Did you know Artificial Intelligence (AI) is able to pick up human emotions virtually? While it may sound absurd, this is in fact possible and is being used by businesses all over the world.
When Arthur Samuel introduced machine learning in 1959, its use was limited to computer checkers games. This technology is now revolutionising the way businesses conduct operations. Content marketing is making excellent use of AI to cater to customer and brand needs.
Empathy and emotions are human attributes, but machines are being taught to understand and replicate them. While AI is already being used to personalise the customer experience, it is now impacting content creation by picking on the reader’s mood and intent.
Importance of AI in content marketing
Data plays an integral role in the business world and AI technology enhances its capabilities by drawing useful insights from data. As per TechJury, 97.2% of organisations make use of AI to extract information from data, and brands like Netflix save up to $1 billion a year on customer retention by using this technology effectively.
Similarly, predictive analysis performed via AI, gives marketers added leverage as it allows them to understand customers’ preferences. Curating content and building content strategy becomes easier once you are aware of the audience’s likes and dislikes. It also gives you knowledge of what type of content will generate conversions.
Machine learning is slowly changing the way content is leveraged by getting the most out of data. Sentiment analysis is another form of AI that can even gain an understanding of your audience’s mood while they are reading your content. This way, you can create copies that are more likely to engage the customers. It will also help you predict what people want to read on weekdays or weekends and topics that they are interested in.
A.I. predictive analysis along with sentiment analysis also helps marketers by increasing the return on investment.
Impact of predictive analysis and sentiment analysis
A.I. for content marketing helps generate predictive analytics and sentiment analysis which are instrumental in creating an impressive content marketing strategy. It gives marketers a good framework for decision making and helps the writers generate impactful content.
While predictive analysis is used to identify future outcomes with the help of historical data, sentiment analysis, also known as opinion mining, is used for determining the product sentiment through customer feedback.
Predictive analysis is highly useful in optimising marketing campaigns as it can determine customers’ purchasing behaviour. Therefore, content marketers can make excellent predictive models.
Similarly, sentiment analysis detects positive or negative sentiments of customers in text or comments that they leave for brand content. By detecting customer sentiments in social data, you can get into the minds of customers and understand their expectations better.
Use of AI in content marketing
AI is being used for impressive content marketing by various leading brands such as MasterCard, Nestle, IBM, Microsoft and more. These companies use machine learning to create content that is on-brand and on-target. A multitude of benefits can be derived from using AI in content creation and marketing, some benefits are shared below.
Personalised content creates a unique experience between the customer and the brand. Any customer is more likely to read and respond to content that is specific to them rather than generic copy. A survey conducted by eConsultancy, found that over 74% of marketers saw an improvement in customer engagement through targeted personalisation. Therefore, a brand can build a strong relationship with customers through personalised content which, in turn, significantly boosts the ROI.
Using the right keywords
Keyword research is very important in content creation as it boosts Google ranking and helps your brand gain visibility. AI plays a crucial role in getting the best and most popular keywords for you which cannot be manually scanned. It also allows you to understand what the customer is looking for and gives you a good framework to design content that hits the right mark.
Gather user-generated content
In a vast sea of content, people are more likely to get influenced by what other customers are saying about your product. User-generated content holds a lot of power and this type of data gives you a deep perspective into your customer mindset. It certainly impacts your future content and gives you the necessary data to design better content strategies.
The technological world has a lot to offer, so if you are looking to make a career in this industry then check out the Bachelor of Science (BSc) in Software Engineering programme offered by the University of Europe for Applied Sciences (UE) at the UE Innovation Hub near Berlin.
This six-semester programme will cover key topics ranging from challenges and solutions in software design to new trends in mobile application development. Taught in small study groups, each session focuses on individual development and makes you competent for various career prospects.
Learn more about the programme from faculty member, Dr Professor Rand Kouatly, Director of the Software Engineering programme, by clicking here.
How is AI changing the game?
Artificial intelligence has become a game-changer in the business world as it can effectively draw smart insights from vast data that is otherwise inaccessible. It has made many processes easier through automation – think virtual chat boxes, manufacturing robots and a lot more. From faster and better decision making to streamlining repetitive job processes, AI is doing almost everything.
Will I get a guaranteed job with BSc in Software Engineering?
While no university or educational institute assures 100% job guarantee, at UE Germany, we believe in going an extra length to ensure that students have access to the best job prospects. That’s why we have put in place the UE Job promise, where we offer a free top-up master's programme if students don’t find a job within 12 months after graduation. Additionally, we have collaborated with industry leaders to ensure that students get good internship opportunities that can translate into a full-time job.
21.04.2022 | By Nandita Kaushal. Edited by Olly Cox. | Category: Students