Why Artificial Intelligence Is the Content Marketing Game Changer

Why Artificial Intelligence Is the Content Marketing Game Changer

The topic ofArtificial Intelligence (AI) may seem quite complex and sophisticated to some. This could be because the term is often thrown around as a trigger word to sparka reader’s interest and lure them in. Hollywood’s representation of AI is a classic example of this.

Consequently, it may come as a surprise to learn that AI algorithms (as advanced as they may be) are something we interact with on a daily basis, whether we’re aware of it or not.

For example, let’s say you need to contact your bank. You call and are greeted by a robotic voice asking you to confirm your bank details. You do so and are then automatically passed through to a call handler who has your confirmed information in front of them.

You just interacted with an AI automated system!

Not only did this process make your conversation with the call handler quicker, but it also made the call more secure. This is just one example of the strong link between Artificial Intelligence and website security.

Most machines operate through algorithms that have been set to tell them what to do at any given moment. With Artificial Intelligence, however, the machine can create its own algorithm and establish new routes to assist and advance human operations. (This is how the bank’s automated system was able to transfer you to the correct department.)

Most technology is essential to ensure the success of a company. For example, call centre software for small business is crucial to cope with the high level of communications. For many, AI software is fundamental in keeping the content marketing industry going in the right direction.

Not only can AI help us in everyday work tasks, but it also makes content marketing easier and much more efficient.

What Exactly Is AI?

The term Artificial Intelligence is used to describe a model or machine that can carry out tasks that would normally require human brain functions. This can include problem-solving, decision-making, and speech recognition.

To fully understand AI, it’s important to have a grasp of some AI software. Here, we will focus on BERT and GPT-3.

artificial-intelligence-statistics-stat1

Image Source

Bi-Directional Encoder Representations from Transformers

BERT software was created by Google. It analyzes and processes sentences and questions in context to the surrounding words, rather than word by word. 

This is greatly advanced and can be used to help businesses advance their question-answering system. This will not only make it easier to provide first-class content, but it’ll also save you time and money when running a business.

Generative Pretrained Transformer 3

GPT-3 is an autoregressive language model that uses automated learning to produce content that could pass as a human creation. The aim of this is to be so advanced that recipients aren’t aware that they’re reading text from (or interacting with) an AI software.

AI Applications

There are many Artificial Intelligence applications that can be implemented throughout a business.

However, many companies are yet to dip their toe into the AI pond. They are so occupied with their current business systems, such as cloud computing for a remote work environment that they don’t even realize how much AI could benefit them.

Here, we’ll outline some of the ways AI can change the content marketing game by making it easier to create high-quality work.

Social Media

The use of Artificial Intelligence on social media platforms is ever-growing and can change brand marketing strategies completely. In fact, it’s been estimated that the value of AI in the social SEO sphere helps you with your social media posts.

It can also offer an automated brief builder. This will cut out more than half the work required for you, and allow you to plan compelling content in minutes.

This application can also give you automated content personalization to increase traffic, and can even personalize calls to action (CTAs) depending on your audience history.

Some AI applications even help you ensure all content is aligned to present a unified brand persona. It also provides you with useful metrics which will make it easy to improve your business workflow process, and produce better performing content.

AI Copywriting

Copywriting is one of the most important factors in creating a strong marketing strategy. So, it’s no surprise that AI copywriting is one of the most popular AI processes within the marketing sector.

Although this technology may not be advanced enough to create completely original copy, it can certainly make life easier for copywriters. (So, stay calm, the machines aren’t after your job… yet.)

Successful AI copywriting requires a collaboration between the AI machine and the human copywriter.

If a copywriter gets stuck halfway through a piece of copy, AI can assist by filling in the blanks with popular terms and providing SEO service. This can always be amended by the copywriter to make it more suitable.

AI can also provide auto-generated content ideas and suggestions. This will particularly help if you’re ever faced with writer’s block.

For instance, if a writer is stumped on what topic to choose for their next article or blog post, AI can assist. The algorithm can collect data on the most popular trends and analyze whether there is a gap in those markets. This will make content marketing easier for you and help you stand out from the crowd.

As amazing as this may sound, AI copywriting has its limitations. As mentioned before, a machine is unable to produce 100% original and creative content. It’s great for helping you choose the right keywords but It’s not capable of producing unique, never-seen-before ideas. So the content it creates would be a mix of already published work. Now, if a human did that, it would be classed as plagiarizing.

Nevertheless, the advancements AI copywriting has made until now have been very significant. And, there are no doubt developments will continue to be made to eliminate drawbacks.

