Which Impact Does AI Have On Content Marketing?
By: Fabian Pott
Tags: AI, Artificial Intelligence, Content Automation, Aritificial Intelligence, Content Creation

Photo by Franki Chamaki on Unsplash

And why is AI important for good SEO?

I’m sure all of us have heard of intelligent machines that have beaten a world champion in chess. The issue of artificial intelligence is becoming increasingly popular because it really is a game-changing technology nowadays. Already now, countless industries have recognized the potential and successfully use artificial intelligence for content marketing as well.

But the first question is, what is AI actually? And how does it change content marketing? In this article, you will learn how AI influences content marketing and how it can be used effectively for your SEO strategy.

What does artificial intelligence mean?

The term “artificial intelligence” (AI) is not easy to explain, as there is still no clear definition of “intelligence”. Basically, artificial intelligence focuses on intelligent behavior and machine learning.

This includes, for example, visual perception, speech recognition, decision-making, and translation between languages. Therefore, the AI should solve problems on its own as far as possible, evaluate decisions, and apply learned knowledge in order to make its own choices or suggestions for solutions.

Which types of artificial intelligence exist?

Reactive machines

One example is Deep Blue, the IBM chess program that defeated Garry Kasparov in the 1990s. Deep Blue can identify pieces on the chessboard and make predictions, but it has no memory and cannot use past experience to decide on future ones.

It analyses possible moves (its own and its opponent’s) and chooses the most strategic move. Google’s Deep Blue and AlphaGO were developed for limited purposes and cannot simply be applied to another situation.

Limited memory

These AI systems can use past experience to make future decisions. Some of the decision-making functions in autonomous vehicles are designed this way. However, these systems use observations that happen in our fairly distant future, for example, a car that is switching its lane. However, these observations are not stored permanently.

Native theory

This is a psychological term. It refers to the understanding that others have their own beliefs, desires, and intentions that influence decisions. This type of AI doesn’t exist yet.

Self-awareness

In this category, AI systems have self-awareness or consciousness. Machines with self-awareness understand their current state and can use the information to determine what others are feeling. This kind of AI hasn’t been developed yet either.

Benefits of AI for Content Marketing

Content marketing is one of the most cost-effective methods that is becoming more and more popular around the world. Nowadays, customers not only expect a lot of information, but also a certain amount of entertainment. Therefore, content that offers added value is essential.

For this purpose, companies are more and more often using artificial intelligence (AI). At the same time, they are increasingly working on the development of intelligent software that also enables the creation of more sophisticated content. In the following section, you will find out in which main areas of content marketing AI is preferred.

Automatically created content

Although automated text generation is still a very much emerging field, it has already been applied by many companies. When it comes to short product descriptions, simple news texts, or sports reports, many online department stores or news portals use AI for their copy here.

Because AI can create hundreds of texts in a very short time — for which a human would need several days. In order for AI to be able to create a text, it must be fed with both the appropriate language and the necessary data, such as the product range or sports results.

But AI still faces problems with creating technical or creative texts. So when it comes to specific information or emotional and creative content, even the most modern AI will reach its very limits. Therefore, advertising texts should still be written by humans if you want them to achieve high conversion rates. When it comes to simply informative texts, however, AI offers new opportunities in automated content creation.

Customized content

In order to succeed in the highly competitive digital market, companies need to attract the right audience with the appropriate content. Since customized offers and recommendations are very much appreciated by customers, personalized content is becoming more and more important.

This is still doable for a human, but it will become more and more difficult in the future due to the large amounts of data. Here, AI in combination with Deep Learning can create personalized content for a specific audience or for every user. Dedicated tools analyze the behavior of users in order to identify preferences and offer customized content. The result: consumers are more satisfied and will buy more.

The way personalized content can look with Deep Learning is something Amazon is already doing pretty well. No doubt you have already noticed the personalized section with product recommendations for different categories. Customers are offered suggestions for similar products based on the articles they have already clicked on or purchased. For this, AI uses databases and deep learning to understand user behavior and create personalized content.

Another example of personalized content is provided by Netflix. Based on an algorithm, Netflix recommends different movies and series to users. Its algorithm analyses what users watch and then gives them suggestions on what to watch next. In this way, it influences 75 % of users. Social media channels like Facebook, Twitter, or even YouTube have also realized that and use AI that recommends certain content for each user.

Chatbots

You’ve probably already chatted with AI. With a chatbot. Usually, this is a robot when a chat window on a website prompts you to start a conversation. Chatbots are increasingly used in customer service for customer support, orders, and questions and are almost impossible to be separated from a “real” human being.

AI can answer specific questions about products or services within seconds and therefore provides a personalized customer experience. With every conversation and every question, AI collects more data and continuously improves its capabilities. Humans only have to step in when the chatbot receives requests that are too specific or too complex to be handled by its own skills.

Final thoughts

Artificial intelligence will become increasingly important and it will transform many areas — not only content marketing. Already today, there are numerous articles that are created and published properly by algorithms. Whether as a translation or text creation, AI is a quite disruptive development. Artificial intelligence will not replace human intelligence but can be used as another tool to enhance your efforts in content marketing.

If we use AI in a smart way, we will be able to create even better and more relevant content to reach the relevant target group as efficiently as possible. Especially for recurring and standardized texts, AI takes away time-consuming work. This provides more time for the types of texts that an AI is not designed for: creative and more strategic ones.

The use of AI therefore not only enables an improved planning and content production process but also helps companies to create highly relevant content. In this way, companies achieve more conversions and generate more revenue.

If you want to learn about a tool that we use to not only to plan our content better but also create it faster, then subscribe to our newsletter now and learn how we use AI to create a lot of content in a very short time that is not only relevant but also SEO optimized!

We’ll present a case study, but you will also be able to see exactly how we use it and how we profit massively from it!

All the best,

Fabian