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AI in Content Marketing
Recent developments in AI have been nothing short of amazing. With the rapid pace of advancements, some people are understandably afraid of what might happen if AI gets too powerful. At Intentful, we believe that AI -- or machine learning -- is simply another stage of human progress. Think about other inventions that were once feared but are now commonplace, like cars and airplanes. Or even the internet—which is now such an integral part of our lives. Sure, there are risks associated with these technologies, but the benefits far outweigh the risks. The same is true for AI. When used correctly, it can help us solve some of the world’s most pressing problems. From climate change to healthcare, AI is already making a positive impact.
When it comes to content marketing, AI can be a powerful tool to augment human creativity and talent. By automating repetitive tasks and producing content that is based on data insights, AI lets creators focus on strategy and ideation.
In this blog, we look at some use cases of the content generated with the help of AI.
But before we do, let’s start with answers to some of the most frequently asked questions. How does AI know what I need? Does it scrape the internet, and then provide the scraped content as a completion result? (No!!!). What do I need to do so that AI produces content relevant to my needs?
Simply put, AI systems are designed to be able to analyze large amounts of data and identify patterns. To ensure that AI produces content relevant to your needs, you must first provide it with a clear idea of what those needs are. This can be done by creating a detailed content brief that outlines the topics you want to cover, the target audience you are aiming to reach, and the overall tone and style you are hoping to achieve. Train your AI system to understand your content needs by feeding it a data set of relevant documents and articles. This will help it learn and understand the vocabulary used in your company, as well as the general subject matter. Once AI is trained, it will be able to use its advanced algorithms to generate content that meets your specific needs.
Once the model is trained, all other content generation tasks will be easy, super-fast, and will let you optimize your content production costs significantly, allowing for savings of 50% or even higher when compared with traditional content creation costs. And if it sounds overwhelming, no worries – companies like Intentful take care of the model training, setup, and content generation.
Some of the ways you can use AI in content marketing
- Create a content plan for a week, a month, or longer
No need to worry about what to post or when to post it. Use AI to create a content plan by taking into account various factors such as the target audience, the purpose of the content, and the overall tone of the brand. It can also help identify key topics that should be covered based on the previously successful engagement metrics.
- Have an outline for any form of content ready in seconds
Once you decided on a topic, no need to spend hours or days thinking about what should go into that blog post or a newsletter. Let AI help you determine what content to include and in what order. Because AI was trained on a large number of good quality content, it “knows” the right composition structure. And if you added your own best-performing content, AI will make sure to mimic that approach as well.
- Generate copy for websites, blog posts, social media posts (with some restrictions), and email newsletters
Content is the backbone of the internet. It is the foundation of every website, social media post, and article. And yet, creating content is a very slow and costly process. AI is not able to replicate human creativity, but there's no doubt AI can augment it. With the help of AI, businesses can create copy more quickly and efficiently. By understanding the target audience and the purpose of the content, AI creates relevant text matched to customer intent, making it more likely to be found by potential customers.
- Product ads and product descriptions for e-commerce
Things change very fast in the world of e-commerce. To succeed, businesses must always be on their toes and be able to adapt quickly to the changes happening in their industry. Product descriptions can be very time-consuming to create. AI can help generate copy for e-commerce platforms, and do it fast. We use natural language processing algorithms to analyze a product and then generate a description or an ad that highlights the key features of the product. This can help save time and resources for businesses, as well as ensure that product descriptions are accurate and consistent.
- Generate hundreds (or thousands) of product descriptions from a bulleted list of tech specs
As you know, AI thrives on huge volumes of information. Use it to simplify your team’s workload and create product descriptions from just a bulleted list of tech specs. AI analyzes the data, extracts key information, and then generates text that is accurate and concise, while still providing the necessary information. This can be a very valuable tool for anyone who sells online, as it can save time and ensure that product descriptions are accurate.
- Have new content ideas based on the analysis of past successful content
AI can identify patterns and trends that can be used to generate new ideas for content. This can help content marketers save time and effort in coming up with new ideas, and it can also help ensure that the ideas generated are more likely to be successful.
As the internet becomes more and more saturated with content, marketing is shifting to personalization. This means that instead of creating generic communication that appeals to a wide audience, there is a clear personalization trend, with companies looking for ways to create messages tailored to specific individuals. This allows marketers to build relationships with their audience and better understand their needs.
The use of AI is key to personalization. With the use of AI, marketers can:
- Generate targeted content for specific personas or customer segments
- Create dynamic content based on user behavior and preferences
- Personalize recommendations for each reader based on their interests
NLP (Natural Language Processing) is still in its early stages, but it has the potential to revolutionize content creation. When paired efficiently with a CDP, businesses get better engagement, and consumers get personalized content that is tailored to their interests.
We encourage companies that are already data-first to experiment with personalization at scale with the help of AI-powered, high-quality and relevant content. This is especially true for any business with high reliance on online transactions, as using AI in e-commerce creates a more seamless and personalized shopping experience for customers.
Rewrite, repurpose and update
Make use of the content you already have. AI makes it possible to repurpose your existing content, either for a different channel, or just to update it for SEO purposes.
- Create hundreds of variations of the same product description
- Use existing content as a starting point and turn it into something else
- Freshness for SEO purposes
One of the important rules that Google has always had in their SEO guidelines is the freshness of content. But realistically, it’s expensive to be updating most content in your digital assets frequently. Use AI to update some parts of your content by rephrasing what you already have. It’s not cheating – some texts are evergreen, but it’s important to follow the rules to rank high (or to rank in general).
While it is obvious, we still feel it should be mentioned that rewriting somebody else’s content is plagiarism.
Classify and summarize
If you have read up to this section, you already know that AI can be used for pretty much any text-related task. Depending on your business needs, you may consider applying AI to:
- Sentiment Analysis
Use natural language processing to analyze customer sentiment and generate targeted content. Thanks to the incredible advances in the field of machine learning, the quality of sentiment analysis has improved significantly during the last year.
- Text Classification
- Topic Modeling
For all of these different types of content mentioned above, AI can help in the generation process, but humans not only need to initiate the task but also need to edit, curate, and approve what is to be published. In other words, these processes require the best of both worlds, the best of human and artificial intelligence, combined.
As businesses strive to keep up with the ever-changing digital landscape, they must consider new ways to produce content that will reach their target audiences. AI-generated content provides an opportunity for businesses to create content that is matched to customer intent, making it more likely to be seen and engaged with. Contact Intentful today to learn more about how we can help your business keep up with the digital age.