How many tasks your marketing team, more specifically, your content marketing team needs to accomplish on a daily basis? From planning the blog posts, using the right keywords, personalising content, reviewing analytics for all those posts to devising content strategies; it can be a lot! While the robots aren’t so sophisticated yet to write your content, you can literally get some help in some other aspects of their intelligence.
Let’s consider another scenario - as a content marketer, you only have to focus on your strategies and enhancing the business rather than sitting and creating stuff from scratch! Quite dreamy, right? Except that there’s nothing artificial about it, artificial intelligence is making this happen faster than you can imagine.
There is something similar to the ‘fear of missing out’ called the ‘fear of falling behind’ and so many marketers around the world are facing it every day. There are such speedy updates in the marketing world happening so frequently that it can be hard to catch your breath, let alone catch that update of the week.
But recent studies have shown that only about 18% of the companies have properly figured out how to use AI to scale their business operations. That might give you a feeling that you have the first-mover advantage here, doesn’t it? Although you’ll have a tough competition with these companies who have already implemented AI in their day-to-day activities, you are still not too far behind the curve.
Why should you even bother with AI in the first place? The simple reason is - you want to focus more on executing those strategies rather than creating content, along with other manual tasks that are a part of that journey. For marketers, the daily tasks are what take up the most part of their day, such as setting personalised emails, creating personalised content, and creating a different type of content depending upon the buyer personas, and AI can be used to enhance those efforts and drive efficiency.
How does it do that?
Well, as a content marketer, you are probably aware of the whole process of engaging a user through nurturing campaigns after they show interest in your content, such as downloading a white paper. But what if, there are 500 users downloading 500 white-papers through different channels and you are to send across 500 personalised emails as a part of the 3-step nurturing campaign? Where today’s marketing automation platforms do offer respite from these manual tasks to a great extent in terms of saving time, increasing efficiency, and driving performance; what they do not offer are deep insights, recommend next steps, predict possible outcomes or even create content.
Content marketing is hugely run by humans with some help from automation platforms, simply because humans have the finite power to create. Whereas, once you get the AI is thrown in, which has the infinite power to process, predict, and recommend the content, the game changes completely. So, how can AI help today’s content marketers? Let's find out:
It is probably the number one priority for you that a user who is already on your website, is presented with a fresh piece of relevant content every time they try to leave. But how often does that happen? There are a few AI tools such as Uberflip, which help you catalog the content you have already published and recommended the user with relevant content while they are on your site. Studies show that 75% of what people watch on Netflix has been the work of AI which keeps throwing recommended content to users when they are active. Pretty cool, right?
How do you know for sure what type of content the visitor is coming to your website for? You might have a brilliant team writing superb content and publishing the best of insights, ebooks or white-papers but all of that would go in vain if that’s not what the users want. This is where AI comes in. Tools like Crayon can help you analyse different types of data from about 7 million online sources and give you insights on what your competitors are publishing, what changes are they making to their existing content or website and many more things.
While you may be stuck with creating many buyer personas for each account you are working on, there's something which can actually collect information and create content profiles for you. Content profiling tools infused with AI make this happen. Not only that, the tools also help you understand the performance of your web pages and your entire content pool from your blog posts, long-form articles, pillar pages, whitepapers, etc, helping you keep the best-performing pages and outdo the rest.
Where tools like Grammarly already exist to sort of replace the human editor (although not completely) and give you the basic correct piece of content in English, there are tools that can do much more than simply correcting your sentence structure and grammar. One such tool is BrightEdge that can automate tasks like adding header tags, cross-linking, optimise the content, and even forecasting business impact. It also alerts you on which content is doing well and which isn’t and how you can optimise that.
Tools like Drift can help your sales team gather necessary information about the prospects you are targeting and on leads that are ready to make a purchase. And when you have already attracted those leads to your blogs, Chatbots can recommend new products and services while they are at it. For example, with HubSpot's Free Chatbot Builder, you can easily create and automate chatbots according to your business needs. Not only that, the chatbot builder is integrated with CRM, which means the chatbots can deliver more personalised messages based on the information they have about a contact.
Content marketing is changing fast and the only way to catch up will be by thoroughly understanding the possibilities of incorporating AI into your content marketing activities. If nothing else, it can at least free you up from doing some manual tasks and help you focus on other important things such as creativity and strategy.
Not sure how to fill in the content gaps?