Artificial intelligence and automation are set to transform digital marketing for good.
They help you gain a competitive advantage in the overcrowded digital marketing landscape. You can automate a wide range of time-consuming tasks and focus on the creative aspects of content marketing.
While 20 years ago, it all seemed like science fiction, today, AI tools can transcribe your content into various formats. Advanced solutions using natural language processing can even write articles on their own.
Most importantly, artificial intelligence and machine learning help you learn more about your customers and build meaningful relationships with them. According to Salesforce, high-performing marketing teams are at least two times as likely to use AI in their campaigns than underperformers.
By creating highly targeted, relevant, and personalized AI content, you boost user engagement, conversions, and retention.
Fortunately, digital marketers are starting to understand the importance of artificial intelligence.
According to a recent research study, 56.5% of U.S. CMOs are using AI for content personalization. They also allocate most of their marketing budgets to predictive analytics, targeting decisions, and customer segmentation.
In this article, we will discuss the implementation of AI in content marketing and its benefits for this marketing field.
AI in Content Marketing
If you look at the content marketing timeline, you will notice that this field has changed a lot since its birth.
Statistics say that more than 2.5 quintillion bytes of data are created every day. With the rise of social networks and IoT devices, this number is expected to keep growing.
To maintain a competitive advantage, you need to stay on top of these changes.
That is exactly where artificial intelligence meets content marketing.
Now, the role of artificial intelligence in content marketing varies greatly. It can help you collect and analyze mountains of customer data, accelerate the process of content creation, and personalize user experiences.
AI and automation offer many benefits, including:
Creating Automated AI Content
Many big brands, including Fox and Yahoo, are using bots to create automated content. That is how they manage to cover the latest news and updates faster.
Content automation is a chance to focus on challenging tasks without harming publishing consistency.
We will get back to AI content in the section below.
Enhancing User Experiences via Chatbots
AI chatbots are software solutions that use artificial intelligence, machine learning, and natural language processing to mimic human conversations. As such, they serve as a perfect customer support channel. When implemented properly, they provide real-time 24/7 service, irrespective of customers’ time of day or location.
However, AI chatbots are not a customer support channel only. They often align with your content marketing needs, too.
First, chatbots can collect customer data through natural and meaningful conversations. You can use this information to make data-driven content marketing decisions in the future.
Second, they engage users via fun and relevant content. For example, a few years ago, National Geographic designed the Einstein bot to build excitement about their new show. The bot was meant to speak just like Albert Einstein. That was an opportunity for users to learn more about the famous scientist and ask him whatever they wanted. What a genius (pun intended) move to gamify user experiences and build brand awareness.
Generating Data-Driven Insights
Today, online users are far more tech-savvy. They use various digital channels, from social networks to chatbots. Most importantly, they have learned to compare, evaluate, and prioritize digital content.
No one wants to waste time reading generic 500-word articles or irrelevant email newsletters. No matter if they land on your personal website, landing page promoting your campaign, email, or blog, your target audience expects your content to be personalized and adjusted to their specific needs and expectations.
Predictive intelligence helps you understand customers and individualize content. It also plays a fundamental role in the lead scoring process. In other words, it tells you where a customer is in their buyer journey.
For example, marketing to someone who is still in the awareness phase and a customer who is ready to purchase requires two completely different approaches. By knowing where a customer is in a buyer journey, you can deliver more relevant customer experiences.
What is Automatically Generated Content?
Automatically generated content is created automatically by AI bots. That is done with little or no human involvement in the process.
AI tools that are generating automated content use natural language generation (NLG) technologies. Their main goal is to convert your data into accurate, legible, and well-written content formats.
Namely, natural language generation is a form of artificial intelligence that generates natural language from your structured data.
When implemented strategically, an NLG system can transform numbers in your spreadsheets into engaging and data-driven narratives. Some of the tools we will mention later even use associations between words to improve the writing process.
NLG is similar, but not the same, as natural language processing. While NLP reads the text and converts it into numbers, NLG writes content.
Uses Cases of NLG and AI Content
NLG tools can automate your content creation process in many ways, transforming the way content is produced.
AI Content Creation
Many big companies have been using bots for automated content creation for quite some time now.
Let’s take the example of the Washington Post that has been using an AI content creation bot since 2016. They created a homegrown tool, Heliograf, to cover congressional and gubernatorial races on Election Day in 2016. Since then, the bot has produced many stories about various events. According to a 2017 report, their robot reporter published 850 articles only in 2016.
