Although the idea of AI marketing had stalled in the past, it is now more prevalent than ever, leaving everyone questioning, "How can marketers use AI?"
Behind the scenes, AI is enhancing programmatic ad buying efficiency and personalising websites, creating content, forecasting behaviour, and other aspects of digital marketing.
Are you a marketer, entrepreneur, or business owner looking to leverage AI to enhance your marketing?
In this article, we'll discuss what AI marketing is, how to apply it, examples, advantages and disadvantages, and marketing tactics that profit from AI.
What is AI in Content Marketing?
Artificial intelligence (AI) in content marketing is a technology that can automate decisions and actions that human marketers do. AI can assist marketers in more effectively planning, promoting, and tracking their content by analysing past customer behavior, sales, and website traffic.
For example, AI can be used to:
Identify patterns in customer behaviour to predict future trends.
Analyse sales data to identify which products or services are most popular.
Track website traffic to see which pages are most visited and how users interact with the content.
This information can then improve marketing campaigns and create more compelling content.
How are companies using AI in content marketing?
The following list outlines five ways content creators integrate AI into their content strategy.
Automate content creation
Content writing is a career with much pressure in 2022. Before writing even starts, there is much research required. After you’ve put together the information, it's back to the drawing board to choose another subject and repeat the process.
With AI lagging until now with natural language generation, we've always had to compromise on quality. Natural language processing (NLP) is now fully capable of creating human-like content that considers emotions, culture, and even prejudices with the introduction of GPT-3 by OpenAI.
NLP is a fancy term for how computers interpret and examine a lot of data related to human language. When you enter your basic information into an AI content creation tool, it searches through millions of websites for information relevant to your submission.
It produces the best text utilising guidelines and good syntax. By doing this, writers can start strong and significantly speed up the writing process.
Collect user-generated content (UGC)
Every marketer is well aware of the importance of user-generated content. It's an excellent technique to develop and reinforce consumer relationships and raise brand recognition.
Manually finding UGC is tedious and daunting, but with AI-powered UGC software, you can search widely to see where your business is being mentioned. When your brand is mentioned in real-time, visual recognition technology scans the web for photos of your products and logo.
It is now possible to create campaigns around user-generated content.
Make content SEO-friendly
It is crucial to prioritise searchability while developing content because there are more than 600 million blogs and 1.9 billion web pages online. Not only should the content be engaging and easy to read, but it must also be optimised for search engines.
Creating personalized content for search engine optimisation is time-consuming and frequently interferes with generating and updating actual content. However, AI can now precisely predict what will do well with your target audience thanks to machine learning, and it can also offer insightful suggestions for what will result in the best future outcomes.
Finding underutilised niche keywords, phrases, and backlinks can significantly boost rankings and organic traffic. This method of search engine optimization research can eliminate the guesswork associated with manual SEO research and provide content creators with customer data driven frameworks.
Examples of Successful AI-Generated Marketing Content
Here are some fantastic brand use cases and examples of AI marketing:
Making their products more appealing and their brand more recognisable were goals for Nutella's packaging design. Ogilvy Italia, a branding firm, was awarded this transformational task. They produced 7 million unique labels as distinct and expressive as Italians, incorporating AI and various patterns. And that's how Nutella Unica was born.
ClickUp makes use of Surfer SEO's machine learning and natural language processing AI tools to find opportunities for content optimisation, understand which keywords to use in articles (and at what density), and gain knowledge of the ideal article structure from the number of images to the length of subheadings.
The outcomes are remarkable. Since employing Surfer SEO, ClickUp has noticed an 85% increase in organic, non-branded traffic. Additionally, the company has completed over 130 optimisations and published over 150 blogs, allowing it to create material more effectively.
Cyber Inc. is another fantastic example of marketing AI. Cyber Inc. used Synthesia AI, an AI video creation platform, to create videos for its online classes.
They hoped to fast-scale its content development and increase its global presence by producing videos in various languages. Cyber Inc. not only used this AI to produce an avatar instead of an actor, but they also used it to reduce the price of making videos.
The outcomes: As predicted, Cyber Inc. was able to generate material in several languages, which would have been a time-consuming and expensive process without AI, and scale into new markets far earlier than envisaged in their roadmap.
National Australia Bank
National Australia Bank (NAB) introduced an AI Marketing bot as a virtual banker on the internet to save their business customers time on administrative activities. Every day, all day long, the chatbot is available to respond to customer inquiries. The software can respond to more than 13,000 different iterations of more than 200 queries using information from consumer inquiries.
Top AI Tools and Platforms for Content Creation
AI can produce interesting, grammatically sound blog content that is search engine optimised. Smaller teams who need to generate relevant, personalised content to build their brand's online presence but lack the funding to hire a team of copywriters may find this to be especially beneficial.
Teams that deal with a lot of content, customer, and market data can benefit from AI-powered support, much like Yahoo's Automated Insights' Wordsmith for fantasy football. These tools help streamline content workflows but cannot replace human writing.
Here are some are the ten leading AI Content Creation Software Tools:
6. Surfer SEO
7. Paragraph AI
How to utilise AI-powered content generation for marketing success
You can increase the success of your marketing efforts by using AI-powered content generation. Here's a quick rundown of how to do it:
Integrating AI into Existing Marketing Strategies
Effortlessly incorporate AI-generated content into your current marketing initiatives. From blog posts to social media updates, AI can assist in producing varied and pertinent content that caters to the tastes of your target audience. It can also help you automate routine or time-consuming tasks, such as email marketing, social media scheduling and lead generation.
