How artificial intelligence, voice search and augmented reality will change the way we create and consume content.

1. Content marketing in 5 years
Will it be robots, Alexa and Pokemon Go?
- Juli Iacuaniello

2. Where we came from...
100 years... www. Social media
Content marketing has always been there, but became very
popular in 2006

3. Too much content
● 91% of B2B and 86% of B2C marketers use content marketing
● 65% of people say it is difficult to produce engaging
content
● 95% of people only look at the first page of search
results
● In 2016, there was 300% more content created than the
previous year, but only 5% of it generated any engagement
in terms of views and likes.

4. Future of content marketing

5. Artificial intelligence
1. Content research
2. Content creation
3. Content performance
4. Content personalization
5. Content delivery

6. Artificial intelligence - content research
Mining insights about searches, trends
and patterns in potential customers.
Using these insights to create content
that is timely and relevant

7. Artificial intelligence - content creation
AI can already outperform humans in
creating titles, email headlines and
short forms of content
In 2019, OpenAI, a non-profit AI
research company created a model
called GPT-2 that can write
paragraphs. It learned how to write
this well by analyzing eight million
web pages

8. Artificial intelligence - content performance
Analyzing content performance
compared to other sites
Recommending topics and ways to
improve

9. Artificial intelligence - content personalization
AI can be applied to content
marketing to dynamically suggest
content that users are likely to
engage with
Similar to Netflix or Amazon

10. Artificial intelligence - content personalization
Marketing automation platforms are
introducing more AI-based features
Deliver the right content at the
right time based on how effective it
is at converting to sales

11. Voice search
● 65% of 25-49 year old’s speak to
their voice-enabled devices at
least once a day
● Voice is expected to be a $40
billion channel by 2022
● 50% of searches are expected to
be via voice in 2020.

12. Voice search - longer phrases
● Instead of typing “content
marketing ai examples”, I may
ask Google “what are examples of
how AI is being used in content
marketing”.
● Google will be looking for
content that specifically
answers this question.

13. Voice search - local searches
● 55% of voice searchers are in
their car or on-the-go.
● Usually searching for local
information such as “where is
the best restaurant in La
Jolla?”

14. Voice search - answer a specific question
● 20% of all voice search uses 25
keywords, the most frequent are
“how”, “what” and “best”

15. Voice search - how does it change content marketing?
● Create content that answers very
specific questions
● Create content that can easily
be consumed via audio or video

16. Augmented reality
● More interactive and dynamic
● AR can help to create content that is
personalized, fun and engaging
● It is still early days for AR, and
companies that can create a useful
experience can stand out in a crowded
content landscape

17. Augmented reality - examples

18. Augmented reality - examples

19. Sources
● https://www.outbrain.com/blog/history-content-marketing/
● https://optinmonster.com/content-marketing-statistics/
● https://venturebeat.com/2016/09/27/content-marketing-is-up-by-300-but-only-5-of-it-mat
ters/
● https://www.cbinsights.com/research/artificial-intelligence-top-startups/
● https://www.singlegrain.com/artificial-intelligence/content-marketing-and-artificial-i
ntelligence-a-perfect-marriage/
● https://www.marketingaiinstitute.com/blog/ai-in-content-marketing-what-it-is-how-to-us
e-it-and-companies-to-demo
● https://izea.com/2019/03/15/voice-search-content-marketing/
● https://www.martechadvisor.com/articles/arvr/augmented-reality-marketing-best-practice
s-examples/
● https://blog.hubspot.com/marketing/augmented-reality-examples