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Personalising your AI Marketing

Published 17 May 2021 by Ellice Eadie, CANDDi
Read this in about 4 minutes

Luckily for my fellow content writers, a future takeover of AI in content writing is pretty unlikely. They just don’t have our human touch.

However, AI can and does make our marketing lives a lot easier.

We will always need writers and marketers to create, edit and revise content for our businesses, as well as avoiding and mitigating any misunderstandings that arise in the digital world.

Yet all of this takes time. AI can speed a whole load of processes for you. Whether it’s marketing automation platforms or analytics tools, enabling the churn out of more content for your sales funnel.

But this can often seem a little robotic. So how do you humanize your AI content? Here’s everything you need to know.

Artificial Intelligence

What is AI?

AI (Artificial Intelligence) is a clever little computer science that allows technology to perform activities that usually require human reasoning, intelligence, learning, or decision-making.

So when it comes to content marketing, AI can create written narratives through a process known as natural language generation.

This allows AI to write-up your business reports, predict customer behaviors, schedule online content and offer your consumers personalised recommendations.

Clever, isn’t it? So why do we need to humanize AI when it does such a good job already?

Why humanizing AI is important

When you think about it, AI is very much like an inquisitive toddler. It needs freedom to run its course and do what’s necessary, but it can’t be left wholly unsupervised.

That’s why it needs guidance from it’s non-robotic counterparts to humanize its messaging in order to make a lasting impact on its readers.

Why? Because if it doesn’t, what’s the point of your marketing?

Here’s 5 tips to help you get started:

1. Humanize Your Strategy

At the end of the day, your customer’s aren’t interested in marketing messages that are impersonal and repetitive.

They want to feel like you’re truly concerned with their needs or challenges, so using AI-generated content alone won’t let you stand out in the online world.

Instead, AI should simply enhance your marketing. Many AI tools can conduct keyword research, tracking consumer engagement and even suggest ideas for your next content piece based on other top-performing content.

Yet at the heart of all this, needs to be a human strategy.

2. Don’t abandon your voice

Wherever there’s a business, there’s a brand voice. It’s what sets you apart from your competitors, and makes your customers resonate with you.

Whether you’re formal yet approachable or chilled with a bit of slang, you need to incorporate this into your AI tools.

Whilst AI-generated content may be grammatically perfect, there’s no taking away from the fact it is in fact a robot. To combat this, think about tools such as your live chat and emails.

You’re the one driving the content in the first place, so why not tailor it to fall in line with your company’s branding. That way, you can line up your AI to fire away as a mini version of your marketing team, without your actual marketing team being glued to their computers 24/7.

As long as you keep your brand voice in mind, you can ensure your AI output is personal and genuine.

3. Consider Context

Although it’s clever, AI doesn’t have the same capacity for context as a human brain. This is one of its limitations.

Sure, it can create a generic spiel for a general audience but it can’t yet cater for your individual target audiences.

This is why implementing buyer personas is important. Before writing or editing AI-generated text, consider the following:

  • - Who is actually going to read this?
  • - Will this be relevant?
  • - How should I be communicating?

Having buyer personas in place will also make sure your marketing and sales teams are aligned, which will ultimately result in better quality, qualified leads in the long run.

Similarly, if you’re collaborating with co-writers for link-building purposes, you should consider brand guidelines for your posts. In and ideal world, this would have notes for each type of content you publish, detailing how they should speak to your target audience.

4. Keep It Concise

Not even robots like to read lengthy pieces of text.

To humanize your content, consider optimising the lengths of your posts. A good way to do this is by breaking each paragraph into two or three lines of text, and don’t let your posts exceed the 3,000 word count.

Make sure you keep it conversational. This goes back to the point we made earlier about sticking to your branding and tone of voice.

Also ask questions now and again to mimic human conversation.

5. Personalize Every Stage of the Sales Process

80% of shoppers are more likely to buy from brands that deliver personalized content. It helps build the level of trust needed to make a purchasing decision.

Whilst this may take some effort, AI technologies can free up your time by automating the process for you.

Using data-driven technology, your marketing team can ensure your customers are viewing the content that is directly relevant to them, based on their behavior and interests.

But just because AI can identify this level of data and automate the process, you’ll still need human input to connect the dots.

It’s no surprise that AI can sometimes get it wrong, in a big, big way. Data bias is prevalent, and you want to ensure it’s being regulated by a human brain. A non-bigoted brain, of course.

This could include your sales teams occasionally modifying your chatbot scripts based on previous customer interactions in order to boost engagement. Or maybe your email marketers should look at the design and content of their most engaging emails.

With this process, you can make your AI-generated content that little more human, and most importantly, more relevant to your consumers.

If you want to see what AI technology can do for your marketing, try our free trial today.

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