Where AI Is Impacting Content Marketer’s in 2021 – CMSWire

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The use case for analyzing and editing content for grammar, sentiment, tone and style isn't the hottest AI marketing use case. But its there. It ranked somewhere in the middle of the pack among 49 use cases presented to marketers in the 2021 State of Marketing AI report by Drift and the Marketing Artificial Intelligence Institute.

That use case scored a 3.48. High value nets a score of 4.0, and 5.0 would be transformative. No marketing use case scored above a 4.0.

Last month, we discussed the AI marketing use case of improving email marketing campaigns and analytics. Here, were discussing improving marketing content using AI.

Tools like Grammarly are becoming well known in the AI marketing bag of tricks, for certain. What about replicating brand tone and keeping things consistent across communication channels and content?

Its getting there, Paul Roetzer, CEO and founder of the Marketing Artificial Intelligence Institute, told CMSWires Rich Hein and Dom Nicastro in an episode of the CX Decoded Podcast. It's made massive leaps forward in the last three years. The ability to understand and replicate tone... If it's not there, it's coming, and there are a lot of people putting a lot of money behind that sort of thing.

Soits not 100%. Not many marketing AI uses cases are, according to a finding in the McKinsey Global Surveys State of AI in 2020 report. Respondents in that report say their AI models have misperformed within the business functions where AI is used most. "Where is the number 1 area of mis-performance," you ask? Marketing and sales (32%), followed by product and/or service development (21%) and then service operations (19%).

Related Article: Opening Up the Email Marketing Engine to Artificial Intelligence

Growing pains? Maybe. Still, the use cases are out there, such as editing grammar. Microsoft scored a deal with Nvidia for grammar refinements in Microsoft Word.

Even high school English teachers are experiencing an impactful shift in literacy practices since the advent of digital word processing, according to one researcher. And that includes Artificial Intelligence literacies, which impact the production of writing with high-accuracy grammar suggestions, according to a report by Jason Toncic of Montclair State University.

Now, more than ever, customers and prospects are meeting and engaging with companies digitally. And its content that creates those connections online, said Christopher Willis, chief marketing officer of Acrolinx, an AI content services provider. That makes it a major asset to an enterprise. Actually, one of its biggest.

Here are three areas where Willis is seeing marketers deploying AI-powered content today.

Demand Gen: Strong content is the fuel of high performing demand generation campaigns and programs. Demand generation teams can produce content thats well-written, clear and findable, according to Willis.

Content Marketing: AI-powered content strategy can enable brands across content-development teams to deploy consistent grammar, voice and style guidelines.

Brand:A well-defined brand voice makes it easy for a companys values and identity to be heard, according to Willis. AI-powered content can align an enterprises content to its brand and style standards by providing feedback to writers directly in their various authoring tools keeping their content on-brand, in the correct tone of voice, inclusive and consistent.

Mike Kaput, chief content officer at Marketing AI Institute, blogged that AI can help content production in the areas of:

Related Article: 3 Misconceptions About AI in Marketing

Where do these AI tools live? Willis said typical integrations include platforms like Adobe Experience Manager and Adobe InDesign, the full Google Suite, all Microsoft Office applications, Kapost, Figma, Sketch and WordPress, among others.

While integrations may vary and while machine learning and AI in marketing content may be still nascent, learning about it is always a good idea. You dont need me to reiterate the importance of content in your digital marketing efforts, SEO strategist Neil Patel blogged. However, you may need clarification on how machine learning can improve what you write and publish and why using it in your content marketing strategy is essential.

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Where AI Is Impacting Content Marketer's in 2021 - CMSWire