“Shoppers rely on both user-generated content in the form of product reviews as well as thoughtfully-curated content generated by subject matter experts in order to educate them.
With predictive analytics, you deliver the most timely and relevant content to your customer base, increasing engagement, and nurturing customers through the sales journey.”
‘Can machines think?’
This famous question was posed by computer pioneer and artificial intelligence theorist Alan Turing in 1950.
We have come a long way since Turing saved millions of lives by decrypting the German navy’s coded messages during the Second World War.
In fact, the global AI software market is projected to grow by as much as 154% in 2020!
With marketers across industries responding to this change by transforming digital marketing with artificial intelligence, AI is also changing the way content marketing is done.
In this blog post, we take a look at the impact of artificial intelligence on content marketing, as well as how you can use AI to deliver highly-engaging content to your audience.
So, let’s get started!
Creating content consistently with predictive analytics
It can be difficult to consistently find topics that will help you engage your audience.
In fact, 45% of marketers find it a challenge to create content that appeals to their target audience.
But with the help of artificial intelligence, you can find interesting topics to write about for your blog.
AI uses predictive analytics to predict how your prospects and customers are likely to react to a given topic.
By analyzing similar topics, it then helps you decide which one will give you the best ROI.
Delivering personalized content
Artificial intelligence also helps you deliver personalized content to your target persona.
With machine learning, you can track audience behavior, preferences, as well as interactions, to get personalized customer engagement.
AI enables you to collect data points relevant to your prospects, website visitors, and customers, to help you create personalized profiles.
You can then use this information to streamline your content strategies with the profiles you have created.
Using keywords that focus on user intent
With Google’s ‘BERT’ algorithm update, the search engine now better understands the context in which users make search queries.
This means that content with keywords focusing on user intent is likely to rank higher on search engines.
Machine learning helps you understand visitor patterns on your website, enabling you to know the user intent and identify the right keywords to ultimately rank higher on search.
Along with the need for content to be highly-engaging, it can be difficult to keep up with the increasing demand.
With artificial intelligence, you can scale content creation across a range of industries such as eCommerce, finance, insurance, and publishing.
Natural Language Processing (NLP), a branch of AI, helps you:
- Analyze the effectiveness of content
- Suggest alternative content in line with your website or blog
- Make variations in content for different personas
- Auto-generate editorial text with minimal human intervention
Power content marketing with artificial intelligence!
In this blog post, we looked at the impact of artificial intelligence on content marketing, as well as how you can use AI to deliver highly-engaging content to your target audience.
Content marketing forms an essential part of digital marketing.
And with effective digital marketing, you can maximize conversions, optimize customer acquisition costs, and establish a strong brand presence.
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