The Impact of AI on Content Strategy

Artificial intelligence has come a long way since Alan Turing first posed the question, “Can machines think?” in 1950. Numerous promising advancements in this field have already started altering the digital marketing realm.

In recent years, AI has displayed enormous potential in content marketing. According to Salesforce’s 2017 State of Marketing report, 51% of marketers are already using artificial intelligence, and 27% are planning to use it in the near future.

From business intelligence (BI) to netherlands girl number natural language generation (NLG), AI is aiding content marketing in every way possible! NLG produces logical, coherent text with the help of AI. BI Helps marketers perceive the content marketing universe by examining the data of users, helping marketers better understand their intent.

Of course, AI, like many other technologies, has fallen prey to both extreme criticism and glorification. The rapidly developing link between AI and content marketing has led to several interesting points of view, with people arguing in favor of and against this union.

In this article, we explore the relationship between the two and discuss:

• how AI is helping refine content marketing strategies
• how digital marketers are leveraging this technology
• whether or not AI will bring an end to our present-day content marketing tactics
• What lies beyond.

It seems like a lot to take in, doesn’t it? So then, let’s begin with understanding how AI is transforming the content marketing landscape.

AI in Content Marketing

 

 

The role of AI in content marketing varies greatly. It can aid digital marketers in making sense of the piling heaps of data over the web, accelerating the process of content creation, and helping create an effective content strategy, among other things.

Below are four ways artificial intelligence is changing content marketing for the better.

1. Delivering Unique Experiences With Predictive Intelligence

Predictive intelligence makes businesses structured. It helps companies understand the demands of individual customers and personalize content to address their needs and interests.

It also dramatically impacts lead Someone who theoretically doesn’t care scoring—a points system used to regulate prospects in the buyer journey. Predictive lead scoring allows marketers to speed the sales process by foretelling which customers are perfect for converting, depending on their history and past behaviors.

Predictive intelligence also provides business sale lead marketers insight into which content to target for which group of customers. Once you understand where a user is in the buyer journey (through predictive lead scoring), you can leverage that information to target the particular content style they are most likely to engage with.

Seeing which content the target audience positively reacts to helps you plan content for the future in a way that it yields better results and decipher what customers want from your product or service.

2. Creating and Curating Content

Daily curation of relevant and engaging content is a tedious task. However, current content marketing tools are greatly aiding in researching which topics are trending with the masses. It still takes a significant amount of energy and time to sift through content, let alone curating content that is both- relevant to what your audience wants to read and engaging- at the same time.

In the long run, you don’t create content just for the sake of doing so. The goal is to move a prospect through the awareness stage, so they are more likely to purchase. AI helps marketers create content for their audiences that is relevant through each stage of the marketing funnel.

Algorithms make the process of data collection from the target audience a hassle-free one. Once you’ve added this knowledge to your arsenal, you can curate and create content that is relevant and addresses their queries. This boosts engagement and conversion for any offers you advertise to them.

3. Drawing Data-Driven Insights for Intelligent Strategies

The majority of content strategists today solely rely on manually sorting through piles of data to build a content strategy. When we rely on data, there’s too much of it to sort the signal from the noise effectively.

Fortunately, AI exists! It does a better job than people of providing data-driven insights to form a cohesive content strategy.

Numerous artificial intelligence systems analyze your content performance data, compare that data with the one present on other websites, and offer related suggestions about everything right from what topics perform best to what to write.

These systems go by several names, like content intelligence tools or content strategy platforms. Still, they make use of AI to achieve one common goal: provide insights that lead to smarter content strategies.

4. Optimizing Content for Maximum Value

One of the most critical components of Search Engine Optimization (SEO) is the role of search engines. Through the years, search engines have become sharper and more authoritative in the process of page rankings.

AI’s influence on SEO causes marketers to think about the broader picture and how all elements of digital marketing come together and work toward meeting the end goal of an organization.

At this point, PPC, email, data tracking, blogging, and social media marketing can be seen transforming through the SEO lens.

5. Natural Language Processing (NLP) for Conversation and Content

NLP is used in a wide range of applications, from chatbot text conversations to product descriptions and creative text. Natural language processing makes use of deep learning, a subset of NLP used to drive the understanding of human language and gain insight into how it motivates humans. NLP is also part of the process of natural language generation.

Is the End of manual Content Marketing nearing?

There might come the point where machines are writing the majority of news reports and business content. However, can a computer ever really write a novel or a moving opinion piece?

For the time being, AI content creation is algorithmic. Its potential is based on the information we humans feed into it. This is precisely where its limitations lie.

To replace manual content creation completely, first AI has to be able to think like a human. It needs to form opinions, it has to be able to feel (to have emotions), and more so, it needs to think critically.

Even as AI evolves, here are some of the many vital duties marketers will always be required to perform in the workplace.