Content marketing has evolved in terms of its rules and strategies over time. Today it is necessary to apply certain resources to make the most of elements such as data and, definitely, artificial intelligence is a great tool for this.
Artificial Intelligence (AI) has become a technology that, applied strategically, has benefited human beings in different fields. Of course, digital marketing and content marketing are no exception.
Regardless of the type of content that is shared or generated through Artificial Intelligence, the momentum of the strategies is much greater and represents a significant force for marketing today.
The possibility of automating marketing platforms has led professionals in this area to create much more effective strategies, with successful results and, therefore, much more profitable for any brand or company.
Many of the tasks or actions carried out within content marketing are usually repetitive and depend on manual control; however, by using the technology provided by artificial intelligence , it is possible to make such repetitive work much more effective.
Like any technology, it is important to know what it is and what it consists of, so that when applying it to content or digital marketing, it is really used in the best way, that is, to generate higher sales, lower costs and a high scope.
Many people when reading "Artificial Intelligence" believe that they are oblivious to this type of technology; however, AI is present in very simple tasks. An example of this is when Google predicts the next word to type or when a virtual keyboard corrects a misspelling.
Marketing professionals have accepted Artificial Intelligence as a technological solution that undoubtedly helps to automate many processes such as content, communication and time management, in a simple and effective way.
Techniques such as the collection, analysis and storage of a large amount of data through artificial intelligence allow content marketing experts to create much more personalized strategies for each client.
According to a 2018 Forbes study , 2.5 quintillion bytes of data are produced daily. It's humanly impossible to collect and analyze that amount, so marketers have turned to artificial intelligence to do just that.
What is Artificial Intelligence?
Artificial Intelligence or AI is basically the technology with which systems are created that can learn human reasoning, solve problems, compare and collect information, as well as apply logic in different tasks and activities.
Basically, with Artificial Intelligence, it is possible for a machine to simulate human intelligence or reasoning, programmed to carry out various actions.
Given that Artificial Intelligence is applied to machines to develop certain cognitive abilities just like humans, users have found a way to interact with certain applications in real time and in a practical way.
By belonging to the field of computing, applying this technology, it is possible that machines can create the ability to make decisions, answer questions, execute actions, like any human in a controlled and systematic way.
Artificial Intelligence is probably one of the most important inventions in the field of technology, which has not only revolutionized this industry, but has also improved and simplified simple and everyday tasks.
By including Artificial Intelligence to the logic or language of machines, it is possible to simplify many tasks and activities that people carry out daily. As distant as it may seem, it is undoubtedly present in everything that is done without even noticing it.
Being able to automate different processes thanks to Artificial Intelligence without the need for human intervention, has integrated technology to any area and field, also joining the world of content marketing and digital marketing .
How to apply Artificial Intelligence to Content Marketing?
Since this technology emerged, Artificial Intelligence is considered one of the most revolutionary in the industry, not only technological, but commercial and, of course, this does not exclude content marketing.
Many experts in the field point out that Artificial Intelligence will be the key strategy for successful businesses today and in the future, due to the opportunity it offers to automate processes and because it is a great tool to guarantee efficiency.
However, according to a recent study by GumGum , only 3% of marketers in the United States are familiar with or adept at Artificial Intelligence. Many of these due to ignorance of technology and the ways in which to apply it to their strategies.
When it comes to content marketing , AI can be really helpful in two areas. These areas focus on personalizing shared content for each client based on their history and needs; and on the other hand, the automation of processes to be able to handle more data with less human intervention.
There are several ways in which Artificial Intelligence is revolutionizing content marketing and digital marketing. By applying certain strategies through this technology, it is possible to obtain better results.
Creating automated and personalized content
As for content marketing , it is the content, indeed, the protagonist. For this reason, it is something that requires time and effort; however, with Artificial Intelligence, it is possible to train the machine to deliver engaging and personalized content.
Through the application of Artificial Intelligence in the creation of content, different types of content can be combined and optimized so that each client has a particular and unique experience with respect to the message they receive.
This is possible without human intervention or involvement, since once all customer data has been collected and analyzed through artificial intelligence, not only personalized content can be generated, but also specific information can be gathered and new content can be created on the fly. from this.
It will be useless to generate content just for the sake of it. It is necessary to create valuable content and artificial intelligence is a great ally for this, since it can automatically select the most important content for the user and focus on it.
