How Is Artificial Intelligence Changing Content Marketing?

Artificial Intelligence.png

Artificial intelligence (AI) has become the hot topic in every industry, from technology to healthcare to aerospace engineering and beyond. But AI isn’t narrowed just to the worlds of robots and computers. In fact, artificial intelligence is already a prevalent tool used in marketing. AI learning is quickly changing how marketers approach their campaigns and data, and it’s time for you to sit up and take notice of it. 

Today, we’re taking a look at AI in marketing, specifically how artificial intelligence is changing the content marketing sphere. 

What is AI? 

Artificial intelligence refers to the ability of a computer program to analyze, learn, and think on its own. It is “intelligent” in that it can think, communicate, and problem solve like a human. But here’s the cool part (or the scary part, depending on how you look at it). Artificial intelligence machines can often learn and think at incredible rates, often much faster (and more accurate) than humans can. 

Artificial intelligence learns like a human at inhuman speeds. That means it can redirect flight paths in real time, it can learn traffic patterns on the road, and it can even predict the stock market. 

So how does AI work in marketing? 

How does AI in marketing currently work? 

Marketers are already using artificial intelligence—both knowingly and unknowingly. If you use marketing analytics on Google Trends or on your website browser, you’re using a basic form of AI. 

There are three main functions of AI in marketing:

  1. Collect, analyze, and understand the increasing amount of data on the web

  2. Accelerate the content creation process

  3. Improve personalized content creation and marketing

1. Collecting and analyzing data  

The internet offers tremendous amounts of data at our disposal. So how do we navigate through all of that data? 

Artificial intelligence programs, like IBM’s Watson Explorer Deep Analytics Edition, can help unlock hidden info, collect and organize that data, and make it understandable to marketers. 

You can then use that data to better understand your website, social media, audience, and more. The program can do everything from determine which phrases customers prefer to see, discern consumer patterns of purchasing or browsing, and even detect areas for improvement in singular advertising campaigns. 

AI helps you collect performance data on marketing trends, predict future data, and then offer solutions to utilize that data in campaigns moving forward. 

Note: AI is especially a great way to analyze your website, so you can better organize it for readability and conversion.  

2. Accelerate content creation 

Artificial intelligence programs use machine learning and Natural Language Processing (NLP) to learn human communication patterns. Once the AI learns how humans (or businesses) are writing, it can create its own content in that form.

For example, “robot reporters” are the biggest thing no one’s heard of. A number of major news outlets are using AI to write their hard-hitting stories in an effort to push out news at fast speeds—especially considering the harsh competitive landscape of the internet.

The source inputs previous articles into the AI so it can learn the tone, language, voice, and even political leanings of the paper. Then, the AI constantly scans the web for new stories or hot trends, so it can create its own report on it. It then creates that content in the style of the newspaper, with new facts that the AI has uncovered by browsing the web at incredible speeds.  

We anticipate that AI is going to become even bigger for content creation, especially when it comes to fact-based or data-based pieces. You’ll simply give an idea to the AI and it will start cranking out pieces for you. 

Later in this piece, we’ll discuss why AI can’t and shouldn’t take over content marketing altogether.

3. Improve personalization  

One of the simplest examples of AI is Google’s predictive technology. It can predict the next word or phrase you’ll type in your email, which can speed up your typing. Grammarly, a software assistant, also uses learning AI to recommend ways for you to improve your writing in different scenarios. 

AI is already infiltrating people’s online communication. Using this sort of machine learning will be useful to help personalize and customize your website for each person. Within seconds of browsing your site, the AI can start to understand what your client is looking for—so it can direct them and present content accordingly. 

A lot of artificial intelligence programs are being used to quickly redirect customers to applicable pages on your site, which improves engagement and reduces bounce rate. The AI essentially watches each prospect that comes to your site, tailors the site to them, and personalizes their experience so conversion is a greater possibility. 

What does the future of AI in marketing look like? 

Artificial intelligence is constantly evolving. Not only are scientists and technologists working to improve AI learning and create new programs, but the AI itself is continuously learning and thinking on its own. A well-crafted AI system can, in theory (and even in practice), evolve every minute into something newer and more powerful. 

Ongoing evolution of machine learning means it’s hard to say what the future of AI will look like. However, there’s no doubt that it will continue to permeate content marketing moving forward. From writing an article in a matter of seconds to predicting customer trends with almost perfect accuracy, artificial intelligence is shaping up to be the future of marketing analytics.  

What does AI mean for your business?

For some people, AI sounds scary. It feels like robots are taking over the world bit by bit. Sure, in some areas, that actually may be the case if we don’t control it. But we don’t believe that’s the case in content marketing. In fact, we’re really excited about the use of AI for marketing in the future. 

Advertising used to be “billboard” driven. It was more about spreading awareness of products to the masses. But with the internet and social media, awareness is easier than ever. So “mass awareness” isn’t really the goal of marketing anymore. Awareness is the very basics, but engagement and interaction has become the name of the game where businesses see real success. 

Online users want to buy from brands they interact with, engage with, and believe in. 

That means artificial intelligence can’t be the end-all, be-all of marketing, though. AI is currently being used to engage with customers, like chatbots and auto-responding emails, but people want more. They want increasing personalization. As robots take over more and more in the content realm, customers are going to want to come back to the humanization of businesses. 

In fact, we expect that as AI continues to rise, one-on-one interactions between customers and employees will become the norm. We expect that people will start to demand more human-driven connection in a world that’s full of robots. People want to buy from a person, not a machine. They want to see a smiling face, not a line of code. 

That is where your company can and should find its competitive advantage. Even if you utilize artificial intelligence for your data and predictive analytics, we anticipate that businesses will see the greatest success if they can leverage AI in tandem with the human touch. Use AI programs for data analysis, but don’t forget the human, mission-driven side that makes your business so unique. 

Don’t lose the personal

Artificial intelligence is already a significant part of the marketing world, especially with regards to data collection and prediction. 

Interestingly, though, the future of artificial intelligence is backed by the need for humanized, personalized marketing. As robots take over, it will lose its novelty. We anticipate a strong swing of the pendulum back towards a world of connection and personal touches.

That’s our goal at Palm Beach Content Co. We keep you updated with the hottest emerging tech to ensure you’re leveraging all of the resources at your fingertips. But we also make sure that client connections come first and foremost. Our articles are written for people, by people—because that’s what people want. 
Contact us to get an idea about how we’ll create a content strategy that will work best for your growing business!

Allison Hess