AI Automated Marketing Content

Predictive Analysis

Predictive analytics is normally used to estimate the likelihood of potential outcomes. This works by using existing data to create a model that can predict the outcomes of future data.

The aim of predictive analysis in a work setting is to create a personalized customer experience at every stage of the marketing process. As interests often change so quickly, this can help organizations foresee specific trends or customer behavior – and be prepared for them.

AI software can also investigate speech analytics to help you anticipate customer problems, and tackle them to eliminate bulk complaints. You can create content to help customers deal with a widespread problem. If you can give your readers what they need without having to directly ask them, you’ll be winning.

This is a revolutionary creation as it means the human behind the content can skip the research part of their job. They can put more of their time and effort into creating the best content for their audience. In turn, this could increase their website traffic and possibly boost sales.

Chatbots

It may not be well-known, but chatbots have been around for quite a long time. They may not have always been as advanced as they are now, but still, they existed.

Thanks to technology, chatbots have been greatly improved. They’re now one of the most popular communication methods which allow businesses to communicate efficiently with customers. 

This modern method of communication is an AI application that lets customers interact with a chatbot to resolve issues, ask questions, book appointments and create orders. And it doesn’t stop there. The AI system can alter and personalize the text to suit different audiences. 

An example of a successful AI chatbot app is Facebook’s Messenger. This application allows businesses across the platform to create a chatbot to respond to customers quickly and efficiently.

A chatbot is particularly popular among contact centers as the workload may sometimes just be too heavy to handle. Workers can complete more pressing tasks while the customers are being dealt with by the AI software. (This also contributes to the contact center vs call center debate, but we don’t have time to delve into that today).

Chatbot, Bot, Assistant, Support, Icon, Intelligence

And It’ll Only Get Better

It’s evident that Artificial Intelligence has paved the way for many advanced processes and has changed the content marketing game massively.

It’s already allowing us to save time in the workplace by completing the repetitive, mundane elements of creating high-quality content. Imagine what it will be able to do ten years from now.

Technology is constantly evolving and better algorithms will always be in the pipeline. So, there’s no doubt that AI will continue to advance. And who knows where it could go?

Many may fear that one day AI will be so advanced that humans will be redundant. There may soon be no need for our human brains in any trade, let alone content marketing. But until that time comes (if it ever does), AI and human beings will continue to work collaboratively to create awesome content.


Bio:

Jessica Day – Senior Director, Marketing Strategy, Dialpad

Jessica Day is the Senior Director for Marketing Strategy at Dialpad, a modern business communications platform and one of the top RingCentral alternatives that takes every kind of conversation to the next level—turning conversations into opportunities. Jessica is an expert in collaborating with multifunctional teams to execute and optimize marketing efforts, for both company and client campaigns. Here is her LinkedIn.

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Why Artificial Intelligence Is the Content Marketing Game Changer

The Future of SEO: User Experience Plays a Big Part in Your SEO Strategy

SEO has evolved over the years. We’ve witnessed major changes, such as the shift to mobile-first indexing, the rise of zero-click searches, and the influence of voice search on how content is created. 

With advancements in AI and machine learning, there’s still one element that’s shaping all these technologies and driving the future of SEO: user experience.

In a nutshell, what’s good for your consumer is good for your organic search ranking.

To improve user experience, search engines like Google will rely on user signals. These are signals website visitors send to search engines that tell them (search engines like Google) about their positive and negative experiences with a website.

A few examples of these signals can be found in Google’s recent Core Web Vitals Update. Familiarizing yourself with these updates will help you prepare your website for future changes in SEO more effectively,

Page Experience and Core Web Vitals

Google and other search engines need to analyze user signals to know what needs to be improved in terms of user experience.

In the second quarter of 2021, Google released its latest major update called Page Experience, a major component of which is the Core Web Vitals or CWV.

The Core Web Vitals are ranking signals and they are also metrics that webmasters need to look at to make sure that the pages on their site are optimized. CWV determines how fast a page loads, how quickly a visitor can interact with it, and its overall ease of use.

Here are the key points to remember:

  Largest Contentful Paint or LCP is known to measure page speed and loading speed. This refers to how long it takes for the biggest and heaviest piece of content to load on the user’s screen. Loading time of less than 2.5 seconds is considered good. Any more than that and Google will see it as a page that needs to be improved.

  First Input Delay of FID is known to measure interactivity. This refers to the moment a visitor starts to interact with a page (click a link, scroll, etc.) to the browser’s response to that interaction or user request. A score of less than 100 milliseconds is ideal. Anything slower than that and the page will have to be optimized.

  Cumulative Layout Shift or CLS is known to measure visual stability. This measures the amount of movements or shifts that elements on the page did from when they first started loading. The less movement and more static the elements are, the better. A score of less than 0.1 is ideal for CLS.

