To many people, artificial intelligence is not a new term. AI has increasingly taken over many aspects of marketing, business management, and sales. In recent years, AI also plays an integral part in lead generation by creating evergreen content.
For years, engineers and scientists have been struggling to create computers with human-like decision-making and sensory perception capabilities. Although it may sound like a distant dream, there have been multiple developments in the AI field, especially in content marketing.
So, What Is Artificial Intelligence?
Artificial Intelligence can be described simply as the ability of a computer program to learn and think, and provide relevant data or make recommendations and decisions based on the data analysis. It constitutes human-like problem-solving, learning skills, thinking, and communication. Ideally, the whole concept of AI revolves around designing machines that can interact with their surroundings without the intervention of human beings at some level.
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A Brief History of Artificial Intelligence
In the ’50s, people could not believe that a machine was able to behave intelligently. Surprisingly, seven decades later, a machine behaving rationally seems completely valid. A well-known futurist, Ray Kurzweil, predicts that by 2029, AI will surpass the Turing test and achieve human intelligence. He further says that by 2045, human intelligence will multiply by a billion-fold due to merging with the AI system.
About seven decades ago, the study of smart or thinking machines had multiple names like automata theory or cybernetics. In 1956, science gurus were already working on algorithms, mathematics, network theories, and cybernetics. John McCarthy, a cognitive and computer scientist, came up with an idea of combining efforts to research a single field of human imagination. That’s when the concept of AI came to be.
By 1956, McCarthy pooled leading researchers in language simulation and complexity theory to the Dartmouth Conference held in Hanover. The purpose of the conference was to develop machines that could mimic human intelligence in every aspect. That is why the Dartmouth Conference in 1956 is considered as the birth of AI.
Since then, AI has lived through jolting decades of both scorn and glory.
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Creating Evergreen Content
Do you want to write content that will always be appealing and relevant to your readers? Then, master how to write evergreen content.
The word evergreen content is named after coniferous trees. These trees never lose their foliage and color throughout the year. It means that the content is durable, high-quality and continuously relevant. Seasonal content peaks then diminishes rapidly, and to some extent, permanently. On the other hand, evergreen content is read, shared, and continues to boost site visits over time. Beyond high web traffic, this content drives engagement and generates conversions.
You most likely have heard this, and you’ll hear it again: content is king, before you create content for any platform validate with these content idea tools. However, sustainable content marketing involves a lot of time-consuming, exhaustive tasks. Think about everything from keyword research, writing intriguing articles to content promotion. This calls for hours of hard work.
Furthermore, the content marketing landscape is becoming more competitive. For every article you publish, there is similar content on millions of other websites. You need to be a competent, reliable writer and well-versed with marketing strategies. Otherwise, your content will disappear after a short while.
The Role of AI in Content Marketing
Content marketing is an ever-changing landscape where rules change every year. Personalized advertising has become a necessity, blog posts are becoming longer, and hyper-focused websites are the order of the day.
Artificial intelligence helps marketers decipher the dynamic world of content marketing by helping marketers analyze user data. Artificial Intelligence helps in creating evergreen content by:
Generating Content Automatically
With the help of AI, marketers can now generate content automatically for simple stories such as sports reports and stock updates. Could you tell if this content type is written by a robot or human? The chances are high that you can’t.
You may have even read several magazines written by an algorithm without knowing. This is because machines have been used for years to generate content automatically. Organizations like Yahoo, Fox, The New York Times and the Associated Press have been using AI systems for quite some time.
At a minimum, AI with tools like Lately provide content that is about 85% ready to publish. Now the review and completion time by a human is much shorter.
• Create and Curate Content:
Ultimately, you don’t create content to accumulate more articles on your blog. The goal is to ensure the content is relevant and appealing to readers so they buy the product. AI enables marketers to create evergreen content for audiences. AI also helps content creators find content.
Tools that pull in RSS feeds and evaluate posts based on keywords can help writers find content they can then use or adapt for their own sites. AI is found in a basic form in tools like WordPress where the linking tool will scan for words and provide options for other posts to link to.
Creating an Excellent Customer Experience
IBM’s Watson is not new in the AI world. Watson is a computer that thinks and analyzes data to draw conclusions based on the goal at hand. It makes suggestions, and processes language commands, responding to them in a human-like approach, either via text or verbally. Watson can be used for Intelligence Assistance (IA). Watson’s AI can be used to help your users with their immediate query online.
3 Ways to Use AI for Lead Generation
The best AI systems are great at formulating insights for enormous datasets. Some advanced systems are designed to use your marketing data to generate information about your customers and prospects. Let’s see how AI can be used as a marketing tool to find you better leads.
Better Understanding of Leads
Undoubtedly, some AI systems are way better than human intelligence, especially in processing data. It is a time-consuming and expensive process for humans to analyze huge datasets manually. Even if they can do it, there may be some errors that will occur or omissions of vital insights.
Lately is one of the powered social media management tools that enables you to get value from social media marketing efforts. It pulls together analytics, project management, reporting, calendars, and posting. This allows you to get several hours of work accomplished in less than one minute.
Lately also automatically transcribes audio-video posts and generates social media posts. This AI system also organizes and stores vital keywords, including team bios, hashtags, taglines, and consistently checks your posts to make sure you don’t have grammar and spelling errors. As a result, you will have evergreen content that is free of mistakes.
There is also CaliberMind that uses AI in analyzing human language from marketing automation, CRM, and social media. It recommends types of communication and compiles a crystal clear picture of buyer personas.
Convert Leads to Sales
Some AI systems use intelligent predictive and automation data to generate more business. They target existing clients with high-conversion and campaigns that can be scaled. In some aspects, you may end up seeing an average of x5 in ROI.
Other AI systems like OneSpot personalizes on-site content to boost visitor engagement. It attracts prospective customers and retargets those who visit the website. Ideally, the higher the engagement, the higher the conversion rate, and your sales.
Find New Leads
Based on your content, the AI system will help you find new leads. There are AI systems that will help you discover and recommend new potential clients. This works by mining the connections between people, products, and companies. The information allows the AI system to determine individuals who are likely to become your customers.
An AI system like Siftrock is designed to interact with marketing automation software, which helps with finding new leads. Another great AI lead generation tool is LinkedIn’s sales navigator that finds leads on the LinkedIn platform. The system uses algorithms to customize lead recommendations to your profile.
Final Note on Artificial Intelligence and Creating Evergreen Content
If you don’t have strategies for creating appealing, evergreen content, even the best technology will not help you. However, if you do have a strategy, AI can and will be used more in the coming years to discover keywords, write planned blog post topics, customize links, and automating content generation. It’s time to explore how AI can help you find, develop, and create better content.
Leads are the lifeblood of business and social media is a powerhouse opportunity that’s here to stay and one that businesses must learn. In my book, Game Plan for Social Media Lead Generation I’ll help you develop a plan for your business!
For another view of how Artificial Intelligence has impacted marketing, check out this great infographic from Meltwater.