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How AI Content Marketing Is Changing the Way We Create Content

Read Time: 9 mins
How AI Content Marketing Is Changing the Way We Create Content
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Artificial intelligence tools are a valuable resource for content marketing. These applications facilitate and improve the tasks of production, analysis and distribution of parts. Understanding their scope and potential can make a significant difference in the ROI of your marketing efforts.

In looking at artificial intelligence, you can find solutions that optimize the planning of your workflows or the definition of your strategy. There are also tools for evaluating and tracking metrics as well as for identifying trends, competition and keyword analysis. In short, a wide range of options is available that will help you adapt your content to the expectations of your customers.

To review all the available platforms would be an ambitious and unfeasible goal, as the industry is constantly under comprehensive development. However, in this article we will describe the main applications and their usefulness.

What is AI when applied to content marketing?

When we think of artificial intelligence, many of us first visualize a world controlled by robots. In fact, the futuristic universes of science fiction seem close to becoming reality. Every day, more and more activities and algorithms that can be performed by machines and algorithms without human intervention are revealed.

The term “artificial intelligence” was coined by the computer scientist, John McCarthy, in 1956 although its origins can be traced back to Greek civilization. However, it was the development of programming languages that made AI as we understand it today possible.

Since then, many applications have been introduced and almost as many technologies that support them. After all, it is not a single procedure but a set of related systems.

In AI content marketing, the following AI tools are applied, among others:

  • Automatic learning
  • Neural networks
  • Natural Language Processing (NLP)
  • Natural Language Generation (NLG)

These tools make it possible to process large amounts of data to extract valuable information from it. For example, they are used to identify keywords and to optimize and personalize content.

AI Content marketing trends in 2022: AI takes off

In recent years, content marketing has established itself as one of the most successful digital strategies. In 2020, Semrush conducted a survey of marketing agencies, non-profits and B2B and B2C companies. In the survey, 84% of respondents said they have a content marketing strategy. This had increased by 7 percentage points compared to the previous year’s study. Likewise, there is interest in making a greater investment in the future with expectations to increase this.

As the use of AI in content writing grows and develops, the demand for tools that facilitate its implementation also becomes greater. For this reason, many expect 2022 to be the definitive year of content creation guided by AI content marketing.

This is not a sudden occurrence. Since 2011, AI applications in this sector have multiplied by 5,000%. Artificial intelligence tools streamline many tasks and allow for more precise targeting of resources. On the other hand, changes in consumer trends require a greater speed of response and adaptability. The combination of both factors forecasts the massive adoption of systems that optimize the production and distribution of content.

All of this becomes more important as the number of consumers and connected devices increases. Furthermore, as the amount of data generated grows exponentially, more resources are required to convert it into market intelligence. Moreover, in the face of globalization, it becomes even more necessary to guarantee the reliability of information that is uninhibited by cultural constraints.

With new technologies, marketers will be able to predict consumer behavior and anticipate their needs. They will be able to produce content that focuses on interaction and engagement, thereby overcoming SEO challenges.

How is artificial intelligence applied to content writing?

AI has multiple applications in content marketing. However, it is not expected that AI will replace human talent in the creation of texts in the short term. If you are in need of the special skill set of content writers, software is not an option. You will still need to hire specialized content writing services. Nevertheless, artificial intelligence can contribute to strategic planning and design tasks. In this regard, you can reap great benefits by incorporating AI tools to:

  • Identify relevant issues
  • Analyze and create keyword strategies
  • Customize content
  • Extract insights and evaluate results
  • Optimize content
  • Perform proofreading and editing

Identify relevant issues

Often, content creators are faced with the difficulty of finding topics of interest for their audience. It’s not just a creative drought. The ideas of the content pieces must respond to commercial objectives. In other words, they must be synced with the interests of the public.

Artificial intelligence is particularly effective in these cases. Through AI tools, it is possible to track the topics of conversations in social network platforms and search engines. There is a wide range of multiple AI systems capable of providing this information. The Marketing Artificial Intelligence Institute suggests several options.

For example, HubSpot has a machine learning-based content strategy tool. It analyzes the competence and relevance of the topics and makes suggestions on topics tailored to your audience. A similar tool is offered by Concured, which uses artificial intelligence to identify content likely to generate interactions with the target audience. It detects viral content and provides recommendations for differentiation from the competition. In addition, it has features that carry out performance measurement and content ROI calculation.

It also highlights the Crayon application, which provides a competitive intelligence approach. This allows you to analyze the activity of competitors or leaders in your industry which can support you in generating alternative ideas.

Analyze and create keyword strategies

Keywords are an essential ingredient in content marketing. Two parts of equal quality can generate substantially different performances depending on how they are used.

