How AI platforms are improving content marketing strategies

August 6th, 2018

Using AI platforms to improve your content marketing strategy

In a world where almost every business is investing in content marketing, the internet has become flooded with content (and most of it, not very good).

To be able to keep your audience’s attention you must be creating high-quality content – and Artificial Intelligence (AI) can help you do just that.

AI has come a long way since the question of intelligent machines was first asked back in the 1950’s. It’s all around us now; Amazon uses it to recommend us products, Apple uses it to listen to and answer questions with Siri, even delivery services use it to work out the best routes for their drivers.

2 people using AI voice recognition with a virtual assistant.

Some marketers are worried AI may eventually take their jobs, but content and artificial intelligence are a match made in marketing heaven. AI can be used by marketers to automate any manual and repetitive task, saving your time so you can think up some great ideas for more creative content.

Auditing content

If there is one thing AI is undoubtedly better at than people, it is analysing data. Using AI to examine your old content, you can create a strategy for future content that will resonate with your audience and improve your SEO.

Content inventories and audits are an essential part of your content marketing strategy as they can have a substantial effect on SEO. It’s likely when you started your content marketing you were not entirely sure of what you were doing. You may have just put out large quantities of content with little detail and few insights in the hopes that the sheer amount would bring traffic to your site. Content like this can have a negative impact on your SEO as Google’s Panda algorithm penalises sites that have weak and thin content.

Even if all of your content is broad with in-depth insights, the older content on your site is probably out of date, with information that is no longer relevant and has an old date stamp. These things are probably causing high bounce rates on these pieces of content which, again, affects SEO.

You can use AI platforms to quickly audit your content, see what performs well, as well as what is outdated and needs a refresh. You can then use these insights for creating future content and removing old content from your site.

Spying on competitors

There are many tools out there that let you monitor your competitor’s digital footprint. Rather than spending hours manually scrolling through your competitor’s social media and website, a machine can do this for you in minutes.

Content marketer using AI to conduct competitor analysis

You can use insights gained from these tools to create a more effective marketing strategy – Analyse what is working well for your competitors and why. Then use these insights to develop content that will perform well for the same reasons.

You can also use these insights to see gaps in your competitors content marketing and fill these gaps in your own strategy. This gives you the opportunity to capture their audience by providing them with the information they can’t get from your competitor.

Personalising content

AI tools are now examining trends to tell you what type of content your audience wants to see. They can do this, not just in a broad way but recommend personalised content for each member of your audience.

Once your audience has consumed that content, AI can then recommend the next piece of content to them. These recommendations are based on their behaviour, demographics, interactions with your website and other detailed data it has accumulated about them.

Customers are increasingly demanding personalised engagement – 79% of consumers say they are only likely to engage with an offer if it has been personalized. The personalisation makes them feel special and also provides them with better content and recommendations. Marketing can often feel disconnected with so many different channels, but AI helps you integrate these channels together and create more customer-focused content.

Measuring the results

Even if you are exceptionally good at analysing your marketing metrics, manual analysis is not scalable. AI can simplify analytics of your content and merge data from multiple sources saving you vast amounts of time you would otherwise spend accumulating and analysing data.

The primary purpose of content marketing analytics is to understand your audience, how they behave, what they like, and what they think of your products. AI allows you access to these insights without you manually having to take the time to find them yourselves. AI can then also make recommendations about what content you should post in future from analysis of the data and these recommendations come without any bias from a human, meaning you should see better results.

Kerri Rogers, Content Specialist, JBH Content Agency

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