Measuring and Analyzing AI-Generated Content Performance
You can track the effectiveness of your content marketing activities and calculate your return on investment (ROI) using AI tools. To assist you in making data-driven decisions and optimising your approach, they may analyse your traffic, engagement, customer journey, and conversion rates. AI can help predict what customers want by combining user behavior data and predictive analytics.
Embracing AI for Long-term Marketing Growth
Embrace AI as a long-term marketing business growth strategy. As consumer behavior, trends and preferences change, constantly refine your AI-powered content-generating process.
Benefits of AI-Powered Content Generation
Here are a few benefits that artificial intelligence-generated content can offer:
Speedier Content Production
Artificial intelligence (AI) text generators can produce immediate copy packed with insightful information, but it will still need some editing or rewriting from a content writer. Given that you only need to provide the AI generator with a topic, this eliminates research and brainstorming.
Reduced Prices for High-Quality Content
Depending on the size, number, and level of technical expertise needed for the project, hiring competent content writers could cost hundreds of dollars.
Many AI writing programs are free or have a monthly subscription fee of around $100 for each ten thousand generated words. This turns out to be a more affordable option than paying human authors.
Using AI-generated content can greatly improve search engine optimisation (SEO) efforts. The tools can create content tailored to your chosen topic using reliable, SEO-optimized sources.
This is especially useful if you require additional information or writing experience with particular keywords or how to set up a page for the best SEO results.
No more writer’s block
You may overcome writer's block and produce more content in less time by using AI-generated content. The tool can give you new ideas for your writing from sources like books, articles, or conversations. This is especially useful if you need assistance with a certain subject or simply feel overburdened by the volume of content you need to create.
Disadvantages of using AI in content marketing
Now that you are familiar with the benefits of using AI-based tools in content marketing, let us discuss some of the drawbacks that should not be ignored:
Legal and ethical concerns
Emerging technologies like social networking and online advertising have already demonstrated that laws may take years to catch up with them. Why would using AI in digital marketing be any different?
Imagine if AI was widely adopted in digital marketing, only for restrictions to be passed in the future. Even if those regulations are not retroactive, the status quo will change and disrupt digital marketing organisations.
In other words, using AI in digital marketing could have unintended consequences that could lead to new regulations. It is essential to be aware of these potential risks and to plan accordingly.
Customers don’t always like chatbots or even talking to computers on the phone
Simple, basic chatbots can occasionally make it clear that no human is on the other end of the line. Some people, especially older folks, may feel uneasy about this. Chatbots should be supported by real people and used with caution based on your target demographic when possible. Similarly, you can imagine how frustrating it can be to call an 800 customer support number and press 1, 2, or 3 to speak to a robot.
As marketers, it is crucial that we provide accurate information. This holds true whether we deliver information to our clients, our audience, or the entire public.
It's important to note that even though AI technology is advanced, it still has its limitations. For instance, ChatGPT can only offer data up to 2021 as of the time when it was collected.
How to Overcome Challenges in AI-Driven Content Marketing
To fully utilise the benefits of artificial intelligence, businesses must tackle the obstacles associated with AI-driven content marketing. Overcoming these challenges is crucial. Here is how marketers can handle these challenges:
Balancing Human Creativity and AI Automation
It's critical to strike the correct balance between AI Marketing Automation and human creativity. While AI can produce content quickly, it could lack the human touch regarding emotion and creativity.
Marketers should embrace AI to support and improve human creativity rather than replace it to get around this problem. More engaging and authentic content can result from collaborating with AI to automate content creation procedures while incorporating human innovation.
Managing AI-Generated Content Quality and Review
AI-generated content might not always satisfy the desired quality requirements, which could result in mistakes or brand voice inconsistencies.
For AI-generated content to adhere to brand rules and remain accurate, pertinent, and engaging, it is crucial to have thorough review processes and quality control mechanisms. It is important to have human oversight and editing to refine content generated by AI before publishing.
Creating Responsible and Ethical Content
Sometimes, AI-generated content may unintentionally contain biased or unethical material.
As a precaution, marketers should keep a close eye on AI-generated content to ensure that it does not contain any harmful or offensive material.
In order to alleviate worries about AI, it is crucial to perform ethical assessments and regularly enhance AI models utilising varied and impartial data sets.
Here are some typical queries that you might have:
What is AI marketing?
AI marketing is using artificial intelligence by marketers to understand their target audience better, automate email marketing campaigns, and create more compelling content.
How is AI used in marketing?
Almost every aspect of marketing can benefit from artificial intelligence.
AI can automate routine marketing chores like planning and delivering emails or forecasting the success of campaigns. Additionally, it goes a step further by tailoring experiences for both marketers and customers.
How do I earn money with AI marketing?
With marketing AI, you can optimize your marketing campaigns, improve audience targeting, and boost the effectiveness of your content to increase conversion rates and revenue.
How do I learn AI marketing?
You can enrol in specialist marketing programs, attend workshops, or take online courses to learn about machine learning applications in marketing, data analysis, and AI algorithms.
What is the future of AI in marketing?
The future of AI marketing solutions is bright since it will keep revolutionising the field by enabling increasingly sophisticated personalisation, comprehensive customer analytics, and automation of difficult marketing chores, resulting in more successful and efficient marketing strategies.
Takeaway: Get ready for AI-powered content marketing
Adopt the dynamic world of digital marketing and give your company a competitive edge by utilising Artificial Intelligence (AI), the go-to tool of powerful businesses. Learn how AI transforms content development, customer experience, and data-driven methods to help firms achieve their marketing goals in a constantly shifting environment.
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