The Newest Member of the Content Marketing Team Is AI – Adweek
The future of content marketing involves machines, in a much more robust way than you ever thought possible. While we may not have flying cars just yet, artificial intelligence (AI) and machine learning (ML) are making serious strides to impact business outcomes. Whether youre a forward-thinking leader at a Fortune 500 company or a marketing manager at a mid-sized brand, AI will soon be part of your team.
And before you go thinking that these AI robots are out for your job, its important to realize where we are in a time of technological advancement. The internet reshaped the way we work nearly 40 years ago, and it continues to evolve. AI will not replace humans. What it will do is reinvent the way we think about our work.
AI already helps so many professionals produce better business outcomes with data-driven certainty. It creates the opportunity for teams to generate more quality work, faster. So, what does this mean for the future of marketing? And content?
Lets explore some key insights.
As content marketers, weve all been in the position of generating several versions of ad copy, email subject lines, web page heroes, and call-to-action buttons. All with the intention of gaining more perspective into what garners more clicks. Clicks mean leads, leads mean conversions and conversions mean sales. We all know the basic lead funnel.
But most of the time, its a guessing game. Marketers may have personas developed by their genius product marketers that involve hours of market research and data analysis. But personalization is not that simple. Humans are not that simple. If they were, Im sure Jeff Bezos or Mark Zuckerberg would have already created an algorithm that generates a 99.9% conversion rate. Who wouldnt want that influence?
While no machine or human can accurately predict what will generate that kind of impact across a massive and broad audience, AI is helping marketers achieve incredible results that speak for themselves.
Machines are not human. Theyll never be able to provide the same value. But AI is able to work alongside us to generate better results, especially when it comes to repetitive and mundane tasks, like writing A/B test copy variations and surfacing the results back to leaders fast enough to take action. This leaves content teams open to focus more on strategy, elevating their roles in the business.
One of the most interesting ideas about the future is how we incorporate machines into our work. We need to embrace machines as automation team members to help us with mundane tasks and data-driven insights. These tasks are simply not possible for humans to complete at the speed and scale necessary for competitive growth.
AI will not replace humans. What it will do is reinvent the way we think about our work.
Thats why Fortune 500 brands are already using machine learning and AI to their advantage. As the Covid-19 pandemic enters its third year, the future is knocking, and its only getting louder. This pandemic wont last forever, but things will certainly never be the same. Marketing professionals must be ready to innovate with technology that empowers data-driven decision making.
Mark Cuban said that in the future, the most valuable job skill will be the ability to think deeply and problem solve. Its not a dystopian idea. People shouldnt be concerned that machines are coming for their jobs. As we automate tasks that take us much longer to do manually, what greater value of work can we bestow on our team? When do we need to use machines? When do we need to use humans?
As a content marketer myself, I am ecstatic about the opportunity to showcase the value of content. Language is the most powerful tool we have in marketing. Communication is core to everything we do, and the words we use matter. So, why not let AI help us find the right words for every person were reaching out to?
Humans are an invaluable resource. No machine will ever be able to replicate the way humans integrate creative concepting and strategic thinking into marketing plans. Let alone understand how analytics and insights correlate with overarching business goals. So, lets talk about the ways that future leaders are organizing their teams.
CMOs everywhere must assess the strengths of their teams and reorganize roles appropriately, enabling every contributor to shine in tasks that create higher value. Technology is advancing more rapidly than we ever thought possible. AI is just the next step, and it doesnt have to be a scary one.
AI is powered by data. And data is the best informant for generating customer connections. With third-party cookies performing a huge disappearing act in 2023, marketers must adapt to focus on a first-party data strategy. Large organizations are often sitting on a gold-mine of customer data that has the potential to generate millions in incremental revenue. And that is only possible with AI.
Because AI is the only way that you can generate personalized experiences for every customer segment, at every touchpoint. Its the only way to test so many variables at once to reveal results in record time and drive those insights back to the business.
Persados language-generation AI enables enterprise companies to generate personalized messages at scale with an average conversion lift of 41%. In fact, our data shows that AI can generate better performing language than the control content 96% of the time.
Are you ready for the content revolution thats about to unfold? Our roles are about to be better than ever, with more emphasis on data and better insights for strategic decision making. AI is the team member that is ready to help you meet this moment and produce the insights and outcomes you need to transform your business.
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The Newest Member of the Content Marketing Team Is AI - Adweek