Smart Word Suggestions
Natural language generation can also provide recommendations on what you should type next in your email. For example, Gmail’s Smart Compose uses these technologies, helping users pick the right suggestion for your email.
Creating Highly Targeted Website Content
When creating content for your landing pages or social media, you want it to be highly relevant and engaging. That is why you need to choose the right tone of voice for each customer group.
That is where Persado can help. This tool uses algorithms to analyze your customers and their interactions with your website. Based on this data, it generates language that resonates with them. It can create messages for landing pages, SMS, push notifications, PPC ads, and social networks.
You can also use AI and NLG for:
- Writing titles and meta descriptions
- Generating informative product descriptions
- Creating financial reports for customers
- Writing study reports
AI Tools to Use in Content Marketing
To gain customer insights, personalize content, and automate content marketing operations, most digital marketers rely on artificial intelligence and machine learning. Their areas of focus include the automation and optimization of processes, seamless customer service, and content personalization.
You have probably heard of the “Marketers are data rich and insight poor” saying. With the rise of affordable digital marketing analytics tools, tracking metrics and collecting customer data has never been simpler. However, just capturing millions of customer information and keeping them in dusty folders on your servers is not enough.
Artificial intelligence addresses this problem, promising to minimize guesswork in the content creation process. AI helps you capture and analyze customer data faster. It makes sense of all structured and unstructured data you collect, providing you with insights into customer behavior emotional triggers that build relationships and inspire conversions.
Natural language generation technologies harmonize data analytics and content creation by turning statistics and facts into automated yet quality articles.
Given these facts, it is not surprising that the AI app market is growing at an astounding pace. According to studies, the artificial intelligence platform marketwill be worth $9.88 billion by 2022.
To create AI content that meets customer appetite for personalization, you should invest in the right tools. Here is a brief list of powerful AI marketing tools for automating your content marketing efforts.
1. Acrolinx: AI-Enabled Copywriting
Acrolinx is one of the most trusted AI marketing tools for content creation. Its boasts multiple features that have won content marketers’ hearts.
For example, it is an authoring tool, meaning that it analyzes and “understands” your company’s communication patterns.
Finally, Acrolinx also analyzes the performance of your content.
With this tool, you can create content that aligns with your company’s brand style and tone of voice. That way, you will increase consistency and brand recognition. Additionally, you will enhance customer satisfaction, reduce content editing costs, and publish your content faster.
2. Article Forge: AI Tool that Writes on its own
If writing top-notch articles using a bot seems like a sci-fi scenario to you, well, then you have not heard about Article Forge yet. Article Forge is one of the most impressive AI content creation tools out there.
Apart from helping you produce unique, quality content, it also automatically adds videos, images, and titles to your articles or web pages.
Article Forge also uses its own words to create content in several languages. It does that thanks to advanced NLG algorithms. Similar to human writers, it reads millions of articles and researches topics.
3. Atomic Reach: Data-Centric Content Writing
Writing a great blog post or a newsletter copy is fun if you have fresh and authentic ideas. That is where Atomic Reach can help. Namely, it audits branded content across multiple digital channels, such as blogs, email, and paid ads. The tool generates content intelligence that helps you make smarter content decisions, boost content quality, and reduce editing time.
Atomic Reach also offers writing assistance. Namely, it recommends relevant words and phrases to you. You will never have to search your head to find that perfect word for your newsletter title. Atomic Reach will do the brainwork for you.
4. GhostWriter.ai: ML Content Writing
GhostWriter is an AI-driven software piece that lets you create super-engaging and relevant AI content in a few clicks.
Its Lookalike Profiler collects customer data and helps you produce content that is relevant to them.
The tool also offers a content creator that learns from your style, topics, and tone of voice to help you write user-centric and on-brand content that resonates with your target audience.
5. INK: ML Content Optimization
INK is a content writing tool that uses artificial intelligence and machine learning. It helps you optimize your blog posts and website effortlessly, under a single platform.
The best thing about INK is that it offers a mobile app, as well as a WordPress plugin. It provides real-time insights and suggestions. That way, it helps you write data-driven and more relevant content.
INK can also read and analyze your rivals’ content. Based on it, it provides you with relevant content writing suggestions.
6. MarketMuse: Automated Competitive Analysis
MarketMuse is an invaluable tool for competitive analysis, SEO, and content research. This unique software solution uses automation and artificial intelligence to make content more relevant to your target market.
MarketMuse informs you about the search terms you have not used on your website. It can also analyze the relevance of a page to your topic and automatically assess keyword consistency.