In this sense, BrightEdge has proved itself as an effective tool for SEO. It focuses on discovering search intent and aligning content creation with audience interests. Another effective solution is MarketMuse. In addition to detecting the keywords of a specific topic, it proposes alternative topics to use as a subject.

Customize content

The sophistication of the markets forces brands to personalize their offers and their communications with consumers. AI tools are useful in adapting content to the interests and needs of the audience. Predictive analytics have determined that this requires multiple forms.

For example, AI tools are used to assess where a customer is in the buying process. They can analyze a person’s search patterns and behaviors to enable you to better target messages. This includes everything from content recommendations to the generation of personalized communications.

Dynamic Yield is one of the most popular systems. It offers comprehensive solutions that span the entire consumer journey. The tool integrates itself with the user’s installed technology, consolidating data from data management, e-commerce and web analytics platforms. It generates automatic recommendations and optimization as well as personalized messaging.

Likewise, applications such as Tealium or Marketo provide a complete resource kit. Tealium is defined as a platform that connects data so you can communicate with your customers. It observes user behaviors and provides guidance to create personalized experiences at every touchpoint. Marketo integrates online and offline data from its audience while supporting dynamic multichannel content strategies.

Extract insights and evaluate results

Market intelligence is based on obtaining insights and analyzing the results. Both tasks are complex and can be time-consuming. AI allows us to speed up these processes while avoiding errors in data manipulation.

Digital marketers are very familiar with Google Analytics tools, which allow you to collect and visualize results. However, this is only a fraction of what AI can do for content marketing. When you install the Tag Manager feature you can keep track of tags on a website or application. This includes tags that occur in Google Ads, Google Analytics and Floodlight as well as in third-parties. 

On the other hand, there are platforms designed to help analyze the metrics obtained. Parse.ly and Comscore are two of the most popular applications. Parse.ly was recently acquired by WordPress which will allow them to expand their operation. Its tool, Data Pipeline, stores and classifies user and event data and generates reports for easy interpretation.

Comscore also provides real-time measurements of mobile and web content consumption. This allows for better planning and control of multi-platform strategies.

In addition to measurements and reports, AI facilitates A/B testing. This methodology allows us to evaluate the variations in user behavior with respect to changes in a website. The ultimate goal of all these tools is to generate demand and drive audience response. As a result, they enable marketers to better target their efforts and achieve a higher ROI.

Optimize content

SEO algorithms are constantly changing which presents a major challenge for content creators. The use of AI content marketing allows for a better adaptation to these modifications through facilitating the production of intelligent content. That is, pieces that respond to user expectations delivered in an appropriate and timely context.

Since its inception, the online shopping giant Amazon has been a benchmark in identifying the interests of its users. Some of these resources are now available through the Amazon Web Services (AWS) platform. Tools such as Amazon Comprehend, Amazon Rekognition and Amazon Textract are worth noting.

Amazon Comprehend uses machine learning to extract valuable information from service reviews, comments and tickets. It also establishes relationships between the terms, which enable the improvement of the contents. Amazon Rekognition is a sophisticated image recognition service. It can detect objects, faces and places as well as extract text and label these automatically. Finally, Amazon Textract is much more than an OCR reader. With this service, it is possible to recognize handwritten and scanned texts and apply them as metadata.

Perform proofreading and editing

Platforms that perform text analysis and editing are perhaps one of the best known resources. Grammarly, for example, is a useful writing assistant that uses artificial intelligence to identify spelling, grammar, punctuation and sense errors. The tool provides suitable substitutes for each detected error.

Although this is not the main concern of content creators, it is a valuable tool that allows you to improve the quality of your texts. Applications have even been developed that correct the terminology used in the pieces to make them more inclusive. There are also programs that detect plagiarism, which should be given particular consideration when you outsource the writing of your content.

AI tools for translation and transcription also exist. Both Google and Amazon offer these services. These can be applied to written sources as well as videos and audios.

Will artificial intelligence replace content writers?

At the moment, the scenario where machines can replace content creators seems distant. Content writing is an activity that certainly requires technique, but it also demands a high degree of imagination and creativity. Even texts generated by computerized systems, such as automatic email responses, may require human editing. However, it cannot be denied that artificial intelligence helps to speed up and optimize the content writing process.

First, artificial intelligence tools allow you to automate repetitive tasks, creating free time for writers to focus on more strategic tasks. Activities that have so far been inefficient can now be executed by AI-powered software. This includes the search and analysis of data and inputs that serve to plan strategies or optimize and personalize content.

The measurement and evaluation of the performance of the parts and their promotion can also be delegated to AI tools. Currently, AI content marketing is used to identify trends and analyze user behavior.

In short, embracing AI is part of the process of conceiving technology as an ally that is capable of optimizing workflows. It is the sum of human talent and technology that will allow us to obtain better results. Nevertheless, content marketers will continue to be responsible for giving brands a credible and relatable voice.

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