• Views July 6, 2017

There was an interesting piece in Bulldog Reporter about the promise of using Artificial Intelligence (AI) for content marketing.

I love technology and would use AI for completing chores and even commuting in a driverless car, but I doubt I’ll be using AI for content marketing anytime soon. Fundamentally, it breaks the rules for developing successful communications campaigns. Here’s a few reasons why:   

Be Genuine

You can’t become an expert on some topics just by reading about them. They need to be experienced. Do you remember the famous Duck Pond Scene in Good Will Hunting, where Robin Williams’ character compares reading Oliver Twist to understanding the tribulations of Will’s abusive childhood as an orphan? The same principal applies to using AI for content marketing. Access to bountiful supplies of information doesn’t mean bots will be able to create genuine content that will help companies connect with target audiences. Microsoft’s Tay was a chatbot that had access to lots of data and she created racist content. While extreme, this is only one example of how communicators who take the artificial route to generating content can undoubtedly alienate their target audiences. To connect, companies need to create content that’s rooted in shared experiences among their targets, like knowing how it smells in the Sistine Chapel.

Choose Quality Over Quantity

We’re constantly trying to create content that breaks through the clutter. AI holds the promise of empowering companies to quickly create boundless volumes of targeted content and that sounds appealing. You can never have too much of a good thing, right? Yet, if companies follow this strategy, target audiences can become overwhelmed with messages and soon desensitized. What’s more, those companies will soon be back to trying to solve the original clutter problem. Companies not yet on board with bot-developed content can develop engaging materials by using tools that determine trending topics, attributes of target customers and commonly used words in online conversations to create a roadmap for impactful content.  

Remember Content Is King, But It’s Not Everything

Companies create targeted content to achieve specific goals – for instance, building customer loyalty or selling more products. However, targeted content is only one factor in the equation for success. What’s really important is the way content is used. Whether created by a human or a bot, targeted content needs to span all marketing channels – thought leadership materials, website copy, executive speeches, press releases and social media posts.Timing and placement are also key considerations when building a successful strategy, and require creative thinking that’s beyond any bot. This fully integrated approach can ensure message continuity and a unified brand experience across multiple touchpoints for customers – helping companies achieve their goals.   

If AI wants to improve communications, it can start by tackling mundane tasks, like time sheets and expense reports. When it comes to generated content, for now, the only AI I’ll be using is “Andrew’s Intellect.”