How Content Marketers Can Embrace Artificial Intelligence

According to IBM, 90% of all data in the world is less than two years old. Consumers have come to expect personalized experiences, yet humans do not have the capacity to keep up with all of this data. 

Artificial intelligence is no longer something that is in the unforeseeable future — it is here, and it has the potential to transform the entire marketing industry. Think about Netflix’s use of algorithms to suggest content, self-driving cars, or the Amazon Alexa. These are all forms of artificial intelligence, and it’s only becoming more widespread as more and more businesses are exploring it’s possibilities. According to a study by DemandBase, 80% of people believe that AI technology will revolutionize the marketing industry within the next 5 years. Forrester Research predicts that investments in AI will triple in 2017 as firms work to convert customer data into higher customer engagement.

 

 

 

“Artificial intelligence is going to be hugely valuable to content marketers in the future, thanks to the kind of deep personalization offered by companies like Revcontent. Artificial Intelligence is already being used by all the major technology companies to predict the probability that a user will be likely to engage with a piece of content.” – Jonathan Siddharth, SVP of Technology at Revcontent

 

3 Ways Content Marketers Should Embrace Artificial Intelligence:

Automatically Generated Content

Automatically generated content is content that is written programmatically. You have probably already read content written by an algorithm without even realizing it. Automatically generated content can be used for generating simple stories such as stock reports or updates of a sports game. In 2015, the AP revealed that they started automatically generating stories about U.S. corporate earnings. If you have ever read Forbes’ earning reports, they are generated solely by a natural language generation (NLG) platform. Here’s an example of what it looks like: 

 

“Over the past three months, the consensus estimate has sagged from $1.25. For the fiscal year, analysts are expecting earnings of $5.75 per share. A year after being $1.37 billion, analysts expect revenue to fall 1% year-over-year to $1.35 billion for the quarter. For the year, revenue is expected to come in at $5.93 billion.”

 

Gartner predicts that by 2018, 20% of all business content will be authored by machines. Does this mean that content marketers should panic? Not quite– Robots aren’t coming for your jobs just yet. Content marketers are essential for their creativity and the ability to understand an audience, and “business content” isn’t quite the same as creative content for marketing. High quality and creative content are still key to engaging your audience. Human qualities such as empathy, emotion, and the understanding of other humans are qualities that a machine does not have. A computer can create content, but it can not think creatively. The future is going to become more automated, but this will only supplement the role of marketers.

 

The chart above shows the results of an experiment where participants rated human and machine-generated content. The results reveal that human-written content was significantly less boring and more pleasant to read. 

 

Chatbots

When you think of chatbots, you might think of an annoying little box that pops up when you visit a website, claiming to be a person that can answer all of your questions. Thankfully, chatbots have evolved since those days, and more and more businesses have started to incorporate them into their marketing strategies. For companies looking to improve their customer service, chatbots are a no-brainer.

 

Facebook chatbots are an example of how much these bots have evolved- demonstrating how artificial intelligence can fit into almost any company’s customer service or marketing strategy. These bots can do a lot more than simply answer your questions. With the TechCrunch chatbot, you can subscribe to receive content from a specific author or topic of interest. Whole Food’s chatbot will send you quick recipe tips and even make you a shopping list. Uber’s chatbot allows you to book a ride without even opening your app.

Chatbots are a form of artificial intelligence that provides a real-time analysis of consumers and optimize customer satisfaction. The more marketers know about their audience, the better they will be able to optimize their campaigns.

 

More Precisely Targeted Content

The goal of your content is always to get it in front of the right pair of eyes – otherwise, why put in all of the effort of curating and developing content? Precisely targeted content would put the content on your website in front of the right users at the right time, resulting in higher engagement.

 

Jonathan Siddharth, SVP of Technology at Revcontent states, “We now have the technology and the data to understand a user’s interests and tastes at a really fine grained level, that lets content marketers leverage the power of highly targeted content. It’s a win for the marketer since they are able to target users more accurately, achieving a higher CTR and ROI. It’s also a win for the users since the content is more finely tuned to their interests, resulting in better user satisfaction. In past tests, we have observed a 3X bump in CTR when going from broad interests (eg Politics) to more fine grained interests (eg. Politics/Conservative/Pro-life).”

 

“Google uses A.I to help users find content, once a user communicates their intent via search keywords. This has been hugely successful propelling Google to be the $650 Billion company it is today. At Revcontent, we are working on the next step of personalized discovery. We want our A.I algorithms to help people discover content they love that they never knew existed and would never know to search for. Our vision is to take a user’s implicitly conveyed intent, inferred through content they consume, to predict what they’ll be interested in next,” he added. 

 

Powering 250 billion content recommendations per month, Revcontent is the largest content recommendation network and reaches 97% of US households, according to Quantcast. To learn more, sign up or visit our website.  

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