BusinessDigital

How do AI and ML impact your content

Did you hear about Alexa? The answer would be an obvious answer, Yes. It is an AI, Artificial Intelligence which has become a household name for many. Though this is not a new concept this has become a new phenomenon. The modern buzzword of AI has been here since 1956, but took a long time and made significant changes to hit the market. In businesses also, it has many uses. Even content marketers are using it for its full potentiality. By saving your time and getting things completed AI is the mainstream behind the processes. You can see that there are many possibilities and machines will soon continue to take over the manual work.

AI’s role in content marketing

The most important responsibilities for the present content marketer’s is content profiling and content creation.AI tools such as language processing, predictive analytics and algorithm takes you to the next level of effectiveness in content marketing. It is creating a more personalized content that ultimately increases customer satisfaction. 72% of marketers believe that AI will be a typify for business activities. This adds value to content marketing as well and enhances your content.
For content marketers, tedious work of generating it manually can be reduced and demand for sophisticated, personalized content is on the rise. Thus paving the way for the audience intelligence approaches.

A vision of content marketing- how it has changed

Compared to the earlier content has changed over the period. From the following, you can know how it has changed
Intuition based content: Content is created according to the instincts and marketers don’t know how their content is going to perform.
Insight based content: Content is curated as per the past performance. Marketers measure the content based on the past performance results.
Predictive content marketing: Wrote the content based on the predictions of performance. Marketers understand the predictions and know how their content will be performed in the future.
Autonomous content marketing: Content is partially generated and promoted autonomously and on predictive analysis with more scope for personalization. Marketers simply feed in the budget requirement, content ideas and expect the desired results.
Now we have seen different versions of Content marketing, let’s dig deeper and know what are the key approached for AI uses to enhance your content marketing strategies.

Devise the content automatically

With AI, content can be automatically generated by crafting simple stories. Few of the content stories like sports reports, stock updates can be framed. You might not notice that there are countless portions of content that are generated by the machines. Using AI, you can automatically generate short-form content and address the content among the present consumers. Large corporations such as Samsung, DigitalStrom, Yahoo, Fox and Tacobell are using AI on a daily basis for this purpose only. Many short stories and novels are written using solely by an AI algorithm.

Chatbot integration

The demand for personalization is the main reason why chatbots have evolved. These chatbots are helping content marketers in many ways. They can mimic human conversation and reach customer satisfaction by giving valuable information on the key points that they are seeking for the solution in each stage of the sales conversion funnel. This data can be used for creating more relevant content that can convert the customers into leads. Through chatbots, you can also send promotional offers that your users are interested to find out based on their queries and enhances the conversion even further.
Companies like Uber uses facebook messenger chatbots and allows users to request the ride without using an app.
Chatbots helps in streamlining the process rather than filling out a form. They can just type the query and receives the answer through real time.

Custome feed Algorithms

With more number of feeds and posts shared online every day, it’s no surprise that AI has taken a lead role specifically on social media platforms. AI enables social media platforms like Instagram,  Twitter, and Facebook to customize users feeds. This allows them only to see only the wanted updates.
This social networking platforms analyze thousands of variables and predict the relevant posts through like, comment, hides and marked spam messages. For every 2 hours, there is a post in social media daily.  Hence rather than spending time on odd posts, marketers are working to give highly-targeted content and display ads in front of them on a regular basis. Algorithms also give relevant scores to social networking ads so users can see the ads only what they are interested in.

Predictive Intelligence

Businesses are yielding ROI by making imminent lead scoring and analytics. Lead scoring is a process where marketers can decide where the customers are in the sales funnel based on historical behaviour. Through this marketers can easily know which user to target and on what particular content for them to convert as a lead. It makes businesses to work more efficiently by projecting the personalized content based on their interests and needs. Analyzing what content a customer positively reaches and helps marketers to create better content in the future for getting better results.

Curating content and then creating it

The act of discovering, collecting, and well-presenting the information on a specif topic. This the most relevant and high-quality digital content for their targeted users. This is not an easy task. There are some tools like Buzzsumo available in the market which helps you with the trending topics. On the go, we don’t create content merely for the sake of creating it. Our goal ultimately depends on converting the customers and making them buy the product. AI helps marketers create content at every stage of the sales funnel.
Algorithms help in collecting data based on the buyer’s persona. This includes the feeds they read, the questions they ask and answer, and concerned about your businesses. Depending on this knowledge you can create and curate the content that is more relevant and answers their questions. This increases engagement and raises conversion rate for any offers you place an advertisement for.

