How Bots Change Content Marketing

When considering the future of content marketing, one aspect is of par-

ticular significance that nobody who wishes to be successful in the long run

should neglect: AI and bots will become game changers in a few years. Many

of the former content strategies will be turned upside down by the new pos-

sibilities and thus become a greater challenge to companies. Some experts

thus speak of the death of the (former) content marketing by the AI algo-

rithms. This is certainly an exaggeration, even if provided with a spark of

truth.

Content marketing itself is regarded as one of the most cost-effective mar-

keting strategies that is asserting itself increasingly more worldwide. Even if

it is not always easy to be visible on the Internet with one’s own content,

one thing remains certain: Customers have a great need for information and

want to be entertained. Despite the content shock, the best and most unique

contents will always assert themselves somehow. If the demands on content

change, then brands and media have to react by responding to this, present-

ing their contents more visually and changing the channel they are played

out on if necessary. As long as content marketing quickly reacts to the stake-

holders’ interests, it is successful for the main part.

Due to its usership on several platforms, Facebook has sufficient data to

be able to analyse the way communication takes place on digital channels.

Anybody who best understands how their customers communicate could

use this profound knowledge for the set-up of their bots, and give them

much more AI. Whilst bot providers have to understand what the messenger

users want, people learn at the same time how best to speak with bots. The

expectations of bots, however, have quickly decreased since the beginning of

the hype around the virtual assistants. Most bots are too rudimentary. They

frequently only appear as small FAQ assistants that can only respond to a

few questions. Yet, this could change very quickly with the slowly growing

number of AI-based bots.

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