What Artificial Intelligence in Content Marketing can already achieve today
Can artificial intelligence convince in content marketing? We’ll try the antithesis: Those who continue as before in content marketing could soon find themselves in a lost position. We present areas of application that we already consider indispensable today.
AI is a generic term used to describe a number of independent but related technologies that include machine learning, deep learning, neural networks, natural language processing (NLP), and natural language generation (NLG). With the ability to process enormous amounts of unstructured data and decode natural language, AI is used to gain knowledge that would otherwise be difficult to obtain and to provide recommendations for action according to predefined criteria.
AI HAS BECOME AN INDISPENSABLE TOOL
It supports content marketing specialists in uncovering worthwhile keywords, especially in the so-called longtail, planning magazine topics, optimizing and personalizing content, implementing automation processes, testing
landing pages, planning social shares and reviewing analysis data. AI has become an indispensable tool for data-driven marketers because there is often considerably more data available than people can process and evaluate in a conventional way. The success of our efforts depends on our ability to gain the right insights from the data we already have, for example through our e-commerce, CRM or DMP platforms.
We present some possibilities how AI can be used in content marketing.
Increasing visibility in a targeted manner
The production of content is only one part of content marketing. To achieve goals, the right content for the right audience must be properly curated and optimized to trigger the right conversions. It’s no wonder that 67% of marketers consider target group identification and targeting to be one of the most important parts of their work. AI comes into play here to increase the visibility of your content by tapping into local demand data and correctly assessing the user intent.
For example, AI tools can help identify characteristics of high-ranking content and provide real-time recommendations for improving content performance. In addition, with predictive intelligence, you can deliver the content in the right format, through the right channel, that potential customers may find useful and meaningful at different points in their customer journey. This is where marketing automation tools come into play, which can also increase the ROI of content marketing activities on the basis of artificial intelligence.
Most content creation measures are based on learned guessing: Marketers make assumptions about which issues demand will be high based on past information and their subjective understanding of the market. KI can guide marketers to create content that is more valuable to the audience by analyzing and strategically evaluating relevant keywords and content characteristics in real time to increase visibility and improve conversion capability.
You can use artificial intelligence to identify trend topics at an early stage. Specialized algorithms track discussions throughout the Internet and in social media, but also within other published content. In this way, trends can be identified and incorporated into topic planning long before they become mainstream. Here, too, it is worth getting out of the guessing game and optimising the marketing budget so that more relevant content is created and advertised at the right point in the buying process.
Smart content for individual user needs
Content marketing best practices are constantly evolving thanks to ever-changing SEO and social media algorithms as well as user expectations and preferences. Using AI solutions helps marketers quickly adapt to the ever-changing search landscape by delivering “smart content” content that is personalized and intelligently tailored to the needs of your customers.
Using “smart content,” tailored specifically to the customer’s lifecycle phase, purchase history, or browsing behavior of each potential customer, takes full advantage of Omnichannel Marketing’s capabilities by delivering personalized communications across all touch points, including Web site, email, social media, mobile app, and more.
Intelligent automation of recurring tasks
To stay up to date with search and marketing trends, you need to constantly evaluate and analyze vast amounts of data. Many of these repetitive and manual tasks can be automated with AI-supported marketing tools so that content and its performance can be planned, optimized, personalized, promoted, measured and analyzed much more effectively.
Start with the evaluation of your current content marketing process. Discover which tasks can be automated with AI technologies to use budgets more effectively. For example, the ability to automatically identify the best topics and content formats based on real-time data can free up your resources for creative content development instead. Alternatively, you can specify your briefings for external editors more precisely and work more cost-effectively.
Maximize the Data Yield
With the right data, you can gain the right insights to predict results, develop strategies, personalize content, and scale content marketing strategies. However, there is not one answer to all the questions as to which metrics are critical to your business and your content marketing needs.
The best way to get the most out of your data sets is to talk to your internal stakeholders and those who generate them. Only then is it possible to evaluate which data is really relevant in order to evaluate which measures are strategically most promising.
Take advantage of the AI capabilities of your existing marketing platforms
Before you add new software to your arsenal, you should take a look at the AI features of your existing tools. Many platforms actively integrate AI into their existing offerings.
Using the AI features in your current tools not only gives you a good starting point to familiarize yourself with the technology. You can also take advantage of the seamless integration of existing software to get you up and running faster and more cost-effectively.
According to IDC, 69% of companies in Germany plan to deploy a new AI project within the next 12 months in 2018. For content marketers, it’s also almost essential to use artificial intelligence if they want to stay relevant and continue to reach your audience in a meaningful and profitable way.