The CWV is a guide for webmasters, content creators, marketers, and site owners so that they not only aim for quality but enhance user experience as well. The update, however, doesn’t mean focusing solely on speed, stability, and interactivity to the exclusion of that other element intended for users: quality content.

Google has this to say about the update: 

“A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

But “user experience” can be ambiguous, so Google has formed a system that can help you assess and compare UX in a quantifiable manner.

How Can You Measure CWV

Google has been preparing for this update since 2019, and in May of 2020, has even included the Core Web Vitals report feature in Google Search Console (GSC). The report gives you an overview of how your content and pages are performing following these three metrics.

You’ll gain an idea of how your website is complying in terms of Page Experience.

Aside from GSC, Google has prepared other web vitals tools that will help you gain insight into how a web visitor experiences your website

When combined, these tools will give you more detailed feedback that will help you diagnose the problems properly.

  PageSpeed Insights – This tool gauges how fast the pages on your site loads. It also points out lab and field issues that your SEO needs to work on. You can use this to compare field and lab CWV performance.

  Lighthouse, Web Vitals Extension, and DevTools by Chrome – This array of tools will help your SEO team gather more technical data and help them experiment with changes in offline environments.

  Chrome UX Report – This helps you get a more granular way of monitoring updates compared to what you’ll get from GSC. You can easily know how efficient your origin and URL performed against CWV in the span of 28 days.

Optimize Your Website for User Experience

To begin your optimizing for user experience with Core Web Vitals, Google advises to try to follow the workflow below: 

Go to Search Console’s Core Web Vitals report feature and determine the pages that require attention based on the field data. 

Next, head over to PageSpeed Insights to determine lab and field issues on a page.

Once you’re ready to optimize your site, go to Lighthouse and Chrome DevTools to measure CWV.

You will be provided with advice and guidance on what you need to fix. Chrome has the “Web Vitals” extension that enables you to view metrics real-time on your desktop. 

If you need a custom CWV dashboard, use PageSpeed Insights for lab data and the updated Chrome User Experience (UX) Report for field data. If you need more guidance, go to web.dev/measure because this tool measures your page and presents you with a prioritized set of guides for optimization.

Lastly, use Lighthouse CI to ensure there are no issues in Core Web Vitals before you execute the changes.

Here are more steps you can take to optimize each page of your website:

Compress your images

Resize your images to the right placement sizing

Lazy load content

Take out any render-blocking elements and resources that are unnecessary

Remove unnecessary javascript

Use a content delivery network (CDN)

Your Content Needs to Be Optimized

Core Web Vitals are guidelines, a webmaster’s North Star. They help guide website owners, SEO specialists, white label SEO providers, and content marketers create web pages that will engage people to stay longer on sites.

A business or a brand will only be able to engage people if they target the right users, possess the right data about those users, and use the data properly. For example, creating the right content that’s interesting for those users, or having a web design that makes browsing easier for the visitor.

The key here is to have the right data and have the skills to analyze the information to create an efficient SEO strategy. It’s an important component in achieving top-class user experience.

For example, you need to know what keywords your target users are looking for. Next, you have to know the top websites or competitors appearing for those keywords and which pages are attracting those users. 

Next, audit that page or your competitor’s website, and then compare them to yours. How does your LCP, CLS, and FID stack up against them? What kind of content are they writing? How many users are clicking on that content? Analyze your findings and optimize your content or page accordingly.

Content needs to comply with Page Experience 75% of the time.

Google states that to gauge the overall page or site performance, they use 75% of all page views to that site. If at least 75% of page views meet a good threshold or score, then the site classifies as having good performance for a particular metric.

CWV metrics threshold is explained in more detail on Google’s own page. It’s important to note that you have to constantly check if all the pages in your site adhere to at least the acceptable score for each metric.

Engage Your Users

The whole point of any business is to serve its target market. So it makes perfect sense for search engines to follow that goal; to make sure consumers are getting the best experiences and services they can from brands, from websites.

Every SEO professional who does their work with long-term results in mind should always keep the user in mind. They need to understand their target audience, to determine intent, and to learn what drives their behavior. Once these things are figured out, you’ve got half of a potentially successful SEO campaign on your hands.The other half being the tools and skills needed to implement the tactics in your strategy.

Yes, the SEO landscape will always change. But if you keep the user at the center of your strategies, you’ll maintain if not exceed your search performance.

Itamar Gero is the founder of SEO Reseller, an SEO Services & global digital marketing solutions provider that empowers agencies and their local clients all over the world. When he isn’t working, he’s traveling the world, meditating, or dreaming (in code).