Gary Vaynerchuk has famously said about Content Marketing that Content is king and Marketing is its queen which runs the household.
Content marketing is the most frequently used terms in digital world today. It’s a no-brainer that when done right the union of content and marketing can do wonders for any brand.
To define, content marketing is a well-calibrated technique or method leveraged to distribute insightful, actionable content. This is to garner the attention of your target group in ways that make them perform an action about it. For ex, signing up for a newsletter, filling up a form, etc. Recently, the introduction of Artificial Intelligence (AI) to content marketing is being explored as the next big phenomenon.
The concept of machines making our lives simpler is not a new thing. There are enough evidences suggesting the idea of making intelligent artificial entities dating back to early 14th century. From calculators to computers, everything has essentially been designed to amplify our comfort.
However, the important question here is, are we ready for the AI to do ‘thinking’ and ‘creating’ for us? Will it be able to spin out actionable content with the right dose of creativity?
It remains to be seen though if AI is a good thing for content marketing or not. What we do know already is that its impact in the realm of content marketing is in more than one way. Let’s explore what AI can and can’t do for brands.
Machine Generated Content
A study says that by 2018 machines that are AI driven will generate nearly 20% of all business-oriented content. An increasing number of industries, in order to save time and money are already leveraging AI to constantly churn out optimised content. When you consider the sheer speed of creating content and ad optimisation that is accomplished by AI, there is no reason to not to be astonished by its potential.
The Game of Social Media
AI has already created quite a buzz in the social media industry. Facebook and Instagram are betting big on it. They are regularly changing their algorithms, to get all the relevant information on top of our timelines and feed.
AI wins hands down at ridiculously improving user experience with its additional features of sentiment analysis and voice and image recognition. Your content can easily benefit by reaching its target audience. It can as far as drill down to specific individuals. This would potentially mean higher leads, conversions and hence more sales.
An Advertising Campaign That Never Misses The Target Audience
With AI, Marketers would be able to track consumer’s behaviour and change the campaigns in real-time in case something isn’t working out. This is absolutely a very good reason for the Marketers in Content Marketing to be euphoric with the potential of AI.
AI would easily be able to leverage algorithms and data to develop targeted ads based on demographics hence boosting CTRs by multiples. This would also mean that critical details like user preferences and behavioural patterns would help them craft their next content marketing with great efficiency
Doesn’t this all seem like a dream? An almost too good to be true scenario? Well, it is until you consider these shortcomings.
One certain thing is you cannot and should not expect creativity from AI. AI, after all, is ‘artificial’ intelligence. A creator’s creation can never mimic him/her to perfection and the same holds true for AI as well. While a robot can optimised curated content and distribute it at the speed of thought, would it really understand the difference between ‘trashy’ and ‘classy’? Is it sagacious enough to sort out ‘good’ and ‘bad’ content? The answer is, not yet.
This is another crutch to AI. So far AI can work on data and information with unmatched accuracy, however, you cannot expect it to add the element of emotional depth in your content marketing campaigns. The only thing AI can do for you is process information and help you work around without offering any perspective.
AI can help fulfil a brand’s need by engaging their clients in an immediate conversation. However, do note that ‘human’ interaction is far more genuine and can never be replaced by a robot. This inability to encapsulate and and accommodate the emotional unpredictability of humans, is one of the reasons so many chatbots have failed to create a lasting impression on our mind.
What does AI mean in the context of content marketing?
Will AI take over the reins of content marketing from human content marketers and editors? With the way things are going, there is no certain answer. While AI has the capability to generate automated content and curate it, it lacks the emotional and creative depth required in creating almost every content marketing campaigns.
Bringing It Together
The ‘human’ workforce behind content marketing can breathe a sigh of relief that the burden of automating tasks will finally be taken off from their creative shoulders. At best, the efficiency, intelligence and speed of AI could supplement the creative, intuitive inputs of human strategists to produce automated, optimised content while minimising human intervention at the nascent stages.
That said, AI cannot be the heart and soul of content marketing and is unlikely to replace humans, at least in the foreseeable future. It is probable that humans will be steering the ship of content marketing while getting AI on board from time to time to pivot when required. To know what will happen a few years from now, we can only wait and watch!