Content marketing is no longer about guesswork or gut-feelings. It’s about data intelligence and machine learning.
Right from choosing your tools to building personas, each and every decision needs to be on the button if you want to get the most of your content marketing efforts.
Several studies have found content marketing strategies can fail unless you know how to leverage your customer data and take the right decisions.
In this post, let’s dive into some of the most daunting aspects of everyday content marketing and see how the AI can help marketers resolve those challenges.
Producing Customer-Centric Content
One of the biggest challenges of B2B content marketing is producing valuable and customer-centric content.
More often than not, content marketers tend to produce content to keep up with their content calendar schedule rather than meet the expectations of their niche audience.
As a result, they don’t get the desired results from their content marketing campaigns.
Producing Customer-Centric Content with AI
In the age of Google RankBrain, old-school content marketing approaches won’t work.
The AI-driven platforms capture real-time data about your consumers and prospects, helping your understanding of niche audience.
With less guesswork and more data-driven insights, the AI helps you produce the content that helps you nurture your leads organically.
Recommended Reading: 4 Reasons Why AI is Crucial to Your Content Marketing Success
Small businesses and start-ups almost always find themselves short of resources when it comes to content marketing.
Juggling too many tasks and lack of skilled professionals also affect the quality of content and therefore, content marketing campaigns.
Improving Content Marketing Efficiency with AI
In a traditional context, content marketing can be an expensive proposition, especially for larger enterprises.
Fortunately, AI-driven content marketing platforms can help you save man hours and boost your efficiency without expanding your content marketing team ridiculously.
AI-oriented content marketing helps businesses reduce their content production expenses, thereby helping them generate healthy content marketing ROI.
Producing Engaging Content
Thanks to the content saturation and competitive content marketing space, producing generic content is unlikely to get any positive results for your brand.
Producing high-quality content is the only way to get your audience glued and engaged with your content.
However, producing the proverbial 10X content is easier said than done.
From keyword research to building personas to assembling information, producing engaging content for your audience is indeed a herculean task.
Creating Engaging Content with AI
The proliferation of online content consumption means consumers leave tons of footprint and behavioral data for businesses to capture.
However, using this data to draw key insights is what makes a content marketer different from another. Segregating, sorting and simplifying the consumer data can help you draw insights and build potentially engaging content for your niche audience.
With the help of AI-driven analytics coupled with content marketing platforms, you can build influential content pieces and boost your brand value like never before.
Recommended Reading: Why You Need Artificial Intelligence For Data Analysis
Measuring Content Effectiveness
A research by Ascend2 cited measuring content effectiveness as the fourth most dreaded obstacle among content marketers.
Many content marketers are not sure about the metrics they should use to measure the effectiveness of their campaigns.
Similarly, many don’t even know what to measure, which impedes their vision and affect their content marketing success.
Exploring Content Marketing KPI’s with AI
Tracking, monitoring and making sense of content marketing KPI’s can baffle any content marketer, particularly when the data size is huge and complex in nature.
This is where the AI can come to your rescue, by simplifying the KPI’s/metrics and offering actionable insights in real time.
Moreover, with the help of sophisticated content scoring models such as predictive lead scoring and content scoring, you can achieve a better understanding of your niche audience and nurture your leads with the focussed content.
Recommended Reading: 5 Compelling Benefits of Adopting Predictive Analytics
Maintaining Effective Publishing Schedule
When it comes to content marketing, getting off to a good start is hard; however, maintaining a steady flow of content is harder still.
Building an effective content calendar involves mapping your content marketing goals and limited resources while preparing a blueprint of content assets in advanced.
Many content marketers either start off without a content calendar or fail to live up to the content deadlines.
Hitting Content Marketing Targets with the AI
Gone are the days when content calendars used to be piles of boring spreadsheets.
With artificial intelligence assuming greater prominence in content marketing, content calendars have become increasingly smarter, more collaborative and intelligent.
Today, savvy content marketers work out of modern content calendars which include Trello, HubSpot Editorial Calendar, Kapost and so on.
Moreover, most AI-driven content marketing platforms such as our very own Atomic AI integrate content calendar and scheduling tools in an intuitive and collaborative fashion.
Identifying Buyer Persona Pain Points
Creating content without a target audience is like speaking to an audience that doesn’t exist. Therefore, building personas is one of the most important steps in content marketing campaigns.
However, identifying the prospects, researching their profiles and exploring their pain points perplex even the most seasoned content marketers.
Redefining Marketing Personals with the AI
In this insightful article, Venkat Nagaswamy argues present-day marketing personas are largely focussed on roles and titles, and hence, are outdated. They don’t leverage online behaviors and are, more or less, guesswork.
So, can the AI solve the problems inherent to building personals manually?
According to Digitalist Mag, machine learning can change customer personas in ways we’ve never even imagined.
In fact, companies such as Mariana and CrystalKnows have already built AI platforms that build personas and find target audience with the use of sophisticated machine learning.
The AI and machine learning have transformed content marketing in ways we never thought were possible. However, considering the true potential of the AI, we’ve barely scratched the surface of what is possible with the help of machine learning. Therefore, there has never been a more appropriate time to embrace the AI and integrate it into your marketing strategy.
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.