How Is Artificial Intelligence Changing Content Marketing?

Artificial intelligence has seeped into every aspect of our lives, and it’s especially influential in the digital realm. It has found many uses in marketing and exceeded our expectations greatly.

Content marketing is not exempt from this trend. In fact, AI is slowly but steadily changing the way we do content marketing.

Many aspects of AI, including machine learning and natural language processing, are helping us make better use of data, create content more easily and efficiently, and make our strategies more effective.

Here are some ways AI is changing content marketing.

AI Can Generate Content

Great content is always in demand, and now, there are tools that can generate it. A particular subset of AI technology known as the natural language generation (NLG) software can create pieces of content that no one would guess weren’t written by humans.

This type of software is especially great for formulaic writing, i.e., that which follows a template. For example, AI can successfully generate reports, emails, industry trend articles, product descriptions, and other types of content.

Who knows how far AI will progress in this department. Recently, OpenAI API has unveiled their progressive language model known as GPT-3, which can write complex stories with minimal prompts.

Great content writers are still in high demand, but maybe in the near future, most online content will be AI-generated.

AI Can Help Create a Solid Strategy

Before you start creating content, you need to have a solid content strategy. AI-based tools can help you base your strategy on real insights inferred from massive amounts of data. This is much better than basing it on intuition and other unreliable methods.

These AI systems can analyze huge amounts of data to find out what users really want. They can provide you with the most relevant keywords around which to create your content. Also, they can give you topic clusters that would work best for your site.

Many steps in content strategy creation involve manual work, including keyword research or optimization. However, as machine learning, NLP, and other AI technologies progress, we’ll surely experience high automation levels in this department in the near future.

AI Facilitates Personalization

neon sign saying "data has a better idea"
 Image: Source

Today, internet users are immersed in massive amounts of data every day, and marketers need to fight for every speck of their attention. This is best achieved with personalized content, which caters to each individual user.

Based on the visitor’s data, some AI models can predict what type of content the visitor would be most interested in. We all know how Netflix serves us content. Every time we enter the site, it uses our previous behavior, i.e., the shows we have watched already, to predict what we might like to see next.

The best thing about AI systems is that they become even smarter in time and better at reading and interpreting user behavior. Strangely, AI seems to be helping businesses treat their customers as individuals and cater to their specific needs.

AI Plays a Major Role in SEO

One of the major elements of a successful content marketing strategy is optimization for search engines. All online content depends on its ability to cater to the search engines and make itself appear relevant.

Google’s AI-based algorithm RankBrain has had a profound influence on SEO, and there’s no doubt that AI will change SEO for the better. Thanks to the smart algorithm, the search engine favors increasingly more genuinely valuable content; gone are the days of keyword stuffing and other machinations.

AI has the ability to truly recognize users’ search intent and identify the pages that provide the best user experience. What’s more, Google’s smart algorithms are becoming more precise when displaying the desired results.

Instead of relying on intuition or common sense, marketers are now using similar tools to help them satisfy consumer needs.

AI Takes Predictive Analytics Further


laptop screen showing analytics
Image: Predictive Analytics – Source

Data rules today’s marketing world, and predictive analytics with the help of AI can help you put your best-performing content forward every time. Predictive analytics uses historical trends and patterns, analyzes them, and predicts future outcomes.

AI-based tools use machine learning to take this ability to a much higher level, constantly learning and making adjustments in real-time.

Not only can AI-powered predictive analytics tools help you identify potential audiences, but it also allows you to predict their response with a high percentage of accuracy.

These tools crawl your site and leverage user behavior information, their content consumption habits, profiles, and more, to help them find the best match. This way, AI facilitates the customer journey and is beneficial for both sides.

Chatbots Help Distribute Content and Drive Traffic

AI chatbots can be used in a variety of ways, and a great chatbot strategy can streamline the entire customer journey if used correctly. Thanks to their ability to understand human language thanks to the natural language processing (NLP) component of AI, marketers can use them in many ways in their content marketing strategy.

Chatbots can engage with each individual user and ask them questions to understand their preferences and collect data about them. This data can then be used to present the right, more contextually relevant content to the right audience.

You can use them to push and promote new content or have them direct visitors to your social media posts. There are many possibilities, and the idea is only beginning to gain traction. The best thing about them is that they actively work on improving user engagement, and unlike human agents, they’re available around the clock.

The Future of AI in Content Marketing

As you can see, AI is pushing content marketing in a new direction, one where many menial tasks are automated and less human agency is required. However, this doesn’t mean that content marketers and creators will be replaced by machines. It just implies that the more daunting and time-consuming tasks will be left to AI, while marketers’ jobs will become more interesting and meaningful.

What’s more, paradoxically, the “machine” is helping companies show more personalized care for each customer and cater to their individual, human needs.

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Rebecca Brown
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