Arti­fi­cial intel­li­gence already plays a role in your con­tent mar­ket­ing. (Think Google’s machine-learn­ing sys­tem RankBrain.) Why not be more inten­tion­al about using it?

It can help you improve your con­tent mar­ket­ing strat­e­gy by help­ing make sense of the huge amount of data avail­able to take more effec­tive nec­es­sary actions. It also can help with your con­tent mar­ket­ing tac­tics.

Check out these six AI tools to help you be smarter in your con­tent mar­ket­ing.

1. Develop a predictive journey

Most of your web­site vis­i­tors are anony­mous. They vis­it a page on your site, show­ing an inter­est in your con­tent, and usu­al­ly bounce after the first page.

But what if they stayed because your site was able to guide them on a bet­ter jour­ney?

Sure, you can pre-define the flow for vis­i­tors, dis­play­ing links and calls to action that you think vis­i­tors to a page will engage with. How­ev­er, these flows are sta­t­ic. They don’t account for the his­to­ry and intent of the unique vis­i­tor. A per­son vis­it­ing for the first time and some­one who’s been on your site five times both get the same jour­ney.

And yet, you prob­a­bly have the right con­tent to show the indi­vid­ual buried in a resource cen­ter. With AI assis­tance, you can use data to pre­dict a visitor’s actions and deliv­er the right con­tent for that vis­i­tor to get them one step fur­ther in their buy­ing jour­ney.

Cli­Clap can be that need­ed brain to your web­site. By adding a script to your site, its machine-learn­ing capa­bil­i­ties clus­ter your anony­mous vis­i­tors by their meta­da­ta and behav­ior to learn how to help them engage with your site. The sys­tem pro­vides per­son­al­ized con­tent rec­om­men­da­tions, and when the time comes, will try to con­vert the vis­i­tor to a lead.

Cli­clap inte­grates with tools like Hub­Spot and Mar­ke­to, enabling seam­less sup­port for your lead flows after con­ver­sion. And one fea­ture I real­ly like is the abil­i­ty to con­tin­ue the jour­neys inside PDFs (see exam­ple above).

2. Text mining

When stripped to their basic parts, web pages are just strings of texts. Ana­lyz­ing that text can reveal words vital to engage­ment. While Google does this well, AI can help you do it too.

Text Opti­miz­er ana­lyzes a web page or texts to see how well opti­mized it is for a key­word. You can use it two ways – (1) to iden­ti­fy the key­words on pages rank­ing for search­es where you want your page to rank and (2) to ana­lyze your pages to iden­ti­fy poten­tial addi­tion­al key­words.

Text min­ing also can help you find non-mar­ket­ing issues in your busi­ness. For exam­ple, uncov­er the biggest com­plaint from your cus­tomers or employ­ees. Through text min­ing, Olive Gar­den found a com­mon employ­ee com­plaint – the oper­a­tion of its lunch bread­stick offer­ing – and it took steps to solve the prob­lem.

3. Content creation

You’ve prob­a­bly read a piece of con­tent writ­ten by a machine.

Con­sid­er this exam­ple: “Tues­day was a great day for W. Roberts, as the junior pitch­er threw a per­fect game to car­ry Vir­ginia to a 2–0 vic­to­ry over George Wash­ing­ton at Dav­en­port Field.”

AI con­tent cre­ation tools are espe­cial­ly use­ful for straight­for­ward, sim­ple con­tent. For exam­ple, if you’re try­ing to cre­ate a sim­ple page with some impor­tant details, you can sup­ply these details to the AI engine. In turn, it builds con­text around these details and cre­ates the con­tent for your page.

This ser­vice can be ben­e­fi­cial when cre­at­ing con­tent such as:

  • Reports
  • Prod­uct spec­i­fi­ca­tion pages
  • Finan­cial reports
  • Real-time stock insights
  • Hotel descrip­tions
  • Prof­it-and-loss sum­maries

Quill is one of sev­er­al AI con­tent cre­ation tools.

Anoth­er tool that helps with reports is Yseop, which is espe­cial­ly help­ful for mul­ti­ple lan­guages, includ­ing Ger­man, French, Span­ish, Dutch, and Japan­ese.

Content creation

4. Content editing

Apart from cre­at­ing con­tent, AI can also help you to improve your con­tent. A tool like Atom­ic Reach ana­lyzes a piece of con­tent using its 23-point sys­tem. With this kind of tool, you can main­tain a voice that res­onates with your audi­ence.

It also pro­vides sug­ges­tions on steps to take to improve your con­tent until you reach a cer­tain atom­ic score.

5. Personalized landing pages

Vis­i­tors don’t all act on the same offers and calls to action. That’s why deliv­er­ing the right land­ing page is a chal­lenge. AI can help you track a visitor’s inter­ests to dis­play a more per­son­al­ized land­ing page.

A tool like Per­son­yze uses vis­i­tors’ attrib­ut­es like source, demo­graph­ics, past behav­ior, and oth­er char­ac­ter­is­tics to present dynam­ic land­ing pages to help con­vert vis­i­tors. It also helps you to car­ry out A/B tests and track per­for­mance.

Be smart about AI

Giv­en all the data avail­able about con­tent and web vis­i­tors, why not use it to your advan­tage? Using AI the right way will help improve results in mul­ti­ple aspects of your con­tent mar­ket­ing. Using these tools, you can save more time on the man­u­al tasks and present mes­sages that your audi­ence is more like­ly to engage with.

SOURCE: Con­tent­Mar­ketin­gIn­sti­tute