing firm into priority lists. The lists ensured that his team performed their tasks consistently without hassle or time waste.
This worked for a while but with the influx of new players in the advertising industry, cracks began to show. Kennedy realized he knew little about client purchase behavior, data analysis using a data visualization tool and most importantly.
To stay ahead of the curve, Ken looked towards AI.
The above scenario is not an uncommon one in 2022. It’s actually very easy to tell which businesses have incorporated AI into their content creation strategies and which haven’t. The gap has become more significant since some businesses have begun driving massive profits in a relatively short time.
Interested in knowing what reliance on AI has done for content creation? Let’s take a look.
What is AI content marketing?
Content marketing is an aspect of marketing that requires you to plan out, create and distribute content materials. The nature of content marketing varies depending on its goals. In most cases though, it doesn’t stray far from the domain of videos, written words, social posts and webinars.
It is actually impossible to embark on any digital marketing campaign without having the right content to go with it. Additionally, content creation can become stressful and time consuming overtime when done by humans week in, week out.
Luckily, with technology, come improvements which bring us towards AI content marketing. This term refers to the inclusion of machine learning programs and AI software into content creation tools. Tools that have begun assisting content marketers in putting more efficient content systems in place.
It also becomes easier to build a content strategy that includes content planning, creation, distribution, analysis, reporting etc. This is important for content creation as it cuts the time required to turn ideas into shareable content.
You can evidence this in how Gmail uses AI to speed up the email writing process. This enables you to give the right reply to anyone by automatically predicting what you have to say.
Grammarly is another excellent example of content creation made easy. As a software assistant, you get nice recommendations that can make your writing a lot better.
Benefits of AI in Digital Marketing and Use Cases
Using artificial intelligence for digital marketing is a decision that will definitely pay you dividends. Just take a look at some of the perks.
In this day and age, a big part of content marketing is connecting with the customer on a personal level. When done correctly, content marketing can go a long way in building brand trust and adding value to your business.
Relying on traditional methods to do this just isn’t feasible anymore. That’s because spending long hours trying to close an uninterested prospect can waste time and resources. Thanks to AI, you can target only that segment of your audience which is convertible.
AI can help you build accurate client profiles and a content pipeline that reaches an audience likely to convert.
Continued reliance on a human labor force works until it doesn’t. Human beings are prone to boredom with repetitive tasks and your workforce is no exception. This means that there will come a day when members of your team will lose interest in what they’ve always enjoyed doing and content quality will drop.
With AI, you no longer have to worry about your team exhausting themselves with mundane tasks. On the contrary, the team now has more time to focus more valuable objectives. Once boring tasks are out of the way, your content creation teamwill have more time to focus on quality content creation.
Digging through the internet for relevant news headlines and publications that can help your creative process is backbreaking work. The sheer mental effort it takes to get inspired is enough to leave any individual drained.
With the help of AI, the hunting process has also become a lot easier. Now you can get through blog posts and online articles much faster by using keywords to bring up only the most relevant information.
Predicting Customer Behavior
There are stories of marketers who devote time to understanding what customer purchase habits can be. This is not an easy feat to pull off considering that certain consumer behaviors are instinctive and happen in spur of the moment.
Thanks to technology however, this prediction process has become easy with the AI constantly studying previous customer purchases to accurately predict their next move.
For example, America’s 8th largest retailer–Target showed just how effective AI can be when it comes to predicting customer behavior using personal identifiable information (PII) for pregnant women. The collated data made it possible to make recommendations to expectant mothers before they needed them.
Improved User Experience
One of the key benefits of AI in digital marketing is the virtual listening ear it gives to your customer base. The benefit of automated listening is that it helps you create content that resonates with your ideal target audience. This improves your customers’ interactions with your brand which in turn leads to increased loyalty and repeat customers for your business.
Using Artificial Intelligence for content marketing guarantees that you share a message interesting for your audience. On the flip side, all user experiences (UX) with your brand can be studied and improvements made wherever necessary.
A common strategy used by businesses to connect with customers and target audiences is through blog posts, articles and other written content. The hard part is finding a specific topic that will resonate with your target audience, keep them interested and also doesn’t feel out of place when paired with digital marketing.
However, you can overcome this challenge by having the right AI tools at your disposal. AI tools can generate key topics that have a chance of ranking high on the google search engine a lot quicker. Additionally, you get more time to further research generated topics so they meet the high content standards you’ve always aspired to.
This is more an internal use of AI than an external one. For every piece of content you create, you can face ups and downs. It might do what you want it to or miss the target audience completely.
Using artificial intelligence for content marketing in this case means your content gets a rank to determine how effective it has been. Google analytics is perfect for this purpose as it gives exact figures on users’ interaction with your content.
You can also use the data you receive from AI tools to improve your content and make it more valuable to your customers.
Types of AI in digital marketing
Just because AI is being used for content creation doesn’t mean they all serve the same function. On the contrary, there are different technology departments for artificial intelligence that are vital to the content creation process.
AI Tools for Content Creation
The success of a content marketing campaign rests on the ability to produce content. Commercial AI systems have proven adept in the creation of short form content like emails and ad copy.
