With the growing trends of Artificial Intelligence (AI) implementation in all things digital, it’s only natural to consider this piece of technology as the next big thing in content marketing. According to statistics, 85% of customer interactions will be handled by a non-human by 2020.
This is a staggering percentage which is only fueled further by the rise in popularity of personal assistance platforms such as Cortana and Alexa. However, several key factors should be considered carefully before you commit to implementation of AI in your everyday content marketing efforts.
Streamlined Customer Servicing
In terms of customer support and live servicing, chatbots have become an invaluable asset to many companies. The necessity for customer communication and 24/7 online support has outweighed the need for traditional agents to be involved.
Instead, AI can help you as it does for so many other companies worldwide. Once chatbots are implemented, they will be able to answer basic queries, take orders, redirect traffic and most importantly – collect invaluable customer data.
Low Maintenance Costs
While many would argue that nothing can replace a living, breathing marketing expert in terms of content quality, recent advancements in AI would beg to differ. Once AI goes live on your website, you will have very low maintenance costs involved in its upkeep.
These costs are a far cry from what you would have to pay to real-life agents in terms of wages, overtime and vacation time. The AI involved in creating and monitoring your content marketing will be online indefinitely for the fixed price of its enablement and periodic changes in its setup.
Content Localization & Optimization
In terms of WordPress plugins and content optimization tools in general, AI technologies have hit a stride. Numerous plugins exist which are able to assist content creators and marketing experts in optimizing their content for higher traffic and conversion rates.
This is typically done through AI localization tools which can be combined with platforms such as Trust My Paper for greater effect. Since AI can efficiently translate and optimize your content for SEO, your needs for third-party experts dwindle dramatically. Opting for such a content marketing move will not only speed up your content publishing activities but also lower the crunch time and expenses involved in subsequent optimization.
Smart & Selective Automation
One of the most important factors to consider in regards to AI in content marketing is that it should never be given full autonomy over your marketing efforts. Things such as content optimization, data collection, and analysis can safely be delegated to AI tools and platforms.
However, content creation itself and the creative, human aspect of online advertisement should still be entrusted to professionals. The combined effort of AI and human expertise can bring about high-quality content, audience engagement and complementary search engine rankings as a result. Don’t make the mistake of relying on AI too heavily just because it can do some of the work very well. Opt for the smarter path instead and automate your content marketing partially, leaving room for real-life experts to build on the AI foundation.
The Database Matters
It’s worth noting that AI tools are only as effective as the databases they work with. This means that freshly-installed chatbots won’t function as advertised most of the time. The same goes for SEO research tools, mail automation platforms, and other AI algorithms. Make sure that you have a solid groundwork for the AI to use as a means to help your cause.
Some platforms and publishers offer rudimentary databases which can help you start off down the right path. However, these databases need to be updated with up-to-date information on a daily in order to stay relevant. Consider your existing customer databases, sales history, and published content before opting for an AI assist. If there is enough meat on the bone already, artificial intelligence will be able to extrapolate useful findings from your initial data.
Constant Iteration & AI Evolution
When considering AI in your content marketing, make sure that you are clear on what you are getting into. What stands for “AI” today isn’t what the term will mean five or ten years down the line. We have already seen breakthroughs in technology, ranging from self-driving vehicles to AI-assisted surgery instruments.
This means that you should prepare for constant changes and updates in terms of how AI functions within your company’s content marketing. You may have numerous new features to look forward to with each new release, but the same applies to bugs and unexpected behavior just as much.
The future is clearly leaned favorably towards AI – the question remains, should we do the same? Make sure to give several platforms and tools a shot before committing to long-term AI implementation. Depending on the scale, industry, and function of your content marketing, the technology might just transform the way you do business going forward.
However, it can also disrupt a good pipeline if implemented without care or proper planning. Weigh your pros and cons carefully and approach AI tools with an open mind – you might just be pleasantly surprised with what you discover in doing so.