If you’re a content marketer, how do you get started with AI in content marketing? It’s a question on a lot of professionals’ minds. That’s why we created this post to introduce you to real AI solutions that can scale, improve and personalize your content.
Scale Your Content
Artificial intelligence takes marketing automation to the next level. Using AI, marketers can produce content more quickly at greater scale than with an all-human team.
Natural language generation (NLG) tools like Narrative Science and Automated Insights provide marketers with the ability to automate content production. NLG templates, created by humans, automatically produce narratives from structured datasets. If you have the right data and the right template, you can potentially generate thousands of narratives in seconds.
For more complex content production needs, AI can still add value. Scripted is a content marketplace that uses artificial intelligence to connect businesses with freelance writers. Skyword uses deep learning (an AI technology) to recommend the content with the highest engagement and conversion potential, then employs a freelance community to create that content.
Curata takes a slightly different approach, using AI to help users find and distribute high-quality third-party content, then measure its impact.
All these tools can potentially make content production and distribution faster, smarter and scalable, whether through AI-only tech or human-AI collaboration.
Improve Your Content
Creating content is one thing. Improving your content is quite another. That’s where AI comes in. Using machine learning, an AI technology, several companies have the ability to take your data and use it to improve your content marketing.
Scoop.it uses a unique dataset of over 35 million webpages to determine which content best resonates with audiences, increasing leads and sales. MarketMuse analyzes web data to build knowledge graphs that help marketers determine which content efforts to prioritize for optimal results.
Using natural language processing (NLG), another popular AI technology, Acrolinx “reads” all of your content, then tells you how to improve it. This AI system also scores your content and offers tips on how to keep it compliant with brand standards. Atomic Reach attempts to take the guesswork out of text-based content, using AI to identify how content can be edited to increase engagement.
Make Content More Predictive and Personalized
Once you scale and improve content, you may be interested in better predicting and personalizing future content marketing efforts. Several AI tools have you covered.
Cortex offers a system comprised of several AI technologies to determine everything from optimal colors in photos to the best timing for content to which types of writing work best for prospects. Boomtrain, on the other hand, finds the content you already have that is most likely to engage prospects and encourage clicks, engagements and revenue generation.
CaliberMind uses AI in a different predictive manner. The system analyzes human language from CRM, marketing automation and social media to both recommend ideal buyers and the communications they prefer.
When it comes to personalization, OneSpot uses machine learning algorithms and website interaction data to match content to individual user preferences. Machine learning is also used by Opentopic to parse a company’s marketing data and provide insights into what communications an audience prefers.
What These Technologies Mean for Marketers
Artificial intelligence and related technologies provide content marketers with the tools to create, promote and improve content at scale—when used correctly. These are just a sampling of the marketing AI providers we have personally interviewed and/or demoed. There are many more available on the market.
Not every solution is a fit for certain brands. Be sure to do your own homework, talk directly with AI solutions providers where possible, and keep your end goals in mind.
As Chief Content Officer, Mike Kaput uses content marketing, marketing strategy, and marketing technology to grow and scale traffic, leads, and revenue for Marketing AI Institute. Mike is the co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business (Matt Holt Books, 2022). See Mike's full bio.