Better customer satisfaction

Contrast to the Cortana and Siri, IBM’s Watson has the ability to respond to the queries on users just like human either verbally or through text. Watson is enabled with AI as it can understand, learns, reasons and interacts in real-time scenarios. This can also be used as IA(Intelligence Assistance). Assume how nice it would be if your user interacts with IA to solve all their problems rather than filling the standardised old forms. Watson doesn’t react to the query immediately but can direct them to relevant marketing materials which may be used in the later stages.
For example, BMW, the car manufacturing company uses big data related technology for its mainstream business model. They use AI from engineering and design and from sales to aftercare services. The company is also a prodigious leader in driverless technology and plans for autonomous cars where the cars drive itself without any manual intervention.
Similar to Watson, Siri is familiar with every household. It the personal assistant for Apple users. You can communicate with it on a daily basis. She helps in

  • Finding information on directions
  • Booking movie tickets
  • Calling saved contacts
  • Helping in sending messages
  • Weather forecasting

Adding events to calendars and so on. She uses ML technology and gets better and smarter with each passing day and be able to understand human language and inquiries.

Ways ML(Machine Learning) transforms the content marketing

Machine learning is a sub-division of AI(Artificial intelligence) where a machine algorithm is strategically programmed to self-learn the concepts of big data in order to perform specific actions. Through these large chunks of data, machine learning can analyze data, offer insights and build a personalized strategy. This signifies that the content marketers have better chances of creating effective, valuable, natural content which is easy to find on the SERPs and attain more engagements.
Take, for instance, Cogito which is originally founded by Dr.Sandy Pentland and Joshua Feast is a powerful tool to adapt behavioural attitudes. This used MI and behavioural science and enhances customer interaction by phone professionals. This can be applied to millions of voice calls that occur on a daily basis

Improved Productivity

Machine learning can be used efficiently for gaining better productivity. Monotonous, dreary, repetitive, and time-consuming activities like gathering the highest search volume keywords can be tedious and difficult. But with intelligent automation, this can be handled more quickly. This means that there is a scope for concentrating more on content writing. As relevant as you provide valuable data by knowing all the procedures the major part is done by ML. You can optimize this approach for better results You can, even more, optimize the procedure for better results by using well-developed CMS like a scoop.
Content management system or tool helps in optimizes the content in creating, sharing, distributing, sourcing and monitoring. These tools also aid businesses to track, plan and manage various activities

Personalized content

Earlier, for content marketing strategy creating content for different demographics and attaining customer satisfaction is a huge effort. With AI personalization can take you to the next level in digital marketing.  According to the research, 90% of U.S adult citizens are finding personalized content more appealing. In contradiction to the 4% of people.
As there should be unique and authentic content, AI is a comprehensive tool that helps in creating solutions by allowing your brand to have an individual interaction with consumers. From personalized emails to customized e-commerce landing pages, AI can be used to streamline various aspects of your marketing efforts. But most essentially it can aid in decoding critical customer variables like context, values and behaviour. Then you can conveniently differentiate each customer and drill them down to the last variable.
For example, if you are running a chain of restaurants and have an online presence, you can identify a customer based on vegan, vegetarian and non-vegetarian. What kind of meals does your targeted consumers prefer while travelling alone or with his family? Gather all these findings and create remarkably personalized content.

Obtaining the right content

To write valuable and relevant content, you need in-depth knowledge. Finding the intent of the audience is vital. AI gathers all the important data like any trending topics for the week,  current search queries on Google, Yahoo and Bing. Predicting the future for your audience. Content writers go through a lot of research to find a suitable topic and ideas to pen down their content better than their competitors.
This is a really time-consuming process. In this case, adopt the usage of machines which helps you in finding trending and superior-quality content that is getting the traction and have the highest social engagement in real-time. This even offers insights into which topics are useful for a specific group of audience. Through the use of a modern-quality computer, you can also grasp the subject of every article and when combined with other machines, writers can write better content compared to the top-performing articles.

Tracking Data

The success of digital marketing is determined according to the data collected, analyzed. More by estimating what works and what doesn’t. It is a crucial factor to amplify your content marketing strategy. The process of tracking the data is totally depended upon predicting the future in accordance with historical behaviour. For this very reason itself, ML is designed and trained. Of course, depending on the real-time inputs.
Sometimes you might miss a relevant keyword in your content. Or you might be unaware of the backlinks which are suitable for another website. With these types of data-based suggestions, computers can aid in evaluating your marketing strategy.

Images

Location of the image is easy but manipulating, cropping and editing into different sizes and versions consume a lot of time until you use AI. With AI you can generate engaging images with more efficiency and have greater ROI. Some of the ways where ML can work on images are

  • Save money by repurposing the already existing images and personalizing them and reinventing them with a new background.
  • You can automate the process and auto-crop the images aligning with the guidelines
  • Train AP on the aesthetics of an image and automatically pick the excellent image

Conclusion

Artificial Intelligence(AI), is among the trending aspects in digital marketing. This is in reference to content marketing too. Earlier, AI was associated with machinery, robots and complex sciences. It was the term mostly used in Sci-fi movies and was somewhat alien. Fast forward to the present day AI has become popular data. AI thus became a staple in our daily lives. AI particularly ML(Machine Learning) is becoming the vital component for ranking of the websites. It identifies the keywords stuffing in your website, unwanted backlinks and high-quality content for users. This technology also gives many opportunities to reach the right audience.
On the whole, you can implement comprehensive strategies involving automation and ML. AI can also be employed in every element of digital marketing.

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