Three ways Artificial Intelligence supports Content Marketing
AI, or, Artificial Intelligence is changing the market. This pertains to many other professions too. Unlike the book Life 3.0 that explains how AI will change the world, we will cover three ways Artificial Intelligence can – and will – change our content marketing strategies.
Content Intelligence is a form of AI that understands the universal context of a piece of content. Thanks to this, marketing professionals can optimise their website content based on data-driven feedback. Moreover, Artificial Intelligence is able to highlight flaws on a web page by taking a three step strategy. This includes collecting data, analysing data and giving insights and recommendations to improve content.
Real-time Content Personalisation
Artificial Intelligence is capable of creating personalised content to relieve pressure on your content marketing strategy. It personalises ads and e-mails based on how the machine learning algorithms read the customers’ behaviour and then applies this to elements in content that it can control. Consequently, functions such as keeping up to date with customer needs (which is based on analysis and collecting qualitative data and feedback) are getting less manual and more precise.
As a result of AI, it is highly unlikely that the majority of apps on your phone or the website you’ve subscribe to, are sending you personalised e-mails that involves human deployment. Clothing brand Thread is the perfect example – the online apparel shopping platform serves 650,000 people with a shocking number of ten employees. Despite the number of customers, they all receive highly personalised content through e-mails including their name, and text and offers that resonate with their browsing behaviour on the sites.
In addition to creating content based on automatic analysis, ArtificiaI Intelligence predicts. AI independently finds new sources to apply to customers that haven’t been analysed before. That’s not only because of the research it performs on its own, but as a result of insights gathered on user engagement. AI is capable of successfully creating content beyond the customers’ realisation of their interest in the topic.
A great example of predictive intelligence is used by Facebook, and is known as ‘Trip Consideration’. As the second greatest ads platform, Facebook’s access to big data is not coming to an end anytime soon. Tourism and travel companies can benefit from Facebook’s ability to accurately predict users behaviour and directly send them an ad. Delivering ads to travellers is extremely difficult for locally operating companies. Trip Consideration is a great solution to reaching clients. In the past, companies in the tourism sector had to solely depend on organic search and the interest of users. Luckily nowadays, travellers are starting the digital customer journey well in advance to their physical journey.
To summarise, Artificial Intelligence has a lot for in store for us, and we have only covered three trends in this blog. Nevertheless, predictive intelligence, content creation and content intelligence are important trends that digital marketing students should be utilising. In our minor, we often discuss AI during class and we assign research related to it. Click here to read more on the assignments that we cover.