Artificial Intelligence (AI) is becoming increasingly popular in the B2B content marketing space today. We have seen Predictive Analytics, Predictive Lead Generation and now, Predictive Content being largely integrated into content marketing processes across the industry.
From healthcare to consumer brands to media & entertainment, marketers are now trying to leverage the power of machine learning to analyze data in ways they’ve never done before.
Indeed, predictive content is the new frontier of marketing personalization, and it’s gradually gaining currency among B2B marketing.
Insufficient Tracking Affects Content Efficiency
In a conventional marketing setting, it’s a common practice among content marketers to pass on leads to the sales team without knowing the lead status.
While content marketing automation tools have made it easier for marketers to measure the ROI of their strategy efforts, they’re still unable to gauge the lead nurturing status.
The inability to track content usage results impedes their ability to personalize communications, boost content efficiency and marketing campaigns in general.
This is where predictive content scoring helps content marketers and sales reps alike.
Great Content Usage Visibility Across the Board
One of the major challenges in content marketing is making sure all teams including marketing and sales are able to track the content usage and engagement status in real time.
Predictive content seamlessly integrates content usage metrics with your CRM system, making it easy for both marketing and sales teams to track it and make informed decisions on how to follow up and close leads effectively.
Predictive Metrics Boost Strategy Efficiency
Predictive content is designed to capture conversion-critical metrics from successful campaigns from the past, and compares them vis-a-vis the behavioral data of various lead segments to reveal patterns.
This helps both marketing and sales team to personalize their content based on the lead status and follow up accordingly. For example, you get content usage metrics from successful deals closed in the past, you can personalize your messages to improve your success rate.
What makes predictive content truly unique is that it offers content usage metrics which are deal-specific (industry, role, stage in buying cycle). This makes it even easier for both marketing and sales to personalize their communication messages to boost their success rate.
Predictive Content Improves Marketing Visibility
Lack of marketing visibility can result in wastage of valuable resources in your content marketing efforts. When you’re unable (or unwilling) to measure the efficiency of your campaigns periodically, you end up creating content that’s unlikely to nurture your leads or contribute to your sales pipeline.
As a matter of fact, this is precisely what plagues many failed content marketing campaigns over the years. However, businesses are waking up to the unprecedented benefits of content scoring and graduating to predictive content models nowadays.
Predictive content removes any speculative content creation approach, saving your marketing team from creating ineffective sales content.
Things to Keep in Mind While Implementing Content Scoring
Even as the predictive content is designed to aid your content marketing team to create better content, it’s still important that you use it intelligently.
Here are some points worth keeping in mind while working with predictive content.
Let Buyers Drive the Content Journey
In predictive content, there’s no room for personal bias or guesswork. Don’t let your “instincts” rule over predictive data. Sometimes, you may feel a particular piece of content is more likely to nurture leads better and faster, but it may not actually true.
Predictive content captures the behavioral data, effectively reflecting how the buyer is moving along your lead generation funnel. Therefore, if you allow your instincts to take over instead of following objective measurements, it will affect your process negatively.
Be Realistic about Your Expectations
Predictive content, much like content marketing itself, takes a while to produce desired results. Let’s face it — predictive content is super intelligent but it’s not a magic wand. Like with every content marketing model, you need to set realistic expectations from predictive content.
Streamline Your Content Regularly
Predictive content reveals which content pieces are resonating with your buyers and which are not. This essentially means you need to review your content periodically to see whether any potential buyers are interacting with your content. If most of them are not engaging with any specific content piece, don’t hesitate to remove it altogether.
Predictive content enables content marketers to understand buyers, track their journey and create better a content experience for higher lead conversion.
By recognizing your buyers’ needs and their pain points, predictive content helps you offer personalized and targeted content resulting in a healthier marketing-sales relationship.
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.