If you’re among those who like to binge-watch shows on Netflix and eagerly check what to watch after Stranger Things or The Crown wraps up, then your everyday life has been touched by artificial intelligence (AI). 

The streaming giant is among the earliest adopters of this advanced technology and is constantly fine-tuning its recommendation algorithm in an attempt to offer users the most precise and personalized content recommendations. 

Similarly, Amazon does a great job with its proprietary recommendation engine, which puts the right items in front of the target audience’s eyes based on a number of different parameters. 

This is just the tip of the iceberg, as AI is set out to revolutionize different industries and niches, including content marketing. 

Ai and Content Marketing

Now that we know how AI comes into play in our everyday lives, let’s look at how it affects content marketing and what the future of content marketing looks like.

Content Creation   

It’s true that artificial intelligence still can’t beat human writers when it comes to creating unique and creative content that requires critical thinking, despite the fact that it’s supported by machine learning and natural language processing. 

But, the revolution has been underway for a couple of years now. 

Numerous news and sports media outlets, including ESPN and The Washington Post have been using AI-powered tools for producing short reports and stories, primarily on high school football matches in the Washington area, the Rio Olympics, and gubernatorial and congressional races. 

Heliograph, The Washington Post’s proprietary, home-grown AI-writer, produced about 850 reports during its first year of tenure and generated a decent amount of clicks. 

The point isn’t eliminating human writers and reporters out of the picture completely, but outsourcing some low-value tasks that don’t require exceptional writing skills. In other words, intelligent robot writers will pick up the slack and allow their human counterparts to focus on high-value, well-researched stories. 

Having said that, it’s worth mentioning that an intelligent robot writer authored a short novel and almost won an award in a literary contest in Japan. This example shows that AI presents the content marketing landscape with tremendous potential. 

Content Personalization 

Personalization plays an important role in digital marketing. Today’s customers don’t want to receive generic offers that don’t resonate with their interests and pain points in particular. 

The trouble is that most marketers find it difficult to personalize their content and offer highly unique experiences to their target audience. 

Sophisticated automation tools can help content marketers optimize and streamline their communication channels, timing, and content type based on different segments of their audiences. Big data analytics allows for this as such an approach requires collecting, analyzing, and storing huge amounts of data about customers, and making sense of it quickly. 

With big data, it’s possible to process and identify patterns in both structured and unstructured data, which was impossible a decade ago, and decipher some valuable insights into the target audience’s interests, needs, and demands. 

When talking about content personalization, there are several ways to do it. 

You can offer your customers an omnichannel approach and allow them to engage with your content through different channels of communication and devices – in whichever manner they find most convenient. 

Another option is leveraging customers’ demographic data and providing them relevant content based on a variety of factors, including location, price range, and age group. For example, by taking into consideration your audience’s zip codes, you can offer them location-relevant content. Similarly, you can filter only the pieces of content on topics they find interesting. 

Uber and Lyft, for example, use personalized pricing, by taking into consideration different factors such as:

  • Area code – people whose phone numbers are associated with more affluent neighborhoods will be charged more.
  • Phone type – people who use iPhones are considered to be wealthier than Android users, which affects the price of the ride. 
  • Credit card – customers who use more prestigious credit cards will also be charged more.

Chatbot Integration  

Most people who use the internet have had a chance to interact with a Chabot, even if they weren’t aware of it. 

These smart algorithms have become instrumental in boosting customer engagement, establishing more meaningful relationships with customers, improving conversion rates, and preventing customer churn. 

People have become increasingly impatient, and the idea of being put on hold and listening to annoying elevator music is frustrating. Given that human customer support agents can’t handle more than one query at a time, there are a lot of lost business opportunities. 

Namely, when a prospect is interested in a product and is thinking about purchasing it, any potential roadblocks such as a complex checkout process or an unanswered question about a certain feature might result in the abandoned shopping cart if not addressed in a timely manner. 

In practice, this means that if your customer support reps are too busy and can’t help the prospect in question by clarifying the benefits of the feature or helping them with the checkout process, you risk losing a customer. 

Intelligent chatbots can prevent this as they’re not only available at any time and capable of talking to several customers at a time but also because they can personalize communication and offer the right content. 

In other words, as chatbots are “intelligent” algorithms, they can collect customer data, process it, and store it for future use. That way they will be able to use this information when the customer reaches out again and provide a much better and more personalized customer experience. 

Process Automation 

Content creation consists of several steps, all of which are important for a successful outcome. However, many of these tasks are repetitive, meaning that marketers can greatly benefit from automating them.

First of all, it’s crucial to pick the right topic that will be useful and interesting to your audience. That’s why powerful keyword research tools that process and analyze huge amounts of content and identify the topics that are among the most popular for a particular search phrase, are a must when it comes to content creation.

Once you create your content, it’s a good idea to improve it at scale, and tools like Acrolinx make sure that your content meets the quality standards as well as your branded guidelines regardless of who is creating it.  

Also, given that video is one of the most popular content formats, you should think about including it in your content marketing strategy. When it comes to video creation, you can start small and simply transform your blog posts into video clips with AI-based tools like Lumen5 or Content Samurai. 

Artificial intelligence, together with its subsets machine learning and natural language processing, will be dominating the content marketing industry in the future. At the moment, it’s mostly about automating different tasks and taking over the low-value workload from human content marketers, interpreting and implementing customer data, and streamlining processes, while we can expect it to become even more creative and capable of producing full-fledged content. 

Author

Michael has been working in marketing for almost a decade and has worked with a huge range of clients, which has made him knowledgeable on many different subjects. He has recently rediscovered a passion for writing and hopes to make it a daily habit. You can read more of Michael’s work at Qeedle.