Artificial Intelligence (AI) is fundamentally transforming how businesses approach Digital Content Marketing (DCM). By automating, optimizing, and personalising key processes, AI is enabling more efficient and effective marketing strategies. But these advancements also bring new challenges.
Reshaping key activities of DCM
Research by Terho, Mero, Siutla, and Jaakkola (2022) presents a framework that structures DCM into three core principles: Inbound logic, personalisation, and journey facilitation. AI supports DCM in these three principles by gathering information on customer journeys, creating valuable content and using intelligent content sharing to engage customers.
For customer intelligence, AI helps map buyer personas and identify key decision points. Personalisation takes it a step further by mapping customer journeys – understanding what information different personas need at different stages. CRMs like Microsoft Dynamics 365 analyse past behaviour and forecast future actions. ChatGPT and similar tools can summarise customer feedback and surface emerging trends.
In content creation, AI accelerates production. Writing tools help generate engaging blog posts, ad copy, and product descriptions. Visual tools such as Midjourney or DALL·E-2 generate eye-catching imagery that aligns with brand aesthetics. AI-powered translators like DeepL facilitate multilingual marketing by translating texts.
Content sharing and optimization is the third pillar. AI-driven scheduling tools improve timing on social media platforms. Algorithms suggest which version of a message performs best (A/B testing), and AI helps improve SEO through keyword analysis and semantic optimization.
AI-powered tools automate cold outreach, personalized messaging, and targeted advertising by automating outreach and campaign management. By leveraging AI for data-driven distribution and engagement, businesses can enhance customer interactions and maximise content impact.
Our growth marketing manager Risto Kauppinen conducted a study of how companies are using AI. Based on the study, the use of generative AI offers both advantages and challenges.
Advantages of AI in DCM
Efficiency:
AI can create efficiency in generating customer insights. AI tools help automate data collection and analysis, making it easier to generate insights about customer journeys. Automation frees up time and resources.
Speed:
AI accelerates research, writing, design, and campaign rollout. AI is particularly useful in updating and revising existing content, saving time and effort.
Personalisation:
AI can help in improving SEO and personalisation with keyword research, generating search engine-optimised content, and improving organic search rankings. Personalisation of marketing messages is enhanced as AI can tailor content recommendations based on customer data.
Insight:
AI can analyse customer behaviour and customer journeys, predict purchasing patterns and trends, and assist in the segmentation of customer personas.
Limitations and risks
Quality:
AI-generated content often requires editing to match tone, voice, and brand guidelines. Some AI tools struggle with language nuances, particularly in less commonly used languages like Finnish.
Originality:
Many tools lack creativity, producing repetitive or generic content.
Privacy:
Personalisation requires data, and improper use can violate data protection laws. Data privacy concerns limit AI’s role in handling customer data, requiring companies to develop internal AI tools.
Over-reliance:
Overuse of automation can make messaging feel impersonal or robotic.
Striking a balance
A key finding is that AI is widely used in content creation, including blog writing, ad copy, and SEO optimization. AI-powered CRM tools help analyse customer behaviour, but many companies struggle to integrate AI fully into marketing automation systems. Human oversight remains essential – AI-generated content often requires editing for accuracy, brand voice, and relevance. For organizations to get the most from AI in DCM, they should invest in training, governance, and integration with existing systems.
AI can be a transformative tool when used strategically.
Are you integrating AI into your DCM strategy? Let’s discuss how AI can optimise your content marketing efforts. Our AI Maturity Assessment for Marketing & Sales helps you to define the stage and needs for the AI development. Contact Mika Hyötyläinen, Chief AI & Consulting Officer.
The article is based on:
Kauppinen, R. T. (2024). Exploring the role of generative artificial intelligence in digital content marketing (Master’s thesis). Jyväskylän yliopisto, School of Business and Economics.
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310.
