AI in Content Marketing
There’s no denying that the adoption of AI in content creation has brought about a paradigm shift in the way businesses approach marketing. For an industry that is estimated to be worth $72 billion by 2023 , Chat GPT and other similar technologies are a welcome development for most marketing professionals.
In content marketing, AI has brought many benefits as AI-powered tools enable content creators and marketers to produce high-quality personalized content at scale, optimize their campaigns for superior results, and save valuable time and resources.
Furthermore, AI’s ability to provide inspiration and generate new ideas retail email list content creators to push the boundaries of creativity, as well as create multilingual content and ensure consistency in messaging and branding across multiple pieces of content.
However, AI-powered tools are not one-size-fits-all solutions, so marketers are advised to exercise caution when implementing their use.
Currently, AI has some limitations that make it more suitable for use as a complement to, rather than a substitute for, content writers:
1. Lack of emotional intelligence
AI lacks the ability to effectively understand and convey emotions. This is a significant limitation, as emotions are essential in content marketing, especially for creating connections and building trust with the target audience.
In his most recent book, "How Customers Think: Essential Insights into the Mind of the Market," Harvard Business School professor Gerald Zaltman claims that 95% of purchasing decisions are made in the subconscious mind , suggesting that emotions are a critical component of an effective content marketing strategy.
When it comes to storytelling , emotional intelligence is also essential. Stories that connect with audiences are those that evoke emotions and establish a connection with listeners or readers.
2. Limited understanding of the context
The ability to link content to brand goals and essence is a critical factor for the success of a content marketing campaign. Artificial intelligence tools have made significant progress in natural language processing, but they need help to understand the nuances of language and the context in which it is used.
Language is constantly evolving and AI tools are limited to producing standardized and generic texts, albeit on a wide range of topics. This can lead to incorrect interpretations and inappropriate responses, damaging brand reputation and reducing conversion rates.
3. Difficulty with creativity and originality
While AI can generate large volumes of content, it often lacks the creativity and originality of humans. This can result in generic, bland content that fails to capture the attention of the target audience.
Forbes Council member Jonathan Forrester argues: “Particularly during the introduction stage, customers instinctively recognise the way they are approached and spoken to, which then significantly impacts their view of a brand.” Solely “machine-based” digital marketing campaigns in B2B marketing can scare away potential customers. Therefore, it is important to use a more personalised approach in marketing, especially in the introduction stage, to make potential customers feel valued and engaged with the brand.
