Technological advancements have ushered in a mini-revolution in the world of writing. We now wonder, ‘Can machines write too?’
There have been several technological innovations in the domain of content marketing, Artificial Intelligence (AI) being the latest entrant. But can AI really play a revolutionary role in content marketing? Can AI replace human writers and marketers completely? Let’s find out.
Introduction to AI and Its Role in Content Marketing
To put it simply, AI is the computer or system’s ability to make decisions independently using processed data or inputs. A subset of AI is Machine Learning (ML), which refers to the computer’s ability to learn what needs to be done after observing repetitive processes or patterns in data. AI and ML have been used in several business processes to automate and simplify repetitive and manual jobs. So, how are they being applied in content marketing?
According to a Salesforce report, 51% of marketers are already using AI in their marketing strategy while 27% of marketers plan to adopt it in the near future. What’s making AI work in content marketing is the concept of Natural Language Generation (NLG). It enables computers to generate text or content from data and in a format that humans can understand. It has been used extensively in creating chatbots and other programs that interact with humans without them getting an inkling of the fact that it is a machine they are talking to or chatting with.
In digital and content marketing, AI is being leveraged to:
- Refine content marketing
- Help with content categorization and structure
- Create and test the content that aligns with the brand’s overall style and voice
- Recreate and distribute content over several content hubs and social channels
So, we ask again, can AI completely replace human content marketers? It doesn’t seem likely in the foreseeable future. But can AI add value to content marketing? The answer is a resounding yes!
Content marketing is all about ensuring that the right message gets delivered to the right person in the right place. And where efficiency and making sense of the data come into play, AI offers several avenues that are just waiting to be discovered. Several content marketing courses now incorporate an understanding of data and the use of AI-based analytical tools in their curriculum, given the increasing use of technology in the field.
5 ways in which AI is changing content marketing
As digital marketing explodes, it is offering an excellent opportunity for marketers to expand their horizons. Technology is making significant headway in ensuring a lot can be done efficiently and effectively. AI has made an entry to help marketers with various avenues, from writing to testing to monitoring their marketing campaigns. According to a statistic, almost 80% of marketers have chatbots as a part of their customer experience strategy in 2020.
- Data-driven feedback in content using AI
The digital world provides exceptional opportunities for marketers to learn about their target audience without interacting with them. Marketers can notice trending topics, industry catchphrases and burning issues, using a simple search or data analytics. But with AI, this entire process can be simplified, quickened and personalized.
Content Intelligence is the new buzzword in the market, which revolves around using AI to capture customer actions and analyze behavior. Every action then can be leveraged to create structured and highly impactful marketing campaigns, producing more focused content and improving desired outcomes.
- AI is being used for hyper-personalized content
With data-driven feedback, the next logical step is to leverage these findings to create more personalized content. While marketing channels like social media or blogs use data-driven results for understanding trends and identifying the interests of a particular user group, hyper-personalization helps marketers get more specific or spot-on with their data or content.
Businesses are using several tools to keep track of consumer behavior, preferences and actions. But with AI, these touchpoints can be used to create specific user profiles. Brands can leverage this understanding to create unique content, and, with AI-based algorithms, every piece of content can be uniquely tailored to create a very personalized content piece. This is primarily used in emails or other direct communications. Almsot 71% of marketers believe AI is useful for personalization.
- AI in quick content generation
Need ideas or help in researching your content? AI can be your go-to assistant. AI-based content generation can be used to optimize tasks like:
- Content research: Using AI to provide a detailed analysis of a particular subject or reference a specific statement. AI can quickly help you spot trends and analyze data to get clear insights. This can greatly improve your overall content marketing strategy.
- Content recommendations: Can AI help you optimize your content and even suggest better titles? In the modern era, this is easily possible. Tools like Peppertype.AI or Hubspot’s Blog Topic Generator can suggest trending topic ideas using just a few keywords.
- Search engine optimization (SEO): AI can help you identify the right keywords and understand keyword rankings. The advanced features with Google Analytics and other tools are leveraging AI to make keyword suggestions. This plays a crucial role in long-tail keywords, enabling your content to reach a particular and relevant audience.
- AI in customer service and interactions
We are used to interacting with machines before the issue is narrowed down and a dedicated service agent takes over. But what if AI controls the entire process without any human involvement? Gone are the days when support algorithms only provided recorded messages; now, AI-based chatbots can even interact with humans in perfectly understandable language, thanks to the power of NLG. The global Natural Language Generation Market is expected to grow threefold by 2023.
24/7, instantaneous responses are now a must-have, and AI-based chatbots can get this done quickly. From websites to social media messengers to apps, they’re everywhere. And you won’t really be able to detect whether it is a real person or a robot you’re interacting with.
- AI is being used for improving content accuracy
One simple grammatical error or a misplaced word is all it takes to destroy your brand image. With a massive amount of content being created, human proofreaders and editors have a strenuous job at hand. Not only do they have to make updates to match expectations and guidelines, a simple miss in identifying a language error, spelling mistake or grammatical lapse can also lead to huge risks. The process can be time-consuming.
AI enables humans to get a second pair of eyes on important documents, articles and even emails. While manual proofreading is still a must-have, an AI-based tool can help detect grammatical errors, complex sentence construction and spelling mistakes instantly. Tools like Grammarly are already a benchmark to rate content against, and Copyscape Plagiarism Checker can help you to ensure that copied content never gets published.
AI-powered tools for content marketers
Ready to make AI your content marketing assistant? While it still needs human supervision, AI-based content generation can help you in many ways. It is beneficial for professional writers suffering from a ‘writer’s block’. AI can help you get started and provide options for you to work on.
Image Credits: Peppertype.ai
If you want to try out such an AI-based tool, Peppertype.ai can be a great choice. With Peppertype.ai, you can leverage the power of AI to make your life easier in more ways than one. Some of the things you can do with Peppertype.ai:
- Blog ideas (titles)
- Google ad copies (title and description)
- Facebook ad copies
- Website headlines
- Social media captions
- LinkedIn thought leadership
- Tweet ideas
- Growth hacks
- Marketing ideas
For more details, check out Peppertype.AI and begin your content journey, now!
Here is a list of a few more AI tools that can help marketers improve a their content marketing strategy: