Artificial intelligence, often abbreviated to AI, is becoming a mainstay in modern business practices.
Marketing, sales, and customer service can all benefit from the capabilities AI provides for companies.
And this inclusion of AI in marketing isn’t just a trend, it’s a common practice in all industries.
Content marketing is one area that really benefits from the computing and technology powering AI.
In this article, we’ll look at what AI content marketing is, how to apply it, the benefits of an AI strategy, and some examples of AI content marketing in action.
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What is AI Content Marketing?
Content marketing involves the planning, creation, and distribution of content materials like written words, videos, social posts, and webinars.
A mainstay of digital marketing, some refer to content as the “king” behind campaigns.
While content marketing is important to business success, it is time-consuming and often repetitive.
AI content marketing is a term used to describe the inclusion of AI and machine learning programs into content tools.
These content marketing tools can help with content planning, creation, distribution, analysis, and reporting.
AI helps improve the quality of content marketing. It also takes some of the time-consuming and tedious tasks off the plate of human team members.
When you incorporate AI into your content marketing plan, it provides a number of benefits for teams and customers.
Read the interactive ebook: The impact of Artificial Intelligence on Content Marketing
8 Benefits of AI Content Marketing
AI content marketing helps marketers do their jobs better and more efficiently.
While AI content marketing greatly enhances efficiency and customer experiences, it’s crucial to also humanize AI content to ensure it resonates on a more personal and emotional level with your audience.
It also helps customers have better experiences while interacting with your brand.
#1. Personalization
Traditional marketing methods treat every customer the same.
In today’s modern marketing world, we need a different approach to prove to customers that brands value their business.
AI helps companies understand audience segments and collects critical data on each customer to create a profile.
With AI, brands can personalize a customer’s recommendations and messaging to provide more valuable content to consumers.
#2. Content Curation
One tedious task that takes a large amount of time out of a marketer’s day is content curation.
It’s important to understand the latest news and get updates from publications to learn and inspire your own content process.
AI takes the search work out of content curation and can speed up the process from beginning to end.
It can search through all blog posts and articles based on interests and keywords to bring the right resources right to your inbox.
#3. Automated Processes
Digital marketing can sometimes feel like a career of daily recurring chores.
AI takes the repetition out of your team’s tasks and allows them to focus on more important jobs.
It allows you to grow without having to manually trigger every email or create your own reporting.
#4. Data Processing
All the data in the world isn’t helpful if you are unable to turn them into insights.
AI helps to process the huge amounts of data that is collected and stored daily from your customer’s actions.
When you use AI to pull together the relevant information from data, you can strategize and act without having to do all the data processing work yourself.
#5. Predicting Customer Behavior
Trying to understand the behaviors of your customers isn’t an easy task, and for years, marketers struggled to predict the actions of their target audiences.
AI can analyze the past behaviors of customers and use that information to personalize a customer’s journey, helping you and your team understand the next steps.
#6. Improved User Experience
When customers feel as though they are getting the right message, and enjoy their interactions with your brand, they have a better experience.
This makes them more likely to become repeat customers or advocates for your products or services on social media.
AI helps you balance the many touchpoints customers have with your brand so nothing slips through the cracks.
It can also improve their front-end experience so that they are monitored and marketed throughout their journey.
#7. Topic Generation
Finding the topics that will resonate with your audiences when coming up with content plans can take a lot of time and effort.
With AI tools at your disposal, you can quickly generate topics that have high search scores or are rising in popularity among your audiences.
With your content topics generated with AI, your team can focus on the best ways to address each topic and spend their time deep diving into approaches and high-level planning.
#8. Content Scoring
AI tools can help you rate and score your own content to see how you can improve and optimize your previous content pieces to resonate better with your audience.
When your content is scored, you don’t have to spend your own time going through each post, but can rather focus on improving what has been identified as an issue.
4 Examples of AI Content Marketing Applied in Brands
Brands of all shapes and sizes are using AI content marketing to improve their practices and increase efficiency and customer satisfaction.
As leaders in using AI content marketing techniques, these brands provide great case studies of the benefits AI can bring to companies in multiple industries.
#1. eBay
eBay is best known for consumer-to-consumer online auctions. It is one of the biggest buying and selling platforms on the internet.
With billions of products and millions of viewers, you can imagine how difficult it can be to personalize and make each customer feel like an individual.
Using AI content marketing tools, eBay created personalized messages for every customer in the form of email headlines.
Using a tool called Phrasee, eBay generated thousands of machine-written headlines to send to customer segments based on their interest.
Phrasee utilized natural language algorithms and learning functionalities to combine both eBay’s brand voice and the best email headline practices that could be tested at scale and further developed to resonate with customers.
#2. American Marketing Association
As a thought leader in the marketing world, the American Marketing Association needs to stay on top of new trends.
They must find ways to connect to the many industries that look to them as a resource for marketing ethics, new marketing practices, branding, careers, and creating great customer experiences.
Intending to help readers get information that best fits their interests, the American Marketing Association utilized an AI content marketing tool called rasa.io.
This tool generates smart newsletters that pull in content interesting to each user as an individual.
As well as providing relevant information, the tool also lets the American Marketing Association place its own content at the top of the newsletter and further establish itself as a leader, driving traffic to its site.
#3: Chase Bank
Chase Bank is another major brand that has used AI to further develop and improve its content marketing strategies.
After partnering with Persado, an AI company that uses AI to enhance creative marketing writing, Chase quickly saw the results.
In a surprising turn of events, the AI tool helped Chase’s copywriting come across as more human.
In direct comparisons with human-written copy, the AI copy performed better and helped create more genuine connections with consumers.
#4. Dell
Technology magnate Dell was looking for more ways to connect with customers and provide a tailored experience that brought in more business.
For years, marketing team members spent their time handwriting and customizing emails to reach out to customers.
But after pairing with an AI team, the entire approach changed.
The AI tool helped to separate Dell’s large customer base into specific audience segments with clearly defined product interests.
The AI tool improved both the content of the emails and the images included in them to increase clickthrough rates for emails and improve conversion rates.
Wrap Up: AI Content Marketing Helps Make Content Better
AI also saves time, helps improve efficiency, and sorts through massive data sets to bring brands actionable insights.
Content marketing is becoming a common application in brands across the globe, and new technological advances will mean more tools to come.
Besides, it’s important to keep in mind that AI tools can greatly enhance the writing process, but we mustn’t overlook the invaluable contributions of human writers, editors, and proofreaders.
Together, they form an unbeatable team that ensures the highest quality of written work.
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