2024 is going to turn a new page in the craft of content strategy. As we take a peek into the future, artificial intelligence is one character that completely stands out. Not as the lead – the masterful human storyteller is still going to be in that role for a while yet. No, all signs indicate AI is really going to shine playing the part of the trusty scientist back at the lab. AI will be key to crunching the numbers, analyzing the data, and all the other fundamental tasks that build bridges between the consumer and the storyteller.

All of these tasks are essential for a quality content strategy and all of them can be daunting for a strategist who doesn’t have experience or mindset in data, analytics, heuristics, or other more technically focused skills. This is where artificial intelligence will really help. The beauty of it is that there are already tools and platforms being built to accomplish all those essential tasks and more. In 2024 AI will be working behind the scenes to empower those storytellers with the information they need to craft compelling content.

It’s actually already started.

AI Tools For Your Business

Here are some of the AI offerings that can already contribute to your business success:

1. AI-Enhanced Content Personalization Platforms: A business model that revolves around an advanced AI platform specifically designed for content strategists and marketers. This platform would use machine learning algorithms to analyze consumer behavior, preferences, and engagement patterns in real-time. Some current platforms that are working on this are:
   • MarketMuse: MarketMuse uses AI to help content marketers with planning, researching, and optimizing content. It provides insights into what content to create, how to optimize it for search engines, and how to ensure it aligns with user intent.
   • Dynamic Yield: With adaptML, a self-evolving deep learning system, Dynamic Yield says it not only grasps the nuances of customer buying intent but also expertly predicts which products will captivate each user’s interest.
2. Data-Driven Storytelling Consultancies*: A consultancy model that combines the expertise of seasoned content strategists and master storytellers with sophisticated AI tools. The consultancy might offer services like AI-powered content audits, strategy development workshops, and training for content creators on leveraging AI insights in storytelling.
3. AI-Driven Content Creation and Optimization Tools: These focus on the creation and optimization of content. They use AI to assist in generating content ideas, headlines, and even initial drafts based on trending topics, search engine data, and user engagement metrics. Additionally, it would provide real-time suggestions for optimizing content for better engagement and SEO performance.
   • SEMRush: Integrated within the SEMRush platform, there are now multiple tools that utilize AI that help in the optimization and creation of content. Enter details about your niche and get topic ideas. The tool also analyzes your competition as well as questions your audience asks online to give you relevant and data-driven results and goes so far as helping with drafts, tweaks, and other copy creation.

What’s Next for AI and Business?

These companies and their products are just a few of the businesses that are integrating AI into different areas of content strategy, from creation and personalization to analysis and optimization. As AI continues to evolve at such a high speed expect new tools, developments, platforms, and ways to work to grow along with it.

So, what does 2024 have in store for content strategy in this AI-human partnership? All of this and so much more. It’s an exciting new chapter.

Ethics and AI

However, with great power comes great responsibility.

With all this opportunity to go far beyond what we have ever been able to do before, we need to keep in mind that we have responsibilities as well. AI can be used for amazing new ways of working that can streamline efficiencies and create things never before thought of, but – and this is important – it can be used for the opposite as well. Bad actors aren’t worried about this part, but you and your company need to be. You need to carefully navigate the ethical pathways that come with this kind of advanced technology. You will need to focus on what this means to your business for the sake of your brand, reputation, and your bottom line.

What Now?

Join me in exploring the rich tapestry of opportunities that AI weaves into the fabric of digital marketing, where technology and human creativity converge to redefine engagement and connection. I will be exploring the changes in AI and how it will help businesses succeed today and far into the future. Connect with me on Linkedin and let’s see where tomorrow takes us.

*In full transparency, I previously worked for Publicis’ Razorfish Agency as a Content Strategy Director.

Read my full article on AI and Content in 2024: The Next Chapter in Digital Marketing on Linkedin.