Sawaram Suthar is the founder of TheNextScoop and Jagat Media. A digital marketing consultant, he has experience in branding, promotions, page optimization, research, and strategy. He has an MBA from the University of Pune. Anyone can find him on Twitter @sawarams.
With AI, marketers can meet the demand for content and redefine the way content creation and delivery occurs. Here are 5 such ways in which AI will redefine content creation and delivery
Eventually, content focused on any area plateaus and becomes repetitive, unimpressive and ineffective. The initial freshness of a topic wears off, and marketers are forced to deliver commonplace posts that reiterate widely-known information and don’t solve readers’ problems.
Few content creators address this problem by creating fresh and beneficial content based on new data, while most others recycle and rehash existing information to keep up with content demand.
With AI, marketers can satisfy the content demand, create hyper-personalized content and ensure targeted delivery. Here’s a summary of 5 ways AI will redefine content creation and delivery.
1. AI will eliminate the gap between content demand and delivery
Why have reporters write articles when you can program bots to do it for them and do it quicker? Enter Heliograf, the Washington Post’s in-house bot that has written hundreds of articles covering everything from sports to politics. These bots are not only more efficient but are also more capable of writing ability to write in multiple languages.
Typically, reporters cover events and then convert their notes into articles; with bots, news agencies can more efficiently cover events and convert facts to posts. News agencies that use bots can also target a wider demographic if their bot can rewrite articles in different languages.
It’s not only the news industry that AI will transform. Any industry that requires content written for web pages, blog posts, social media posts or even marketing reports can use bots to streamline and produce better content more easily.
One of the reasons why creating quality content is tough and time-consuming is that it needs to be optimized for search and conversion. AI(Artificial Intelligence) can be trained to consider and apply such factors when creating content, so content creation via chatbots will be efficient and effective in terms of goals.
2. AI will enable content hyper-personalization for high-efficiency marketing
According to a study by Forrester, 40% of the marketers who participated said they struggled with personalization. Personalized marketing is challenging because collecting accurate data and drawing the right conclusions is difficult.
Analytics can be tricky because it sometimes reports erroneous data and sometimes hides data from marketers. And without the complete picture, it’s easy to make incorrect choices regarding content or delivery. However, with AI powering analytics apps, marketers can be sure of making the best decisions possible based on available data.
Right now, several companies worldwide are probably developing ways for marketers to communicate with billions of people simultaneously, but in a personal way, and AI is at the core of that technology. Facebook is an excellent example of this technology in action.
Big data, machine learning, and autonomous decision-making are all characteristics of AI that can enable marketers to make the most of data and create content that can help them connect with audience members more deeply. And the better a brand connects with its audience, the more profitable its business is likely to be.
However, to enable these changes that AI will bring, the world will need technological advances in other fields, such as in disk-space and bandwidth. Unlimited web hosting seems like a promising solution to expanding disk space and bandwidth, which can help handle storage and transfer requests that AI will undoubtedly require.
3. AI will redefine global and local targeting on a large scale
It’s not enough to create tons of content. It’s also important to deliver that content in the best way possible. And one of the barriers that marketers face today is the barrier of geography and culture.
While social media and communities have drawn the corners of the world closer than ever, marketers still have a long way to go before they can target prospective customers both globally and locally. And target them in terms of language and cultural references and by publishing at the right times to make the most impact.
AI can also perform location-based targeting using local maps and areas. Manually creating localized content for audiences worldwide may seem impossible, but AI will make this a reality.
Localized content already exists on platforms such as Google and Facebook, and you can see the effect it has on your friends and family who are on them. For instance, Facebook highlights events near you, and Google is optimized to serve different results to people using search engines from different parts of the world.
4. AI-produced content will lead micro and macro sales conversations
Businesses today are already beginning to talk about content marketing solely in terms of ROI. This is because of end-to-end tracking solutions that have become available to marketers, allowing them to calculate the results of their marketing efforts. It’s also because marketing options today are many, but marketing budgets are not growing at a proportional rate.
To talk about marketing in terms of ROI, you must drive sufficient traffic and sales through marketing activities. And with AI, you can deliver just the right content and guide prospective customers to make a purchase. AI can manage your online stores' sales front and chat with existing customers to convince them to buy even more.
AI-based chat and customer support bots are already quite capable of turning queries into conversions. Tagove, for instance, has an interesting chatbot that can converse with offline visitors on websites. A chat-based presence on a website can greatly turn referral to conversion odds in your favor because customers’ queries can be answered instantly and to their liking.
This support is critical because customers are doing more research now than ever before making a purchase. Unless you make that information available to them, you may find that they will find it elsewhere and sometimes make decisions that don’t favor your desires.
5. AI will organize and deliver content through secure content supply chains
If Ai enables content marketers to have personalized content created at a large scale, that content could be prone to security risks. That content must be organized meticulously and delivered accurately without mishaps.
If the content in the future will contain special discounts for each person who receives it, that data will have to be recorded and tracked very carefully. In some sense, e-commerce stores and massive financial organizations are already implementing this type of personalization. However, AI is necessary for this type of personalization to be applied to all marketing stages.
Today, end-to-end personalized content already exists as blockchain technology. Every cryptocurrency trader is assigned a unique ID per transaction, and the IDs of the entire blockchain are updated each time any trader conducts a transaction. This technology is possible and isn’t that far off in the future.
Content marketing is getting saturated in its current form. Marketers cannot keep up with the demand for high-quality, personalized content for every marketing task. With AI, marketers can meet this demand for content and redefine how content creation and delivery occurs.
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