The possibility of creating longer content forms is also much closer than previously thought. This is due to non-profit AI research company OpenAIs GPT-2 model, which tested its possibility in 2019. The next year, a more refined model called GPT-3 released and successfully produced written long form content ranging from press releases to technical manuals.
The growing relevance of AI for content marketing is a blessing for content creators continuously swamped with writing tasks and duties. An AI-driven assistant like market muse can make this happen as its primary purpose is to build content strategies.
As a result, you get insights into key terms and topics that are relevant to your business. This gives you a deep well of content to choose from with insights and recommendations to get your team going.
Another good example is rasa.io which completely automates the newsletter process by creating personalized smart letters that increase reader engagement.
AI Tools for Content Optimization and Recommendation
From the moment your content creation process begins, it is possible to use AI to optimize the content from start to finish. This eliminates the human error factor that comes with traditional optimization.
Essentially, AI systems can perform sensitive optimization tasks such as search engine optimization, topic suggestion, content research, content alignment with user intent etc.
Bright Edge lives up to its reputation in this regard as awesome software when it comes to content marketing. It has the ability to combine optimized content creation, search intent discovery and performance measurement into a single integrated solution.
In addition to optimization capabilities, AI has proven useful in the realm of recommendations. In this case, it has become possible to use collected data to make predictions on what customers may want. Platforms like Netflix and Youtube music have AI systems that work with these principles.
The AI tools analyze the content consumption habits of regular users of the platform and suggest similar pieces of content that might be of interest. Such predictions start becoming accurate with constant monitoring of users to the site overtime.
PathFactory has mastered the use of Ai in its content marketing to give B2B buyers a personalized journey. The content insight and activation platform used by the company assists buyers in making faster purchases by supplying them constantly with relevant suggestions.
AI Tools for Content Intelligence
Seasoned content marketers have a tendency to rely on gut instinct when writing. They do try to reduce the margin for error by finding accurate data but sifting through heaps of information this can be tedious work.
Using AI to get the job done bypasses the heavy lifting by providing data driven insights for your content strategy. It is the job of these systems to analyze your content performance data and compare it with other sites supplying similar content.
The results of these comparisons are then used to deduce what topics will perform the best. Cobomba is an AI-powered content intelligence platform that measures your content metric and tracks the performance of each individual piece. This gives you access to premium suggestions that are vital in increasing the effectiveness of your content.
An alternative AI is Crayon which basically lets you spy on what your competitors are doing. It may not sound like much but there is so much content information to be gained just by studying how the website pages of rival companies change over time. This little exercise tells you all you need to know about their insights.
What Content Marketers Need to Learn About AI Content Marketing
If use of technology in content creation is ever going to decrease, you definitely can’t see the signs in its global market revenue. The artificial intelligence market brought in about $17 billion in 2020 with the figure expected to climb to $89.8 billion in 2025.
The figures provided by Salesforce also give estimates on how content marketers have come to see the benefits of AI in digital marketing with over 50% having it integrated into their content creation processes.
This means that a balance needs to be created for content creators to work alongside AI. The easiest way to achieve this balance is to develop a set of useful skills.
Emotional Intelligence and Communication Skills
Despite the ability of AI to get the job done smoothly, it is still unable to connect its human target audience on a personal level. This domain is still being held by human content creators.
This makes it crucial for creators to learn soft communication skills such as accountability, creative mindset and empathy which can be called upon at any time to provide solutions to customer problems that don’t necessarily involve data and insights.
Selecting the Right Data for Examination
While interacting with your business, your customers create a lot of data. Among the heaps of information that’s gathered, only a small percentage of it is useful for helping you create the desired content.
With AI, you can quickly sift through all the useful information. This cuts down the time wasted and makes information processing faster and more efficient.
Get Knowledge of Analytics and Coding
Understandably, many content creators do not make this a priority and it’s not surprising considering that calculations never played a big role in writing.
It does however have a huge say in how you interpret the performance of your content. Sure, the AI gives you insights and metrics but what good is any of it if you can’t understand it?
Getting that math knowledge will help you decipher what the numbers mean and how they can be useful to you.
Addressing Ethical Concerns
For all its efficiency, it’s easy to forget that AI is just a machine. This means it does not consider the moral barriers in its way when performing a task. This can lead to possible breaches in the privacy of users when it has to collect volumes of consumer data.
In this case, it is the job of content marketers to make the customers feel protected and reassure them that every interaction they make is going to be above board.
Determining Customer Nature through Qualitative Research
Relying on AI for insights can only take you so far. Yes it’s possible to get an in-depth look into what customer habits to study but it’s still your job to examine the information and decide what content direction to take based on AI predictive information.
Relying on artificial intelligence for content marketing has made the entire process easier. With the creation of more relevant software for content strategies and task execution, the possibilities are now endless.
That being said, content marketers must always find a way to stay relevant even if the job has been made more straightforward. They should also be mindful that too much reliance on technology can take the human element out of their content. This can make content creation less effective, engaging, and impactful for their business.
At TechNerds, we use sophisticated AI tools that aid our content marketers in deploying the right content, meeting search engine ranking goals, and creating content that improves conversions and boosts revenue. To know more about how we strike the balance between relying on AI tools and human experts, check out our content marketing services page.
If you want to explore how powerful content creation can be done for your specific business, get in touch with one of our experts today by scheduling a free consultation. Until next time!