- What is AI Content Marketing?
- Benefits of AI in Content Marketing
- Popular AI Content Marketing Tools
- Case Studies of AI in Content Marketing
- Steps to Implement AI in Content Marketing
Q: What are the benefits of using AI in content marketing?
A: Benefits include personalized content, automation of repetitive tasks, predictive analytics, enhanced engagement through dynamic content, and improved SEO performance.
Artificial intelligence (AI) has been around for as long as microwave ovens. But unlike microwave ovens, AI only recently started gaining widespread popularity and utilization.
From finance and healthcare to education and entertainment, AI has got its innovative hands in every industry, improving processes and driving productivity.
Across these industries, content marketing is one of the common areas witnessing an AI overhaul. SMBs of all kinds are using AI to refine their content marketing strategies and create marketing content with superior precision and personalization.
As of 2024, 82% of businesses with successful content marketing campaigns report using AI, according to Semrush’s 2024 Small Business Content Marketing report.
Today’s utterly competitive business landscape requires fast-acting content marketing strategies that are as super-targeted as they are ultra-efficient. Businesses are achieving that feat by leveraging AI in content marketing to achieve unparalleled levels of personalization, optimization, and automation.
In this article, we’ll take a comprehensive look at AI content marketing, the benefits of AI content marketing, implementation strategies, AI content marketing tools, and some case studies of AI in content marketing.
What is AI Content Marketing?
AI content marketing involves the use of artificial intelligence, machine learning, and natural language processing to automate and optimize various aspects of creating and distributing content.
AI-driven content strategies help small business owners and marketers create hyper-personalized, data-driven marketing content that leads to overall campaign performance and efficiency.
How does AI make this possible?
At the heart of AI’s existence lies vast amounts of data, which AI’s self-learning algorithm processes to find simple solutions to complex problems and even simpler solutions to simple problems.
For AI, data is the ultimate asset.
Suppose you feed AI content marketing tools with your target customers’ data or industry data, they can comb every inch of the data to identify and define user behaviors and patterns common to your target audience.
This empowers you with deeper insights needed to create super-personalized content that suits your customers’ tastes while enjoying the ability to refine your content strategies as new trends emerge.
With AI content marketing tools as an integral part of your content strategies, you also have the advantage of leveraging AI automation capabilities to automate some content creation tasks, such as batch scheduling, advanced editing, ideation, and more.
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Benefits of AI in Content Marketing
Personalization
As mentioned earlier, AI can assess user data to extract deeper insights from user behavior, preferences, and engagement patterns.
Additionally, AI can use the results of this assessment to further segment your user base based on shared behaviors.
This enables you to create data-driven content blocks that address various user activities to enhance personalized user experiences across segments. AI delivers the appropriate content—from the blocks—to the user at the right time, based on their past and current engagement patterns.
This level of personalization by AI in content marketing leads to higher engagement and conversion rates.
Automation
Before the recent rise in AI utilization, process automation was the major aspect of AI integration in most industries.
AI automation is impactful in drastically reducing costs and time consumption. In marketing automation, AI automates repetitive tasks such as:
Lastly, and perhaps the most common application of AI in content marketing, is automated content creation. Here, AI uses samples of your work and prompts to automatically create text and visual content that fit your marketing goals.
Predictive Analytics
AI can analyze multiple data points to extract valuable insights to forecast content trends and optimize content strategies accordingly.
This is evident in how AI runs continuous A/B tests to determine the elements that would ensure better outcomes.
You can also use AI to conduct predictive trend analysis, analyzing past campaigns’ performance and current trends to forecast the future of your content marketing strategies. This will give you insights on the topics and content types that promise better outcomes.
Enhanced Engagement
AI is great for creating interactive, dynamic content that adapts in real time to user interactions, keeping content relevant and engaging.
For instance, you can use AI for interactive polls, quizzes, and databases that provide appropriate responses in line with the user’s queries.
Such AI-driven content strategies combine elements of personalization, automation, and prediction to adapt to users’ activities in real time, thus watering the ground for high-level user engagement and experience that boost conversions.
Popular AI Content Marketing Tools
Since the recent use of AI in content creation, there’s been a commensurate proliferation of AI content creation tools in the market.
A quick search would bring you face-to-face with hundreds.
So, which should you go for?
Grammarly
Grammarly is an AI-powered writing assistant that blends the powers of machine learning, natural language processing, and deep learning techniques to mimic human language and tone.
You can use Grammarly to enhance the quality of your written content by checking your content for errors in grammar, spelling, writing style, tone, and sentence structure and automatically providing suggestions for fixing those errors.
Essentially, Grammarly’s AI system ensures that your content is well-refined and consistent, rightly conveys your marketing message, and fits the preferences of your target audience.
Jasper AI
One of the catchphrases on Jasper AI’s website is “Artificial intelligence, genuine connection,” which, to a reasonable extent, captures what you can do with Jasper.
This AI content marketing tool is specially designed for copywriting, with a huge focus on customer perceptions. For what it’s worth, the technology has read an immeasurable amount of the internet and claims to hold the intricate secrets of content frameworks and copywriting practices.
