AI: Enhancing Content Marketing with Bots, Machine Learning and Automation
A valued partner of Signagelive, meldCX empowers businesses to create premier customer experiences through AI and intelligent-edge technologies.
meldCX, Executive Vice President of SaaS, Thor Turrecha, is the author of AI: Enhancing Content Marketing with Bots, Machine Learning and Automation, the third article instalment of his Intelligent Content series, which we feature here as a guest post.
The buying process has changed and evolved. Customers are becoming increasingly empowered by information and connectivity. Marketing strategies are becoming more customer-focussed, and because of this, there is now a need for personalisation and one-to-one marketing. With this rising trend, how do we cater to the expectations of our buyers?
The digital market is fast-paced and demanding – everything has to be available at a touch of the finger or the click of a button. Businesses still employ Content Marketing to attract, engage and convert the audience. This, too, provides us with real-time insights about the effectiveness of our strategy. Working with Intelligent Content streamlines content creation, and allows for automation, which is key to determining the content our audience demands and to collecting data about their responses.
In The Wheels and Cogs of Intelligent Content, we discuss the parts that go into making our content intelligent. An element of this is the application of Artificial Intelligence or AI. With content richly structured and tagged with metadata, the Signagelive Content Management System (CMS) provides the infrastructure to access data, while Viana™ by meldCX interprets what’s available and what we would like to do with it based on our content strategy, enabling the automation and maximisation of our content.
Here’s a simple breakdown of how it works.
With the help of web triggers, Signagelive is able to launch customised content for display every time Viana AI-enabled cameras recognise customers and visitors, who match the pre-defined characteristics of your target personas. To ensure your personalised campaigns are effective, you just need to access your audience analytics and proof of play reports from the Signagelive platform. With this data, you can then continuously monitor, and switch to the kind of content that works best for your target customer personas.
The other ways AI contributes to Content Marketing are:
1. Learning about your audience
Research can give us the data we need to plan our Content Strategy. But to help us measure the impact of our strategy, we can use our content to collect data and learn about our customers’ behaviours and their experiences with the brand.
The success factor for an insights-driven business is constantly learning from their audience and interpreting those learnings to refine and improve the customer journey, providing an excellent customer experience. AI helps to gather these data points and make recommendations about what’s working and what’s not.
2. Producing Dynamic Content
AI algorithms help interpret large data sets of individual customers across different demographics. Much like the “brick-and-mortar” shopkeepers of old, who know the likes and dislikes of each customer who enters their store, these algorithms enable machine learning to determine the patterns of our audience’s interests and give us a better understanding of how to reach and engage them.
Based on these patterns, we can create personalised content, like individualised social media news feeds, re-marketing ads, localised content, programmatic digital signage advertising, etc.
3. Distribution Channels and Automation
From automatically generating content to Search Engine Optimization, improving ranking on search engines also concerns the number of pages in a website. A web page with more pages of relevant content will organically rank higher than websites with just a few, even if those pages have a high click-through rate.
Being able to reach audiences on multiple platforms improves visibility and drives engagement. When content is intelligent, it is reusable, adaptive and reconfigurable. Automating this process enables you to reach audiences faster with content suited for each platform – from social media posts, to emails and even chat conversations.
This automation lets us oversee and manage multiple accounts at the same time.
4. Predictive Analysis
AI is capable of compiling and analysing a multitude of data and performing a predictive analysis based on statistics, modelling, machine learning, and data mining. Social Listening tools are just one example of how we can build on our content strategy with predictive analysis. What are the emerging trends in our industry? What do our audiences want to read about?
Knowing the facts and interpreting how these can contribute to our Content Strategy enables us to stay at the forefront of the market and establish thought leadership.
AI helps automate many processes, allowing us to understand and connect with a vast range of people on a personal level. It is a crucial tool in implementing Intelligent Content.
But with all the progress of AI over the last few years, we’re still a long way away from instilling it with human creativity, ingenuity, and emotions. AI still needs a human touch to be the guiding hand in interpreting the data collected, as well as making decisions about recommendations.
AI is our tool for automating tasks, enabling us to focus on enhancing the customer experience instead of planning and optimising strategies and creating campaigns.