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The Future of Content Marketing and AI
The Associated Press entered the realm of artificial intelligence in 2014, when it began to use an AI platform to writeearnings reports.
It was controversial at the time, but harnessing AI allowed the AP to increase the number of such reports that it published with less labor.
Now AI is an even bigger part of journalism and content marketing, with many outlets utilizing the power of what The New York Times dubbed “robot reporters.”
We use apps to check our grammar, we connect clients to customers with chatbots, and we rely on algorithms on LinkedIn, Facebook and Twitter to get our content in front of the right audiences.
That goal could be winning a board game, correctly identifying a cat in a photo, adeptly using data from sensors to drive a car or anything else a human can do.
It’s already a part of our lives: Tools like Apple’s Siri, the auto-complete functions on your smartphone and word processing tools, and products like Grammarly all rely on AI, as do the algorithms marketers rely on to distribute their content on social.
“I think the amount of information we’re able to pull automatically from a piece of content right now is just mind-blowing,”
AI tools can also help you craft your content strategy, including the best time to post a piece of content and which keywords you should target.
AI provides the ability to analyze the clicks people are attracted to, giving marketers more of the information they need to better serve the customer, he says.
“Just because they say it in their branding doesn't necessarily mean that their product is actually any better than what you're already doing,”
“Sometimes AI gets colored as this magical, all-knowing thing that's going to fix all the problems that we've had,”
“Sometimes you have to override data to tell an aspirational brand's story because the data speaks to your actual customers and not your aspirational customers,”
Brad’s advice is a reminder that human beings are the ultimate power behind artificial intelligence, and that it can only learn what we program it to learn.
How Artificial Intelligence is shaping content marketing
In more than one way, AI has already made an influential presence in digital marketing.
There is actually a lot more to come within a span of a few years from the increasing collaboration between content marketers and the AI-powered content marketing tools.
If you think about the amountof time a content marketing team spends on repetitive content marketing and research activities, you will realize how beneficial it would be to handle all these tasks by machine intelligence.
From discovering keywords to researching and planning blog post topics, to creating great content,to scheduling social sharing, there are all sorts of tasks where intelligent computing programs can play an effective role alongside humans.
With AI used in content marketing activities, a lot of time from the daily work schedule of a marketer is freed up and this time can further be used for other valuable activities.
All these technologies like deep learning, neural networks, machine learning, natural language processing (NLP), and natural language generation (NLG) can deliver impressive output with content strategy and content creation.
Lucy is capable of absorbing and analyzing a huge volume of company-owned data and, after the absorption is complete, it is capable of answeringany questions of varying levels of complexity in just a minute.
Since major search engines like Google, Facebook, and other content platforms basically depend on artificial intelligence, AI-powered systems can play a great role in optimizing contentbefore and after the publication to ensure better search results.
Most of these systems are capable of learning about the audience based on user activities, user behavior, and user intentexpressed in a myriad of ways.
Since AI in content marketing has already gained ground with many AI companies offering their services for content marketing, AI tools for content creation and marketing are increasingly getting common.
It won't be wrong to say that the future of content marketing is intertwined with the AI-powered content tools and evolving AI capabilities in content research, personalization, and creation.
10 Jobs Artificial Intelligence Will Replace (and 10 That Are Safe)
To give you an idea of what jobs might be most vulnerable and which might be safe, we've compiled lists of jobs AI can and can't replace based on advice from experts, stats from the website noted above, and other research.
AI can analyze sales calls far faster than any sales manager could -- in fact, it would take nine years of nonstop sales call analysis for a human being to compete, and that’s if they didn’t take vacation or sleep.
some jobs won’t be strictly replaced -- they just might be adjusted to account for new technologies’ “careers.” Based on the landmark 2013 study that inspired “Will Robots Take My Job?” we’ve rounded up some of the marketing and sales roles most likely to be replaced by robots, bots, and AI in the next few years.
This study analyzes the likely probability that a job will be replaced by automation and computerization -- based primarily on the level of routine a job has and the specialized training and social intelligence required to complete it.
Score: 99% Why: You probably already receive robo-calls on behalf of various products and services, and career growth in the telemarketing space is expected to decline by 3% by the year 2024.
Likelihood: 96% Why: Pam predicted this back on The Office, but in case you're not a fan, automated phone and scheduling systems can replace a lot of the traditional receptionist role -- especially at modern technology companies that don't have office-wide phone systems or multinational corporations.
Likelihood: 65% Why: The field is projected to grow 12% by 2024, but with so much content on the internet with instructions, step-by-step guides, and hacks out there, it's no surprise companies will rely more heavily on bots and automation to answer support questions from employees and customers in the future.
Likelihood: 54% Why: As advertising shifts away from print and TV and towards web and social media landscapes, people simply don't need to be managing those sales for marketers who want to buy ad space.
More social media platforms are making it easy for people to buy space through free application program interfaces (APIs) and self-serve ad marketplaces to remove the salesperson and make it faster and easier for users to make money -- and that's reflected in the projected 3% decline in the industry.
Companies are democratizing the shopping experience with features like self-checkout, and the modern buyer is much more internet-savvy and more likely to do internet research and make a buying decision on their own.1 Likelihood: 0.55% Why Not: It's kind of in the name -- but your company's Human Resources department will likely always need a human at the helm to manage interpersonal conflict with the help of non-cognitive and reasoning skills.
Likelihood: 1.3% Why Not: Sales managers need a high level of emotional intelligence to hit their quotas each month, network and collaborate with customers, and motivate and encourage the larger sales team.
PR managers who have to raise awareness around an issue or mission need a particularly human touch to raise funds or get people to participate in a campaign, too -- and jobs are expected to grow 7% by 2024.
Likelihood: 3.7% Why Not: Event planning is a growing field, and if you ask anyone on our events team here at HubSpot, whether you're planning an event for employees, customers, or an industry event with tens of thousands of attendees, the planning process has many, many moving parts involved.
AIs can do some of this with title suggestions, writing prompts, and automated social media messages, but blog posts, books, movies, and plays will likely be written by humans for the foreseeable future.
Likelihood: 4.2% Why Not: Software engineering and development is hard enough for human beings to do, and the time and skill investment needed to create applications, software, and websites will be tough to replicate -- especially since developers need to execute perfectly to create great products for customers.
Likelihood: 5.5% Why Not: While some of the load can be lifted from editors with the automated proofreading technology mentioned previously, editors have to review writers' submission for clarity, accuracy, comprehensiveness, and originality.
Likelihood: 8.2% Why Not: Although there are some AIs taking small (and somewhat creepy) steps in the graphic design space, graphic design is both artistic and technical, making it an ideal role for a human being to carry out.
'As an example, today consultants help companies know what to do, when to do it and how to do it but soon AI-powered insights and recommendations software will give marketers their to-do list and that list is prioritized based on their specific goals,' he explains.
'This is going to be a continuously moving target, but for the time being, what AI can't do well is use emotional intelligence, understand situational context, make judgment calls, and generally see nuance and meaning like we do,' she says.
- On 16. januar 2021
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