The Evolving Role of AI in Content Marketing

Team Pepper
Team Pepper
Posted on 6/05/217 min read
The Evolving Role of AI in Content Marketing

Artificial Intelligence (AI) has experienced an evolutionary journey since Alan Turing asked the question, “Can machines think?” A lot of favorable advancements in this arena have already begun changing the digital marketing sphere. But can AI really play a revolutionary role in content marketing? Can AI replace human writers and marketers completely? Let’s find out.

Recently, AI in content marketing has shown great potential. As per Salesforce’s State of Marketing report released in 2017, 51% of marketing professionals are making use of artificial intelligence and nearly 27% are thinking of using it in the future.

From business intelligence (BI) to natural language generation (NLG), AI is supporting content marketing in every way that it can. Natural language generation or NLG creates rational, coherent text by using AI. Business Intelligence or BI assists marketers understand the importance of content marketing by surveying the user data, assisting marketers to understand their thought process in a better manner.

AI, like a lot of other technologies, has become susceptible to glorification and extra criticism. The swiftly developing link between creative content marketing and AI has resulted in many interesting viewpoints, with a lot of people debating in favor of and opposing this coming together.

Introduction to AI

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?

What’s making AI work in content marketing is the concept of NLG which 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.

Role of AI in content marketing

The role of AI in content marketing is variable to a great degree. It can help digital marketers in understanding the overload of data online, speeding up the process of content creation, and aid in making a successful content strategy, among other aspects.

  • Predictive intelligence structures the business operations. It aids companies in understanding the individual demands of customers and customizes content to fulfill their requirements and interests.
  • It greatly affects lead scoring – which is a point system made use of to regulate potential leads in the buyer journey. Predictive lead scoring lets marketers fasten up the sales process by predicting which customers are ideal for converting, based on history and past patterns of behavior.
  • Daily curation of appropriate and arresting content is a dull and monotonous task. But, the existing content marketing strategy is helping in researching the topics which are trending with the general public. It takes a marked quantity of time and energy to go through the content, let alone content curation which is both – relevant to the audience’s reading expectations and engaging also. AI assists marketers to create content for audiences that is relevant in every stage of the marketing channel.
  • Algorithms make the data collection process from the target audience a trouble-free one. Once you have been equipped with this knowledge, you can curate and form a content marketing plan which is relevant and answers queries.
  • Among the most important components of Search Engine Optimization (SEO) is the function of search engines. With the passage of years, search engines have become more efficient and domineering in page ranking processes.

AI’s impact on SEO makes marketers think of the larger picture and how all facets of digital marketing combine and work to meet the end objective of the company.

As a consequence, extensive strategies which include machine learning, AI, and automation can be used to make sure that every part of digital marketing assists in enhancing page rankings.

  • Natural Language Processing or NLP is used in a vast range of applications like product descriptions, text conversations, and creative text. NLP utilizes deep learning; a subsidiary of NLP used to the perception of human dialogue and gain a deep understanding of how it encourages humans. NLP is also a part of natural language generation.

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. Almost 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 ‘writer’s block’. AI can help you get started and provide options for you to work on.

Image Credits:

If you want to try out such an AI-based tool, can be a great choice. With, 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

  • 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 their content marketing strategy: 

  1. Yseop
  2. Text Optimizer
  3. Quill
  4. Atomic Reach


1. How will AI-based content make the marketer’s role easy?

Content that is AI-generated will make the role of marketers easy and meaningful – any marketing mogul who has frowned upon assigning 50 pages of product or area-based content to a writer understands this well. Pages that are repetitive have the capacity to unravel even the most proficient writer’s brain. No need to waste time, resources, and money on what a smart algorithm can really do.

2. How do brands with the best marketing strategies stand out?

Brands with optimal marketing and branding strategies have a definite identity. The approach is built around communicating the identity successfully and some effective content marketing tips. Content marketing 2021 is leveraged to touch base with those who have that common identity.

3. How can you use your creativity in AI-generated content?

Owing to AI’s ability to collect data and give it to you in good writing, you are free to utilize your creativity. 

4. How do you formulate an effective content marketing strategy?

Formulating a good strategy is a very personal process. It is about understanding human requirements and satisfying those on a one-to-one level. An excellent approach can be found between the brand values and the audience’s values, which is a feature that a machine cannot duplicate.

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