How Artificial Intelligence & Machine Learning Improve Your Content Marketing Efforts

This is the year 2019. And if you are an entrepreneur, you most probably have or are trying to have a content marketing strategy with intent to boost your digital marketing efforts.

In simplest terms, content marketing is about creating and delivering high-quality content to educate customers how useful your products are and to help them make informed decisions. An important part of digital marketing, content marketing is one of the most effective and practicable ways of marketing and promotion.

Artificial Intelligence, Machine Learning and Content Marketing

So how do you attract people? In the terminology of content marketing, by creating appealing content with powerful call to action (CTA) pitches. But how do you create the content that appeals to your audience?

One of the many answers to this tricky question is by knowing what exactly your customers want. The use of AI and machine learning certainly brings a load of convenience here.

The advanced AI and machine learning applications have consolidated the idea that machines can learn and think on their own. These technologies indeed are transforming content marketing landscape offering a host of conveniences such as identifying exact audience, increasing engagement, saving cost and many more.

AI and ML help systemize faster and better content marketing campaigns that are bound to give results. Introducing these technologies automates your dashboards and eases a lot of mind-numbing activities, by allowing you to create new and use existing content effectively.

This blog talks about how artificial intelligence and machine learning have transformed content marketing practices –

Content Personalization –

Ever wondered why you see similar posts on your Facebook timeline? For example: You watch a Tom & Jerry cartoon clip shared by someone on your friends’ list, and that’s when you start getting recommendations to watch more and more videos of Tom & Jerry (and possibly, other cartoon characters). Why does it happen?

It is because the AI and ML tools implemented on Facebook think and learn that you like such content. So they recommend and show you similar content on your feed. Facebook doesn’t analyze your preferences just by your video watching history. They carefully read your behavior such as Likes, Comments, and Preferences to display content on your feed.

And Facebook isn’t the only website that uses these technologies.

With artificial intelligence and machine learning, personalizing content for your users becomes achievable. You can create and pitch the content, in keeping with the stage of buyer journey your customers are in.

Automated Content –

Today, there are more chances that you read an article or blog – that has been written by an AI-enabled bot – without even noticing it. These tools enable you to create a piece of text that is grammatically correct. Thanks to the built-in grammar rules of these AI-enabled content automation applications!

Such an application can save your time, money, and resources by giving you accurate, to-the-point content for your content marketing strategy. Many tools have multi-language support – meaning you can develop engaging content in the language of your choice.

Predictive Marketing –

You have to create different content for different consumers, based on their buyer journey, to send your offers. The traditional way of marketing and advertising is uncertain, ambiguous. That means, you do not know which customer will show interest and buy your product.

However, if you already know which customer is interested in buying your product, pitching becomes a lot easier and cost-effective. Additionally, these intelligent applications can predict the effectiveness of a piece of content for group of audience, suggesting modifications in your campaign.

Predictive nature of AI-enabled applications helps you understand the behavior of your audience and fine-tune your strategy whenever needed. This way, you can increase the ROI of your campaign by improving the potency and cost of your content.

In addition to that, you can improve the productivity of your marketing and sales processes by bridging the gap in-between.

Chatbot –

What your customers think about is based on the customer service you provide. That’s the reason why your focus should be on improving your customer service process. And that’s also the reason why leading businesses across industries have deployed chatbots in their process.

Introducing chatbots can boost your customer service to an elevated level. In fact, they can become an efficient member of your customer service team. These bots can respond to and resolve customer queries quickly, accurately and most importantly, in real time.

These tools can handle high call volumes efficiently and simultaneously. They can handle simple transactions and conversations without requiring assistance from a human agent. In an event of criticality, customer dissatisfaction, or more serious conversation, AI-enabled chatbots can introduce live agent to settle the issue. 27/7 availability ensures your customer service process always stays up.

Customer Reviews –

Customer reviews are important. While positive ones motivate you to move toward your goals, the negative customer reviews give you a chance to fine-tune your strategies and get back on track.

For better customer experience, you need to periodically check what your customers are talking about your website, mobile app, and products and services. There are AI applications that can be integrated easily in your web-based CRM and alert you about each review posted about your products or services.

Similarly for different aspects, for example: employee reviews, product reviews, and customer service reviews, you will need to add multiple platforms in your dashboard to get real-time alert about reviews posted about you.

Some AI driven applications can be set up to automatically respond to customer feedbacks on different portals. However, for negative and intense reviews you will need to act quickly to offer a solution to the displeased customer. This way you should that you care for your customers. And that will be a value proposition for your customer service.

Apparently, these advanced tools are a quick way to learn consumer behavior and develop content marketing strategies accordingly. You can measure individual response and create better pitches and sell, offering a superior customer experience.

Bottom Line –

AI and ML are everywhere around us. Both these technologies are transforming the way we live our lives. They also have an undeniable role in how businesses are done today.

Artificial intelligence and machine learning are already being used in content marketing. It can also help you define your website’s content strategy – including choosing the right keyword, tone of language and content placement – learning from consumer or user behavior on your website.

To end with, here are some of the ways AI and ML can help you in content marketing –

  • Improve work productivity
  • Send targeted and more effective content (marketing) offers
  • Use the right content for the customer
  • Identify the right customer
  • Track performance, real-time analytics
  • Bring down the cost of marketing and promotions

Artificial intelligence, machine learning and content marketing, combined, are an incredible way of marketing that yields sure-fire results by reading the behavior of consumers and target audience. The content you create either gives you sales, or increases your visibility (through shares) which ultimately brings you more sales.


Birbahadur Singh Kathayat is an entrepreneur and online marketing consultant. He is founder of the online marketing company LBSWebsoft. He has 15 years of work experience in digital marketing and helping small business. He advises several startups and established companies in India and other countries. You can follow him online at Google+ or @bskathayat.

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