How artistic intelligence marketing changes content marketing
How Artificial Intelligence Changes Content Marketing
The power of artificial intelligence will change the content marketing landscape. Must we be interested in that? We think yes – because we are already in the middle of it.
Artificial intelligence (AI) has come a long way since Alan Turing first asked the question “Can machines think?” in 1950.
Computers now have grandmaster status in chess and go. Computers have rewritten a sci-fi script from scratch and can successfully make suggestions every time you submit a search query. Even if the former may sound more impressive than the latter – it’s not trivial at all. The interesting thing is that AI can now also help on the supply side, i.e. on what the search engines should refer to at the end.
Machine learning algorithms enable marketers to capture overwhelming amounts of data and deliver better customer experiences. And now they can generate content in record time.
The Role of Artificial Intelligence in Content Marketing
Artificial intelligence (AI) refers to machines with abilities that mimic cognitive functions – especially in learning and problem solving.
Possible applications of AI in the field of content marketing have already been researched by several institutions and integrated agilely into the daily content marketing routine – as is the case at Gosign. The first step is to automate recurring processes in content development.
Consumption and user behaviour change almost daily. Editors face the challenge of finding and responding to this information behavior. Artificial intelligence helps marketers decipher this dynamic world – by analyzing user data and helping marketers better understand the user’s intent and translate it into content that accurately and predictably fits users’ expectations.
We have put together six ways in which artificial intelligence can and will intervene in content marketing.
1. Generate content automatically
With artificial intelligence, marketers can automatically generate content for simple stories such as stock updates and sports reports. You’ve probably even read content written by an algorithm without noticing it.
The following opening sentence of a sports news is written exclusively by an algorithm:
“Dortmund does not let anything burn. 1899 Hoffenheim returned empty-handed from the away game against Borussia Dortmund.”
Have we read exactly this or something similar before? Probably. This is firstly due to the fact that sporting events are extremely rich in data, and secondly due to the fact that the language in sports reports is typical and punchy. But also because machines have been producing these kinds of texts automatically for years – and that we read them. Companies like dpa have been using them for a long time.
2. Use chatbots to interact with users
Chatbots are computer programs that use artificial intelligence to mimic conversations with users. One example is Facebook Messenger, which uses chatbots to make quasi conversations with users and answer questions and concerns in real time.
Companies like Uber and Domino’s use Facebook Messenger chatbots to allow users to book a ride (without having to open the app) or select and order a pizza.
Even if this is not yet adapted for the German market, you can still see where the journey is heading.
Facebook messenger chatbots can also be used to send advertising content when a user initiates the interaction.
Chatbots help streamline the customer support process. Instead of filling out a form, users can simply enter their request and receive a real-time response.
3. Custom news feed algorithms
Artificial intelligence allows social networks such as Facebook, Twitter and Instagram to customize users’ news feeds. This allows them to see only the posts they are likely to be interested in.
These social networks analyze literally hundreds of variables and can predict with reasonable accuracy what posts a user likes, comments on, hides, or marks as spam. Algorithms also give relevance ratings to social media ads, so users see only the ads they might be interested in.
This information helps marketers understand what kind of content visitors find appealing. This in turn helps them create similar content to increase their social engagement. If we know what ads our audience is likely to click, we can also create our own Facebook ads.
4. Predictive intelligence
Predictive Intelligence makes companies more efficient. It helps companies understand a single customer and personalize content to meet their needs and interests.
It also has a big impact on lead scoring – a points system used to determine where your prospects are on the buyer’s journey. Predictive Lead Scoring allows marketers to accelerate the sales process by identifying which customers are ideal to convert based on their past behavior and history.
According to a recent Gartner study, “Predictive Lead Scoring can deliver significant ROI for technology vendor marketers, even with lower lead volumes”.
Predictive intelligence also gives marketers insight into what content is needed to reach customers. If you know where users are on their way to buy (through proactive lead scoring), you can use this information to determine the specific style of content they’re most likely to come into contact with.
When you see which content an audience responds to positively, you can create future content that delivers better results.
5. Curate and create content
Content curation is when a person (or team) consistently finds, organizes, comments on and shares the most relevant and high-quality digital content on a particular topic for their target market.
Regularly curating appealing and relevant content is not an easy task. Our AI tools help you research which topics are in vogue and browse these contents. Not to mention curating something that is both relevant to what your audience wants to read and appealing.
Ultimately, we don’t create content just for the sake of content creation. Our goal is to get a prospect to call to action through the various phases of awareness. Artificial intelligence helps us to create relevant content for your audience in every phase of the sales funnel.
Algorithms make it easier to collect data about a target group. This may involve what they like to read, what questions they want to have answered, and what other reservations they may have about the specific offering. Equipped with this knowledge, relevant content can then be curated and created to address these specific questions. This increases engagement and ultimately conversion for all offers you offer to your customers.
6. Create a better customer experience
You’ve probably heard of IBM’s Watson, the computer that human thought attributes have perhaps been most credibly trained on so far. Unlike Siri and Cortana, Watson not only makes suggestions about what he learns from requests and questions. Watson also has the ability to process voice commands and respond to them in a human-like way, either verbally or by text. Watson is AI because he understands, justifies, learns and interacts.
The Watson AI can also be used for IA – Intelligent Assistance.
Imagine one of your customers interacting with an intelligent computer to solve a problem instead of filling out a standard form. Watson won’t just be able to help them with their inquiry right away. He will be able to guide him to relevant marketing materials that the customer may need in the future.
An example that shows first steps in this direction is the outdoor brand The North Face. The North Face uses a bot that tries to recreate the shopping experience in the store. The bot asks shoppers a small number of questions about their jacket preferences and recommends options based on the user’s choice.
AI helps you understand your audience based on the data collected and allows you to create personalized, dedicated pages for them. Personalized landing pages answer visitors’ questions using dynamically loaded elements. They are then more likely to click a call-to-action button and meet your conversion goal.
Artificial intelligence enables better marketing
Artificial intelligence allows marketers to focus more on their customers and address their needs in real time. Data collected and generated by algorithms makes it easy for marketers to understand what content to deliver to their customers, when to deliver it, and which channel to use.
The personalized experiences AI enables make it easier – and more likely – for users to buy what you have to offer.
Of course, the best technology won’t help you much if you don’t have a strategy on how to use it. Contact us to find out how you can build an intelligent, effective content marketing strategy. We provide a clear, comprehensive framework for developing and implementing a successful content marketing strategy.
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