Artificial intelligence technology is changing how companies do business across industries. Even content marketers need to be aware of how AI impacts the consumer experience.
The following tips can help you improve your content marketing to work with the opportunities presented by AI to form a more comprehensive – and effective – strategy.
- Refine soft skills
Robots cannot express emotion or create genuine human connection, so improving communication skills and emotional intelligence in campaigns will continue to be essential.
- Use qualitative research
AI can collect plenty of essential data on customer habits and behaviour, but it can’t tell you which of those data elements is most important in understanding your customers. You need to be able to determine the AI metrics that matter most.
- Stay on top of analytics
In order to use AI effectively, you need a basic understanding of how it works. Content marketers have to make decisions based on the data collected by AI, so take the time to learn how these systems gather information.
- Create great content
Quality content creation is still the key to successful marketing and something that machines simply cannot replicate. Avoid getting so caught up in data collection and analysis that you forget about generating engaging, inspiring content.
- Consider ethics
Computers have no conscience. Therefore, content marketers must always be aware of ethical concerns such as privacy and user data. Ensure that your systems are always in compliance.
- See the big picture
AI is just one piece of the content marketing equation – the big picture still matters, and AI has to fit with all the other campaign components. Use AI data to help identify trends, relationships and key interactions to drive success.
- Engage in higher-level thinking
Automated tasks such as data collection and analysis are already the domain of AI. Smart marketers will instead focus their efforts on high-level planning, so focus your efforts on building strong teams, generating great ideas and refining your message.
- Focus on growth
AI can’t make recommendations about AI. As a professional content marketer, you must come up with fresh ideas to use AI more effectively to reach your goals. This growth mindset is a critical part of leveraging the power of artificial intelligence.
AI is here to stay. In many ways, it can streamline and simplify many of the more tedious parts of content marketing. Learn to embrace it and use it correctly, and AI can significantly improve your results.