Artificial Intelligence and Content Marketing
Consider how much time you and your team spend on mundane content marketing activities. Things like discovering keywords; planning blog post topics; writing, optimizing, personalizing and automating content; testing landing pages; scheduling social shares; reviewing analytics, and shaping content strategies.
Now imagine if a machine performed the majority of those activities and your primary role was to enhance rather than create. In fact, many solutions (including Curata) already exist to perform these tasks. And they free up marketers to perform higher-value activities and drive business performance. Artificial intelligence is the “science of making machines smart,” according to Demis Hassabis, CEO of DeepMind, an AI startup acquired by Google for north of $500 million in 2014. This, in turn, augments human knowledge and capabilities.
AI is an umbrella term to describe a suite of unique, but related, technologies at varying degrees of maturity. These include, among others, machine learning, deep learning, neural networks, natural language processing (NLP), and natural language generation (NLG).Most machines function thanks to algorithms, a set of mathematical instructions that tells the machine what to do. Except with AI a machine can create its own algorithms, determine new paths, and unlock unlimited potential to advance marketing, business, and mankind.
Implications for Content Marketers
Today, marketers manually assemble workflows for later automation. If a visitor to a website downloads an ebook, then send them a three-part email nurturing campaign.
But what happens when the reality becomes more complex? What if there are 10,000 eBook downloads across five personas, originating from multiple channels (social, organic, paid, direct) that require personalized emails and website experiences based on user history?
The marketing automation that content marketers use today is, ironically, largely manual. These platforms do save time, increase efficiency and productivity, and drive performance. But they do not provide deep insights into data, recommend actions, predict outcomes, or create content.
Disruption, Transformation, and Opprtunity
Nearly 90 percent of all the data in the world has been created in the last two years thanks to the proliferation of the internet (and video). As a result, marketers (and everyone else) are drowning in information. Marketers have access to data from dozens of sources, such as social monitoring, web analytics, email, call tracking, sales, advertising, remarketing, and ecommerce.
Human beings, however, have a finite ability to process information, build strategies based on that information, and create content at scale. Artificial intelligence systems, in contrast, have an almost infinite ability to process data, and deliver predictions, recommendations, and content—better, faster, and cheaper.
Marketing is Next
Internet giants aren’t the only ones getting into the game. Twenty-four marketing AI startups we track and write about have more than $218 million in funding. Six AI companies in CB Insights’ AI 100 list have direct applications to marketing and more than $500 million in funding. Across all industries, deals to AI startups have risen by 4.6 times in the five years to 2016.
Artificial intelligence is about to take the marketing industry by storm. It will transform jobs, enhance roles, and create huge opportunities for businesses that leverage marketing AI effectively.