We are all looking for more ways to expand our business and generate more revenue and leads. Relying on digital technologies to do so has become more popular since we have developed marketing automation tools. Marketing automation involves using software to manage repetitive tasks you’re currently managing yourself – email marketing, social media posting, and even ad campaigns (HubSpot). The technology of automation makes these tasks easier for marketing departments and reduces time investment.
As more and more companies realise the benefits of content marketing, the more competitive it has become. Brands must focus on types of content strategies that will ensure that their target audience can find the information that they need. This means working quickly and efficiently but still producing high-quality content. It is this desire for a strong online presence that has led to many companies experimenting with different automated content and artificial intelligence solutions.
What Can Automated Content Solutions Achieve?
Automated content writing services, such as artificial intelligence and machine learning tools, can create content for websites in a manner similar to traditional content writing in that they can generate text, image, and sound. This is helpful for generating fresh content quickly, which can affect your marketing efforts significantly. There are various tools available that help you identify trending topics to write about, proofread your content and even personalise it.
The abilities of automated content solutions don’t stop there. Advertising platforms, such as Google and Facebook, offer automated capabilities that often generate better results than manual efforts. An example of this is Google Ads’ responsive and dynamic ads. They combine web crawling activity and knowledge of a website’s inventory (Instapage.com) to automatically generate optimised ad content. So if the content is getting generated quickly and is of high quality, then why not to use them? This will surely streamline work and save the efforts of the company.
Artificial Intelligence and Machine Learning solutions can be used to ensure your prospects receive the correct content, in the correct format, and at the most appropriate time in their buying journey. This style of data-driven marketing is widely considered the best, if not the only way to generate marketing results. According to Gartner’s CMO Spend Survey, CMOs are now realising that as they invest more into new AI and technologies, the better they’re able to sift through the data numbers for a bigger picture of their audiences (Gartner Report, 2020). But, when it comes to producing the content itself, automated solutions come with limitations.
The Limitations of Automated Content Solutions
SEO is an important element when creating any form of content other than adverts. An SEO content writer can perform keyword research, optimise keywords, title tags, and meta tags to increase the chances of content being seen. There are AI solutions that claim to increase an article’s chances of ranking higher in Google’s SERP, but we currently limit this to keyword counting. It will take a manual effort to optimise and update on-page SEO elements that are going to improve the SEO of your content piece.
Creating emotional content is another element that automated solutions may not achieve in the same way as humans can. Using automated solutions to generate a large volume of content may cause the content to become predictable. This could mean brands notice a lack of engagement and a decrease in conversion rates. Without getting your brand’s tone of voice across in a consistent and authentic way, you risk losing your audience’s interest. Any form of content should be focused on establishing trust between your brand and your prospects, and this is more difficult to achieve when using automated content solutions. It can be challenging for automated solutions to combine creative, engaging techniques with informative, insightful content.
Finding creative ways to publish content, connecting with your audience authentically, and onsite SEO are considered three of the most important aspects to content marketing. To achieve this, a human effort currently outperforms automated solutions. However, automated content solutions simply give us the helping hand we all need; optimise processes; save valuable time; capture prospect information; personalise content and generate leads quickly. It’s just knowing how to combine human efforts with automated technology stacks.