7. OneSpot: CX Personalization across Multiple Channels
Personalized user experiences are the backbone of your content marketing strategy. However, using artificial intelligence and automation to create individualized and relevant content does not sound realistic, right?
OneSpot proves us wrong. It uses machine learning to analyze user behavior and to deliver relevant content.
For example, OneSpot helps companies provide personalized content to website visitors. It automates content experiences and user journeys based on their behaviors on your website. It facilitates the tracking of qualitative metrics, such as content quality or user engagement.
It also automates and optimizes email marketing based on customers’ behavioral data. It makes sure that every subscriber receives relevant email content.
8. WordAI: Automated Content Spinning
WordAI is an automated content spinner that converts your keywords into natural and meaningful sentences.
This nifty tool uses artificial intelligence to understand paragraphs and sentences. After analyzing them, it uses text spinner to reword content that already exists on the Internet. It automatically rewrites your content without compromising its quality, accuracy, and readability.
WordAI uses relevant synonyms when creating sentences. And, no, it does not sound like Joey from Friends when he was using Thesaurus.
Most importantly, it supports multiple languages.
9. WordLift: Automated SEO
Do manual and dull SEO tasks prevent you from creating quality and original content? That is where WordLift shines. This WP plugin relies on natural language processing to automate your structured data markup.
For example, it can automate internal linking to make your website content easier to find by search engines. It also offers media recommendations to make your content more relevant.
Does AI Content Improve User Experiences?
Over the past few years, we have been reading a lot about the negative influence of automatically generated content on the content marketing industry. Major publications often link NLP and AI writers with spam content and emphasize its harmful impact on website rankings and authority.
For example, TheVerge wrote about “Endless AI-generated spam risks clogging up Google’s search results.”
To get the most out of these technologies, content marketers need to understand the full potential of NLG technologies. When used strategically, artificial intelligence and automated content can improve user experiences in multiple ways:
- Delivering personalization:
As mentioned above, NLG tools like Persado create individualized content for each user to evoke emotions and build relationships.
If you want to personalize newsletters, then Rasa.io is the right tool for you. It automatically creates and sends personalized emails to each prospect on your list, based on their interests and behaviors.
- Better topical coverage
With NLG tools, you can cover a greater number of topics, which would otherwise be too expensive. For instance, Yahoo! Sports generates over 70 million reports and match recaps via NLP. Audiences want to follow a brand that covers the latest content faster.
- Creating content faster than humans
You can use NLG technologies to write reports while freeing up your human writers to work on more complex content forms. That way, you can stay on top of your editorial calendar and maintain publishing consistency.
Artificial intelligence has transformed the content marketing ecosystem we know of.
Therefore, if you are concerned about AI taking your job, we get you.
This statement by Joe Pullizi still keeps me up at night sometimes:
“In 10 years, the majority of content will be generated by software. In 20 years, humans will wonder why we wasted so much time on content creation. I can’t see any other way around this.”
The good thing is that artificial intelligence and NLG are still in their infancy, meaning they cannot take the reins anytime soon.
Most importantly, there are many additional reasons why human writers are still irreplaceable.
Go to willrobotstakemyjob.com, search for “Writers and Authors,” and you will see that there is a very little chance of this profession being replaced by AI.
AI writers are not relatable (unless we are talking about AI bots that can travel through time and space). When writing content, humans rely on their previous experiences and knowledge. Human stories have a solid background. By coloring stories with the right words and sentiment, we connect with audiences on a more personal level and spark emotion.
Still, AI and automation can be helpful when used strategically.
“AI will replace tasks, not jobs,” the Brookings Institute emphasizes. We could not agree more.
In the future, NLG and automation will dominate the content marketing ecosystem. Consequently, there may be net jobs lost. For example, say your job is composed of 30 different tasks, such as writing blog posts, publishing PR content, managing social networks, product page optimization, and on-page SEO. If you are the only person doing all that, then you are good because AI will automate manual tasks and help you unleash creativity.
However, technical writers should probably be worried about their jobs in the future.
If you search for “Technical Writers” on willrobotstakemyjob.com, you will see that this occupation is very likely to be replaced by AI. That is because AI bots can produce accurate and relevant stories at a far greater speed.
AI is undoubtedly an invaluable content marketing resource. It provides better customer insights and automates repetitive tasks, helping human writers focus on more challenging aspects of their jobs and build relationships with customers through personalized content.
Do you use AI in content creation?