Since the introduction of the first robots in the mid-1900s, humanity has been moving towards an increasingly automated society. Artificial intelligence (AI) is used in healthcare, agriculture and finance. It also helps with security and the upstream supply chain. Self-driving cars and robot surgery are all possible. We also have AI that detects nutrient deficiencies and can assist in crop planning.
As you may already know, AI can also help us become more effective content marketers.
Content marketing AI tools have evolved significantly over the last few years. These solutions save businesses money, increase marketing efforts, target new audiences, and even replace human labour. Is content marketing AI able to live up to its lofty promises? Is it worth the investment?
We will be looking at the state of AI in content marketing today and how it can impact outcomes.
What is Content Marketing AI?
Content Marketing AI is a collection of software solutions that use machine learning to automate different content creation, distribution, and strategy tasks.
AI tools, for example, can identify content topics and improve SEO. They can also uncover trends relevant to your audience and create headlines, ads copy and captions for social media. Some solutions can create whole videos, graphics, or blog posts using a single prompt or string keywords. However, it is not clear if they can produce the same quality as skilled human creatives.
Like most automation software, these tools were created to aid marketing teams in reducing time spent on repetitive tasks and streamlining processes so that they can focus their efforts on the big picture. However, their success is dependent on how you integrate AI tech into your overall workflow and your expectations.
What can Content Marketing AI do?
Marketing professionals are attracted to AI software because of their increasing need for efficiency. Marketing teams are under increasing pressure to deliver timely and fresh content as audiences demand it. But, unless you can clone your whole team, it’s quickly becoming difficult to keep up with demand without artificial intelligence.
Most marketing professionals have used automation to manage some aspect of their work for quite a while. HubSpot, a software company, has offered tools to generate content ideas, promote new content across social media and customize outreach based upon lead behaviour. Many tools use first- and second-party data to improve audience targeting. AI chatbots have been around for years.
This sounds amazing to many people, especially if you are new to technology. These outcomes seem less unlikely as AI improves.
These are just a few of the ways that AI can assist you in your content marketing efforts:
- Automate routine tasks
- Create blog outline: AI copywriting tools are a great improvement. Even though much of the bot-written content lacks critical nuance, it is a great solution to writer’s block. Copysmith can be used to generate an outline, while Wordtune can suggest more engaging sentences and paragraphs for those who are stuck.
- Get recommendations to optimize copy. You don’t want to waste your time creating content you believe is search-friendly, but it fails to rank after being published. Alli AI is an AI SEO tool that can identify potential opportunities in blog posts, website content, and other content assets. This will help them perform better and rank on search engine result pages.
- Identify and tag trends to improve performance. Social media topics are constantly changing, so it can be not easy to keep up with the pace or stay ahead. Current AI tools like Lately can help you identify topics to concentrate on, suggest hashtags to increase performance, and even suggest copy for social media using your brand voice.
Building on existing functionality is the next generation of AI. AI is becoming more precise in identifying the right audience, determining which content will perform best for those segments, and crafting content that sounds natural (and eerily human) thanks to machine learning.
What can’t AI do?
Although content marketing AI is rapidly improving, it still lacks one key element: humanity.
Content created or designed using AI software feels off, like a deepfake movie. Even solutions that draw from your existing assets to try and replicate your brand’s voice and tone can feel distant and cold. It’s because it’s impossible to code genuine social and emotional intelligence into an automated system. No matter how powerful the technology behind your creativity, genuine human storytelling is still required to create meaningful and moving content that drives action.
AI’s capabilities are limited to patterns that exist within the parameters. In an article about Fast Company, Katharine Schwab writes that neural networks cannot understand or incorporate outside contexts.
What’s the solution?
AI will become increasingly integrated into our work. It’s, therefore, a smart idea to get familiar with the tech, especially when many teams are working less and finding top talent. While AI can be a great supplement and help you work more efficiently, it is not an alternative to human talent.
At the moment, you can use content marketing AI to optimize your workflow and optimize content, but leave the creative work to be real, breathing marketing pros.