THE IMPACT OF AI ON CONTENT MARKETING
Since 2018, AI has been making a significant impact on content marketing with 84% of marketers using it in 2021, up from 29% of marketers using it in 2018, and it is likely that AI's influence continues to grow.
Impressive statistics, and while AI continues to play a significant role in content marketing lets dig deeper, and take a look at what AI means in content marketing, and more specifically how it has an impact on it?
Artificial Intelligence in Content Marketing Definition
Artificial Intelligence (AI) in content marketing refers to the application of AI technologies and techniques to enhance various aspects of the content marketing process. Content marketing involves creating, distributing, and promoting valuable and relevant content to attract, engage, and retain a target audience. AI can significantly impact content marketing by automating tasks, personalising content, improving data analysis, and enhancing overall content strategies.
To answer the second part of this question here are ten ways AI has had an impact on content marketing:
1. Content Creation
AI-powered tools, such as language models like ChatGPT, can generate content quickly and efficiently. This is particularly useful for creating product descriptions, blog posts, social media content, and other forms of written content. AI can assist in generating content ideas, conducting research, and even writing drafts.
AI helps marketers deliver more personalised content to their audiences. By analysing user data and behaviour, AI algorithms can tailor content recommendations, product suggestions, and marketing messages based on individual preferences and interests. AI personalisation offers a win-win situation for businesses and customers. Businesses can improve customer satisfaction, increase sales, and optimize their marketing efforts, while customers benefit from more relevant and engaging experiences tailored to their preferences. As AI technology continues to advance, the benefits of personalisation are likely to become even more pronounced.
3. Content Curation
AI-powered content curation platforms can sift through vast amounts of content and select the most relevant and valuable pieces for a particular audience. This saves time and resources for marketers and ensures that the content shared is high-quality and on-topic. However, it's essential to strike a balance between original content creation and content curation. While content curation can be highly beneficial, it should complement a content strategy that includes original, unique content to maintain a distinct voice and perspective.
4. SEO and Keyword Research
AI can assist in identifying relevant keywords and optimizing content for search engines. Advanced AI algorithms can analyse search patterns and identify keyword opportunities to help content rank higher in search engine results. SEO and keyword research are fundamental for driving organic traffic, improving user experience, and gaining a competitive advantage in the digital landscape. They enable businesses to connect with their target audience effectively, increase brand visibility, and achieve long-term growth.
5. Chatbots and Customer Support
AI-driven chatbots provide instant responses to customer queries and concerns, enhancing user experience and engagement. They can assist visitors in finding relevant content, products, or services, and guide them through the buyer's journey. While chatbots offer many benefits, it's essential to strike a balance between automation and human touch in customer support. There will still be scenarios where human intervention is necessary, especially for sensitive or complex issues. Combining chatbot technology with human support ensures the best possible customer experience.
6. Content Performance Analysis
AI analytics tools can assess content performance and user engagement, providing valuable insights for content marketers to understand what works and what needs improvement. These insights help in refining content strategies for better results. Content performance analysis is an ongoing process, and it's crucial to regularly review and adapt your content strategy based on the changing needs and preferences of your audience. By understanding what content drives results, you can create more impactful and effective content in the future.
7. Natural Language Processing (NLP)
NLP enables AI systems to understand and interpret human language, making it easier for marketers to monitor brand mentions, sentiment analysis, and social media conversations, allowing them to respond effectively. Overall, NLP has the potential to streamline processes, improve efficiency, and enhance user experiences across a wide range of applications and industries. As NLP technology continues to advance, its impact on society is likely to grow even more significant.
8. Automated Social Media Management
AI can streamline social media management by scheduling posts, identifying optimal posting times, analyzing engagement metrics, and even responding to basic customer inquiries.
9. Content Translation
AI-powered language translation tools can help marketers reach global audiences by translating content accurately and quickly into various languages. It's important to note that content translation requires attention to linguistic and cultural nuances. Simply using automated translation tools may not always yield accurate or culturally appropriate results. Working with professional translators or translation services ensures the highest quality translations that resonate with the intended audience.
10. Video and Image Analysis
AI can analyze video and image content, enabling marketers to better understand visual trends, track brand mentions in visual media, and deliver more engaging visual content to their audiences.
While AI offers numerous benefits for content marketing, it's essential to use it responsibly and thoughtfully. Striking the right balance between automation and human creativity is crucial to maintain authenticity and resonate with audiences effectively. As the technology continues to evolve, content marketers should stay up-to-date with the latest AI advancements and incorporate them strategically into their marketing efforts.