5 Ways AI Is Influencing Content Marketing

Olin Hyde
November 10, 2017

As we’ve seen AI marketing solutions make a significant impact on an array of industries, who knew that the conversation would eventually shift to writing? After all, words are something we hold with high value, so how could a robot write something that resonates?

Well, even though it’s still undetermined if machines could replace actually writers (hint: they can’t), the impact they’re making on the content industry should be recognized as a big deal. Here’s why:

It Can Arrange Content Much More Efficiently

While still in its early stages, one use-case for AI thus far has been the ability to reorganize the information on a webpage to have a better reach to the visitor. And with how much content marketing is about engagement, don’t be surprised if this starts to breach into common practice for blog posts and other distributors. Because as noted by Pagefair, approximately 198 million people currently use an ad blocker, meaning that in order to reach this audience, you’re going to have reached them in a more symbiotic way.

AI Can Do The Writing For You

Perhaps one of the most interesting uses of AI marketing in content has been the ability for these platforms to literally write the articles for you. For example, startups like Persado are out to write copy in real-time for marketing messages, which, has seen a lot of early confidence, raising $30 million from Goldman Sachs last year.

While somewhat unproven, this practice is one that is making people question the accuracy of this, as well as how effective the copy will actually be. However, one thing of note is how to use this as a foundation that you implement your own brand voice or characteristics in it. Because while impressive, trusting AI with the word of your brand might be a bit lofty.

Keywords Are Becoming More Accurate

If you’ve ever done any work with SEO, then you know how important keywords can be. According to Hubspot, only 22 percent of businesses are currently happy with their conversion rates, which says a lot about how we approach search engines. However, AI is looking to change all of that.

Using Big Data, AI can predict with accuracy the types of keywords that you should use in your copy. This is something that while others have been able to pull data before, can be done with much more efficiency, giving you the best ROI on your SEO efforts. All-in-all, expect the impact of this to be felt much more in the coming years, especially with how dominant SEO has been in the past few years.

Your Call-To-Actions Get More Return

As many marketers would tell you, your call-to-action is one of the underrated elements of your inbound efforts. And as we mentioned above about keywords, having a compelling call-to-action is something that AI is about to play a prominent role with. In fact, according to SailThru, 89 percent of acquisition is found through websites, with email coming in second with 81 percent. And while often known to include, a solid call-to-action is seldom really studied to getting a solid return. However, AI is going to change all of that.

An early innovation with AI over the past couple years has been being able to offer coupons in real-time, which has also been breaching into the call-to-action copy. As different people are going to be responsive to different copy, which is exactly what AI is trying to solve. Make no mistake, this is going to be a complete game changer in a couple of years.

Don’t Forget About Email

Finally, as one of the most successful content platforms, email is definitely feeling the effects of AI as well. According to Constant Contact, email marketing sees an average return of $38 for every dollar spent, and with AI, this number is only expected to increase. Why is this case? Because with how great artificial intelligence has been in other areas, expect it to make an impact with email marketing as well.

Not only does AI have the potential to help with the specific copy and headlines of an email, but it can predict when the best time to send the message is. Additionally, future uses could also include the length of copy per each reader, as well as what type of voice should be used. Believe it or not, the length of applications this could hold is endless, and something you should be mindful of.


With so many different ways AI is changing content, which one are you most excited to keep an eye on? Comment with your answers below!

Further Reading

Lainey Mebust
July 10, 2020
Lainey Mebust
June 24, 2020
Lainey Mebust
November 22, 2019