In 2016, a combined B2B content marketing study by CMI and MarketingProfs found a shocking gap between content creators and their target audience.
The 2016 B2B Content Marketing Trends, as it’s called, learned that only 30% of all organizations using content marketing said their campaigns were effective.
Image Source: 2016 B2B Content Marketing Trends
This essentially calls for a full content creation process audit from the ground up. With the burgeoning use of content among modern consumers, a conventional approach to creating content isn't going to cut it.
Thankfully, many AI-enabled platforms have come to rescue of the content creators, curators, marketers, and publishers alike.
So, how does AI actually help your content marketing perform?
AI Replaces Manual and Time-Consuming Processes Effectively
In today’s competitive marketing landscape, collecting, analyzing customers’ data to predict patterns, and making future marketing decisions is crucial to your success.
However, unlike the past, businesses today deal with a large volume of data which comes from a variety of online and offline sources. It can be a herculean undertaking to manually gather and analyze this data. Not only it will consume a great deal of time, but it will lead to potential errors of judgment as well.
Moreover, with the advent of big data, it’s not humanly possible to make use of the massive amount of data to make business decisions manually. That’s where the AI comes into the picture.
The AI applications can help content marketers in the following ways:
- Discover, create, distribute content at scale
- Test, optimize, and personalize content
- Create, publish, and monitor for social media campaigns
- Analyze content performance in real-time
For example, leveraging IBM’s Watson, Under Armour offers personalized training advice to its customers. Similarly, from collecting data to creating business content, the AI applications have revolutionized the way businesses conduct their regular tasks, saving them tons of time while helping them focus on high-value business activities.
AI Helps Simplify KPIs/Metrics Analysis
Monitoring content marketing campaign performances and making sense of the KPI data, are arguably the most daunting task every content marketer face today.
While the conventional content marketing platforms offering tons of data, they offer little actionable insights, leaving the data analysts going back to their gut feeling and intuition.
Moreover, the increasing speed at which modern consumers generate data across diverse channels such as emails and social media platforms, it is nearly impossible for content marketers to keep pace with the real-time data analysis requirements.
But, they don't’ have to.
The AI-empowered tools such as predictive analytics platforms are designed to not only process a large volume of customer data from varied sources but identify trends and provides correlations in real-time as well.
On the top of it, the AI analytics act as a large-scale automated anomaly detection system, making it easier for content marketers to track patterns unfavorable to their marketing strategy. This is especially crucial when your organization is dealing with multiple content marketing projects which require real-time analysis of a large volume of customer data.
In short, the AI analytics and predictive analytics platforms are an effective weapon for fail-proof content marketing decisions and accurate understanding of your customers’ behaviors in real-time.
According to a recent Forbes Insights Survey, 30% of the companies using predictive analytics witnessed a revenue growth and an increased return on investment (ROI).
AI Offers Data-Driven Insights and Removes Guesswork
In the age of big data, relying on guesswork can kill your content marketing campaigns.
On the contrary, AI-enabled content marketing platforms can help you reduce guesswork by analyzing content composition and performance.
So, how does it work?
The AI-empowered content marketing platforms factor in the content performance data of both historical and industry benchmarks in order to deliver actionable insights.
The AI-driven content marketing recommendations help you make smarter strategies and more effective decisions quickly.
There are plenty of examples where the AI is already helping companies make smarter decisions.
HubSpot’s Content Strategy Tool, Automated Insights’ data-driven narratives, and IBM’s Watson Analytics are just a few examples of how the AI can remove the guesswork from content marketing and focus on high-value creative tasks.
According to a new research by Forrester, 52% of firms say they are able to manage real-time customer interactions with the brand, thanks to the AI which has a built-in feature to consume real-time data at scale from a wide range of sources.
In fact, an AI system built by Saffron, a division of Intel, helped USAA improve their accuracy of guess rate from 55% to 88%. To put this in perspective, businesses using AI-based content marketing platforms can accurately predict the next move of their customers and prospects alike, thereby offering them the exact product they’re looking for.
AI Makes Your Content Marketing More Profitable
Apart from the aforementioned benefits AI brings to the table, there is one more reason for businesses to embrace it.
The AI adoption will boost your profitability.
A study by Infosys found that businesses expect AI to boost revenues by 39% in 2020. The poll entitled “Amplifying Human Potential: Towards Purposeful Artificial Intelligence” was conducted among 1600 senior decision makers from large businesses across seven countries.
According to the report, nearly 76% of the respondents said they consider AI critical to the success of their organization.
In order to build a sustainable and profitable content marketing strategy, you need to understand the rapidly changing content consumption patterns of the modern consumer. By embracing AI and machine learning tools, you can focus more on creating better content and let the automation platforms deal with the complex data.
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.