09 May 13:40

5 Ways AI Is Changing Content Marketing RIGHT NOW

The robots are coming. Wait, they’re already here. Content marketers, this is what you need to know about artificial intelligence.
By Jackie Lisk

Artificial intelligence (AI) is transforming nearly every business vertical and affecting almost every facet of our personal lives. AI is a catch-all term for technology that performs tasks that mimic human intellect, such as problem-solving, analysis, or learning. This can take many forms, from game-playing AI that can beat humans in chess to IBM’s Watson that famously dominated Jeopardy! 👇

AI can feel sci-fi, obtuse, and far-out—like something marketers can deal with later rather than an urgent priority. What does a computer playing chess have to do with content marketing, right? But it is important for content marketers to realize that AI affects our here and now. It is changing the customer experience and contributing to consumers’ exceedingly high expectations. It is also making marketers’ jobs easier by automating mundane tasks, and it’s giving companies a competitive advantage by allowing them to create personalized, one-to-one experiences that were previously impossible. Let’s take a look at five ways AI is changing content marketing right now.


1. Process automation

Are you using tools like SEMrush to conduct keyword research, or something like Hootsuite to manage your social media? Have you ever A/B tested two landing pages to see which performed better? Maybe you’ve perused the host of curation tools available for improving your own research or curating relevant content for your audience. These solutions are powered, in part, by AI, and they are becoming increasingly crucial components of the content marketer’s tech stack.


2. Bring in the bots

According to a survey by Oracle, 80 percent of businesses either already use chatbots or plan to by 2020. Chatbots are interactive software platforms that mimic human behavior by responding intelligently to questions and comments. Businesses use them on their websites, in apps, and on social media and other messaging channels to improve the customer experience and streamline customer service. They are especially popular on mobile. Content marketers can even use chatbots to recommend relevant content in response to people’s questions. For example, if a prospect has a question about your onboarding process, direct them to your resource tab where they can download your onboarding eBook. Does a customer want to know about your product features? Share a link to your explainer video.


3. Get to know your audience

Tools like Kissmetrics allow companies to analyze user behavior on their websites and optimize accordingly to drive engagement and conversions. This technology collects details on how users explore a site: for example, what type of content they interact with, what they click on, and how much they scroll. This data helps you understand your audience’s preferences as well as improve the performance of your content by making smart changes based on your findings. You can also use these insights to drive personalization strategies, which brings us to…


4. Unprecedented personalization

According to the 2017 Personalization Development Study report by Monetate, 79 percent of organizations that exceeded their revenue goals over a 12-month period had a documented personalization strategy. Personalized content is more relevant, thus, more likely to have an impact than generic messaging. “One-to-one marketing” was once a far-off marketing utopia. Now, thanks in part to AI, it can be a reality. Companies use AI-enabled systems to collect data about their audience and update their subsequent outreach accordingly. Marketing tools like HubSpot allow you to create “trigger” emails that are sent automatically when someone performs the trigger action, such as leaving a page abruptly or clicking a certain link. The content of these emails can be automatically customized based on factors, such as what a user has previously read and clicked, or what topics are trending with your audience.


5. Machines can write!

Gartner predicts that 20 percent of all business content created this year will be authored by machines. Keep in mind, though, computers aren’t yet writing stylistic blog articles that show off your brand voice or comprehensive eBooks that ooze expertise and creativity. Rather, they are creating things like shareholder reports, legal documents, sports games recaps, and hotel descriptions.
As one content strategist put it, “machine-generated content has no discernable soul.” At least for now. With the help of machine learning, the robot writers will get better and better. In the meantime, content marketers can use AI tools to write straightforward copy and craft email messages.
AI powers solutions that make content marketers more effective and free up their time so they can focus on all the things the machines can’t do yet, like creating content strategies and building unique distribution plans. At Mediaplanet, we use AI to better understand how our campaigns are performing and to optimize both our content and our distribution strategies to drive results for our clients, as well as a better experience for our readers.


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