5 Ways AI Boosts Your Content StrategyVanda Williams
Artificial Intelligence (AI) refers to the use of computer systems to effectively mimic human intelligence, such as judgement, learning, and problem-solving.
In recent years, AI has demonstrated vast potential for emulating human intelligence with regards to decision-making, speech recognition, and even content marketing.
In fact, AI is reshaping the content marketing and content creation landscape.
Not only is it playing a significant role in enriching digital marketing by arming marketers with the data to make better decisions, but it’s also impacting overall business performance and ROI. If you’re looking for new ways to enhance your content strategy, consider these 5 examples of AI driving content marketing to new heights.
AI within content marketing
AI is supporting content marketing in myriad ways. From Natural Language Processing (NLP) to Business Intelligence (BI), content marketing is taking on a brand new set of processes and tools. Natural Language Processing enables marketers to generate natural, logical text with the help of AI.
Similarly, Business Intelligence helps marketers better understand their data to make superior business decisions. In addition, BI can help marketers discern the intent behind user data; giving them the tools to more effectively reach and influence their audience.
Below are 5 ways AI is enhancing content marketing strategy:
1. Creating and curating content
Marketers and content creators alike are typically tasked with creating relevant, highly personalised, and engaging content which can be quite laborious. Luckily, AI can help marketers create original content that resonates with their audience at every step of the buyer’s journey.
Current content marketing tools also enable businesses to research which topics are trending with the public, which, in turn, results in the creation of content that is highly relevant and more likely to reach your desired audience.
AI-powered algorithms similarly make the process of data collection from your desired target audience much simpler and faster. Once you’ve gathered the data from your buyer persona, you can curate and create content that directly addresses their queries and problems; in effect, boosting engagement and conversions for any personalised offers you market to them.
2. Providing individual experiences with Predictive Intelligence
Predictive intelligence enables companies to understand the needs of individual customers create personalised content that speaks to them directly about their interests and needs.
Additionally, predictive intelligence can help businesses more effectively assign a point value system for how qualified their leads are. In other words, it gives the means to a more structured lead scoring model. As such, marketers can better determine which leads are perfect for converting, given their past consumer behaviours and history.
Predictive intelligence also offers businesses insight into which content to use to target a specific group of customers. By pinpointing exactly where a prospect is in their buyer’s journey (through predictive analytics) you can leverage that data to target the exact content style they are most likely to engage with.
As such, marketers can better plan their future content rollout in a way that yields more significant results by better understanding what customers want from your product or service.
3. Planning intelligent strategies with data-driven insights
While many content strategists are faced with manually sorting through data to build a strong content strategy, they can never truly assess all of their data. Due to the sheer volume of data any organisation collects, this can result in a flawed content strategy simply because of the shortcomings of human-based processing.
However, with AI, companies can more effectively sort through lofty data quantities, with much more accuracy, and provide data-driven insights to form a coherent content strategy.
Several artificial intelligence systems can analyse your content performance data, compare it with data on other sites, and offer pertinent information regarding how to better optimise your content, what topics perform best, and even what to write. These insights ultimately lead to smarter content strategies, and therefore, a better return on investment.
4. Improving content and conversation with Natural Language Processing
Natural Language Processing makes use of deep learning, a subdivision of NLP used to steer the understanding of human language and foster awareness as to how it motivates humans. NLP is used in a wide array of applications, from Chatbot conversations to creative text and product descriptions.
5. Optimising content for maximum utility
Because Search Engine Optimisation (SEO) revolves around the search engines themselves, marketers should have a solid understanding of how search engines like Google are changing, and with it, their search ranking priorities. Over the years, search engines have become smarter, and more authoritative in the process of page rankings.
With AI, SEO can become a much more cohesive strategy; focusing on how all elements of digital marketing can come together and work toward meeting the businesses end goals.
Some notable SEO transformations include:
- data tracking
- social media marketing
As a result, thorough strategies involving machine learning, automation, and AI can be utilised to ensure that each aspect of digital marketing helps improve page rankings.