In both content marketing and digital marketing , AI makes it possible to know, through automatic data processing, all the content that the user is most interested in, as well as the most popular, interactive or most trending.
Thanks to this, the task of creating and planning the content becomes much easier, as well as the design of strategies. Identifying each one of them is the main task of artificial intelligence within content marketing , so that it is truly personalized and achieve more interactions, which can lead to higher sales.
Use of chatbots
If there is something that artificial intelligence has brought as a benefit to the world of marketing, it is the opportunity to interact with users in real time and instantly, thanks to the use of tools such as chatbots .
Chatbots are programs that, through Artificial Intelligence , can create direct conversations with users, imitating human interaction.
One of the clearest examples are those service web pages, which once they receive a user's visit, open a conversation window answering questions and clarifying doubts in real time.
When there is a high traffic of users, it is necessary to maintain contact with them 24 hours a day and 7 days a week. Chatbots , configured through Artificial Intelligence , can maintain this interaction with customers or users without the need for human intervention.
This has turned out to be a great solution for large companies that need to maintain interaction with their users all the time, as they give immediate answers to customers regarding common or very repetitive questions.
In addition to answering common questions with basic answers, they are also very useful for collecting information through form generation, Q&A interaction with users, and other real-time information exchanges.
Predictive intelligence application
Thanks to new technologies and the opportunity to collect and analyze data in real time, it is possible to design patterns and possible solutions to problems that have occurred in the past, as a strategy to avoid repeating them.
Predictive intelligence is a strategy not only for content marketing or digital marketing ; today it is applied in different sectors and work fields to reduce risks, optimize processes and not only achieve more interactions, but also higher income.
This type of technology is within the branch of Artificial Intelligence and with it it is possible to foresee what users or clients want, even before they know it.
In marketing, specifically, predictive intelligence is responsible for obtaining, organizing and analyzing data in order to predict customer behavior, understand what their interests are, what content they want to see and in what format.
Once predictive intelligence generates information about what content to create, who to create it for, and where users are in the conversion funnel, marketers have a better idea of what the ideal strategies are and how to apply them.
Predictive intelligence has emerged from A rtificial Intelligence , so that companies can be much more efficient and be able to execute actions with time, predicting what the needs of customers and users are, and subsequently generating personalized content that connects with their interests.
Regarding the use of prediction and Artificial Intelligence, it is important to know the arrival of GPT-3. A language model that basically has the purpose of predicting based on previous data. Very similar to Google autocomplete, but much more advanced.
Since the OpenAI company announced the beta version of GPT-3, this new artificial intelligence model predicts or "guesses" the rest of the information once you start writing a paragraph, in a coherent and logical way.
The GPT-3 algorithm has generated great interest among content marketing and digital marketing professionals , as it is one of the first artificial intelligence systems that generates truly surprising results in predictive methods.
SEO through voice searches and virtual assistants
Probably applications like Apple's Siri or Amazon's Alexa are some of the most used among users and, definitely, they are a great example of what Artificial Intelligence means as a technology.
Today it is possible to use virtual assistants through voice commands, thanks to Artificial Intelligence. This is applied so that they can not only understand the user's order, but also analyze and respond consistently to what they need.
The use of this technology is mainly to interact through virtual assistants and is applied to voice search, as a new way of surfing the Internet, without the need to use the keyboard to write.
A very useful way to apply artificial intelligence in content marketing is by adding these virtual assistants to give users immediate feedback. Also to allow Internet search, through voice command and reinforce SEO positioning.
Users have changed the way they search for information or browse the Internet, with wireless and voice command options. Within content marketing, it is necessary to adapt to this, using artificial intelligence in its favor and incorporating voice assistants to improve the customer experience.
SEO is extremely important in content marketing, so today it is essential that companies join these search strategies through technologies like this to stay in trend.
Artificial Intelligence is a technology that is currently applied in all sectors, from banking and electronic commerce, to the field of entertainment . Over the past few years, it has proven to be a highly beneficial technology for content marketing .
However, its application and the lesser interference of human beings in certain strategies has created the fear that it may soon replace them and significantly reduce jobs.
Meanwhile, like any technology, it will lead users to adapt in order to stay within the trends and both content and digital marketing will have to resort to it to generate more effective and successful results.
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