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AI in Content Marketing: What It Is, How to Use It and Companies to Demo

No matter what content you write or what stories your brand tells, there’s a good chance a machine can help you do it better.

Artificial intelligence, despite any hype or buzz you hear, is a very real force in the marketing industry—and it’s changing the way brands and people create content.

In fact, we surveyed 200+ marketers using our AI Score for Marketers assessment tool, about how valuable it would be to use AI technology to intelligently automate more than 60 common AI use cases in marketing.

These include content analysis, keyword selection, data-driven content creation, optimization, creating personalized content, and A/B testing to improve content.

Then, we’ll look at some of the top AI use cases for content marketers, so you have a better idea of how the technology can actually benefit your work—and why failure to adopt it may constitute a serious competitive threat.

The most advanced machines teach themselves to improve based on user inputs, rather than relying on a human programmer to constantly update the rules that dictate their outputs.

In early 2019, OpenAI, a non-profit AI research company backed by the likes of Elon Musk, Peter Thiel, and Reid Hoffman, announced they built an AI model that essentially writes coherent paragraphs of text at scale.

In fact, most marketers would be shocked to learn AI technology that exists today can perform certain content marketing tasks—like writing email subject lines, identifying gaps in content strategy, and suggesting keywords—better than humans.

These systems are used to generate text automatically, without human involvement, that converts at higher rates than work produced by human copywriters.

These systems go by many names, like content strategy platforms or content intelligence tools, but they use AI to achieve the same goal: Provide insights that leads to smarter content strategies.

AI systems can handle key optimization tasks like: It’s true: With AI systems that exist today, you can automate a significant portion of the heavy lifting required to optimize each and every piece of content.

The very best of these systems learn dynamically based on user actions, getting better and better at predicting what you might want to read, watch, or listen to next.

In fact, we’re tracking more than 1,110 sales and marketing AI companies with combined funding north of $5 billion, and plenty of them have content marketing use cases.

Here are just a handful of companies you might want to investigate, most of which we’ve profiled on our site (linked where available): BrightEdge is a global leader in SEO and content performance marketing that blends search intent discovery, optimized content creation, and performance measurement into one integrated solution.

When creating content strategies, lack of fresh ideas can be a major time waster, as anyone who has hit a creative wall can attest.

The company's content insight and activation platform helps buyers to move through their paths to purchase faster and more easily by serving them relevant content recommendations.

Rasa.io is anAI platform that generates personalized, Smart Newsletters and automates the newsletter production process, dramatically increasing reader engagement, and providing rich insights back to the brand.

It’s absolutely critical that content marketers go from theory to practice as fast as possible if they want to develop a competitive advantage with AI—and avoid getting left behind.

MAICON brings together top authors, entrepreneurs, AI researchers and executives to share case studies, strategies, and technologies that make AI approachable and actionable for marketers and salespeople.

In addition to relevant speakers and main tracks, the event also has a dedicated workshop for content marketing professionals, and 40+ sessions covering topics such as: advertising, analytics, content marketing, email marketing, ethics, robotics, sales, strategy, voice and more.

ARTIFICIAL INTELLIGENCE

Brilliant minds are at play in the region as top-notch researchers and creators are collaborating to generate real investment opportunities in artificial intelligence.

The region is known for specializations in reinforcement learning due to Dr. Richard Sutton, a pioneer in this field who is a professor at the University of Alberta and co-founder of Google’s DeepMind facility in Edmonton.

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