26 Apr 2019

How Is Artificial Intelligence Shaping The Future Of Content Marketing?

Artificial intelligence, or AI for short, is when machines, like computer systems, replicate or mimic human-like tasks and processes. These processes and tasks include learning, reasoning and problem solving. AI makes it possible for machines to learn from experience and to adjust to new inputs with minimal human intervention. By using AI technology, computers can be trained to accomplish tasks by processing large amounts of data and by recognising patterns in the set.

Examples of AI include; self-driving cars, Apple’s Siri, Amazon’s Alexa, facial, image or speech recognition and chatbots to name a few.

Content marketing is the creation and sharing of valuable, relevant and consistent online material that doesn’t promote a brand explicitly but instead, stimulates interest in its products or services and educates its consumers. The aim of the content is to attract and retain a clearly defined audience and ultimately drive a profit.

Content marketing can be in the form of videos, blogs, infographics, case studies, white papers and social media posts. The belief with content marketing is that if we deliver consistent, valuable information to our customers they will reward us with their business and their loyalty.

The role of Artificial Intelligence in marketing has increased over the last couple of years. AI has made marketers’ work easier by allocating large amounts of work to machines. Artificial intelligence is able to perform content marketing activities such as discovering keywords, optimizing, testing landing pages, scheduling social media posts, analytics, planning blog posts and personalizing and automating content. This way, marketers can focus their efforts on other marketing matters and drive the company’s performance.

Personalized content
These days customers are expecting personalized content and unique interactions from brands. AI aids marketers with collecting, analyzing and evaluating data to help them create the personalized content that customers are searching for. The AI technologies are able to automate the timing, communication channel and type of content that is sent to customers. Personalization of content helps to promote transparency and gives marketers more control over their strategies.

Enhance marketing campaigns
When marketers make use of Artificial Intelligence, their marketing strategies and campaigns largely improve. This is due to the fact that the marketers are more informed about their customers and are able to provide them with content that is tailored to their needs and behaviours.

Relevant content
Artificial Intelligence allows marketers to deliver relevant content to the right target audience. AI technology analyzes data such as age, demographics, geographics, income brackets, interests and time of day spent online to better equip marketers so that content is delivered to the right people and the right time.

AI technology analyzes and evaluates large amounts of data to help companies make more informed decisions that are based on verified data.

Observe and predict
AI technology observes customers’ behaviour and determines if the information they received was helpful or not. If not, the company can develop or update their information to better suit what they were looking for. AI can also pick up if customers remain on a page for a while, assuming the information is helpful, which increases the ranking of their page. This insight allows marketers to effectively predict the performance of their content and the pattern of their audience’s engagement.

Contact PURE on accounts@purecreative.co.za or call on +27 (21) 424 6918 to set up a complimentary 20 minute consultation, let’s create something great together.


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