Thousands of marketers use Jasper to automate their content marketing processes and generate content for marketing copies, blog posts, and social media updates. Jasper also uses its wealth of internet knowledge to recommend relevant keywords during content creation.
ContentStudio
The creators of ContentStudio regard it as a full-suite content marketing platform. From content creation to distribution across multiple channels, ContentStudio seems to have it all.
Content marketers often use ContentStudio to generate real-time data insights, automate workflows, and optimize SEO strategies to enhance content performance.
With the studio’s Content Composer, you can create original content with various blends of texts, images, gifs, videos, and pictures as you deem fit. Then, you can conveniently distribute them across popular content publishing channels like X, LinkedIn, YouTube, WordPress, Facebook, and Instagram, among others.
You can also use ContentStudio to identify the content that generates the most engagements, impressions, and other statistics, enabling you to optimize your content marketing strategies and generate more engagement and conversions.
Writesonic
Writesonic is a generative AI platform for creating on-brand content for marketing campaigns.
It boasts an array of content creation and SEO tools that marketers and businesses can use for real-time SEO check and optimization and to create factually accurate content on recent topics.
It does this through real-time, in-depth web search and research, creating content that leverages the most current data to keep your content compelling and engaging. Writesonic also offers content generation capabilities that capitalize on user inputs and preferences to create captivating content.
On the SEO side of things, you can use Writesonic SEO check to conduct headline analysis, SEO content quality check, and keyword research, enabling you to quickly gauge the optimization potential of your content.
Case Studies of AI in Content Marketing
Several case studies of AI content marketing can help you better understand the applications and benefits of AI content marketing tools for automated content creation.
Here, we’ll be drawing insights from HubSpot, eBay, and Adobe Marketo Engage.
SmartBug: HubSpot AI
Marketers are using HubSpot’s content assistant AI to create AI-powered content.
The assistant runs on the fundamentals of OpenAI’s GPT model and is natively integrated with HubSpot’s products to generate:
- Social copies
- Marketing emails
- Blog ideas
- Prospecting emails
- Paragraphs
- Compelling CTAs for landing pages, emails, and blog posts.
For instance, SmartBug uses HubSpot’s AI content assistant to:
- Highlight and rewrite sections of their marketing copies for the best results.
- Flesh out or expand sentences or paragraphs to provide detailed explanations.
- Summarize or condense texts.
- Change or infuse various tones to connect with their various client segments.
- Generate outlines for a given topic.
- Generate ideas for content creation, enhancing the team’s brainstorming process.
- Generate conclusions for content without sounding repetitive.
In all, SmartBug relies on HubSpot AI content assistant to design engaging marketing content and sales emails, improving their user engagement and client acquisition efforts.
eBay: Phrasee
Back in 2019, eBay was looking for how to optimize their copywriting efforts at scale. They needed to create marketing messages that made each customer feel like they are the only person in the world.
However, there was one problem: eBay had over 170 million active users at the time.
For a company operating at such scale, it was financially and physically impossible to write personalized messages for each customer. And they couldn’t rely on automation to send the appropriate message to every single customer.
Several brainstorming sessions later, they found their solution in Phrasee, an AI-powered copywriting tool.
After training it on the brand’s data, they were able to use it to create and optimize dynamic content, including email subject lines, push messages, and Facebook ads, at scale. Phrasee was also able to conduct A/B tests at scale, further refining the personalized content for perfect engagement.
As a result, eBay was using AI to generate thousands of different personalized email subject lines and copies for millions of customers in minutes. Each content was specifically crafted for each customer based on their activities or inquiries.
Phrasee basically restructured how eBay approached content marketing, as eBay’s copywriters now focus on brainstorming the next big campaign instead of spending arduous hours creating a few copies.
Adobe Marketo Engage
Marketo Engage is an AI-driven marketing automation platform and one of the most dynamic AI content marketing tools you can find.
It enables marketers and business owners to leverage AI for personalized email campaigns and real-time content updates. You can integrate it with multiple communication channels, including email, social media platforms, and SMS, to connect with your audience more efficiently.
Marketo Engage’s artificial intelligence is able to track users’ real-time behavior and profile them with both offline and online data. This enables it to identify the preferences of each customer as they journey through your sales funnel, creating hyper-personalized content for them at each stage of the funnel.
And it does all these on a large scale, in real-time.
You can also use Adobe Marketo Engage to collect data from different channels and analyze it to identify trends and patterns that you can use to improve your content marketing strategies and achieve desired results.
Essentially, thanks to Marketo Engage’s AI capabilities, marketers can facilitate automated content creation at scale based on multiple conditions and criteria, conveniently simplifying and streamlining complex content marketing strategies.
Steps to Implement AI in Content Marketing
While some marketers fear that AI is here to take their jobs, others have embraced AI as an essential tool to augment their human efforts.
In both parties, you’d find that most do not understand the depth of cognitive insights they can generate with AI.
Consequently, even marketers and entrepreneurs who believe in the powers of AI in content marketing end up using it for just creating draft texts—nothing too refined.
