Artificial Intelligence (AI) and Content Marketing

When I read about Artificial Intelligence (AI) and the developments in the field of machine learning, I often wonder what would be the state of content creation and content marketing in the future. It’s clear and evident that writing and providing relevant content could help generate leads and grow your customer base. In recent years, there are a plethora of tools which claim to assist in creating valuable content with AI. Though I am a great supporter of new technology and innovation, It’s the creativity part that I am concerned about.

Why Content Marketing?

Content marketing helps users/customers to find the right information through online search engines, thereby assisting to get a potential customer for one’s product. They could also aid marketers in finding the right customer base for the product. I would argue it’s a way for building a trust and loyal customer base for your product. When the content is carefully curated by a person, it not only helps others in consuming the content but also gives them brand awareness and inspiration. With plenty of marketing options available on the market, It’s hard to ignore the benefits of content marketing.

Moreover, it’s the cheapest way to establish and market your brand when you have a financial constraint. For a lot of startups and solo entrepreneurs publishing the content could be a cost-effective way rather than buying ads and other mediums. Search engines are your friend. They aid your work by driving traffic to your website when creating content that people look for related to your product. So there are heaps of benefits of choosing this for emphasising products.

Choosing the content

The hardest part of publishing content in form of blogs and resources is the topics. It’s not trivial to find the topics/content to publish on your marketing blogs. Most marketers struggle to find topics and they look for competitors’ websites. This is so common because eventually, people ran out of ideas. Once the inspiration from the competitors’ websites is done, they look out for more ideas to generate content for their marketing websites. And, this is how they end up writing content that is irrelevant to their product. I am not making this up. If you go through the resources or blog sections of a well-known product or brand, you can easily point out that they are losing touch.

Over a period of time, this will be an issue. People would lose interest in their content. It’s always important that you engage the users. Remember, you should also focus on the existing user of your product and new potential ones.

Seeking AI help

The new trend is asking AI systems for titles and content. There is AI-enabled technology for creating content and titles. I was really impressed by the ideas and the content generated by these systems. Every single sentence is connected cohesively and is well-placed to emphasise the title. It’s no doubt these systems could aid in assisting marketers when there is manpower constraint. For startups, it could be tempting to use these services for generating and creating content for their new shiny flashing blog section on their website. The trouble is - it’s generated by AI. What most people forget is AI systems are trained by user-created content. No matter how long or different the creation is, the essence is old. People searching for information online could end in those data. Also, they are smart enough to identify and differentiate user-generated and AI-generated content.

Trigger your Creativity

As the old saying goes, there is no match for human creativity. Human creativity could immerse people in thinking in a different world. And, triggering this could help one to write essays and sentences that cannot match any AI or Machines. On the other hand, one could argue collective intelligence could make AI systems pen amazing content. It’s obviously cheaper to get AI assistance for marketing but there are always people who love to read others’ worlds. There are followers for people-curated content. I believe, Startups and Indie-developers who want some crowd for their product should invest a decent amount of time in creating text content. The time you invest in content would help in finding followers and users for your product.