One of the most interÂestÂing qualÂiÂties about AI techÂnolÂoÂgy is that the benÂeÂfits are virÂtuÂalÂly limÂitÂless. NearÂly every indusÂtry stands to gain in some way from the powÂer of machines, and this techÂnolÂoÂgy is just as relÂeÂvant to conÂtent marÂketers as it is to the most comÂplex tech companies.
HowÂevÂer, it seems that the inteÂgraÂtion of AI and marÂketÂing is only beginÂning to grow. Today, nearÂly 40% of marÂketÂing departÂments report that they are adoptÂing AI into their strateÂgies, and the majorÂiÂty do believe that the techÂnolÂoÂgy could make posÂiÂtive improveÂments to their tactics.
Although AI techÂnolÂoÂgy has nearÂly endÂless amounts of potenÂtial for ALL busiÂness operÂaÂtions, there is clear eviÂdence that it can be espeÂcialÂly useÂful for conÂtent marÂketers. If your marÂketÂing departÂment is weighÂing the options of how it could benÂeÂfit from AI, or is lookÂing for inspiÂraÂtion on where to begin, here are three clear-cut areas where this techÂnolÂoÂgy can supÂport a strong conÂtent stratÂeÂgy.
Curation
Ideation is nevÂer easy. Year after year, the process of creÂatÂing engagÂing conÂtent is reportÂed as marÂketers’ top chalÂlenge. This is espeÂcialÂly true for brands that focus on curatÂing conÂtent for topÂics that require intense research and knowledge.
The key to stayÂing relÂeÂvant in the ever-increasÂing noise of the echo chamÂber is by proÂvidÂing meanÂingÂful and relÂeÂvant insights, makÂing bold claims, and showÂcasÂing experÂtise. With AI techÂnolÂoÂgy, conÂtent marÂketers have access to data reports that can guide their ideation and creÂation processÂes so each piece of conÂtent is highÂly tarÂgetÂed to the core audience.
AI sysÂtems like Scoop.it can help supÂport a more strateÂgic curaÂtion process by anaÂlyzÂing audiÂence senÂtiÂment to underÂstand the subÂjects and nichÂes that pique their interest.
AI-based preÂdicÂtive analyÂsis sysÂtems can calÂcuÂlate audiÂence reacÂtions and senÂtiÂment with varÂiÂous topÂics to give conÂtent marÂketers a feel for which subÂjects will gain the most tracÂtion. Data-driÂven tools can also proÂvide reports in regards to shifts in the marÂket that could sigÂnal topÂics that will soon genÂerÂate buzz.
The insights from AI sysÂtems can then be used to creÂate high-valÂue conÂtent assets, such as tutoÂriÂals, whitepaÂpers, webiÂnaÂrs, and long-form conÂtent. These types of thought-leadÂerÂship assets are heavÂiÂly based in research and can be espeÂcialÂly influÂenÂtial for buildÂing brand trust, credÂiÂbilÂiÂty, and even increasÂing conÂverÂsion rates. FurÂtherÂmore, these assets can be used as a revÂenue stream. For examÂple, you can repurÂpose the conÂtent as an eBook to sell on your website.
By using AI-assistÂed data, creÂative and marÂketÂing teams can craft mesÂsagÂing that matchÂes up with what their ideÂal cusÂtomers are lookÂing for.
Personalization
CreÂatÂing conÂtent that is speÂcifÂic to each viewÂer has been a top priÂorÂiÂty for many marÂketers as of late, but the exeÂcuÂtion of this process is often quite difÂfiÂcult. In order to impleÂment effecÂtive perÂsonÂalÂizaÂtion, teams must have access to loads of conÂsumer data which must be propÂerÂly anaÂlyzed and transÂlatÂed into actionÂable strategies.
While perÂsonÂalÂizaÂtion has been a marÂketÂing buzzÂword for many years, recent advanceÂments in AI techÂnolÂoÂgy are finalÂly makÂing this conÂcept a full-blown realÂiÂty. Machine learnÂing sysÂtems are able to gathÂer relÂeÂvant data points from webÂsite visÂiÂtors and cusÂtomers. From here, they can build indiÂvidÂual proÂfiles that can be used to creÂate brand expeÂriÂences taiÂlored to each perÂson. Tools like OneSpot use AI-based algoÂrithms and web interÂacÂtion data to anaÂlyze engageÂment and match conÂtent to indiÂvidÂual preferences.
CusÂtomized offers and recÂomÂmenÂdaÂtions are in high demand among conÂsumers, as 80% revealed they would be more likeÂly to purÂchase from a comÂpaÂny that offers perÂsonÂalÂizaÂtion. By using AI-enabled softÂware to track each customer’s behavÂiors and prefÂerÂences, brands can use this inforÂmaÂtion to guide their conÂtent strateÂgies through mulÂtiÂple approachÂes, includÂing cusÂtomized conÂtent that is speÂcifÂic to each cusÂtomer, as well as sendÂing indiÂvidÂuÂalÂized offers for highÂer conversions.
Real-time engagement
The nature of conÂtent marÂketÂing these days is very interÂacÂtive. If a user has a quesÂtion or wants more inforÂmaÂtion, they should be able to get in touch with a brand instantÂly. One of the easÂiÂest ways to turn new, potenÂtial, and existÂing cusÂtomers off is by makÂing it hard to get in conÂtact. For this reaÂson, many comÂpaÂnies are using appliÂcaÂtions like AI-powÂered chatÂbots to learn about the type of queries peoÂple have, forÂmuÂlate approÂpriÂate responsÂes, and in some casÂes, make sales.
Data-driÂven chatÂbots use machine learnÂing to track and anaÂlyze each conÂverÂsaÂtion and make improveÂments with every interÂacÂtion. Due to its abilÂiÂty to learn and adjust to meet each customer’s needs around the clock, chatÂbots receive highÂer engageÂment levÂels than any othÂer tacÂtic. In fact, 60% of conÂsumers state that they would gladÂly interÂact with a chatÂbot in order to get an answer to a quesÂtion or to resolve an issue.
Even though chatÂbots have only been around for a few short years, the benÂeÂfits are more or less uniÂverÂsal among consumers.
Conclusion
AI-powÂered sysÂtems and data-driÂven techÂnolÂoÂgy allows marÂketÂing teams to meet their goal of creÂatÂing more relÂeÂvant, high-qualÂiÂty conÂtent. MarÂketers can also use AI to gain the propÂer insights to creÂate mesÂsagÂing taiÂlored to each viewer’s prefÂerÂences. MoreÂover, they can have autoÂmatÂed chatÂbots to help peoÂple every step of the way.
AI is expectÂed to transÂform much of what conÂtent marÂketers are able to do by supÂportÂing each step of their strateÂgies with data. By impleÂmentÂing this kind of techÂnolÂoÂgy into these imporÂtant aspects of conÂtent marÂketÂing, busiÂnessÂes are in a much betÂter posiÂtion to place the right conÂtent in front of the most interÂestÂed eyes.