Content Marketing
10 Ways to Use AI to Identify Content Marketing Challenges in Your Strategy
Use AI tools to spot and overcome content marketing challenges, such as analyzing audience behaviour, optimizing SEO, and improving content performance.
There’s no “one-size-fits-all” strategy when it comes to addressing content marketing challenges.
What works today might be old news tomorrow.
The good news is that AI can help with the heavy lifting. Things like crunching numbers and spotting patterns — these are areas where AI thrives.
Get insight into how AI can help you overcome content marketing challenges and take your marketing strategy to the next level.
In the content marketing world, understanding whether your content resonates with your target audience is essential.
Things like high bounce rates, minimal time on page, or a low click-through rate can signal that your content isn’t doing as well as it could be.
One of the biggest benefits of machine learning for marketing is that it’s great at identifying patterns.
For content marketers, this means being able to look at metrics like “time spent on page” to figure out why some content resonates with your readers and others miss the mark.
Google Analytics (GA4) and SEMrush are both excellent tools for monitoring content performance that incorporate machine learning.
These tools can help you to analyze content that performed well (or didn’t) so that you can make adjustments.
Even with the advent of AI, search engines are still a major source of traffic for websites.
Poor search engine optimization means you could have the most flawless-looking page and the most well-written content on the planet, but if search engines can’t find you, chances are, readers can’t either.
AI can help you spot gaps in your search engine optimization strategy:
Looking for ways to boost your SEO? Try Originality.ai’s Content Optimizer to see how your competition is ranking for a chosen keyword or phrase, and get AI prompts to help you meet or outrank them for a given term. Think of it as a free alternative to SurferSEO or a MarketMuse alternative.
Originality.ai’s Content Optimizer can even tell you if your keyword density isn’t as optimized as it should be. You can also export the report to CSV to get a list of keywords.
AI tools can help you polish your content optimization strategy by delivering insights into what’s resonating with your ideal customer and what’s not.
The more you can deliver personalized content in tune with audience interests, the better your content will perform, and the higher you’ll rank in the search engines.
AI is great for solving content challenges when it comes to understanding how and why your audience is reacting the way they do.
Tools like HubSpot which describes itself as an “AI-powered customer platform.” So, using a tool like this can help segment your audience and then create content tailored to each segment.
What if you could understand how your audience reacts to content?
Sentiment analysis can help you get to the bottom of it and monitor sentiment in reviews, check in to see what people are talking about, and find out whether there is a positive or negative sentiment around that discussion.
There are plenty of AI tools on the market for conducting a sentiment analysis, such as IBM Watson.
These tools typically use NLP or Natural Language Processing to understand what people are saying and how they’re feeling based on word choice across comments, reviews, and social media.
In particular, AI can sift through and categorize different types of feedback as positive, negative, or neutral, so you can make data-backed decisions when analyzing user sentiment.
Sometimes you need more than an extra set of eyes on your content to figure out why it’s underperforming.
During a content audit, review your existing content library and consider factors like relevance, age, current optimization, and redundancy.
Then, if using an AI-powered tool to conduct the audit pay close attention to any duplicate, outdated, or underperforming content that it highlights. This helps keep your content library pristine, on topic, and most importantly, relevant, and organized.
AI tools like Screaming Frog (with machine learning extensions) and Dashword are two types of content optimization tools that can help you evaluate where your content could perform better.
One of the best ways to fix common content marketing challenges is through competitive intelligence.
Knowing what your competitors are doing can give you plenty of ideas on where to improve and how. AI tools like SpyFu look at your competition’s strategies to see if there are any gaps in your content strategy to tackle.
When you see what you’re missing, you can course-correct and stay a step ahead.
Personalized content is one of the best ways to turn content marketing challenges into content marketing wins and drive engagement.
Tools like Optimizely can help you understand how well your content personalization strategies are working, by tracking how audiences respond to personalized email, web content, and other recommendations so that you can avoid generic messaging.
We’ve talked previously about using AI for sentiment analysis on social media, but if you want a tool that uses AI to monitor social media or streamline social listening in general, check out Hootsuite Insights.
Social media monitoring tools often use AI to check social media posts for mentions and brand sentiment. They’ll also help you track trending content so, you can create content that best aligns with what your ideal audience is looking for.
By spotting overlooked opportunities in your given content niche, you can take advantage of AI-powered insights to become the authoritative source on a topic before your competitors do.
These tools can also give you more details on what sort of trends and conversations are taking place around your chosen topic to inspire blog and social media posts that are on-brand and on-point.
What if there were a way that you could use AI to not just uncover the gaps in your content, but actively predict what might go viral next?
That’s what predictive SEO is all about. AI tools can help with SEO forecasting to help you crunch industry data and historical trends to see what might be up and coming next.
Consider tools like Google Trends to monitor trending topics. Stay one step ahead of the market while taking advantage of shifts and audience interests.
One of the greatest content marketing challenges is tracking the return on investment (ROI) of content.
Fortunately, AI can help you navigate the content marketing funnel by mapping content to conversions. It does this by mapping a value to each interaction that the buyer has with your content along their journey.
Over time, it can tell you which pieces lead to the highest number of leads, sales or any other KPIs you want to measure. Tools like Attribution App are designed to help you review this data so that you can zero in on the topics that are driving the most value.
Each of these methods has an important role in helping content marketers overcome their biggest challenges when it comes to gaining audience insights, learning what content resonates with which segment, and more.
Whether you want to improve your personalization efforts, track your ROI across every customer touchpoint, or spot content gaps, AI tools offer innovative opportunities.
With the right data and the right AI to help you sift through it, content marketing challenges can turn into content marketing success stories.
Learn more about AI from a marketing perspective:
