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3 Ways Artificial Intelligence Is Changing Content Intelligence

February 26, 2019

Let's face it- marketing can be overwhelming. What draws someone to something? In the digital world, there is an immense amount of data that human beings can’t even hope to sort through.

Artificial Intelligence and Machine Learning are helping to change content intelligence not just by organizing all of the data, but interpreting it and gaining insights for us. Digital transformation has shifted our lifestyle from offline to online, and it’s up to content marketers to keep up with this trend. Today, marketing strategy must utilize content intelligence in order to be successful, and this means taking advantage of what Artificial intelligence has to offer.

Content marketers are using Artificial Intelligence to make more informed decisions about how to engage with their audience. Based on limited input and the massive amounts of data at its disposal, Artificial Intelligence uses machine learning to come up with actionable insights into how you can optimize your content so that it reaches the right people, at the right time, with the right content. It helps marketers answer questions such as:

Which regions should I target?

What mix of content should I create?

What are my competitors up to?

In order to gain insights, Artificial Intelligence absorbs an unintelligible amount of data. Thanks to big data and Machine Learning, AI can “see” colors, objects and even faces in photos, as well as analyze tone, emotion, and listen in on chat bots.

With the emergence of natural language processing as a method of making sense of spoken word, Artificial Intelligence is able to pick up on the feelings of the target audience. Then, it interprets that data so that humans can create engaging content. This is how Artificial Intelligence helps to inform content strategy.

One example of content intelligence is knowledge of how the images of your products are being used by retailers. Because the image is contained in the software, algorithms can spot your product with ease.

Machine learning works by looking at every individual piece of data objectively and finding patterns that humans can’t notice because they are unable to sort through all of that unstructured data. Machine learning is effective because it works without the human quality of subjectivity. Artificial intelligence uses machine learning tactics such as k-means and neural networks to recognize faces and objects in photos. Nowadays, it can even write content for you!

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Content marketers are in the business of creating content that can compete for the attention of the target audience. To triumph over other brands, your content must make the consumer feel valued and appreciated. Thus, it is important to manage channels where the brand is present, foster, and maintain relationships with members of your audience, and most importantly, get to know your audience not as users or consumers but as real people.

Rather than guessing at consumer personas and building rules around these fictions, Machine Learning treats each member of your audience as an individual based on their unique set of actions. In this way, Artificial Intelligence has opened the doors for new conversations to be had with your target audience. Advertising is progressively becoming a two-way interaction; no longer is it about the product, but the customer experience.

Content intelligence enables us to monitor individual users no matter where they are in terms of engagement. What is their personality like? What social media platforms do they use? What other types of content do they read? Content intelligence informs us that if we write only to those who show engagement on the site, for example, conversion rates will improve drastically. In other words, data segmentation makes content highly personalized, and this can only be done by incorporating Artificial Intelligence in your marketing strategy.

Artificial intelligence can also be used to inform your content marketing strategy by taking over time-consuming tasks like cropping, editing, and adding metadata to social media posts. By incorporating Artificial Intelligence, content marketers will no longer have to figure out which hashtags to use and the which influencers to “get to know”. The software can even act as a spam filter for social media accounts by prioritizing legitimate users.

Attention to scheduling and timing is crucial to strengthening relationships between brands and consumers. Artificial Intelligence in content intelligence gains insights into when and where you should post content to your social media accounts - leaving the creative and fun parts of marketing up to you! For example, Yalabot is Artificial Intelligence that is able to discover when and where to post your content.

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In short, this is how you can ramp up your content performance: in today’s digitally connected world, customers demand authentic brand experiences, and Artificial Intelligence has proven to be one of the most effective marketing tools for predictive analytics. There is no time to feel skeptical about robotic process automation: content marketers must become more granular in their content marketing strategy, or risk becoming obsolete. By applying the insights gained by incorporating Artificial Intelligence into your content marketing strategy, you will prove to be truly successful among content marketers.

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