“Content is king, but marketing is queen and runs the household” -Gary Vaynerchuk
‘Content marketing’ is one of the most frequently used terms in digital parlance today, and for good reasons. Any content, regardless of how well written it is, doesn’t make the cut anymore if it is not interspersed with the intent of targeted marketing. The subtlety of content marketing in piquing the interest levels of potential consumers is a no-brainer and when done right, the union of content and marketing can do wonders for any brand.
In a nutshell, content marketing is a well-calibrated technique leveraged to distribute insightful, actionable content in order to garner the attention of your target group in way that makes them do something about it (like signing up for a newsletter, filling up a form, or buying a product/service). An interesting dimension to content marketing has been the introduction of AI (Artificial Intelligence), which is being increasingly explored as the next big phenomenon.
The concept of machines making our lives simpler is not something that’s new. There is considerable evidence that suggests the idea of making intelligent artificial entities date back to the early 14th century. From calculators to computers, everything has essentially been designed to amplify our comfort.
However, are we also ready to let AI do the ‘thinking’ and ‘creating’ for us? Will it be able to churn out actionable content with the right doses of creativity?
Whether AI is a slow-growing bed of roses or a fungus for content marketers remains to be seen. What we do know that it is already impacting the realm of content marketing in more ways than one. Let’s explore examine what AI can and can’t do for brands.
Big Fat Positive #1: Auto-generated Content
According to Gartner, nearly 20% of all business-oriented content will be generated by machines by 2018. An increasing number of industries are already leveraging AI to constantly churn out optimised content since it saves them time and money. When you consider the sheer speed of churning content and ad optimisation that is accomplished by AI, there is no reason to not to be flabbergasted by its potential.