If AI is transforming every form of human enterprise, can content marketing be far behind? An area that’s long been associated with creativity, innovation and strategy – all rolled into one – is now attracting the attentions of new-age technologies.
The battle for consumer attention and engagement among brands continues to remain intense as consumers spend more time online. According to Content Marketing Institute, almost 72% of marketers view content marketing as the biggest contributor in improving consumer engagement and thereby promote a brand or a business.
So in this digital first era, how is AI impacting and transforming content marketing?
Mayank Jain, CEO and Co-Founder, Scalenut, an AI powered content creation platform, says that for content marketing to be effective, content creation needs to serve business goals. And this is where AI is breaking new ground.
“Content creation for marketing has for long been seen as a manual process. Intelligent research, evaluating and shortlisting keywords, stitching together sentences for powerful copy is part of the process. However, AI, and tech like NLP and NLG, are assisting marketers and content creators in replicating and improving the content creation process. AI can sift through billions of data points in a matter of seconds and come up with compelling content instantly. It’s a giant leap for brands in forging better engagement with consumers,” Mayank adds.
According to Scalenut, there are five keys questions that AI is answering when it comes to content marketing for brands.
AI helps curate the kind of content that should be created in the first place. Using technologies like Natural Language Generation (NLG) and Natural Language Processing (NLP), AI can quickly evaluate and explore articles, blogs, and publicly available documents for specific keywords. This gives marketers curated information to develop high-quality and engaging content in a fraction of the time it would normally take to research manually.
With minimal manual intervention, AI can analyse and understand what competition is doing by carrying out social listening across the web. AI can help understand what the target audience is looking for say on Google, Quora, Reddit and so on. Similarly, AI can look at the competitive landscape and decode content of competitors, big and small. Based on the analysis, marketers and content strategists get powerful insights from the web and the competition.
AI can undertake deep keyword research, especially to find high-quality key terms, which can be used in content creation. Using NLP, AI extracts the key terms used across the web. These terms are valuable in order to satisfy the search intent of anyone using search engines.
How to work with minimum resources for maximum results?
Efficient deployment of resources goes a long way in utilizing marketing budgets adequately. AI helps in creating compelling content without deploying an army of resources. AI can help write powerful copy on almost anything under the sun. Trained on billions of parameters, AI understands the context and generates relevant content.
How to always keep content fresh and relevant?
Every marketer understands the need to optimize content and for regular enhancements to get high ROI. On a periodic basis AI monitors how existing content is performing and stacking up against competition. Based on training, it regularly offers recommendations of what the marketer should do to keep content fresh, relevant, and up-to-date.