April 7, 2021

Building ‘smart’ marketing strategies with Artificial Intelligence

artificial intelligence

Artificial intelligence is revolutionizing the way content marketing strategies are formulated and executed – with higher reach, more conversion,  and personalized engagement. A lot of things have changed since the pandemic outbreak, and Indian consumer behavior is definitely one of them. 86% Indians have adopted online shopping during the pandemic. This means the number of consumers who are browsing, comparing, and shopping online are at an all-time high right now. And this digital-first consumer behavior is here to stay! Given the shift in customer journeys and expectations, marketers realize the pressing need to rethink their content marketing strategy and make marketing more contextual and personalized.

Artificial Intelligence in Content Marketing Strategy

The new-age content marketing strategy will need the right mix of modern tools and technologies to perform in an increasingly competitive online landscape. Artificial Intelligence (AI) and related technologies such as machine learning (ML) and Natural Language Generation (NLG) are transforming the way content is conceived, produced, published, and reused. The rising role of AI in content marketing is helping marketers align their strategy with sales, increasing business revenue and growth. Here are top applications of AI in content marketing strategy:

Audience analysis

There is no rocket science explanation as to why understanding your audience is key to the success of your content marketing strategy. You cannot expect your content marketing to feed your sales pipeline if you are not reaching out to the right prospects. Also, for your content to perform well across online marketing channels – Facebook, LinkedIn, Quora, website, and more – you need to tailor your content for each of these platforms as the audience’s content consumption varies greatly across these channels. AI in content marketing helps marketers closely understand the demographics of their audience, sub-segments within audience segments, and preferred content formats across channels.

Automated content creation

AI tools for automated content creation use NLG technology to create content at scale. For certain types of templatized content formats, such as product descriptions or news reports, marketers can use AI tools to pick up blocks of metadata shared by a copywriter or editor and merge them to generate grammatically correct and logically sound phrases, sentences, and paras.

Keyword identification and SEO ranking

AI dominates all major search engine algorithms. So, for marketers to boost their content’s SEO rankings, they need AI-enabled SEO software or solutions that help identify the trending keywords and topics that are most likely to resonate with their target audience. Not just that, the use of AI in content marketing strategy also enables marketers to identify the content gaps. Content gaps indicate keywords that are pertinent to your product and market but are currently missing from your strategy while your competitors are ranking high for them. The right use of AI in content marketing strategy makes your content appear as a top result for customer searches and ensures the right keyword density for your content without stuffing keywords unnecessarily.

Content personalization

AI for content personalization collates customer data from disparate sources online and from within your organization’s records to inform your content marketing strategy. Marketers can create and deliver highly targeted, dynamic content in real-time based on a customer’s online behavior – clicks, time spent on a page, downloads, etc. Display ads, CTAs, subscriptions, page layout, are some of the content forms that can be personalized for each customer using AI tools.

AI-powered content marketing strategies supplement creativity with analysis and intelligence. Marketers can plan their budget, resources, and priorities using data-driven recommendations from AI tools and make the right decisions throughout the customer lifecycle – from awareness to advocacy.

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Contributors: Aastha, Preeti, and Swapnil