The marketing landscape has had various changes over the past years. Such changes include the proliferation of AI usage.
Many businesses have utilized artificial intelligence (AI) technologies like chatbots and virtual assistants to streamline operations and customer service processes, providing immediate responses to inquiries.
AI also enabled marketers to analyze vast amounts of data in order to keep up with trends and audience preferences and behaviors. All these allowed AI to employ highly targeted and effective marketing campaigns.
But before being able to leverage the power of artificial intelligence, businesses must first understand the fundamentals of digital marketing, such as content strategy.
What is Content Marketing Strategy?
Content strategy is a continuous process that centers on the planning, creation, delivery, and management of content – from blog posts and visuals to various multimedia components. It is essential to guarantee that your content remains valuable, pertinent, and optimized not just for your audience but also for search engines.
Image from Nielsen Norman Group
A typical content strategy usually outlines:
- The purpose of the content (business goal or user requirement)
- Responsibilities for ownership, creation, assessment, and upkeep of the content
- Methods and platforms for effectively meeting users’ needs (formats, channels, style, tone, language usage, etc.)
- Structuring, tagging, and organization of content for discoverability and contextual relevance
- Integration of the content into the overall user experience and publishing process
Integrating AI with Human Intelligence
Achieving business success relies on various factors, and content strategy is among its most important aspects. However, to create a well-designed content strategy, time, effort, and resources must be dedicated.
Humans are more than capable of meeting these requirements. However, certain aspects are much better to be expedited. This is where AI can become an invaluable tool.
The problem, however, is many seem to have an issue with AI, considering that around 71.2% of marketers believe that this technology can surpass humans in fulfilling their jobs. Here is the thing, though – AI is designed with limitations, hindering it from outdoing humans.
Therefore, rather than fixating on whether AI will outperform humans in the future, businesses can redirect their focus toward leveraging AI to make themselves stand out in the heavily saturated digital landscape.
Below are some digital marketing processes where you can integrate the intelligence of both humans and AI technology.
Content Generation
When you are dealing with digital marketing, your priority should lie in crafting content. Whether it is blogs, social media posts, or informative videos, content is what drives engagement. It also has an immense contribution to building brand awareness and converting leads into customers.
But to stand out from the overpopulated digital landscape, you need to be consistent and be where your audience is. This, however, presents a challenge for many businesses. While curating quality content is achievable, the difficulty arises in maintaining pace when confronted with the task of producing diverse content across multiple channels and formats.
Thankfully, AI-powered tools, such as ChatGPT and Gemini, offer valuable support in generating abundant content, enabling you to meet the demands of your audience. These tools harness natural language generation (NLG), empowering them to produce content based on your specifications, whether it’s keywords, topics, or outlines.
Natural Language Processing for Audience Understanding
One key factor to digital marketing is understanding who your audience is. Along with this, it is also important to know what they are looking for and what they feel about your content. Learning more about their feedback can also help you gain a better understanding of the things you need to improve to meet their expectations.
But with more than 5.3 billion active internet users, grasping how your consumers behave may be a bit more complicated than you might think.
Natural Language Processing (NLP) tools can help you overcome this challenge, as they are designed to analyze the languages and behavior of the market. These tools are capable of extracting meaning and insights from text and speech data through the use of natural language understanding (NLU) technology.
NLP can also assist you in understanding your audience’s sentiments, emotions, intent, opinions, and questions.
SEO and Keyword Research
Forty-nine percent of marketers revealed that organic search is the digital marketing channel that yields the highest ROI. But before securing a steady flow of audiences through organic search, it is vital to address critical components like SEO and thorough keyword research.
Image from Search Engine Journal
Search engine optimization (SEO) remains one of the most potent strategies businesses can employ to improve their online visibility. However, coming up with an effective SEO content marketing strategy has complexities that inexperienced marketers may not be able to handle.
Fortunately, you can acquire services like SEO outsourcing Philippines to help you navigate through the intricacies of SEO. In addition, you may also leverage the power of SEO and keyword research AI tools like Semrush and Ahrefs to optimize your content for search engines.
Harnessing the expertise of SEO outsourcing agencies and AI can help your brand be more visible to your target audience. These efforts can also help ensure that your content remains relevant, practical, and authoritative despite the search engines’ constant algorithm and trend updates.
Content Curation and Recommendation Engines
Delivering a diverse range of content that resonates with your audience’s preferences, interests, and objectives is paramount in today’s digital marketing. However, to achieve this, your content must remain fresh and varied.
Feedly and other content curation and recommendation AI tools can assist in categorizing and suggesting a multitude of content types, including blog posts, videos, podcasts, or eBooks, that are pertinent to your audience. Furthermore, these tools aid in identifying, filtering, and delivering content tailored to the diverse needs and expectations of your audience.
Content Editing and Proofreading
Reviewing your content before publishing is crucial to maintaining quality. However, human errors can occur despite best efforts. Grammatical, spelling, punctuation, and stylistic mistakes are among the most common issues found in content.
But with the help of AI-powered tools, you can have valuable assistance in content editing and proofreading. Grammarly, Ginger, and QuillBot are among the most popular content editing and proofreading AI tools that can help you detect and correct errors to further enhance your content’s quality and effectiveness.
Content Analytics and Insights
Another crucial aspect of content marketing involves assessing and enhancing your content’s performance and efficacy. It is essential to monitor and analyze diverse metrics and indicators that reflect your content’s influence and significance.
Identifying and implementing these simple yet optimal practices and strategies can greatly improve the outcomes of your content.
You can streamline this process with the help of AI-powered content analytics and insights tools like Semrush, Coefficient, and AnswerRocket. With the help of data science and machine learning, these AI instruments can aid you in gathering, visualizing, and interpreting content-related data, which, in turn, can be of significant help in gauging your content’s performance.
Content Distribution and Promotion
Another hurdle in content marketing lies in distributing and promoting content to your intended audience. For you to continue being visible in the online world, you must reach the appropriate individuals through the fitting channels and platforms.
Mailchimp, for example, is an artificial intelligence technology that can help you distribute and promote your content. This tool aids in identifying and targeting optimal channels, platforms, and audiences for your content.
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Incorporating AI alongside human expertise can significantly enhance your 2024 content strategy. Leveraging both empowers you to create engaging, data-driven content that resonates with your audience. This allows you to ensure a competitive edge and stable growth in the dynamic digital landscape.
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Sources:
https://www.nngroup.com/articles/content-strategy/
https://www.usability.gov/what-and-why/content-strategy.html
https://aicontentfy.com/en/blog/role-of-ai-in-content-optimization
https://hbr.org/2021/03/ai-should-augment-human-intelligence-not-replace-it
https://www.demandsage.com/internet-user-statistics/
https://www.searchenginejournal.com/digital-marketing-channel-highest-roi/263757/#close