If you’ve never thought too much about artificial intelligence (AI) beyond the 2001 Steven Spielberg movie, perhaps it’s time to. And if you’ve not heard of AI-powered content marketing now in the 21st century, it’s high time you started!
As the online world becomes more saturated with information, it is increasingly harder for companies to compete and outperform each other. This is in addition to the shifting consumer needs and trends that dictate the content companies must change to remain relevant. Naturally, eagerness toward AI-powered content marketing comes as the next step in avenues of content creation, automating processes and content more efficiently to reach customers and maintain their satisfaction.
But these innovations aren’t without their caveats and drawbacks – as innovations like machine learning and large language models continue to develop, so too do the boundaries of their fair use.
But first, let’s slow it down to understand what AI is.
AI is the wider concept used to describe machines that are capable enough to think, perform and make decisions on their own. Due to their highly automated abilities, this is what makes machines intelligent and sometimes more capable of performing certain tasks than humans.Â
More specifically, machine learning (ML) is part of AI and allows organisations to use large sets of data to form accurate consumer insights. This is particularly useful in identifying patterns in current and potential customers’ behaviours which could have gone unrecognised.Â
AUTOMATING CONTENT CREATION – CAUTIONS AND BENEFITS
As AI becomes a more omnipresent feature of digital marketing, more businesses can turn to natural language generation (NLG), a subset of AI, to convert data of a specific type, into text.Â
To quickly clarify, natural language processing (NLP) is when the computer reads and analyses data, whereas NLG is the computer creating content. The most common example can be seen in Gmail, which uses both NLP and NLG when it predicts and suggests what a user may wish to type next in their email, learning more about their preferences each time they select a specific suggestion.
NLG can help free up time and boost the productivity of marketers and businesses. It is important to note that NLG requires structured data, such as analytical reports, to produce text. As AI continues to develop, NLG will be an important tool to revolutionise content creation.
That said, these developments are accessories, at the end of the day – they remain at the hands of human creators, for human consumption, and Google recognises this clearly.
While automated and assistant tools can help curate the process of prodction tasks and writing style more efficiently, they continue to rely on human ideation as inputs and creative guidance to output content that’s of the highest possible value, for the users we want to reach.
Therefore, crafting the most unique and valuable content to target the right consumers is critical. Search engine users now use more narrow and specific words or sentences to find what they are looking for. As such, for assistant and gateway tools like RankBrain to deliver more relevant and precise results, businesses should focus on user intent and how accurately their content addresses it, rather than relying purely on the native tendencies of the AI tools we use. Essentially, websites need to maintain an understanding of the human users at the other end of their product, and leverage their tech without sacrificing this quality.Â
CONTENT OPTIMISATION
AI can also automate many processes and extrapolate more valuable, in-depth insights to hone a business’ SEO strategy processes.Â
AI tools compare millions of data from websites to make predictions about user behaviour and the relevant content they find engaging. This makes it easier to understand consumer trends and to focus more on relevant recommendation systems that are more pertinent to the individual user. AI-powered content creation involves automating processes such as creating alt tags for specific images.
Key areas that can be automated include:
- Monitoring backlinks and rankings, keyword research, auditing websites, analysing marketing and competitor strategies
- Customer segmentation, channels for ads to be displayed
- Product descriptions for better SEO
- Social listening, social media sharing and influencer outreach campaigns for greater impactÂ
- Identifying top-performing topics and content to increase traffic
- Generating prospective leads for conversion
SENTIMENT ANALYSIS
As AI continues to scan millions of content pieces online, it has been used to conduct more accurate sentiment analysis, understanding how customers feel towards specific brands, products or services. Sentiment analysis through AI is of great use as it allows companies to review text to understand consumers’ tones, ultimately helping to identify whether a specific statement is negative or positive. Negative comments can be highlighted to flag the need for a business to respond to a customer’s remarks. Alternatively, positive sentiment analysis may help a company discover potential influencers and brand ambassadors for further SEO marketing use.Â
For businesses looking to expand, AI in sentiment analysis can also predict the customer churn or turnover, which can help determine what is needed to continue growing. This also leads to predicting the type of content that relevant to possibly retain customers and achieve higher visitor engagement.
BEST AI TOOLS FOR QUALITY AUTOMATED CONTENT
Quill is a natural language generation tool that produces both insights and customised narratives that are easy to read. Data sets of any size can be inputted to produce to help scale the creation of data-driven stories. The platform is incredibly easy to use and saves time, as Quill automatically writes pieces in a matter of seconds.
Articoolo creates content using natural language processing. When the system is fed a specific topic, much like a human, it will naturally try to understand the subject by searching for information and keywords in order of relevance. Articoolo then uses this to paraphrase and craft content that simulates quality work normally produced by humans.Â
We should always remember, of course, that these tools rely on the information that we provide – its creation is executively decided by the prompts and info that we curate, which remains priority in the value we aim, for our content to provide for our users.
Quality content is produced based on their highly intelligent algorithm that researches and reviews millions of pieces of content online. It then rewrites existing articles that are relevant to the topic it is given, maintaining the quality of a professional human writer. The platform also allows pieces to be automatically scheduled to be posted in WordPress-based websites.
ULTIMATELY…
Ranking higher lies in the relevance and quality of a website moreso than the tools we use. Regardless of whether individuals utilise AI-powered content marketing or traditional means of creating, quality should always be at the top of the list when we think about the pieces we want to make.
To find out more about how we think about content marketing, check out SEO Melbourne today. Feel free to also visit our podcast page to access our large range of educational video resources for you to learn more.
