What Is AI In Content Marketing? What Are Its Benefits & Challenges? Explained In Detail

Content Marketing | 6 mins read

What Is AI In Content Marketing? What Are Its Benefits & Challenges? Explained In Detail

Table Of Contents

1. Introduction

2. Meaning Of AI In Content Marketing

3. Understanding The Benefits Of AI (Artificial Intelligence) In Content Marketing

4. What Are The Challenges Of Utilizing AI in Content Marketing?

5. Conclusion

6. Key Takeaways


Introduction

If you work in the field of content marketing, it is crucial for you to take note of the current significant impact of AI (Artificial Intelligence) sweeping through the content marketing landscape. Businesses are consistently introducing brand-new AI products, and the blogs section of every brand is filled with articles or discussions on how AI is revolutionizing the entire industry! 


It doesn't matter if you're prepared or not; AI in content marketing has become a reality now, which must be accepted by all of us! At Close, we haven't overlooked this trend. Every one of us has identified the changing scenarios of the industry and has embraced the opportunity wholeheartedly. Today, it would not be wrong to say that AI serves as a valuable tool to enhance the efficiency and productivity of content marketers. Every one of us has been actively experimenting with the integration of AI tools into our marketing efforts. 


So, what's the outcome of this? 54% of brands reported that AI helps in cost savings and increasing efficiencies. 54.5% of content marketers believe that AI will definitely enhance their marketing efforts. 88% of content marketers think that their business should increase the usage of automation & AI in order to fulfil customer expectations while staying competitive. 


In this article, we are going to learn about AI in content marketing, what are its benefits, and the challenges that come along the way. As a content marketer, you must understand how you can leverage the power of AI to elevate your own content marketing endeavors.



What Is Meant By AI In Content Marketing?

But first, what is content marketing? Of course, you might be familiar with content marketing, but let me put it in a very simple way — Content marketing involves the strategic development, creation, and distribution of different forms of content, such as blog posts, articles, e-books, videos, infographics & more, via various channels. 


In the digital marketing space, informative and engaging content is recognized as the pivotal force for driving marketing campaigns. Despite its significance for the success of any business, content marketing can be repetitive, time-consuming, and requires a great amount of effort. 


Now, talking about the concept of AI in content marketing basically involves the integration of artificial intelligence and machine learning programs into different types of content tools. All these content marketing tools tend to play a crucial role in the process of content planning, development, distribution, evaluation & reporting. The implementation of AI contributes to improving the overall aspect of content marketing. 


Furthermore, it relieves people from the content marketing team from engaging in monotonous and time-consuming tasks. By integrating AI into the content marketing strategy, businesses, as well as their customers, can reap numerous benefits.


Understanding The Benefits Of AI (Artificial Intelligence) In Content Marketing

Utilizing AI in your content marketing endeavors helps content marketers do their work efficiently and smoothly. Moreover, it also allows clients to go through great experiences while engaging with your business. We have listed a few benefits of AI in content marketing below; let's check them out! 


1) Content Development

Content curation is one of the most time-consuming tasks for marketers, and it requires a lot of dedication as well. Development of content involves staying informed about the latest trends/updates from numerous sources to fuel their own content creation. AI helps streamline this process by eliminating the need for manual searching and swiftly scanning through blog posts and articles using specified interests or keywords to deliver relevant resources directly to your inbox, thereby expediting the entire workflow.


2) Personalization

When it comes to traditional marketing techniques, every customer is treated in the same way, and there isn't much difference! But in today's digital marketing world, a unique and engaging approach is needed to come out as a top leader in front of your customers. Here comes the role of AI, as it helps brands to know their audience and create a customer profile by collecting data. With the integration of AI, businesses can now personalize the recommendations and messaging to reach their target audience in order to provide valuable and helpful content. 


3) Generation Of Content Topics

Identifying and making a list of topics that are relevant and have the potential to connect with your target audience can be a daunting task sometimes. By using AI-powered content marketing tools, businesses can now smoothly produce topics with high search rankings or achieve popularity & brand recognition among their target audience. With AI-generated content topics, your content marketing team can focus on effectively addressing each subject, dedicating their time to in-depth exploration of strategies and high-level planning.


4) Anticipating Customer Behavior

While you are planning the content that needs to be distributed among different channels, the first thing that you must pay attention to is the behavior of your target audience. Trying to understand and acknowledge the behavior of your clients is not easy work, and content marketers have struggled to anticipate their customers' behaviors for several years. But, with the implementation of AI, it becomes quite easy to study the past behaviors of consumers. Utilizing that data to personalize the journey of every customer helps your entire team plan out the next steps. 



5) Content Scoring

AI content marketing tools provide assistance to you in rating and scoring your content in order to understand how it can be improved for better and optimise your already published content pieces to stay relevant with your target audience at all times. When your content is evaluated, you can save time by not having to individually review each post. Instead, you can direct your efforts toward enhancing the areas that have been pinpointed as problematic and improve them for further achieving your goals & objectives. 


