What’s Trending: The Most Promising Technologies for Content Marketing

August 4, 2018

Gears in a machine

The concept of “content marketing AI” can feel unsettling. Upon hearing it mentioned, I can’t help but envision robots tapping away at keyboards, producing lifeless copy dictated by rules and algorithms.

How could this automated approach generate emotion? Empathy? Relatability?

Luckily, the application of artificial intelligence in content marketing isn’t really aimed at replacing human writers.

I enjoyed this take from Brandpoint’s Valerie Turgeon, shared by Kaya Ismail in his recent piece for CMSWire, How AI is Changing Content Marketing Today and in the Future:

“I think it’s interesting that there’s a conversation about whether AI will take marketers’ jobs away. I don’t think it will. Humans are the only beings that can understand other humans,” Turgeon said. “AI marketing tools just help gather the data to understand a mass amount of people. But to create the campaigns and determine how to use AI, that has to come from the brainpower of human marketers whose core role will never change – to provide helpful, informative content for their customers and build business.”

Very well said, and hopefully reaffirming for any marketer feeling apprehension over the emergence of new tools and tech.

Like so many other marketing technologies, the integration of AI in content strategies can make us more efficient, sophisticated, and (non-artificially) intelligent. Ismail notes a few unmistakable benefits in his article: vivid context, hyper-personalization, broader IoT experiences, simplified SEO, and more.

We shouldn’t worry about technology making us expendable, but rather, technology making our competitors more effective while our adoption lags behind. In the words of Isaac Asimov: “I don’t fear computers. I fear the lack of them.”

Fear not! Catch up on the latest happenings in the world of marketing technology, plus much more, in this week’s roundup of top trending content for digital marketers.

What Marketers Were Reading and Sharing Most This Week:

1. How Predictive Content Marketing Can Drive B2B Marketing ROI

“A smart customer is a voracious information-seeker,” notes Sonali Datta, and by that definition, there are more smart customers out there than ever before. Predictive content marketing can help us anticipate their needs and how they might seek out info on the journey to purchase.

2. B2B Marketers’ AI Expectations 2018

What do marketers really want from AI? Carolanne Mangles of Smart Insights breaks down new data and charts to find clarity on the matter.

3. Fantasy and FOMO: Why Marketers Need to Question AI

Not everyone’s totally sold on marketing AI — at least the widely misunderstood buzzword itself. At Marketo, Nina Brakel-Schutt urges us to take a more skeptical view of this frontier and its enticing allure.

4. 5 Psychological Insights to Improve Your Content Marketing

Robots and algorithms aside, content marketers are people creating for other people. With this in mind, you may find it helpful to brush up on these psychological principles, via Louisa McGrath.

5. 7 Lessons Copywriters Can Learn from Simply Listening to a Really Good Conversation

When it comes to interpersonal communication, writers can gather a number of great cues from studying quality conversations. Among the tips shared by Nick Usborne here: show empathy, avoid being adversarial, and express gratitude for what the conversation brings you.

6. You Need 23 Keywords in a Blog Post to Rank Well. Not.

“There is no clear correlation between keyword density and how much organic traffic is generated by a post or page.” Jessica Foster sets the record straight on this and several other SEO misconceptions over at Search Engine Land.

7. 17 Tactics to Create Engaging & SEO-Friendly Content

Content writers hit the sweet spot when they produce work that is both search-friendly and (more importantly) engaging and interesting for their audience. Ron Lieback offers guidance for finding this intersection.

8. 6 Old School Marketing Tactics That Still Work on Social Media

The platforms may be constantly changing and evolving, but certain social media practices — like authentic conversations and providing incentive to share content — will never go out of style. You can listen to the discussion between Hailley Griffis and Brian Peters or read through the transcript on the Buffer Social Blog.

9. How B2B Audiences Engage With Business Content Online

Research firm Clutch recently ran a survey and found that, unsurprisingly, search engines and social media are the top two ways in which B2B audiences discover business-related content. Find more insights in this post from Grayson Kemper.

10. Content Marketing: How to Address the Realities of Our Readers, and Target Audiences

Good advice for B2B marketers here from Jessica Baum, who lays out tips for creating “committee-friendly content.”

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