Three ways Artificial Intelligence supports Content Marketing
AI, or, Artificial Intelligence is changing the way we do marketing. This pertains for most 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 eventually will change our content marketing strategies.
To replace a human’s data collection efforts to remain effective in determining their content, AI has come with a method that goes far beyond. Content Intelligence is the form of AI that understands the universal context of a piece of content. Thanks to this, marketing professionals can optimize their website content based on Data-driven Feedback. Therewith, Artificial Intelligence is able to illuminate flaws on a web page by taking a three step strategy. This includes collecting data, analyzing data and giving insights and recommendations to improve content.
Real-time content personalization
Artificial Intelligence is capable of creating personalized content to relieve pressure on your content marketing strategy. It personalizes ads and e-mails in real-time that is based on how Machine Learning algorithms read the customers’ behavior and apply this to elements in content that it can control. In this way, functions such as keeping up to date with customer needs based on analysis and collecting qualitative data and feedback are getting less manual and more precise.
Likely, you will have a few applications on your phone or subscriptions to sites that send you personalized e-mails without human deployment. Clothing brand Thread is an example of which. This online apparel shopping platform serves 650,000 people with a shocking number of ten employees. In spite of the number of customers, they all receive highly personalized content through e-mails including their name, and text and offers that resonate with their browsing behavior on the site.
Next to creating content based on automatic analysis, AI predicts. Artificial Intelligence independently finds new sources to apply to customers that hadn’t been analyzed before. Not only because of the research it performs on its own, but as well based on user engagement, AI is capable of successfully creating content beyond the customers’ realization of their interest in it.
Predictably, a clear example of predictive intelligence is seen on Facebook, called ‘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 send ads to people of whom it predicts having an intent to book a trip. As delivering ads to people that are travelling around is extremely difficult to companies that operate locally, Trip Consideration is tremendously promising. Whereas they used to depend on the interest of fast-paced travelers, tourism companies are nowadays able to start the digital customer journey well in advance to their physical journey.
To summarize, Artificial Intelligence has a lot for us in store, and we only covered three trends within. Nevertheless, Predictive Intelligence, Content creation and Content Intelligence come much to the forefront as daily marketing subjects. In our minor, we discuss AI during class and we assign research related to this. Click here to read more on the assignments that we cover.