6) Data Processing

The abundance of global data becomes valuable only when they are transformed into meaningful insights. AI plays a crucial role in handling vast amounts of data gathered daily from customer activities like feedback and preferences. By employing AI to extract pertinent information from this data, you can create effective strategies and take action without personally undertaking extensive data processing tasks.


7) Enhanced User Experience

When clients experience that they are receiving the appropriate messages and derive satisfaction from engaging with your brand, their overall experience improves. This heightened satisfaction increases the likelihood of them becoming repeat customers or giving positive feedback for your products and services on social media platforms. AI plays a crucial role in maintaining a seamless balance across various customer touchpoints with your brand, ensuring that no aspect goes overlooked. Additionally, it enhances the front-end experience, allowing for effective monitoring and targeted marketing throughout their journey.


What Are The Challenges Of Utilizing AI in Content Marketing?

Not everyone is perfect, and so does AI! Yes, AI is neither flawless nor a cure-all solution. And you know what? Most content marketing teams are likely to encounter a learning curve. Let's have a close look at some of the prevalent challenges associated with AI in content marketing! 


a) Managing Adaptation As AI has a very dynamic nature, that's the reason why managing adaptation or any kind of modification is one of the most prominent challenges in this area. None of us are able to anticipate any changes coming in the future, specifically when it comes to complicated procedures and different variables. Hence, foreseeing results is one of the most complicated things to do when compared to conventional techniques such as surveys or A/B testing.


b) Quality Of Data — The data quality is one of the most essential factors that needs to be considered while using artificial intelligence in content marketing. If the data quality is really poor and not up to the mark, then it might result in incorrect or incomplete outcomes. Also, it will restrict the effectiveness of decisions that you will make in the future. 


To make sure to achieve correct and accurate outcomes from AI-powered content marketing tools, you should maintain high-quality training data and consistently update data sets for the purpose of analysis and verification. The tools that you choose actually influence the quality of your data and the capacity to evaluate the data. 


c) Training Data — Another difficulty that is associated with integrating AI-powered content marketing tools lies in making sure of an adequate amount of training data in order to enable machine learning models to acquire and produce effective results. In the absence of sufficient training data, the models may fail to accurately anticipate customer behavior or make accurate predictions regarding customer outcomes. Consequently, it is crucial to consistently gather new data points and regularly update databases to keep the models up-to-date.



d) Generalization — Generalization in the context of AI models can be explained as their ability to effectively apply acquired knowledge from a specific dataset to different other datasets and to new situations beyond their initial surroundings. Given the dynamic nature of customer requirements and preferences, the power to generalise across diverse datasets is vital for the success of AI-driven content marketing campaigns. Addressing this challenge ensures that your campaigns remain pertinent amid evolving customer segments and changing markets.


e) Interpretability — When we talk about interpretability, it refers to the capability of the machines to understand the knowledge acquired from training datasets. While it is not mandatory for each & every AI application, it becomes crucial in some of the tasks, such as personalization and customer segmentation. This is particularly important for content marketers, enabling them to recognize the reasons behind varying customer behaviors. Such insights can then guide the development of future campaigns and initiatives.


As a consequence, content marketers must have specific strategies that enable them to keep an eye on and respond to certain modifications immediately rather than depending entirely on automated procedures that are driven by machines. This is a great instance of how artificial intelligence can support content marketers, but it cannot be administered as an only option. 



Time To Incorporate AI In Content Marketing!

AI has a lot of potential, and it is here to stay, grow & conquer! As a leader in content marketing, it is important for you to take a proactive as well as realistic approach; while also maintaining optimistic behavior in regards to the capabilities and limitations of AI. When it is effectively harnessed, Artificial Intelligence will be able to enhance productivity without even coming to terms with brand consistency. AI surely serves as a valuable tool for leveraging editorial skills by identifying errors and indicating several improvements that need to be taken care of! 


AI has the ability to optimize your marketing campaigns, enabling them to effectively reach your target audiences while simultaneously cutting expenses and time associated with tasks that were once manual! In addition, as campaigns outstretch, AI can play a significant role in identifying customer insights, allowing for real-time adjustments, personalized experiences, and increased engagement across various channels.


The integration of AI into content marketing is not just the future, but it is increasingly becoming the present. Now is the time for you to take the initiative to explore how an AI-powered content creation tool can empower your team to accomplish more tasks without compromising quality, setting your brand apart from your competitors! 


Key Takeaways


  • AI in content marketing helps to leverage advanced technologies to enhance content creation, distribution, and evaluation.


  • Benefits of AI in content marketing include automation, personalized content, and improved targeting, leading to increased efficiency and customer engagement.


  • Challenges involve ethical considerations, potential job displacement, and the need for skilled professionals to manage AI tools.


  • AI-powered tools have the potential to optimize SEO, predict content performance, and enhance overall content strategy.


  • Striking a good balance between human creativity and AI automation is essential for successful integration in content marketing strategies.


  • AI enables data-driven insights for content optimization, helping content marketers learn about their audience’s preferences and behavior.


  • Content creation benefits from AI-driven tools that generate, craft, and refine content on the basis of their audience’s preferences and feedback.


  • Integrating AI into content marketing demands a strategic approach, addressing ethical considerations and ensuring consumer transparency.