Artificial intelligence (AI) has already influenced digital marketing on an enormous scale, particularly in the area of content marketing. The reality of this technology shows that there is so much more to come with AI, as well as what content marketers can bring to the table. The 2018 Artificial Intelligence market revenues around the world are estimated to be $7.35 billion in the U.S. with expectations to reach about $17 billion by 2020 and $89.8 billion by 2025. This is just the beginning of marketing AI, as most content marketers may currently underestimate the influence AI can have on their businesses and their work. This article will shed light on how and where ai and content marketing will develop in the coming years.
Artificial Intelligence 101
To summarize, artificial intelligence is the “science of making machines smart,” according to Demis Hassabis, CEO of DeepMind, an AI startup acquired by Google for north of $500 million in 2014. When used in unison, AI can boost human knowledge and capabilities. A few benefits of AI that marketers can take advantage of include:
- Automated processes and market research analyses
- Personalized content
- Synchronization of social media and other platforms
- Improved data collection and management
For a more comprehensive overview of the capabilities and benefits of AI, check out Workspace Digital’s guide on Machine Learning, AI and Automation.
The next few sections will follow the areas where AI will further innovate the content marketing field.
Personalization at Scale
One of AI’s main functions in digital marketing is its ability to analyze large data sets and interpret them into something useful for marketers. AI is only getting better at data and segmentation, and helping companies better understand the finer details of their target audience. AI-based content marketing can introduce the types of content they would prefer, and on what platforms to perform most efficiently.
Faster Optimization of Content
AI is now capable of not only writing reviews that are both believable and useful for users but also combating fake reviews that populate business pages from Yelp or Google. LifeRaft Inc., a Halifax-based online security company, is one organization that plans to add more functionality in its services with the addition of artificial intelligence. This effort seeks to filter and monitor their content online and allow customers better access to the content they are interested in.
Transformation of Strategy
AI has the potential to transform content creation and SEO strategies. Companies like Yahoo and Associated Press have already experienced the use of robots capable of generating pieces of content in huge quantity. AI will also not only aid in scanning key phrases through search engines, but also develop an aptitude for visual search capabilities based on specific images a user might research online. This development can pave the way for more creative approaches behind outreach strategies from content marketers.
Marketing Security and Privacy on Every Level
A 2017 Centrify study shows that online marketing has one of the highest risks for data breaches. A simple user ID and password combination may no longer assure the safety of data, as seen with the most recent data breaches. AI can aid in identifying threats faster, and with a secure overview of the risks involved, as the technology is enabled by a systematic examining of data available from previous cyber-attacks and other distinct sources.
Paul Roetzer, founder and CEO of PR 20/20, says that AI “won’t only augment or automate certain activities related to content marketing, it is also going to change how marketing channels work and which skill sets are needed to flourish in the near future.” Social media channels like Facebook or online marketplaces like Amazon depend on user-contributed content to drive conversions and traffic to their website. With AI, marketers can better ensure targeted delivery to satisfy the content demand that flows through both large and small platforms.
Tomás Ratia García-Oliveros, Co-Founder & CEO at Frase.io, shared his expertise in natural language processing (NLP) and AI applications for content marketing on the Emerj podcast. NLP involves AI coming up with its own “wording” for summarizing a given text (i.e – advanced searches brought out by meaningful relationships over extracted and analyzed sentences in the search results). Tomás noted that AI has the potential to be proficient in both extractive and abstractive summarization of content in the near future, furthering AI’s text understanding and reading comprehension.
AI will act in unison with agile marketers, enabling them to make sense of information at a deeper level and blitz through autonomous and time-consuming tasks. This technology will only develop to help marketers make better decisions to ensure the best experiences and content are always delivered to customers.