How does AI affect content marketing?
How artificial intelligence is changing content marketing
Artificial intelligence (AI) is becoming increasingly important in the digital world. Read how you can benefit from this with your content marketing in the blog post.
Artificial intelligence (AI) and bots will become game changers in the digital world in a few years. This also has consequences in marketing: Many of the previous content strategies are being turned upside down by the new possibilities and are thus becoming a major challenge for companies. But how can marketing benefit from this and how will it change as a result?
Content marketing remains number 1
Content marketing is one of the most efficient marketing strategies currently available, because it can be used precisely, scaled appropriately and monitored excellently. In recent years, companies have succeeded in significantly reducing their CPL (cost per lead) and at the same time reaching larger or more precisely defined target groups.
However, the simple confrontation with static content is less and less popular due to the content shock: users want interactive content. In order to be able to generate such insights for your own marketing, artificial intelligence can provide valuable information by observing user behavior and promoting engagement.
Artificial intelligence is already in use today
Artificial intelligence is a trend that will have an impact on marketing and is currently starting to do so. Over the next few years, AI may turn the content landscape inside out - and it is already in use in many places. The search results at Google and Co, for example, are not only generated by AI, the algorithm is also learning more and more about the semantics of user queries in order to better understand what they are looking for or what they want to search for in the future.
AI has long been a reality that works. With its AI system Watson, the software giant IBM has developed a program that, in an application for an insurance company, understands whether customers are thanking for the quick processing of a case or whether they mean it ironically.
But how will AI work in content marketing? Basically, in addition to the automation of marketing, seeding, distribution and SEO, networking and the combination of content are particularly relevant. Ultimately, AI should not only be able to link content with one another, but also to understand it independently and publish and distribute it on relevant platforms.
Marketing benefits from automated support
This can be particularly advantageous for internationally operating companies, because if several languages are used, AI can work wonders in a short time and help to make communication increasingly accessible. In addition to automatic translations, this also means that computer systems will in future be able to record, learn and react to more about the communication and language behavior of users.
But will algorithms also be able to write articles independently in the future? In fact, AI is already able to create content for certain specifications in a readable form and to search for content independently. In many cases, this happens in our immediate environment, for example when we consume information about sports, weather or the stock market. Some companies also use artificial intelligence for technical editing: With the help of bots, for example, technical data can be converted into product descriptions.
Influence on editorial offices
Whether it will eliminate journalism and other writing professions is a legitimate question, but rather the opposite seems to be the case. In fact, AI is already taking on classic editorial tasks, for example for the British marketing magazine "The Drum". Here, IBM's Watson even designed an entire edition independently. But ultimately, so the expectation of many specialists, only the previous way of journalism and editorial work will disappear, but not the actual journalist.
In the future, AI will possibly be an important colleague in many editorial offices and support journalists, content managers and editors in collecting and linking information, understanding it, organizing it and adapting it to the interests of target groups. Even if AI can also understand and process emotional topics, humans remain the most important resource when working with text contributions, because associations, nuanced expressions, interpretations and a global understanding of the text are things that AI cannot yet understand.
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