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Content Marketing — More Science, Less Art

by Isaac Adejuwon March. 21, 18 3 Comments

The commonly held view that content marketing is a creative discipline is fundamentally wrong. Of course, creative skills are needed to produce content. But today effective content marketing is more of a scientific than a creative discipline. Indeed, those who fail to realize this will end up unhappy with the results of their content marketing efforts.

AI is Transforming Content Marketing ROI

The growing use of artificial intelligence and machine learning in content marketing is making it possible to generate a much higher return on investment. AI represents a much faster and better way to know which pieces of content meet the needs of your followers. It also allows marketers to discover, understand and analyze click results and leads to far greater degree of precision than ever before.

Without using AI to sift through all the persona signals that content marketing generates, marketers are effectively shooting in the dark.

Finding Needles of Insight in Haystacks of Data

Organizations are investing heavily in marketing technology to help them achieve their goals of generating qualified sales and marketing leads. In fact, a recent study from the VC firm Kleiner Perkins found that the average enterprise uses 91 marketing-related cloud services.

These growing martech stacks generate enormous amounts of data, yet this data often sits in silos. This forces CMOs to rely on highly paid data scientists to unlock actionable insights.

Alternatively, marketers can deploy the increasingly powerful processes of machine learning/deep learning to analyze thousands of user intent patterns. They can then can target content based on these intent patters. Today, AI can discern persona preferences never seen before, creating opportunities to generate a much more attractive ROI on your content efforts.

Right Content, Right User, Right Time

At metricsflow, we use pattern-recognition-intent mapping to deliver the right content to the right users at the right time. The primary tool we use for this is the digital DNA identifier (these are not cookies). These identifiers track those who engage with content across multiple media channels. This enables marketers to discern intent and target content that drives appropriate action. Once this identifier is assigned to a user, their movements become signals. Over time the machine learns their online behavioral traits, enabling more precise content targeting, which improves over time.

AI offers a much more effective way to process all the performance data that content marketing efforts produce. Every day the sophistication of this analysis improves. And this gives marketers much deeper insights and thus, a better return on their content marketing investment.

Stay tuned for future posts offering more detailed discussion about how AI is transforming content marketing.

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