Consumer data is the interface through which businesses can read their prospects’ intent.
While that sounds nice, in reality, making sense of consumer data is a herculean task.
Unlike the conventional characteristics of customer data, today, it consists of biographic and psychographic data as well as data related to their intent.
Thanks to the explosion in social media consumption, consumers are voluntarily sharing more access to their intent than they ever did before.
However, consumer data by itself is useless.
Consumer data becomes useful only when businesses analyze, slice, dice and leverage it to generate potential leads.
Therefore, data analysis assumes significance in the modern business scenario.
Content Marketers are NOT Data Analysts
When it comes to content marketing, customer data plays a huge role.
By analyzing customer data, content marketers can establish buyer’s intent which can guide their future content creation and promotional strategies.
However, a few recent studies reveal many content marketers lack data awareness. While Forrester reports said companies analyze only 12% of the available data, a study by Conductor found that 38% of content marketers rarely use data.
Why Content Marketers Dread Data Analysis
Even as the proliferation of big data has created opportunities for marketers, many still find it rather overwhelming.
Content marketers find it difficult to store, understand, analyze, segregate and leverage customer data for their content marketing strategies.
As a result, they end up creating content that doesn’t resonate with the target audience.
No wonder then why producing engaging content was the top-most challenge for B2B content marketers, according to the 2016 B2B Content Marketing Study.
How AI Helps with Data Analysis
Content marketers shouldn’t try to analyze big data themselves. Rather, they should let AI do it and offer useful insights so they can focus on building the right content for their prospects.
Here are some compelling benefits of AI in Data Analysis.
Streamline Data Analysis
AI can help your content marketing team comprehend customer data better. If you have a huge amount of data- both structured and unstructured- AI can analyze, clean up and even create leads and personals on your behalf.
According to a Harvard Business Review article, Conversica AI, an AI-powered sales assistant, helped a company identify hot leads after going through thousands of leads on its own.
Similarly, AI-driven content marketing platforms such as Hubspot help companies create better content using Predictive Lead Scoring.
With the power of content intelligence, AI can help businesses create more engaging content and better user experience for their customers.
The benefits of data analysis are not limited to creating better content alone. AI can offer insightful customer stats to help marketers create more highly personalized offers tuned to their interest, hobbies and current needs.
It’d be almost impossible for businesses to achieve this feat without the help of data analytics platforms which put machine learning algorithm at the forefront.
In today’s competitive marketing landscape, personalization holds the key to your growth.
According to an Infosys Survey conducted in 2014, a whopping 78% of consumers said they would buy from a retailer whose offers targeted their interests, wants and needs. What’s even more interesting, the survey revealed that 86% of them would be willing to pay 25% more for a better customer experience.
Whether it’s about creating personalized content or personalized offers, AI is going to play a huge in role data analysis moving forward.
Eliminate Manual Tasks
As customer data gets too complex for marketers to deal with, AI comes to their rescue.
By efficiently gathering, sorting, segregating, and simplifying customer data, AI can save tons of time for the entire content marketing team so they can focus on creating content that customers would like to engage with.
In other words, AI can eliminate the manual tasks, helping your business build more effective strategies and campaigns.
What are You Waiting For?
According to Seth Farbman, CMO, Spotify, data presents an opportunity for marketers to understand customers on a personal level and then craft messages in ways that forge a lasting relationship rather than just sell a product.
With the customer data becoming all-pervasive, businesses can ill-afford to ignore the power of AI in building better content marketing strategies.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.