In a previous article, we looked briefly at the various ways artificial intelligence is impacting digital marketing. Today, we will begin by focusing on the interrelationship between artificial intelligence, content creation, and curation.
To begin with, we will look at different aspects of content creation and how AI is transforming them.
Generating content ideas is one of the essential components of content marketing. With the new developments in search engines, content marketers need to create content that are both audience-friendly and search-friendly. Striking the right balance between these two goals can become daunting.
More important than the skills of the content creator is whether the content he or she is writing is relevant to the audience.
Artificial Intelligence is now helping companies to generate the best content ideas that will drive engagement and conversion. AI can examine an audience, analyze data from their past interactions with content, and provide content ideas based on relevance, competition, and popularity. AI tools can help you decide the relevant topic clusters that you can pursue in your content marketing.
Some of the tools that help content marketers with content ideas generation include Hubspot’s Content Strategy Tool, Buzzsumo, and Concurred. With these tools, you can analyze specific keywords, websites, and niches to discover the most relevant topics that will help increase your organic traffic and drive engagement.
The next step after generating content ideas is to produce the content. Creating good content is both an art and a science. While some content types that require creativity and the skill of an expert writer, many content types require less creativity. Examples of the latter are reports and editorial text.
Many organizations are using Natural Language Generation to produce content. For example, Washington Post uses Heliograf, an AI-empowered tool to write some of their news reports. Platforms like Quill, Wordsmith, and Atomic Reach help organizations to generate content like sports reports, stock market updates, and written narratives from computerized data.
Because they are machines, these tools can help you produce faster and efficient reports and narratives.
Content Intelligence and Optimization
Data is the driving force of intelligent decisions. Content Marketers are also decision-makers. Therefore, having relevant data about the performance of previous content can help them make important decisions about future content. The easier it is to gain intelligence about the performance of a content (and the content strategy that drives it), the easier it is to improve and achieve better results.
By providing data-driven feedback and insights, AI can provide content marketers with the content intelligence they need to produce better content and optimize their content strategy.
Tools like Atomic Reach can help you optimize your content for better results. They help to optimize the content for your target audience by restructuring the content, changing the sentences, and modifying the word choice.
Other tools like Market Muse and Bright Edge can help you optimize your content for the search intent of customers. They bridge the gap between writing for the search engines and writing for the audience. Through these tools, you can identify keywords users are using and craft your content with those in mind.
Marketo is another tool that uses your audience’s content consumption and behavioral pattern to predict the type of content that works best.
Personalization is essential to every marketing strategy. It’s not only email marketing that utilizes personalization. Content Marketers are also deploying personalization strategies to improve engagement with their content. Consumers will interact with the content that they deem relevant to their experience. The task of the content marketer is to understand where the customer is and meet him there. At every point in time, customers are in different stages in the funnel, which means the things that are important to them differ.
AI is now empowering content marketers to provide relevant experiences to the customers. It is now possible to personalize every content for maximum engagement and conversion.
A content audit is an important part of any sound content strategy. It is not only a process at the beginning of a content strategy implementation. Rather, content marketers must plan regular content audits. It’s one way you can understand how close or far you are from achieving your content marketing goals.
Conducting a content audit can be very tedious, depending on the volume of content you have to parse through. However, tools like Market Muse use AI to do a quick content audit and give you insights that will shape your content strategy going forward.
According to Hootsuite, Content Curation is “adding your voice (and value) to a handpicked collection of content gathered from a variety of sources, around a specific topic, that you publish and share with your fans wherever they may be.”
Content Curation can be a tedious process where you have to scoop through the internet to find relevant content. AI allows content curators to automate the entire process. Some standard content curation tools include Curata, Scoop.it, Vestorly, and Stackla.
Content Marketing is vital for every organization. A company can’t succeed in this digital age without a solid content marketing strategy. The use of AI tools can help companies design and implement better content strategies to achieve higher engagement and conversion.