AI’s Impact on Content Marketing

The fact is…

Many content marketers are still intimidated by artificial intelligence (AI).

And yet, the use of AI in content marketing continues to grow in popularity as more people get to know, like, and trust it. 

In 2022, Influencer Marketing Hub found that 44.4% of marketers surveyed used AI for content production [source]

This article will explain why the impact of AI on content marketing is too significant to ignore.

How AI is Changing Content Marketing

Artificial intelligence is becoming increasingly important in content marketing because AI tools can assist content marketers in saving time and resources while producing content more efficiently, with less manual labor.

Natural language processing (NLP) and machine learning (ML) are subsets of AI (source) that can process unbelievable amounts of data in seconds, all while learning and adapting to create content.

Marketers can enhance content marketing efforts with an arsenal of AI-powered tools available today to create, curate, optimize, and distribute content. 

It’s not only text-based content that’s changed with AI copywriting tools.

AI software can enhance a person’s experience with other types of content, such as images, video, and audio. 

AI and SEO in Content Marketing

If you’re an SEO professional, the content creation process is only half the battle because you must also optimize content for search engines.

With some AI SEO tools, you can: 

  • Use an advanced content editor with semantic keywords (NLP)
  • Compare and target top-ranking SERP competitors 
  • Use keywords and related semantic keywords
  • Benefit from native AI copywriting features or software integrations

I’ve used these tools to get my articles to rank on the first to the fourth pages of Google. Look up “Best AI Presentation Software,” and you’ll see that I currently rank at #11 in some countries and #12 in the US (2nd page).

Why Content Distribution is Better with AI

When you make content like articles or videos, you want as many people as possible to see it.

Well, that’s where AI comes in.

With AI-powered content distribution, you can get your content in front of more people at the right time.

AI can analyze user behavior and interests and use that info to target your content to the people most likely to be interested in it.

That means you can get more reach when promoting your content. This is especially helpful with organic social media posts, which are notorious for throttling views to around 2% of your total audience.

AI Skills Content Marketers Must Learn

As AI continues transforming the marketing industry, content marketers must develop specific skills to stay ahead of the game. 

One essential skill is data analysis. 

AI algorithms rely heavily on data to make decisions, so marketers must know how to gather and interpret this information to create more effective and targeted content.

Another critical skill is creating content that AI can quickly process. This involves using descriptive headlines, clear and concise language, and well-structured content.

Marketers must also be proficient in utilizing AI-powered tools, such as chatbots and voice-enabled assistants, to engage with their audiences.

Actual Examples of Brands Using AI Content 

AI is a powerful tool for businesses to optimize their marketing strategies and stay competitive in the ever-changing digital landscape.

Brands have begun to harness the power of AI to create better content at scale.

Here are some real-life examples of how implementing AI for marketing campaigns can pay off.

Coca-Cola and AI-powered content optimization

Coca-Cola collaborated with Persado to optimize its digital content by analyzing and generating new language, emotion, and formatting variations. The AI then compared these to see which one engaged the most customers.

The results were impressive, with open rates increasing by 8%, click-through rates increasing by 20%, and conversion rates increasing by 23%, all while saving the company time and money. [source]

Artificial intelligence (AI) can potentially revolutionize how businesses approach marketing and consumer engagement.

Companies can gain valuable insights into consumer preferences and behavior by using AI to create and test different content variations.

Marketing teams can then use this information to develop more effective marketing strategies, leading to increased revenue growth.

HubSpot and AI-powered content recommendations

HubSpot worked with BrightInfo to develop an AI-powered content recommendation platform that improved their content marketing strategy. The platform used AI to analyze website visitors’ behavior and recommend relevant content. 

HubSpot achieved significant success with the platform, increasing its click-through rates by 200% while saving time and resources by automating the process of delivering personalized content recommendations to website visitors. [source]

The use of AI in content marketing has revolutionized the way companies engage with their customers.

Analyzing customer data and behavior allows AI-powered content recommendations to be tailored to individual preferences, resulting in a more personalized experience. This not only improves customer engagement but also increases revenue for companies. 

The Washington Post and AI-powered storytelling

The Washington Post utilizes artificial intelligence (AI) to assist in their article writing process.

OpenAI’s GPT-3 program generates summaries, headlines, and even entire articles, freeing up journalists to focus on more important tasks such as investigation and analysis. 

The AI-generated summaries have proven popular with readers, leading to increased article readership and allowing The Post to produce more content at a faster pace. 

However, the Post emphasizes the importance of human writers in ensuring accuracy and trustworthiness. This innovative use of technology in journalism has been successful for The Washington Post.

Challenges of AI in Content Marketing

Although AI can be a valuable tool in content marketing, it also presents some challenges.

One of the main challenges is ensuring that the AI-generated content is high-quality and relevant to your audience. In addition, it’s important to avoid generic or inaccurate content that could harm your brand’s reputation.

Another challenge is maintaining a human touch in your content. While AI can help with tasks like optimizing headlines and summaries, ensuring that your content resonates emotionally with your audience and doesn’t come across as robotic or impersonal is crucial.

Lastly, it’s essential to use AI ethically and transparently. This means avoiding deceptive or misleading practices and being upfront about adopting AI in your content creation and distribution.

By addressing these challenges, you can leverage AI to improve your content marketing strategy in a responsible and effective way.

Now’s the time to embrace AI.

Individual content marketers and teams who begin using the power of artificial intelligence will get a “first movers advantage” over the competition. 

if you’re a content creator or part of a content marketing team and start using AI, you’ll be the cool kid on the block. You’ll have a head start over others who haven’t jumped on the bandwagon yet. 

AI is getting better and better all the time, which means it will be even more important in content marketing in the future.

So don’t be slow. Incorporate AI now and get ahead of the competition!

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