Big data has advanced the development of AI systems that can take information from a variety of inputs, identify relationships between them and make predictions that humans could never dream of making. Let’s take a look at what the recent advances in AI technology mean for content marketing.
In 2018, 20% of All Business Content Will Be Authored by Machines. [Gartner prediction]
AI systems are rapidly gaining the ability to gather information and turn it into natural language that can be understood by human types. Today’s content generation software can become fluent in topic-specific vocabulary, as well as the basic principles of sentence construction. And it can use this knowledge to create texts that sounds like a homo sapien had a hand in it.
Currently, most of the content created by automated composition engines is data based. Yahoo aggregates data and uses it to automatically create personalized recaps of users’ fantasy football contests. On Facebook and Twitter, you’ve no doubt read summaries of trending news and events that were created from aggregated content drawn from a variety of consumer and business sources. And many companies, including Netflix and Amazon, use AI technology to provide personalized recommendations for their users.
By using the tools available to create and deliver the right piece of content to each individual user—when they want it—you can make your content strategy increasingly relevant to your audience.
When It Comes to Optimizing Content, AI Is a Real Team Player.
In some situations, the best way to use AI in your content strategy is by teaming it up with your human writers. The AI technology provides data that guides the writers in content creation. InboundWriter is an example of this kind of content optimization tool. It uses proprietary predictive algorithms to help writers work out which topics are likely to generate the most traffic, based on web searches and user data.
Another example is Captora, which analyzes online content across social media, search and advertisement channels. This software determines which parts of the content strategy are successful and identifies gaps in the overall marketing plan. Captora then creates landing pages that can fill those gaps and bring in more traffic.
You can use these tools to optimize your content strategy across all channels. This will help you ensure you don’t miss out on any major sources of traffic.
AI Content Strategy Tools Can Be Brand Boosters.
As AI tools become more sophisticated, brands are able to use them in increasingly creative ways. Kia used IBM Watson technology to find social media users who shared the company’s values. Watson analyzed the language used in thousands of posts on Facebook, Twitter and Instagram to find influential users with specific personality traits, such as artistic interest. Kia then sent a pair of brightly colored socks to each influencer and asked them to create content relating to the gift. The result was a buzz around the brand, a buzz that spread using the hashtag #AddPizzazz.
Kia’s partnership with IBM Watson is a great example of how AI can direct the creation Go to the full article.