May 15, 2017 Anna Heidecker

For the People, By The Proprietary Software.

Big data has advanced the development of AI systems that can take information from a variety of inputs, identify relationships between them and make predictions that humans could never dream of making. Let’s take a look at what the recent advances in AI technology mean for content marketing.

In 2018, 20% of All Business Content Will Be Authored by Machines. [Gartner prediction]

AI systems are rapidly gaining the ability to gather information and turn it into natural language that can be understood by human types. Today’s content generation software can become fluent in topic-specific vocabulary, as well as the basic principles of sentence construction. And it can use this knowledge to create texts that sounds like a homo sapien had a hand in it.

Currently, most of the content created by automated composition engines is data based. Yahoo aggregates data and uses it to automatically create personalized recaps of users’ fantasy football contests. On Facebook and Twitter, you’ve no doubt read summaries of trending news and events that were created from aggregated content drawn from a variety of consumer and business sources. And many companies, including Netflix and Amazon, use AI technology to provide personalized recommendations for their users.

By using the tools available to create and deliver the right piece of content to each individual user—when they want it—you can make your content strategy increasingly relevant to your audience.

When It Comes to Optimizing Content, AI Is a Real Team Player.

In some situations, the best way to use AI in your content strategy is by teaming it up with your human writers. The AI technology provides data that guides the writers in content creation. InboundWriter is an example of this kind of content optimization tool. It uses proprietary predictive algorithms to help writers work out which topics are likely to generate the most traffic, based on web searches and user data.

Another example is Captora, which analyzes online content across social media, search and advertisement channels. This software determines which parts of the content strategy are successful and identifies gaps in the overall marketing plan. Captora then creates landing pages that can fill those gaps and bring in more traffic.

You can use these tools to optimize your content strategy across all channels. This will help you ensure you don’t miss out on any major sources of traffic.

AI Content Strategy Tools Can Be Brand Boosters.

As AI tools become more sophisticated, brands are able to use them in increasingly creative ways. Kia used IBM Watson technology to find social media users who shared the company’s values. Watson analyzed the language used in thousands of posts on Facebook, Twitter and Instagram to find influential users with specific personality traits, such as artistic interest. Kia then sent a pair of brightly colored socks to each influencer and asked them to create content relating to the gift. The result was a buzz around the brand, a buzz that spread using the hashtag #AddPizzazz.

Kia’s partnership with IBM Watson is a great example of how AI can direct the creation of user-generated content without losing the authenticity that audiences love. Embracing AI doesn’t mean taking the humanity out of your marketing campaigns; in fact, it can achieve the exact opposite, allowing you to deliver a more personalized experience to each customer. Using AI could even help you to develop new products based on the customer needs unveiled in the data.

What Does AI Mean for You and Your Marketing?

Like any technology, AI is useful only if it makes sense for your business. To find out how you can put AI to work, begin by asking what kinds of data your brand has access to on a regular basis. You may have a lot of data about your social media contacts that you’re not currently using. Why not give AI a shot at analyzing that data and drawing conclusions about your audience?

Once you involve data in your marketing strategy, you can begin to tell stories using that data. You may even be able to enlist the conclusions generated by AI to guide your content strategy. For instance, if you discover that your target market is interested in particular topics, you can begin to focus your content strategy around those topics.

Put an Action Plan in Place (Like, Yesterday).

The first step to embracing AI is to identify the business problem you want the technology to help you solve. Once you’ve found a way in which using AI can address this problem, experiment with small pilot projects to explore all possible avenues for this technology. Throughout this process, keep an open mind. You want to be prepared, at any time, to adapt your approach to include the learning you acquire along the journey. This way, you can ensure that AI can make a great contribution to your overall content strategy.

AI is ready for its close-up and all set to play an important role in the future of content marketing. Whether it’s through writing content or helping human writers target their content more effectively, AI is here to stay. Start thinking about how you can incorporate AI into your content marketing strategy.

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