Conducting research is an essential part of gaining valuable marketing insights that can help you set your goals, plan your campaigns and decide on your marketing tactics. And, it turns out that AI is pretty handy in this area, giving brands the power to analyze trends, competitor activity, consumer behavior and a whole lot more.

AI can collect data from a whole range of sources, like social media posts and comments, search engines, and websites. It can then use natural language processing to analyze text and extract meaning from all of the data it finds, enhancing a business’s analytical capabilities. There’s a whole host of analyses that AI can perform to give brands the edge when it comes to content - but let’s take a look at just a few of them.

First, AI can identify patterns within consumer behavior and pick out the most popular topics, phrases and search terms in a particular industry or market.

It can also help uncover insights like consumer preferences on certain channels, their favorite content types, and where they like to hang out online - all practical insights that can guide high-performing content marketing campaigns.

AI-powered social media analytics tools can also help brands identify the areas where the competition is doing particularly well. For instance, it might recognize that one of your competitors is good at creating content for more visually-focused platforms, or that their infographics always tend to perform well.

Analyzing all of this data can then help you with setting your content strategy, deciding on where you should focus your efforts, and understanding what you might realistically seek to achieve. But, this isn’t the only area where data and AI can lend a helping hand. Once you’ve decided on your strategy and set your goals, all of the insights you uncovered in the planning stages can be used for another purpose: dynamic content.

Tailored to the interests and preferences of the individual user, dynamic content can help to improve consumer engagement and retention rates, leading to an increase in sales. It’s essentially any content that changes based on user preferences and behavior, and it helps to deliver a highly personalized customer experience.

But, providing dynamic content for thousands of consumers can’t be done by a single team of people - it would just take far too long! It can, however, be easily done by AI. Generative AI tools are able to take several types of input, like overall consumer trends, a brand’s product offering, and the behavior of certain consumers, and then use this data to develop dynamic content that matches both the consumer’s needs and the business’s goals.

This content might be an AI-generated product description that uses data on the consumer to describe a use of that product that’s relevant to that consumer. Or it could be an image on a website that’s customized for the individual, based on their location, purchase history and search keywords.

AI can also be used to repurpose this content. So, you might ask it to change a piece of content from one format created for a specific channel, like Instagram, to another format, like a marketing email or a landing page.

What all of this means is that businesses are able to curate highly personalized consumer experiences across multiple channels, in less time and using far fewer resources - all of which should lead to increased engagement, loyalty, and ultimately, conversions.

Now, AI doesn’t just lend a helping hand with dynamic content generation. It can also help a marketing team to distribute content to its target audience across a whole host of channels like social media platforms, third-party websites and search engines.

In fact, AI has actually been making waves in this area for quite a while, long before ChatGPT became a household name. Programmatic, which uses real-time bidding to serve relevant ads to the right audience at the right time, is actually a type of AI-powered advertising!

This technology monitors consumer behavior and learns which audiences are most likely to respond to different types of content. This helps make future ad serving more informed and relevant to the individual user. Programmatic can also help marketers to customize their approach to advertising, by providing targeted ads that match the consumer’s preferences, interests, and location.

Using AI for Strategy, Planning, Distribution & Content Creation

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