AI is the new electricity, says Andrew Ng, a leading thinker and pioneer in the subject. Stats confirm with Mr. Ng’s opinion. Like electricity, AI has been transformative. And just like electricity, this new technology too has very quickly assimilated well in a number of functions in each organisation.
Today, nearly 50% of digitally mature organizations have a well-defined AI strategy in place. The B2B marketing space particularly seems to hold a special place for AI. More than 60% of B2B marketers rely on AI to identify trends.
Like in most other functions and fields, AI has set a firm footing in content marketing as well.
Using AI assisted data, for example, you can now craft personalized messages that confirm with the needs of your ideal customers! Highly intelligent software systems can track and analyze customer behaviors, actions, preference, pain-points, within seconds.
Take Clipclap as an example. The AI tool uses customer behavior data to predict their next move and serve them the right content. Now you know why more than 70% of B2B marketers intend at using AI for personalization!
Apart from enabling personalization, AI has also revolutionized search. Gone are the times when SEO was all about adding keywords to content. In the age of AI, people now want Alexa or Siri to take over. That’s where keywords go obsolete. Instead, predictive analysis done by AI has taken over.
From restocking detergents to ordering pizza, everything is done using AI assisted voice search.
It’s amazing to know that Domino’s Pizza’s virtual ordering assistant Dom topped half a million orders! That’s how quickly search trends have evolved, thanks to tech and AI.
From content creation to content marketing, AI is assisting marketers in every possible way. Natural Language Generation is being put to use for faster content generation. Robots are writing scripts. You no longer need a human editor to proofread your copy. You have tools for that too! And, as we’ve discussed, highly personalized content is being served to the intended audience, with AI at the backend.
These were a few examples of AI in action. But, behind these breath-taking innovations that seem no less than magic, are tools made by genius human brains. In this post, let’s talk about a few such tools that have used AI to usher a whole new era in content marketing.
Content generation tools
We’ve mentioned above that entire movie scripts are now being written by robots. In the content industry, machine-learning and AI assisted tools are being widely used to generate meaningful content. For example, sports reports can be generated at the flick of a switch using such tools.
You probably have read Narrative Science’s example before in this context before but it is one of the most iconic to miss out on. Their robot generated a better version of a certain story using inputs. Honestly, it did a better job than most sports writers!
A number of companies have been making the shift to content generation tools. Here are two common and popularly used ones:
Feed the tool with data and witness it being spun into narratives. The AI-powered platform empowers you to make real-time updates to existing content. It further eases your content publishing efforts by utilizing its flexible publishing API. What more could any content creator ask for!
There was a time when AI was thought of as an innovation that could replace only mundane work. Who would have known that AI could take up creative pursuits as well? Articoolo is one such tool that has proved that writing articles is no big deal for machines.
The tool first understands the concept of the topic using the ‘keywords’ you’ve fed in. Once you’ve specified your topic, the tool displays additional optional topics for you to select. An extremely easy to use platform, Articoolo allows you to set up a word count for your article as well. That’s so cool, Articoolo!
Content curation tools
The internet is a marsh of content. And, more is being created every single day. For example, if you look up Google for ‘AI for search engine optimization’, you’ll get 6,80,00,000 results!
If you wish to create any more content for the same keyword you will only be heading for failure. Instead, why not use the already existing pool of information to do some curation work!
Curating existing content is a great way to keep your content publishing game on fleek even when you are facing a time crunch. Additionally, long form content does not work on all platforms. You can’t publish an entire blog post on Twitter, can you? What you can do is use excerpts from your existing content on the platform. Regularly publishing curated content, be it from your own blog or from industry experts, builds your credibility as a thought leader.
The point to be made is that not all content qualifies as the ‘best curated’ content. Unless it is the best it won’t get you the right engagement.
So, how do you go about curating content such quality content? You use AI!
Listed are two tools you can get started with.
If you are trying to build an authority for yourself, on a subject, Scoo.it should be your go-to tool. Whenever you are reading something valuable, which you think might interest your audience base, you can use this tool to extract excerpts. To do so, you have the Scoop.it Bookmarklet.
Another feature that makes Scoop.it a favorite is topic search. Just enter a keyword around which you wish to cull content. The search engine will display related websites and blogs that you can click open and pick up quotes from to curate, and share on your social media.
A machine-learning powered platform, Stackla promises to be a great tool for social media content curation. It helps you steer clear of the noise that social media is full of to get you only high-rating content. The platform analyses, sorts, and unifies social conversations. It then arranges these conversations into a meaningful content around a specific brand or theme. This way only the best content around a search gets served to your audience on social media channels like Twitter or Instagram.
Social communication tools
If you believe in two-way communication, which every good marketer must do, social interaction tools will make life very easy. Typically, in a marketing department, there is a designated person serving as a community manager. This person has to dig out conversations happening about the company and keep the conversation on, or give it a (favorable) direction.
The most painstaking task is to keep a tab on all conversations happening on the internet about the brand or company. This is where AI can fit into the picture.
The platform’s artificial intelligence helps you glide through the Twitter universe in a matter of minutes. Using the platform’s dashboard you can dig out all the Tweets about your company. And, at the same point of time (or later) reply to the thread or discussion.
The best part about Sprout Social is that it can analyze the sentiments of the Tweet based on the wording or phrasing. Using this, it suggests an auto-response that you can use as is or tweak.
Unlike Sprout Social that allows you to only manage social media communication, SocialBaker is a full-fledged social media management platform. The tool gives you complete insights into audience behavior and interaction insights on all of your social media platforms. It also has an influencer dashboard that culls out the best of influencer content being generated on different social media platforms, for different keywords.
So, if you type in ‘Health and fitness’. The dashboard will show you the content that the top influencers are creating on Instagram, Pinterest, Twitter, etc. With the insights, you can create and optimize even better social media content for your brand.
Chatbots and Messenger marketing tools
Statistics show that 50% of people all across the globe prefer to shop from brands that have a chatbot. That’s probably why Facebook messenger marketing is using 300,000 chatbots for contacting and communicating with shoppers and users.
Gartner predicts that AI will be sharply focused on customer experience in the coming future. And, chatbots are an existing example of how AI is achieving this already. Converting leads into prospects is something that chatbots have been doing with great ease for companies like Leadpages. The company witnessed a 36% increase in conversion rates using Drift. There’s a lot more that chatbots can do.
Let’s talk about two such tools that have unleashed a whole new level of interactive, personalized communication for end users and content marketers.
This chatbot is personalized content marketing made easy and interesting on many levels. Using Chatfuel’s AI engine you can script interactive conversations in no time. These conversations or notifications can be scheduled to be sent out at the right time. By automating your conversation with warm leads you get to stay in touch with them 24/7 without the need for human interference, resulting in a 38% decrease in customer wait time.
With Flow XO you can build chatbots for your Facebook business page as well as for your website. The plus point with this platform is that you do not need any prior coding knowledge to set up your bot. With a simple visual editor you can customize it as you want. Another plus point is that Flow XO supports multilingual conversations. Apart from Facebook, Flow XO bots can integrate with platforms like Slack, Telegram, and Twilio.
Wrapping it up
We’ve discussed some easy to use AI tools that help you win with your content marketing initiatives, in this post. There are a number of such tools available for you to start witnessing a good jump in lead generation and sales. Are you using any as of now? Do let us know in the comments section below.