Despite advances in marketing automation, much of the technology marketers rely on to plan, execute, and evaluate content marketing campaigns is elementary. But artificial intelligence (AI) possesses the power to change everything. Artificial intelligence is the science of making machines smarter, which in turn augments human knowledge and capabilities.
While traditional marketing technology is built on algorithms in which humans code sets of instructions that tell machines what to do, with AI the machine creates its own algorithms, determines new paths and unlocks unlimited potential to advance marketing and business. It may seem like a futuristic concept, but AI-powered technologies are already being used today by companies like Amazon, Salesforce, and HubSpot to improve marketing and sales. In the process, AI will change how brands organize their content marketing.
AI takes the human guesswork out of Content Marketing
Artificial intelligence excels at analyzing huge amounts of data to surface insights, predictions, and prescriptions that humans find difficult or impossible to see. In content marketing, AI has the potential to analyze content composition and performance, compare this data to historical or industry benchmarks, and recommend actions based on that analysis. Using AI, content marketers can plan and organize their campaigns faster, more effectively, and without human guesswork.
In fact, AI is already able to help content marketers:
One example of AI in practice is HubSpot’s Content Strategy tool. The tool helps marketers target relevant content topic clusters, validate content ideas, and measure potential performance. Another tool, Automated Insights, automatically creates narratives from data-driven content, allowing marketers to focus more on strategy and promotion. IBM Watson Analytics can surface insights from content performance data to help you plan around which content works best.
These are just a few of the AI applications that can and will free up content marketers to perform higher-value creative tasks, such as content creation, curation, and promotion. In the process, these tools will usher in a new era where content marketing professionals who embrace AI will evolve to tackle higher-value roles rather than find their job automated out of existence.
This article was written by Paul Roetzer, founder and CEO of PR 20/20, author of The Marketing Agency Blueprint and creator of the Marketing Artificial Intelligence Institute
First published in the CMFF Digital Magazine 2017, launched at Content Marketing World 2017.