2017 saw National Geographic launching ‘Genius’, which was the channel’s very first drama series. Based on the life of Albert Einstein the series quickly won a huge fan following. To keep audience interest alive and kicking, the channel decided to come up with a chatbot that allowed fans to chat with Einstein. The step was a tremendous leap in using Marketing AI – especially in content.
The chatbot interactions were just as human as you and I are. Plus, it displayed a great sense of humor. As a result, the chatbot proved to be extremely beneficial in getting the drama series a good publicity boost. This is just one example out of AI revolutionizing content marketing. Opportunities beyond imagination galore.
Whether it’s about engaging your audience on websites or on social media, running predictive analysis, or automating repetitive tasks, AI is delivering exceptional value to marketers.
Needless to say, it is the unmatched ability of AI in utilizing tons of data to analyze and predict outcomes that have won it all the love. Peter Mikeal, Head of Marketing Strategy at NC.-based Small Footprint, was right when he said that AI will fundamentally change the landscape of marketing as we know it. “The age-old statement in marketing, “50 percent of our marketing efforts work, we just don’t know which 50%”, will become a fable of the past.”
Today, indeed, we have an absolute hold on what works and what doesn’t. Thanks to all the analysis enabled by AI, making sense out of data inputs and historical behavior sounds all so simple.
(It’s just super interesting to have everything according to your taste laid out on a plate for you based without you having to tell anyone about it. Think content suggestions by Netflix that you would love to watch. How does Netflix know?)
So, is Marketing AI really redefining the future of content marketing? Let’s take a look at how it already has an impact on the industry.
Marketing AI in the future of content
Everyone knows how important personalization is for sensible marketing. Yet, 60% of marketers struggle at it. If you are sending out irrelevant communication and offers, customers will leave soon or sooner. 65% of business buyers switch if vendors don’t personalize.
As pointed out, one of the most outstanding abilities of AI is to be able to spectacularly analyze tons of data in no time. This ability is being leveraged by marketers to understand exactly who they are targeting with the content best suited to that audience segment.
Moreover, decoding your critical customer variables such as their behavior, demographics, real-time location, etc. it has all become so easy with marketing AI.
Today, you can narrow down and slice customer data/information to the last bit. For example, if you are a restaurant, you can quickly segment vegans, vegetarians, non-vegetarians, eggiterians, etc. Based on this bifurcation you can send them cuisine discount offers and recipe recommendations based on their food preferences. That’s one-on-one personalization done right.
Another good example of AI-based personalization at work is custom news feed algorithms. Leveraging AI social media platforms such as Facebook, Twitter, and Instagram, can predict absolutely accurately what content users will like, share, spam, or hide. Using this ‘predictive analysis’ custom news feeds are sent out such that they result in increased engagement.
Improved user interactions and experience
You cannot ignore chatbots when talking about the new-age experience that users in a mobile and social world largely demand. Born out of AI, chatbots, allow brands to keep in touch with their customers at any time, at any point on their customer journey, regardless of the device that they use. That in itself sums up as a fantastic experience for customers. Intelligent bots connect all the dots and assist users in finding exactly what they are looking for.
In content marketing, this means delivering information as and when required. The Shopify Messenger, for example, is smart enough to create a complete shopping experience for users. The bot can help you can browse the catalog, get product recommendations, pay for items, receive order confirmations, and make service requests, using this bot.
Another important trend in customer interaction with content that has been fueled by AI is voice search. Needless to say, the way people look up or search content has completely changed. As a result, content marketers too need to change the way in which they make their content searchable in those ‘newer’ ways. Voice search is being used for ordering pizza. No wonder Domino’s Pizza’s virtual ordering assistant Dom tops half a million orders. The challenge, and hence the opportunity, before marketers here, lies in leveraging voice technology to propel meaningful user interactions.
Automation quickens, eases, and streamlines content
Most of the boring, mundane, and repetitive tasks that marketers have to deal with on the daily basis can be passed to AI’s court. Rejoice! As a marketer trying to make the most out of your campaign, using AI automation tools, you can plan, optimize, personalize, promote, and analyze content performance in no time. You don’t need to do anything manually.
From scheduling social media content to finding out how many people interacted with the post to measuring campaign success, it can all be done very quickly with automation tools. It would be interesting to know that you can also use NLG-based algorithms to write copy and news articles without any human help! Tools like Hootsuite help schedule social media content and push it out to user streams at a pre-set time that you choose. With AI, most of the routine burden is off your shoulders and you can focus on core marketing tasks.
Wrapping it up
AI has taken content creating, analysis, promotion, and automation to the next level. The future of content marketing is here! Robots are writing entire movie scripts, and big companies like Samsung are using marketing AI to deliver excellent content to their users.
Intelligent automation is making it possible for marketers to serve real-time content and promotional offers promising increased engagement and conversions. Algorithms that can identify and analyze patterns and buckets data are helping companies is improving the quality of keyword research and revolutionizing search.
There’s are a lot many ways that marketing AI is changing content and I’d say it is for the best – but of course, with human moderation. What do you think about AI in content marketing?