How Is AI Reshaping Content Marketing?

As we speak, artificial intelligence is taking content marketing by storm. Though not in the hostile ‘AI takeover’ kind of way depicted in Arnold Schwarzenegger’s movie The Terminator, but in a more peaceful, co-existing way that benefits businesspeople and marketers alike. According to a recent survey, 60% of marketers plan to implement some form of AI into their content marketing strategies by the end of the year. This is a significant increase from last year, where the numbers were more around the 43% mark, which paints a bright picture for the future of AI indeed. Yet, let’s put our crystal ball aside for one moment and focus on AI’s impact on content marketing now.

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Data-driven marketing strategies

AI has become an irreplaceable tool for marketers worldwide due to the ever-growing size of the internet and Big Data. According to Cisco, global traffic will reach a staggering two zettabytes per year by 2019, equivalent to a 72,000-year-long HD video. As a result, marketers turn to machines for insight to discern the relevant from all the irrelevant data. This removes the tedious guesswork from the equation, allowing marketers to focus more on the content itself, thus improving its overall quality. Specifically, marketers use predictive intelligence to discover the characteristics of top-ranking content, unearth upcoming trends, and find engaging keywords for their data-driven marketing campaigns. Using natural language generation (NLG), AIs can write blog posts for us now. Of course, it’s not the whole thing, as it’s still missing that crucial ‘human touch’ often associated with writing. But, with the help of human editors, a data-heavy text could be easily transformed into a budding blog post with a proper introduction, conclusion, and some flavor to the raw content.

Repurposing content

Today, audio-visual content is leading in the engagement race. Nonetheless, text still reigns supreme for two reasons: it improves the indexing and searchability of audio-visual content. It makes content more accessible to people with poor internet connections or hearing problems. So, what does this have to do with AI, you might say? Thanks to Natural Language Processing (NLP), AIs can turn this audio-visual content into a text format that can then be repurposed into other articles, social media posts, or even slide presentations. As This American Life (TAL) podcast found out, transcripts of their radio programs brought more search traffic to their website. In the past, radio programs had to do this manually, which is long and chromosome. Nowadays, it doesn’t matter whether you’re a veteran marketer looking to optimize your content further or you’re still just a student in need of a precise academic transcription for all those marketing lectures at university; AI-driven transcription accomplishes the task of turning speech into text with ease.

Introducing smart content

Consumers of tomorrow are constantly searching for a more personalized experience that caters to their specific needs and desires. Businesses that fail to do so risk losing a good chunk of their clientele. Luckily for them, AI and intelligent content are there to save the day. What is innovative content, though? In essence, it’s the lifeblood of modern customer-centric marketing. With the help of organic search, businesses can target their consumers with specific content that addresses their particular needs and demands. For example, Airbnb utilizes machine learning to facilitate data, including the users’ past searches and clicks, host preferences, and other variables, to create the definitive list for them. As a result, businesses can interact with millions of customers simultaneously in a more personal way.

Automation of repetitive tasks

Finally, AI is a team player and doesn’t mind doing the same old mundane and tedious tasks for you, so you don’t have to. This includes scheduling posts on social media, planning content for your blog, replying to user comments, and so on. Moreover, thanks to machine learning, AI can now execute these tasks as effectively as humans in some cases. For example, when you mix machine learning with NLP, you get virtual assistants, such as Siri, Alexa, and Chatbots, that can communicate with humans via text and auditory cues, search a vast repository of info, and reply accordingly to their users. Finally, AI-powered tools such as Grammarly automatically check for spelling and grammar mistakes to help marketers improve the overall quality of their content.  

To sum up, AIs are not the bad guys we see in the movies. On the contrary, they’re helpful and cooperative, for the most part, and make our daily lives much easier, especially if you’re a marketer.

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