Content Marketing
We are living in an era of Artificial Intelligence (AI) and robotic machines. The future we used to see in the movies back in our childhood is here. We are finally embracing the futuristic technologies of our childhood.
Artificial intelligence is one of the evolving technologies that is disrupting the value chains of creative economy. It's a digital brain that learns and carry out decisions without human intervention. Most of the marketers are now choosing AI-powered tools in planning & decision making.
Artificial intelligence is now a flourishing market.
With AI-powered tools, marketers can anticipate the customer's next move to improve the customer journey. AI-powered marketing will provide better ways to nurture leads, predictive analysis, decision making & automation.
AI helps marketers to accelerate tedious and time-consuming tasks and make decisions at a deeper level so the customers will always get the best experiences.
What is Artificial Intelligence?
While it might sound like something out of Ex-Machina, Artificial Intelligence is here and is used every day by millions everywhere. Early work around AI technology began in the 1950s, 60s, and 70s developing neural networks.
While the function of AI and machine learning are usually interchangeable, it’s important to note that this is not the case. Machine learning is a proponent of AI, but they are not the same thing and there are big differences between the two.
- AI is the science of training machines to perform human tasks.
- Machine learning is a subset of AI that trains a machine on how to learn.
By the 1980s and growing into the 2010s, researchers and those in the computing industry focused on machine learning and natural language. And now, with the help of natural language processing, researchers have moved into deep learning.
A simple way to think about it, which was articulated by SAS, is this:
In general, the usefulness of training machines to eventually perform AI-type tasks is all part of the process of AI evolution and development. AI is a way of adding “intelligence” to a machine through deep and repetitive task learning. It is also an accurate method of doing this since mechanical neural networks are integrated into the AI network.
And of course, in order for the AI to be AI, they cannot be programmed by humans; instead, they must progress on their own, typically through a progressive algorithm.
Content Marketing & Artificial Intelligence
The use of artificial intelligence can also be attributed to how content strategy itself has evolved due to omni-channel integration. The team at Contently has been able to decipher the omni-channel strategy in the below infographic.
If we have to divide artificial intelligence broadly and its applications to content marketing it has already made inroads into the following:
- Grammar Check & Proof Reading: Grammar seems to be the most common problem bothering marketers. We use Grammarly extensively for Digital Uncovered. Besides Grammarly, you could also check other tools like Ginger, Hemingway App, White Smoke, etc.
- Content Intelligence: Content Intelligence today largely relies on a keyword or topic-based research to identify high performing content from competition or even for scouting for new content ideas. Tools that are currently available for content intelligence include Storybase, Buzzsumo, SpyFu, Answer The Public, etc.
- Content Distribution: The term content distribution itself has got different connotations based on the context. Content distribution includes content management systems (WordPress, Blogger, Tumbler or Drupal), platforms/websites (Buzzfeed, Facebook, Twitter), Content Discovery / Paid Promotion platforms (Outbrain, Taboola, Vocus).
- Content Performance: Content performance tools measure the effectiveness and impact of content marketing activities. Tools currently available for content performance include NewsCred, Contently, ContentWRX, TrackMaven, etc.
- Account-Based Marketing: Account-based marketing solutions help you to align & personalize your content marketing strategy for prospects. Tools that are currently available include Demand Base, Terminus, Engagio, Bizible, etc.
The lines are constantly blurring into what a solution will enable you to do with most high-performing platforms pivoting to become marketing clouds powered by artificial intelligence
Content AI & Creativity
In Japan, a novel co-written by an artificial intelligence program made into the first stage of a literary contest. The judges on the panel weren’t informed which of the co-written entries were from an artificial intelligence program. Although the novel didn’t go on to win a prize, it’s a precursor to what could be on the timeline ahead for Content AI.
The novel couldn’t get the character descriptions right but these are early days for the technology and you will hear a lot about artificial intelligence & its applications to content marketing in the days to come.
0 Commentaires