Success in AI content marketing comes from a place of strategic planning and intentionality with AI training.
The better your input, the better the AI outcome.
You can use three forms of AI in content marketing, including cognitive insight AI, process automation AI, and cognitive engagement AI, according to the Foundation Marketing.
In their different forms and capabilities, you can implement them using the following steps.
- Data Collection and Integration
As mentioned earlier, AI thrives on data. And as with computing, the “garbage in, garbage out” principle still applies. You can have one of the best AI content marketing tools that’s been described as the ideal example of machine learning in marketing. Still, if you train it with poor data, you will get unsatisfactory results.
Therefore, it is imperative that you gather data from various relevant sources—including company and industry data—to empower AI with vast amounts of data to work with.
Then, use AI tools to integrate and analyze this data to form comprehensive customer profiles.
- Audience Segmentation
With your customers’ profiles in place, it is time to know who is buying/doing what.
Use AI algorithms to analyze data trends and patterns and gain deeper insights into relevant customer behaviors that you can capitalize on to drive sales.
Advanced algorithms and computing power enable AI to analyze customers’ historical data to forecast their future behaviors and preferences. It then effectively and smartly segments your customers based on diverse factors, including preferences, engagement history, and behaviors.
At the end of the day, you would have multiple segments of customers that aptly paint a nuanced picture of the tendencies of the customers enveloped within.
Audience segmentation can answer a question as nuanced as “Who is willing to spend more on new products?”
- Personalized Content Creation
In line with the criteria used to conduct audience segmentation, define and set dynamic content rules that trigger specific content when users take specified actions.
Dynamic content adapts and evolves to meet users’ needs based on their preferences, interactions, demographic, and other contextual factors. This is unlike static content that remains the same, regardless of the viewer.
For instance, with dynamic content protocols, if a user checks out a cookie cutter, an AI content marketing tool, like Adobe Marketo Engage, could immediately send them an email with more recommendations for cookie-making ingredients or tools that they should check out.
- Campaign Optimization
Use AI for continuous testing and optimization of content elements to improve engagement and performance.
AI algorithms can run A/B tests on different content elements, including headlines, paragraphs, visuals, and CTAs, to determine the best combination for your audience, in line with your campaign goals.
Here, AI’s job is two-pronged.
Once it identifies the perfect combination, it immediately optimizes the content to meet users’ needs based on their inquiries and behaviors.
This testing process can remain continuous for as long as you are still using the AI marketing tool, or for as long as your content marketing campaign is on.
Additionally, you can use AI to analyze previous campaigns’ data to generate AI-driven recommendations on areas of improvement for better engagement and conversion.
- Automation and Workflow Enhancement
Use AI to set up automated workflows triggered by specific actions or events, such as content updates or social media posts.
You can maximize AI-automated content creation and distribution in various capacities:
- Automated content generation: Use AI content marketing tools to automatically create outlines and drafts. You can also use AI to automatically generate personalized headlines, ensuring that each user receives a custom message based on their needs.
- Optimized scheduling: You can use AI to create optimized schedules based on customers’ preferences drawn from past performance data. This enables AI to distribute personalized content around the clock, reaching your customers with the right messages at the right time. If your customers’ behavior changes, it would also adjust and implement optimal timing to match those changes.
- Social media approval workflow: You can program some AI tools to force publish posts if designated approvers are not reacting or responding to approval requests at scheduled times.
- SEO Management: Some AI content tools can crawl through vast datasets to conduct keyword research and identify relevant keywords and long-tail phrases trending in your niche.
Essentially, you can use AI to automate repetitive content marketing tasks that eat into your work hours, especially in the aspects of content creation and distribution.
Wrapping Up: AI Content Marketing
Clearly, AI is a powerful tool that’s changing the business landscape for the better. There are immense rewards awaiting marketers and business owners who leverage AI to streamline their processes.
The benefits of AI content marketing revolve around improved SEO performance, personalized content optimization, task automation, predictive analytics, and enhanced engagement. All of these combine to deliver hyper-personalized user experiences that guarantee the campaign’s effectiveness and higher conversion.
But for all the exciting promises that AI content marketing promises, it is not something that you should dive into head first.
Further Reading:
- Hybrid Work Schedule Explained: Balancing Flexibility with Productivity
- Blueprint to Success: Crafting Your Comprehensive Business Plan
- Forwarding Calls: A Comprehensive Guide to Call Routing and Management
- The Customer Connection: Is a Live Receptionist Your Key to Success?
Take the time to do due diligence and find the AI content marketing tools that are interoperable with your existing system sales and CRM systems. Also, find the one that fits your overall marketing and business goals.
Some recommended AI content creation and distribution tools include Jasper AI, Grammarly, ContentStudio, and Writesonic.
Don’t forget that these AI tools are only as good as you make them. If you want them to adopt your brand tone and personality and meet your customers at the intersection of their needs, you’d have to feed them with vast datasets that enable them to learn and evolve accordingly.
In all of these, know that Alliance Virtual Offices is here to help you through every bit of your business development process.
Contact us today to learn more about how we can help you get ahead in the market.
