Future of Content Marketing: AI Trends to Track in 2023
The growth of AI-led platforms is hard to miss, and marketing is among the many fields benefitting from Generative AI adoption. Content marketing, in particular, has seen significant progress over the last few months.
Arguably, Generative AI is the buzzword for 2023 and shall continue to be so in the coming years. Currently, at its nascent stage, it is evolving almost every day with new updates and features. As this technology continues to improve, businesses need to keep up with the latest advancements to thrive. Today, generative AI can help companies gain a competitive advantage, enhance their customer experience, and improve operational efficiency
A fair question here is what is Generative AI?
Generative AI is a rapidly developing field of artificial intelligence that involves using algorithms to generate new content, such as images, videos, music, and even entire virtual worlds. What’s more? By using vast amounts of data and techniques, generative AI can create incredibly realistic outputs that are virtually indistinguishable from those produced by humans!
Even as the AI landscape is still metamorphosing, here are a few trends that cannot be missed in 2023.
Idea and concept generation for Content Marketing
Generative AI today can write scripts, blogs and solve answers that previously required dedicated human effort and intervention. Other benefits include comprehensive content, up-to-date information, and creative and quirky output. Supporting numbers tell us that ChatGPT has already recorded 100M users at a staggering average of about 13 million unique visitors in January.
Amazon and Microsoft are making significant investments in Generative AI. It has the capability to be integrated into software applications, leading to increased creativity, productivity, and actionable ideas for businesses. We believe Generative AI has a promising future that goes beyond the current hype and presents valuable opportunities for enhancing day-to-day work. However, the need to have a human touch cannot be ignored. AI can generate content based on the inputs it receives. And even the output needs to be tweaked to match the tonality and ethos of the business which does require human intervention, at least in the current stage.
As a brand, how can you put these learnings to use?
The basic step is trial. Content Marketing is a game of hypothesis, experimentation, and validation; and AI only gets better with the inputs and queries you feed. Exploring new ideas, generating new themes, and trying out different prompts can only help you get better at it. A few forums specialize in helping brands and users hop onto this bandwagon. Brands like MAANG ( Meta, Amazon, Apple, Netflix, Google) act as great social validation and trust factors especially when you’re new to using this! Add to it the extensive investments and attention Generative AI is getting and your content marketing engine is simply set.
People love attention. The concept of personalization goes a long way simply because people relate to it better and feel connected. Generative AI helps add spice to your conversations. According to a survey by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. AI-powered content can help businesses create personalized content at scale, leading to higher engagement rates and better ROI.
Vanguard Group Inc, the world’s biggest investment firm with about $8 trillion in global assets under management, faced a unique problem. It needed to promote its institutional business, but due to the strict regulations in the industry, it could not reveal much in its marketing and hence could not stand out from its competitors. Vanguard turned to an AI language platform and was able to personalize its content based on specific messaging that resonated with its customers. The result? Vanguard’s conversion rates went up by 15%! Only through personalization thanks to AI.
As a brand, what is my takeaway?
An interesting takeaway from this case study is the level of incredible engagement and loyalty it generated from customers. By offering a personalized and unique experience, Vanguard was able to create a strong connection with its customers and establish itself as a trusted brand that truly cares about its customers' needs.
Visual content has become a crucial component of content marketing, with images, videos, and infographics gaining immense popularity. But here's the catch: AI-powered tools can help you take visual content to the next level, providing an edge over your competitors. By analyzing images and videos to identify objects, faces, and emotions, AI can help you create highly personalized content that truly resonates with your target audience. With new-age marketers prioritizing visual content creation, you wouldn't want to miss out on this trend.
As a brand, how does this create value for you?
The entire rigor focuses on numbers. By creating engaging visual content, you can capture your audience's attention and drive conversions. Additionally, social media posts with visuals are likely to receive three times more engagement than those without visuals. With a successful content marketing plan that blends images and text, you can build a robust online presence and create a more meaningful connection with your intended audience, which can result in higher levels of brand recognition and increased sales.
To conclude, AI has already started to revolutionize content marketing by providing personalized and engaging experiences to audiences. Despite concerns about the potential risks, AI has already reshaped the landscape and will continue to do so, as predicted for the potential release of a blockbuster film with 90% of the content being generated by AI by 2030.
With the launch of GPT-4, machines are becoming more intelligent, and the possibilities are endless.
The future of content marketing is here, and it's driven by AI. Now, it's all up to you to leverage it to its full potential.