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Content Marketing

AI content has changed content marketing forever

May 4, 2021
Has artificial intelligence (AI) changed content marketing forever? The evidence is pretty clear that AI is here to stay and it has changed they way content marketers work.

But that opens up a new set of questions that we will answer in this article. What kinds of content can AI create and does it do a better job than their human counterpart? If so, and does this mean some marketers will be out of a job soon?

Naturally, it takes time to for a human to plan topics for blog posts, discover relevant keywords, schedule social media posts and create a robust content strategy.

If a company can use AI technology to create content in real time at a fraction of the cost of a human, do they really need human content marketers? Let’s get into what AI is, what it is capable, and how it has effected the marketing industry.

What is AI content?

AI Content refers to using machine learning, artificial intelligence and natural language processing (nlp) technology to assist, or even create, unique content pieces that are indistinguishable from content that has been created by a human.

If you think AI content hasn’t reached large companies yet, think again. In fact, Forbes is now using AI to to suggest headlines and propose topics for contributors based on their publication history including.

How is AI changing Content Marketing?

Artificial Intelligence is a term that encompasses several technologies. This includes machine learning, natural language processing, computer vision, and natural language generation, to name a few. These different technologies incorporate similar principles in performing various kinds of cognitive activities similar or even better than that of humans.

Let’s look at several ways in which artificial intelligence is currently creating an impact in content marketing:

  • AI intelligence and competitor analysis

Marketers often take a stab in the dark when determining their webpage/marketing content. They can get access to tons of data but it can be so much data that it can be nearly impossible to sift through it all. AI platforms can analyze your performance data, compare it to data from other competitor sites and ultimately predict and suggest topics that your customers will find stimulating.

Apps like Crayon allow you to analyze a competitor’s main page, how it changes with time and thus can provide you with valuable insights into what messaging and content marketing strategies are being used by your competitors. This ultimately can be a goldmine for just about any marketer.

Crayon website screenshhot
  • Predictive intelligence

Not only does predictive Intelligence make businesses more efficient by tailoring specific content to individuals but it greatly improves the accuracy of your lead scoring. Lead scoring is what tells a marketer where an individual consumer is in the buying process and fast-tracks the sales process by determining which consumers are likely to convert faster based on their past history and behavior.

AI has also been successful in penetrating through the larger content creation trends.

  • Music

Take for example Jukebox. It is a neural net equipped with automatic music generation ability. Outperforming the limitations of predecessor symbolic generators, the Jukebox model uses an autoencoder that works by compressing raw audio into a lower-dimensional space. With this model, Jukebox can sing completely original lyrics using another style.

Jukebox Create music with AI
  • Content creation

The Guardian recently ran an article using OpenAI’s language model GPT-3. It was met by panic posts across social medial platforms. The hype created a stir as to whether time would come when AI will completely rule over content creation. However, since the idea is still fresh, it is notable that there are still some limitations. Check out this video using a script created by AI. AI does not always get it right but each breakthrough in natural language processing gets us one step closer to perfection. The keywords and phrases you will hear when it comes to content-generating AI robots are natural language generation (NLG), intelligent narratives, and automated storytelling technology.

That being said, technology like Generative Pre-trained Transformer 3 (GPT3) is here to stay and will change how you create content for inbound content marketing in the years to come.

  • Video

With platforms such as the one offered by Synthesia, creating a video has become as easy as writing an email. This is particularly valuable when creating impressive business videos.

  • Website builders

The future of website building has never been brighter with the introduction of AI-assisted website builders. Take, for example, this AI website builder from 10web. It is described as a highly precise and rapid website development tool that helps automate the process of creating websites and landing pages.

A screenshot of WebAI's website.

How can AI help content creation and content marketing?

In most cases, AI powered marketing tools assist with the creation process and need a human to guide the AI to success. For example, Marketmuse, a content creation platform, uses AI to generate the first draft of a blog post but it requires a human to develop a content outline for it use.

While AI may not be perfect, it has improved greatly over the past few years. For example, Generative Pre-trained Transformer (GPT) has been a standard for deep learning models over the years and we are currently on GPT-3.

OpenAI researchers, the creators of the GPT model, have trained it to understand more complex word combination and association parameters over time.

OpenAI website demos that show of GTP-3

The latest version, GPT-3, has reached 175 billion parameters which is exponentially better than it’s predecessor.

At the very least, artificial intelligence can be used to speed up and even automat the content creation process. Based on this new trend, will it eventually be able to write content on it’s own that is indistinguishable from what a human can write?

Can AI create content and is it the future?

All the signs point to yes, AI will eventually be able to write content that will be hard to tell if it came from AI or a human. can create content for marketing purposes but at this point early in AI history, AI-based content is used more to assist than to replace humans. What is equally impressive is that it seem to help in every aspect of content marketing, including music, video, and website creation, among others.

That being said, it is important to note that inventing the calculator did not totally dismiss the need for mathematicians and photo applications such as Photoshop did not replace the jobs of real photographers. In the same way, we hope that artificial intelligence will not make human content marketers obsolete but make their lives easier. There will always be an element of emotion and creativity in content creation that AI has a hard time getting right. Still, content that is AI-generated can make any content marketer’s job much easier.

Regardless of the type of content that you write or stories introduced by your brand, there is a high likelihood that artificial intelligence can help you in doing things better. While some may silence the value of AI, this tool is a real force in the field of content marketing. As such, this is the direction in which companies are going in order to gain an advantage over their competition and to save time and resources.

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