Senior marketers and executives, you’re leaving money on the table when it comes to SEO.
Do any of these sound familiar?
Your content doesn’t rank or perform like it should.
You rely on your gut to determine what content will work.
You spend a lot of time creating content—and don’t always know what type of return you’ll get for your effort.
These types of obstacles all stem from a single issue:
Many brands lack an intelligent approach to keyword research, search optimization, and content creation.
Sure, you might use some analytics or intelligence to inform your content program. But, somehow, it just never seems to perform as well as you’d hoped.
That’s because humans aren’t great at taking all the data related to content and search, then consistently turning that into content that performs.
This is where the serious ranking opportunity comes in.
Because artificial intelligence can help you consistently rank better than through human effort alone.
The Ranking Opportunity
Artificial intelligence is hyped up a lot as a solution to every business problem. It’s not a solution to every problem, but it is a solution for the top problems many marketers face.
The Marketing AI Institute recently surveyed 200+ marketing professionals to learn what use cases for AI they wanted most. Most of the top 10 results had something to do with optimizing content. Top use cases included:
- Analyze existing online content for gaps and opportunities.
- Choose keywords and topic clusters for content optimization.
- Create data-driven content.
- Discover insights into top-performing content and campaigns.
- Optimize website content for search engines.
The good news is:
AI can help you do all of that.
AI is really good at analyzing content and search optimization data at scale. By analyzing billions of pieces of content, it can compare what you’re writing to tons of other brands.
It can then use those insights to find you opportunities to write high-ranking content about what your audience needs most.
And AI can communicate these insights to writers, so they have exact blueprints on how to create content that performs again and again.
In fact, brands that use AI have a serious competitive advantage over those who don’t. They write better content that ranks higher in far less time than others in their market.
This advantage compounds over time, as AI identifies more opportunities and AI-powered brands capture more of those opportunities faster.
This is starkly different from how most brands do SEO and content strategy, which all too often involves tedious keyword research, tons of manual effort and a reliance on gut instinct.
Sound like a big enough opportunity yet? Here’s how marketers can begin to take advantage of AI-powered content.
How to Take Advantage of AI-Powered Content
How do you get started with AI? There are a few simple ways to take advantage of the type of AI we talked about.
1. Get educated on AI.
You’ll want to go deeper on understanding AI, machine learning and related technologies before you start talking to vendors. The good news?
You don’t have to know everything to get started—and you can dramatically reduce your learning curve with the Ultimate Beginner’s Guide to AI in Marketing. It’s a free curated list of 100+ resources designed to accelerate your AI education. Get it below.
2. Assess your current content efforts.
How much time and money are you investing into your content marketing? Chances are, it’s quite a bit. When you put the number of hours and dollars next to your content performance metrics, do you feel good about the return you’re getting?
When you quantify content marketing in this way, it becomes pretty easy to see that running a content program in a completely manual way just doesn’t add up. It also becomes easy to justify spending time investigating AI solutions.
3. Prioritize your use cases.
AI isn’t good at everything, but it is good at many things. Before looking into specific solutions, you’ll want to prioritize your top use cases.
The Marketing AI Institute’s AI Score for Marketers free assessment tool is a great way to start. It will help you explore and rate dozens of possible marketing use cases—including content production and performance.
4. Demo tools that actually use AI to improve content performance.
Ask hard questions of AI-powered vendors. They should be able to at least tell you how their tool uses actual artificial intelligence or machine learning to improve performance.
At MarketMuse, we can actually show you how our platform improves your content performance.
Click below and we’ll analyze your content—for free—with the same AI-powered technology one of our customers just used to triple traffic.
Jeff Coyle is a data-driven search engine marketing executive with more than 18 years of experience in the search industry managing products and website networks. Jeff is the Co-founder and Chief Product Officer for MarketMuse, where he is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights. Before joining as Co-founder at MarketMuse, Jeff owned and operated his own inbound marketing consultancy and managed the Traffic, Search and Engagement team for TechTarget, a leader in B2B technology publishing and lead generation.