How To Use AI To Improve Your Content Strategy
Artificial Intelligence (AI) has had a huge impact on the business landscape in many different environments. Increasingly, it’s being adopted by companies around the world, with 37% businesses saying that they’re using AI in their go-to-market strategy.
However, the applications of intelligence aren’t always apparent at first glance. Sometimes, it’s clear to see how AI can support your company by tracking your supply chain or supporting customer service via chatbots. However, where does AI fit into content marketing?
In a world where customer behavior is continuously changing, AI could be the key to understanding your audience and making sure that you deliver exactly what they need.
Here’s your insight into how you can use AI in the world of content.
#1 Get Ahead of Your Competitors
For many businesses, content marketing is the key to developing meaningful relationships with customers and encouraging sales. Around 47% of buyers say that they will view up to 5 pieces of content before they engage with someone from sales.
However, not just any content will do. You’ll need to make sure that you’re delivering the most value possible for your consumers.
With AI technology, it’s possible to examine your competition and figure out exactly which keywords they’re ranking for, and what kind of audience they’re reaching.
This also means that you can pinpoint keywords and phrases that you haven’t considered in the past. Some best-known examples of tools that can help you with that are Ahrefs and SEMrush.
Artificial intelligence can also demonstrate potential content gaps that you or your competitors haven’t covered yet. This means that you have an opportunity to reach audiences and customers that aren’t being served by the existing marketplace.
#2 Optimize Your Content
While you’re examining your competitor landscape for content marketing opportunities, remember that it’s not just people you need to connect with – it’s search engines too.
You don’t want to invest a lot of money, time, and energy into your content just to see that it won’t deliver the results that you want. Remember, 93% of all online experiences start with a search engine.
Without the help of AI, optimizing your content to suit the search engines can be a complex process. However, as the marketplace continues to embrace intelligence, new tools are emerging to make your life a lot easier. You can use tools to create, optimize, and enhance content based on machine learning algorithms that can determine how well each piece will rank.
Some content marketing tools even give you suggestions when you post a piece of content to your website, highlighting the things that you could do to increase your ranking. They often come in the form of handy CMS plugins, such as Yoast, All in One SEO Pack, and others.
Furthermore, you can use AI tools that will help you to create compelling titles and headlines for your posts that both readers and search engines will love. CoSchedule and Sharethrough are popular options.
If you want to take it a step further, look for inspiration on AnswerThePublic. This service creates visualizations around questions and keywords that your audience may use when searching for content on specific topics.
#3 Simplify Content Creation
It takes a great deal of practice and industry knowledge to become a content marketing expert. You need to constantly work on your writing prowess and think about the voice that will appeal most to your audience.
While AI can’t replace a human writer, it can give you some guidance on creating content that’s better for your business.
For instance, you could provide your content team with AI-infused technology that allows them to instantly find data from case studies and reports in a matter of seconds.
AI can even suggest the best places to add keywords to phrases or provide advice on grammatical errors. Apps like Grammarly, ProWritingAid, or the Hemingway App also help you improve style, tone, and readability, so your content is perfectly tailored to your audience.
Some AI tools in the content marketing world will even help with the layout and structure of each content piece, offering insights on where videos, images, and text can go. This process often involves using data from previous posts to see what clients respond to best.
#4 Better Understand Your Customer
Artificial intelligence and IoT, as parts of a landscape of interconnectedness and digitalization known as Industry 4.0, have produced innovative ways of garnering insights on customer behavior and needs.
These advancements have touched nearly every industry imaginable and, not surprisingly, have found their application in content marketing as well.
Artificial intelligence can strengthen your bonds with customers by giving you a complete overview of the consumer journey, and what kind of content your clients prefer to read before making a purchase.
You can get an end-to-end view of how your customers engage with your content marketing, and whether they prefer things like video and podcast, to blogs and articles, for instance.
Artificial intelligence can also use social listening and brand mentions to give you a better understanding of the general sentiment that customers have towards your brand. Simply Measured is one of the tools that offer extensive analytics on social media performance and brand mentions.
Another popular tool that you can use to monitor how content is performing on social media is BuzzSumo. The insights on what content users share the most could potentially provide you with endless ideas for creating high-performing social media campaigns.
This can save you a lot of time and effort searching through the internet for any hint of customers that might be talking about you online. The more you learn about your customers and the content that they respond to best, the easier it is to deliver the best experience for your audience.
#5 Automate Your Posts
Finally, artificial intelligence can also take a lot of the repetitive work off your plate when it comes to making sure that your posts and other content get out at the right times.
As you evaluate your audience and marketplace, you will begin to notice that some content gets better responses from your audience on certain days or times. This will inform your content marketing schedule.
For instance, if you know that most of your customers are usually browsing social media at 6 pm on a week-day, you can use an automated AI system to publish links to your recent blogs on the social channels that your customers use at that time.
There are various scheduling tools available online, such as Hootsuite, Buffer, or TweetDeck. A little bit of research into their features will help you decide which one best suits your content, channels, and business needs.
Having an automated content schedule saves you time and ensures that you can continue to interact with clients at the moments that are most important for them – even if you’re not currently in the office. AI ensures that you never have to compromise on delivering meaningful experiences.
Making Content More Intelligent
Content marketing is still one of the most powerful ways to make sure that your brand can grow online. Although you’ll always need a human touch to make your content as creative and engaging as possible, AI and machines can make producing the right campaigns a lot easier.
With artificial intelligence, you can better understand your customers and take your relationships with your customers to the next level – all while ranking higher in the search engines too!