Machine learning in content marketing changed the conventional method of how content marketing is done. In 1950, Alan Turing asked, “Can machines think?” Artificial intelligence and machine learning have come a long way. Computer machines have developed repeatedly and have exceeded expectations in specific fields.
A great example we witness is the suggestions box every time you start typing a search engine query. Another example is when you browse a particular product on a shopping website and start seeing ads for similar products on different websites and apps.
This is all the magic of machine learning, as smart algorithms enable marketers to quickly analyze vast amounts of data to deliver exceptional customer experiences.
Will machine learning change the landscape of content marketing? How? We are here to discuss it all in detail below. So, without any delay, let’s dive right in.
What Is Machine Learning?
Machine learning is a subset of artificial intelligence that allows computers to learn without being explicitly programmed. It enables a system to “learn” through experience. Machine learning is all about building algorithms to model, simulate, and predict solutions to real-world problems. Machine learning complex algorithms can mimic the cognitive functions (mainly learning and problem-solving) associated with the human mind.
Machine learning is already being used as an optimization tool in various industries, including healthcare, automobile finance, and eCommerce. Let us discuss how to use machine learning in content marketing.
Machine Learning in Content Marketing
Machine learning in content marketing plays a crucial role in processing a considerable amount of content. Search engines, like Google and Bing, regularly launch new AI updates, from analyzing search intent to updating results based on users’ actions.
Personalized advertising is now a trend, and blog posts are longer than they used to be six years ago. Content on the search engine results page ranks based on relevance, quality, and other factors. But, who analyzes millions of blogs and content pieces to check their quality and relevance? Well, machine learning is your answer.
From helping marketers decipher the constantly-changing world of content marketing to making them understand user intent, machine learning algorithms do all the hard work by narrowing down a lot of data to brief reports. When you have all the essential data regarding user behaviour and insightful analysis of different content, your team can create better quality content. This eliminates the guesswork in finding out what your target audience is looking for.
That being said, there’s still much more that machine learning brings to the table. Let us look at how artificial intelligence and machine learning impact content marketing.
#1 – Content Automation
Machine learning won’t only help in marketing quality content, but it can also create it. You might have come across some short snippets and blurbs/news that are fact-based and can easily be generated by AI.
This way, marketers can save time and effort using AI to automate content creation process. Indeed, as of now, machine learning can’t entirely create an article or blog like content writers, but who knows what the future of machine learning holds? You can surely expect much more from automation with the current capabilities and results.
#2 – In-Depth Data Analysis
With advancements in technology and machine learning running the show, plenty of data is available. Using this data intelligently, marketers can figure out what their consumers want. This can eliminate the guesswork while making crucial content-related decisions.
Using machine learning algorithms, you can sort through massive data to find and create the best content marketing strategies. From consumers’ buying patterns to more useful conversion analytics, you can get insights using AI to deliver top-notch content to customers.
#3 – More Personalized Content
Content personalization is the present and future of content marketing, as consumers are more inclined to engage with brands that offer a personalized experience. For personalization, data is the key, and even if you have a lot of consumer data, you need to translate it into actionable strategies. Well, here comes machine learning.
AI machine learning systems can easily capture relevant data points from previous consumers and website visitors. It also creates individual customer profiles, which can be used to curate customized content and targeted offers for more conversions. You can use this information to target prospects through personalized emails, social media, and other relevant marketing channels.
#4 – Chatbots to Interact with Site Visitors
Chatbots are computer programs using machine learning algorithms to mimic user conversation. It helps save time and resources while answering visitors’ queries in real-time.
By feeding the responses and writing help-related content, marketers can smartly handle multiple conversations using AI-powered chatbots. This also helps you streamline the customer support process. Only qualified support requests will be redirected to an actual staff member.
#5 – Time Optimization & Money Saving Content
As we mentioned earlier, machine learning saves you a lot of time. Before creating content, there are many steps, such as brainstorming, keyword research, and analyzing the competition. Well, you can get these done flawlessly using AI-based automation tools.
The tool will generate a brief report with all the relevant keywords, basic topic research, competitors’ content (ranking on which keywords), and competitors’ backlinks. When you have all this data, you can focus on writing higher-quality content, generating backlinks, and publishing creative content.
#6 – Predictive Intelligence
Predictive intelligence helps businesses and marketers understand your target audience so that you can curate your content to appeal to their interests and needs. It lets you bring in the most qualified prospects and determine where the reader is on their buyer journey (lead scoring).
Predictive lead scoring allows you to escalate sales by analyzing customers’ past behaviors and history, knowing which customers are more likely to convert. You also get specific predictive insights into when the right time to post your content or different content marketing platforms.
#7 – Improved the Customer Experience
In content marketing, machine learning can exceptionally transform the customer experience. As AI develops more, the trend toward personalization will keep on growing. You can create more personalized and dedicated landing pages for users.
Using AI-based algorithms, you can combine the chatbot’s smart assistance with targeted content in blogs, guides, infographics, and other relevant materials. This can help you deliver a delightful customer experience to increase customer loyalty.
#8 – Better SEO
Creating content may always be a human-dominated task because of the special touch that content creators add to it. But, machine learning algorithms will most likely optimise that content to rank on search engines.
By automatically suggesting specific changes, identifying potential keywords, and adding backlinks, an AI algorithm can help you eliminate these time-consuming, tedious SEO tasks. There are many SEO optimization tools, and in the times to come, marketers will use SEO automation tools to create sterling content.
Frequently Asked Questions
1. What is content marketing?
Content marketing is an organic marketing strategy that involves creating and promoting different forms of content to our targeted audience. Some forms of content marketing include blogs, videos, images, infographics, podcasts, emails, and newsletters.
2. What is machine learning in content marketing?
Machine learning is a branch of computer science that enables systems to learn and improve from experience without being explicitly programmed. It focuses on developing programs that can access data and use it to learn by themselves.
3. How is machine learning used in content marketing?
Machine learning plays a significant role in content marketing, enabling marketers to understand consumer behavior and preferences. It also allows marketers to create content that will be more likely to generate conversions and increase return on investment.
Machine learning involves lesser manpower, thereby eliminating additional marketing costs. It helps organizations provide consistent marketing communication via automatic emails, scheduled social-media posts, online ads, or other content.
4. What is content automation?
Content automation is identifying repeated tasks in the content process and deploying tools to work on it. Using automation tools, you can analyze the performance of a specific piece of content and decide what action to take to improve it.
5. Does SEO use machine learning?
Machine learning algorithms help marketers automate time-consuming SEO tasks. Natural Language Processing can give significant SEO insights. SEO tools with the help of machine learning could help you with the keywords and create SEO-optimized content. It will also enable you to understand user intent and other relevant entities to develop customer-focused content.
Coming back to the question again. Will machine learning change the content marketing landscape? We guess you know the answer by now. Artificial intelligence shapes the digital marketing world to connect the most relevant customers with brands. According to a recent Statista report, on average, machine learning and AI were used by 57% to improve customer experience globally. This shows the significance behind it.
Marketers can now easily get the most out of consumers’ data to tailor their content accordingly. As today’s consumers expect relevant ads, personalized experiences, and quality content, machine learning allows you to give them that. The most common use of machine learning is in natural language processing, where machine learning is used to help computers understand human language. So, machine learning will change content marketing landscape in the coming years as it will keep growing. For more updates on content marketing, check out our recent blogs.