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How AI-powered content marketing can fuel your business growth

Author's avatar By Expert commentator 21 Jan, 2020
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Artificial Intelligence is transforming content production for marketing, which can help deliver improved ROI and business growth

AI is putting content marketers on the verge of becoming AI-first! AI is all set to revolutionize content. Is your business AI-ready?

Talk to any smart marketer today and they will tell you how artificial intelligence is being adopted across the customer lifecycle. Whether it is AI-generated content or predictive analytics, AI is being applied in some form or the other to reach, convert, and engage customers.

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Owing to the competitive edge and improved marketing ROI it offers, more and more content marketing organizations are investing in AI-based content solutions. This chart shows us how content marketing organizations are applying AI to improve content effectiveness.

How US CMOs are using AI in marketing

AI is all set to speed up the content creation process in every industry, making the process of creating effective content marketing strategies easy and quick. Read on to know how this revolutionary technology is transforming the content sphere.

Identify keyword intent

Since its inception, Google’s algorithm, a.k.a. RankBrain has been paying close attention to what people actually want when they search. Over the years, the algorithm has gotten smarter in analyzing and predicting what users really want. This makes it important to create content that focuses on user intent.

AI-powered intent analysis ups your content game as it helps you offer content that appeals to the user's intention, thereby improving your online ranking. Machine learning, a subset of AI, allows systems to learn from data and make data-driven decisions and predictions. It can spot patterns and user behavior,  helping marketers understand the visitor intent and identify the right keywords for their business.

AI-based tools for content creation like BrightEdge, Concurred, and MarketMuse can help marketers discover search intent, conduct topic research, and allow audience-specific content creation.

BrightEdge lately introduced Intent Signal that automatically identifies which topics have a high potential to generate more organic results. Thus, you can instantly segment keywords to capture more organic opportunities.

Create hyper-personalized and targeted content

Offering personalized content to their audience has always been the topmost priority for content marketers. This is because personalization is a hot trend in the content world. In fact, personally-relevant content positively influences how customers feel about a brand. No wonder, offering tailored and targeted content is on the top priorities for creatives today.

The recent advancements in AI have made content personalization feasible and quick. Machine learning helps marketers track consumer behavior, preferences, and their interaction with content, allowing them to focus on personalized engagement with customers. Tools like OneSpot, Granify, CaliberMind, and Personyze use machine learning to offer relevant content experiences that boost engagement and conversions.

In fact, Personzye’s Personalization Engine goes a step forward and creates a real-time comprehensive visitor profile using multiple data sources. Further, it uses a combination of ML algorithms to deliver each customer a personalized omnichannel experience.

AI is particularly helping email marketers to send personalized content to their audience, thereby holding their attention or eliciting a response. AI tools like Automizy and Mailchimp use predictive analytics to optimize subject lines for clicks, offer a high level of personalization and automated content, and determine the optimal timing and frequency of the email campaigns.

Offers topic inspiration

Most content marketers start a blog for their business, yet struggle to consistently find relevant topics to engage their audiences. According to The State of Content Marketing Survey shared by Zazzle Media, 60 percent of businesses struggle to produce content consistently and 65 percent find it a challenge to produce engaging content.

Finding interesting topics for your business blog is another area where AI can help. AI uses predictive analytics to predict customer reactions and sentiments towards a specific topic. It also performs competitive research to see whether the topic is worth pursuing and will offer the best ROI.

Take, for instance, HubSpot’s content strategy tool. This AI-powered tool uses machine learning to identify topic clusters and offer interesting topic suggestions. Further, you’ll see detailed metrics like competitiveness and relevancy of the topic that can shape your SEO strategy.

Buzzsumo is another tool that uses AI to gather important data like trending topics and search queries to identify the search intent.

Buzzsumo

Further, competitive intelligence tools like Crayon reveal your competitors’ digital footprint. Thus, you can easily track how the main page and blog of your competitors are changing over time, helping you craft your content strategy, targeting, and messaging.

Track a company's digital footprint

Takes predictive content analytics to the next level

Predictive analytics is a powerful tool that uses data mining (historical data patterns and trends), statistics, and modeling to predict future outcomes. When paired with AI, it can help businesses identify their potential audience and predict their responses.

For instance, Marketo by Adobe is one such tool that crawls your site and recommends content based on your assets, such as videos, white papers, case studies, and blog posts. It leverages user data, namely content consumption, profiles, and behavioral patterns to understand what content works best for your audience, thus helping them through their customer journey.

Content automation

Content marketers are increasingly finding it tough to keep up with the unquenchable demand for content. Consequently, most marketers in the fields of e-commerce, finance, insurance, and publishing are turning to AI solutions to scale their content creation.

Natural language generation (NLG), a branch of AI, is the recent buzz in the content industry. This AI-based content tool offers real-time content suggestions, allowing marketers to create targeted and personalized content. Here are a few other ways in which NLG is helping content creators.

  • Analyzes content effectiveness and suggests alternative content that aligns with the voice, tone, and sentimental impact of your website or blog.
  • Creates content variations for various user personas, ensuring a highly personalized digital experience.
  • Helps new or less professional writers in copyediting.
  • Auto-generates editorial text with little or no human intervention.

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At present, firms like Deloitte, MasterCard, and Franklin Templeton are using the services of two major NLG providers, namely Narrative Science and Automated Insights to translate data into written narratives and scale their content strategy. Firms with structured data and repetitive production patterns will particularly benefit from NLG.

Ecommerce firms , for instance, need to create thousands of product descriptions for their online catalogs. Natural language generation can automate the creation of this type of content, saving time and resources and boosting efficiency.

The way forward: Get ready for AI-powered content marketing

Developing high-quality content (text, videos, images, or voice) has never been an easy undertaking. Artificial intelligence is changing this scenario by making an influential presence in the content marketing world.

AI-powered content can be a definite game-changer for your business. Whether you want to make sense of the ever-increasing amount of data, speed up the content creation process, or offer personalized content to your audience, AI has the power to do it all.

In the future, the influence of AI in the content realm is only expected to be more robust. Hence, to fuel their content strategy and stay ahead of the curve, global marketers and content creators should aim at becoming AI-first.

 

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By Expert commentator

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