Transforming Content Marketing: Harnessing the Power of AI for Success

Mathias Benninghoven
Mathias Benninghoven

The transformational speed of artificial intelligence developments in recent months and its impact on all aspects of personal and professional life has been nothing short of incredible. Powerful tools such as chatGPT, Midjiourney or runway.ai have also led marketing departments to significantly reassess and change the way they engage with their audience and build stronger marketing strategies. According to a new HubSpot Study, 35% of marketers said they use AI and automation in their day to day work. Particularly in content marketing, AI has the potential to enhance efforts by providing valuable insights, improving personalization, and automating various tasks: 82% of marketers say generative AI has already impacted the way they plan to create content in 2023.  

So let’s dive into the intersection of AI and content marketing and look at five aspects that could help your marketing strategies:

A time and resources saver for content ideation and creation

For us and many marketers world-wide, generative ai tools have become a valuable tool to research, get ideas and inspiration, learn how to do things or define and plan their content marketing needs. Additionally it also allows us to generate high-quality content by automating certain aspects of the writing process. Natural Language Processing (NLP) algorithms can be used to analyze large amounts of data and create engaging articles, blog posts, product descriptions, and more. As an additional benefit, AI-powered tools can also help with proofreading, grammar checks, and plagiarism detection. However, the likes of chatGPT, Jesper and GoogleBard are far from perfect and can often provide incorrect information that requires a human eye to cross-check. But as a starting point, and as a way to get ideas rolling and acquire basic knowledge on a new topic.

Similar to text generation, AI-powered image generators such as Midjourney or DALL E have made a huge step forward and can create strong marketing images, such as product shots, campaign designs, logos or social media graphics without the need for human intervention. These tools use algorithms to create images from predefined parameters that meet the user's requirements – whether it’s as a first point of reference or a finished product. 

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The general acceptance of AI-generated images is divided: If you believe the current mood gathered in a US survey by Statista in 2023, 48 percent of respondents stated that neither Photoshop nor Generative artificial intelligence (AI) images of faces/people should be used in social media advertising. Another 25 percent said that both of the image software were acceptable for that purpose. 

Creepy AI. Excerpt from the advertising film of the CitizenM hotel group. The campaign uses AI-generated images and at the same time shows their weakness in an entertaining way. After all, it still comes down to human creativity and accuracy.  The caption says: "In a world full of bots, be a human".

Similar to text generators, AI tools like Kive.ai can also be a great resource for visual brainstorming and idea-building as it offers designers, brand managers, and art directors to organize visual libraries and create AI-powered mood boards. Clearly a great tool to get the ball rolling for your next project.

From personalization to predictive analytics: Content that works and the data to prove it

Apart from content creation, AI really shines when it comes to assessing and enhancing the performance of a campaign or strategy. Algorithms can swiftly analyze vast amounts of external data, including social media trends, user preferences, and browsing behavior, to curate personalized content recommendations for individual users. This allows marketers to deliver relevant content to their target audiences, increase engagement and conversions and improve overall content effectiveness. 

You have great website content, the right target audience, but the two just don’t come together? Getting AI on board could be a gamechanger to improve SEO efforts. 37% of marketers already use it to automate time-consuming SEO tasks – including longtail keyword mapping, internal link building and SERP comparisons.

But how do we keep our content relevant? Predictive analytics is the magic word here: New and established tools more and more leverage AI technology to analyze data from various internal sources, such as social media, website analytics, and customer feedback to to gain deeper insights into audience preferences and behavior as well as identifying patterns and trends on content formats and topics based on historical data. This information can then be used to predict user behaviour in the future, identify content that likely outperforms others, helping to tailor content strategies and create campaigns that deliver personalized experiences at scale.

Talk like robots? Talk like humans!

A clear, consistent and focused communication with audiences has been key for a brand’s success even before the wave of AI rolled around. With the emergence of chatbots and voice assistants in the past five years, users were able to benefit from a digital helping hand in, e.g. purchase processes, customer queries and troubleshooting, or just finding relevant information. By providing a seamless and convenient experience, chatbots can increase user engagement and loyalty. On top of that, Chatbots can collect valuable data about customer preferences, behavior patterns, and common inquiries. And whereas older (and some current) versions of voice assistants certainly were certainly a cheap imitation of a human being, lacking emotion, wit and perception, it’s clear that chatbots will move on from being a simple information facilitator to providing a fully-fledged user experience to their human counterparts.

Our take on AI and content marketing

Overall, AI can significantly improve content marketing by automating time-consuming tasks, enhancing personalization efforts, and providing valuable insights through predictive analysis. It enables marketers to streamline their processes, deliver more engaging and relevant content, and achieve better outcomes in terms of audience engagement and conversion rates. However, it's important to note that while AI offers numerous benefits for content marketing, human creativity and strategic thinking remain crucial. AI should be seen as a tool to assist marketers rather than replace them. By combining the power of AI with human expertise, businesses can create impactful content that resonates with their audience and drives positive results.

Uhura can help you plan and implement the right content strategy for your business – call or email us.

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