Send in the Robots: 5 Ways Artificial Intelligence Makes Content Creation Easier

Post written by Michael Bibla
On Friday, March 15th, 2019

Artificial Intelligence (AI) is affecting almost every industry, and slowing becoming an integral part of our everyday lives, both at work and in the home. This especially rings true for content marketers, who are now seeing giant leaps forward in AI’s ability to help them create, distribute, and manage their content.

It might seem a bit techy and like something out of sci-fi but it’s actually incredibly practical, helping many marketers create better content in a faster and more organized way.

Here are 5 ways AI is making content creation easier.

1.  Artificial Intelligence allows for hyper-personalization of content

Personalization is something that many marketers struggle with, according to Marketing Charts that exact number sits at 75%. It presents itself as a challenge because of the amount of data needed to effectively produce personalized content that has been created from accurate conclusions about the individual you are targeting.  

Drawing an accurate conclusion from that data you have on your audience can be tricky, sometimes a key piece of data will hide in a sea of irrelevant data. You often don’t end up with a clear picture and can end up making an incorrect choice when creating your personalized content. Unfortunately, these choices can often make or break a relationship with a potential lead and getting your personalization wrong can cost you a conversion.

Here is where incorporating artificial intelligence in marketing becomes a lifesaver. AI software can be used to track your customer’s data based on behaviour and preferences. Machine learning algorithms can then be incorporated to gather the relevant data and help you build an accurate profile of each of your target audience. Content creators can then make the best possible decisions on how and who to personalise content based on the data that they have available.

Source: www.brafton.com

Effectively personalized content has a tonne of benefits for content marketers, to name just a few you have:

  • A Deloitte study found that 36% of consumers expressed an interest in purchasing personalised products or services.
  • A Hubspot study found that personalized CTAs converted 202% better than a default CTA.
  • Segments research found that 49% of participants purchased a product which originally they did not intend on buying after receiving a personalised recommendation from a brand.

2.  Artificial Intelligence drastically improves your content accuracy

Proofreading can often feel like the bane of a content marketers existence and when you proofread your own content you often miss a lot of the obvious errors. Even when you ask your colleagues to proofread on your behalf, it can still end up being published with silly mistakes in grammar, spelling and structure.

This process for editing content is not only ineffective but in most cases, it’s also extremely time-consuming. It can take you or your colleagues a long time to proofread content, often needing to do it multiple times and still ending up errors in it. This time could be better spent doing other aspects of your job – that you probably enjoy a lot more than proofreading.

Having an automated proofreading and editing software can noticeably reduce the number of errors in your content as well as speed up the editing process (which is especially helpful if you are producing large quantities of content).

Artificial Intelligence platforms like Atomic Reach provides a quick way to check spellings, grammar, emotion, paragraph density, and many other aspects of your content to ensure that it is not only accurate and reads well, but also that its tone and topic are suited for your target audience.  

Speaking of suitable topics for your content, that brings us to way number three that AI is making content creation easier.

3. Generating topic inspiration through Artificial Intelligence

There is nothing worse for a writer than staring at a blank white screen, with the I-beam pointer flashing, but you have no words to type. You’ve hit a creative brick wall, and it happens to the best of us, but artificial intelligence is allowing us to jump over this wall quicker than ever.

Can’t think of a topic for your next piece of content? Not to worry, the robots have your back and are here to give you some suggestions.  

Not only can using artificial intelligence in marketing help you generate topics for your content, but it can also probably do it better than you can. Through predictive analytics systems, and analysing your previous content or your competitors content, AI can generate data-driven topic suggestions. Some of these suggestions may be things you would never have thought of, or that you might not have wanted to take the risk creating in case they did not receive the results you wanted.

Through understanding your audience’s reactions to other content, you can take your AI’s suggestions and be sure your content will create engagement, rather than just taking a stab in the dark and hoping your content will be well received.

4. Creating Data-Driven Content

One of the main challenges with creating content is understanding its performance and value. It can be difficult to attribute business success to content and often requires large amounts of data from throughout your sales funnel. In fact, for over half of purchases it takes 3-5 pieces of content before even engaging with a sales rep according to Demand Gen so definitively being able to say one particular piece of content is working can get tricky.

Artificial Intelligence and machine learning can process data at an exceptionally quick pace – much faster than a human ever could. This gives creators the chance to create content with data-driven feedback that you can publish with confidence that it will perform well.

Source: Adverity

Having a continuous feedback loop means that you are always aware of a contents performance and can quickly adapt your content strategy based on results. The alternative model’s many companies are currently using is waiting every month or so to do a content audit and then implementing results. The time between audits is then often filled with content that is not optimised to the latest data and does not, therefore, perform as expected.

5. Content Generation

You may think that the technology isn’t quite there yet for AI to be generating content on its own but in reality, we’ve had this technology for some time.

Three years the University of Toronto added a project they called neural storyteller to Github, showing how their AI can be used to create content. The AI was trained by being given a bunch of romance novels and then tasked to deliver somewhat ironic and humorous descriptions for certain images. The results were definitely entertaining:

While this isn’t necessarily how artificial intelligence would be used in your marketing, the same principle applies to generating all types of content. Machine learning can ease your content load by automatically generating content for you and in the future, we can expect to see this more often as more and more businesses publish content written by bots.

About the Author:
Michael is the Content Strategist at Atomic Reach, a content intelligence platform used by marketers to generate more leads from their text-based content. He is on a mission to empower marketers with actionable data so they can make more informed decisions about their content strategy.

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