The process of digital transformation is never-ending. Once you've incorporated the most recent device or marketing trend into your approach, the next one is on the horizon.
Many businesses dedicate a portion of their marketing budget to test new technologies and programs. Eventually, they incorporate those that prove effective into the primary marketing strategy and dump those that do not fit their process and strategy.
In most circumstances, this is rather straightforward. The software has no obvious application in some instances but may have future potential, such as augmented reality. However, one emerging technology sector is not that simple: artificial intelligence (AI). It's unclear where AI fits into today's marketing mix.
Let's investigate AI and content strategy and identify possible areas to incorporate AI in your marketing.
If it Walks Like a Duck, Quacks Like a Duck, it Probably is a Duck...or is it?
One source of misunderstanding about AI is that it is an enabling technology rather than a product in and of itself.
Part of the misunderstanding stems from the term's use. Many suppliers use the term AI interchangeably, regardless of whether any AI is used in the platform. Generally, you know what happens when you give a buzzword to a marketer: it appears everywhere (solutions, not products, integrated, optimized, scalable, intelligent, and now AI algorithms).
The truth is that many vendors are blurring the distinctions between machine learning and artificial intelligence, and their products frequently rely on machine learning rather than artificial intelligence.
Let's start with some definitions:
● Machine Learning: In general, machine learning refers to a software algorithm that uses specific data sets and rules defined by humans to get faster and more competent as they accomplish the tasks for which they were designed.
● Artificial Intelligence: Artificial intelligence exists when software can make decisions independent of the data strategy and rules established by people to create new solutions.
AI and Marketing Strategy
So, where does artificial intelligence fit into your marketing strategy? We approach AI from two perspectives: opportunistic and strategic, neither of which is mutually exclusive.
The Opportunity
As you look for a product to meet a specific need, you're bound to come across those that claim to be AI-enabled. We've seen AI mentioned in chatbots, business intelligence, personalization, design, content, and various other product categories.
Just because a product is AI-enabled does not mean it is the most outstanding product choice in its category.
The Strategy
In terms of strategy, AI can deliver on the tailored marketing we aim for as part of our digital transformation initiatives. Eventually, we will see a day when an intelligent agent will proactively reach out to my customers to offer products and content, eliminating the need for us to set endless rules surrounding trigger emails.
AI will have various uses in a marketing technology strategy, such as:
Targeting and advertising: Using artificial intelligence to identify and target micro-demographic segments
Customer experience: Using AI to improve each customer's unique experience
Data insights: Putting analytics insights into action at the micro and macro levels of the client.
Begin by focusing on your marketing and business goals, then assess how AI-enabled products may help you achieve those goals, not the other way around.
What Can AI Content Tools do at This Point?
AI copywriting tools provide numerous advantages to small and medium-sized businesses. They assist them in scaling up content development on an enterprise basis. Simultaneously, AI writing tools ensure that the entire process is entirely efficient, from ideation to distribution.
The market for AI Content Tools has been falling for a few years. Still, it is predicted to expand again as more businesses begin to invest in this technology due to increased demand for content.
Why Start Thinking About AI Tools Already?
Many people believe that AI writing tools can completely replace human writers. However, this is not the case. These machines can only generate copies on a large scale and with variable degrees of quality. Human writers will continue to be required for their inventiveness and emotional influence on the target audience.
The biggest advantage of adopting AI technologies is the time saved. It frees up more time for employees to be creative and work on tasks that they excel at.
Businesses nowadays frequently operate on a shoestring budget. This makes it harder for them to expand, resulting in a loss in revenue over time. Using an AI tool can save them money on both personnel and capital expenditures, allowing them to focus more on building their firm rather than keeping it viable.
Examples of AI Tools for Content Creation
● Editing tools such as Grammarly
● Title generators (optimization of titles and creativity)
● Plagiarism checkers
● Social media content generators/analyzers
● Data to transcript tools
● Transcription tools
Final Thoughts
AI solutions are not required for brands to use in their content marketing plan. Numerous different tools and strategies can be utilized to achieve the same or better results as AI. This is not to state that firms should not experiment with the usage of AI in their marketing plans because it can help them develop their business.
AI writing helpers are a new but rapidly rising trend in digital marketing. They assist copywriters by creating content ideas on a large scale, overcoming writer's block, and focusing on what they excel at – creativity and emotions. These helpers will become more sophisticated in the future, allowing us to create better material with little to no human intervention from the writer.
To jump-start your content strategy and optimize engagement with your audience, contact Iris Writing International today.