In B2B companies “Empathy” is an important skill to develop and scale Content Marketing says Tristan Lavender from Philips. “Go deep into metrics” advises Cassio Politi from Brasil based Tracto. “Eagerness and curiosity” argues DELA’s Nancy Schuurmans. In the CMFF Community we see that it might be all of the above. Is that even possible? Maybe not but as ambitious marketers we always strive to go further, work harder and be better. We might not get to that 100% but near that figure is always the aim.
Fortunately, rescue is at hand. We don’t all have to be that super-mega-giant content marketer because artificial intelligence (AI) is here to help us. According to Paul Roetzer, the creator of the Marketing Artificial Intelligence Institute, AI will change how brands organize their content marketing.
AI can create narratives from data-driven content and in doing so freeing up content marketers to perform higher-value creative tasks. How this will work, and if content marketers will still have work with the advent of AI, Paul will happily explain.
As you know, organizing content marketing is a balancing act. But we always want it all. Hey, we’re marketers! But it just might be an illusion that you can have great people with lots of empathy, eagerness and a deep understanding of metrics. Embedded in a wonderful culture with a supportive leadership and AI’s serving up content, left right and center to support that super human team. Or … maybe not? Find out in this section of this CMFF Magazine.
Despite advances in marketing automation, much of the technology marketers rely on to plan, execute, and evaluate content marketing campaigns is elementary. But artificial intelligence (AI) possesses the power to change everything. Artificial intelligence is the science of making machines smarter, which in turn augments human knowledge and capabilities.
While traditional marketing technology is built on algorithms in which humans code sets of instructions that tell machines what to do, with AI the machine creates its own algorithms, determines new paths and unlocks unlimited potential to advance marketing and business.
It may seem like a futuristic concept, but AI-powered technologies are already being used today by companies like Amazon, Salesforce, and HubSpot to improve marketing and sales. In the process, AI will change how brands organize their content marketing.
AI takes the human guesswork out of Content Marketing
Artificial intelligence excels at analyzing huge amounts of data to surface insights, predictions, and prescriptions that humans find difficult or impossible to see. In content marketing, AI has the potential to analyze content composition and performance, compare this data to historical or industry benchmarks, and recommend actions based on that analysis. Using AI, content marketers can plan and organize their campaigns faster, more effectively, and without human guesswork.
In fact, AI is already able to help content marketers:
One example of AI in practice is HubSpot’s Content Strategy tool. The tool helps marketers target relevant content topic clusters, validate content ideas, and measure potential performance. Another tool, Automated Insights, automatically creates narratives from data-driven content, allowing marketers to focus more on strategy and promotion. IBM Watson Analytics can surface insights from content performance data to help you plan around which content works best.
These are just a few of the AI applications that can and will free up content marketers to perform higher-value creative tasks, such as content creation, curation, and promotion. In the process, these tools will usher in a new era where content marketing professionals who embrace AI will evolve to tackle higher-value roles rather than find their job automated out of existence.
Paul Roetzer is founder and CEO of Cleveland based agency PR 20/20. He is the author of The Marketing Agency Blueprint (Wiley, 2012) and The Marketing Performance Blueprint (Wiley, 2014); creator of the Marketing Artificial Intelligence Institute and Marketing Score; an established speaker and a graduate of Ohio University’s E.W. Scripps School of Journalism.
For further reading, don’t miss the dedicated website from the Marketing AI Institute by Paul Roetzer and his team: www.marketingAIinstitute.com
“Artificial intelligence unlocks unlimited potential to advance marketing and business”
Culturability is the single most important skill to scale Content Marketing.
The profound understanding of the cultural position the content is positioned into is the answer of its maximum communicative power (ROI). The incorporation of this knowledge into the basis of the International production process is where the real economies of scale come into play vs the ‘simplified’ repackaging of content.
RICHARD DE BOOIJ, MANAGING DIRECTOR MPG.TODAY (THE NETHERLANDS)
For B2B content marketing teams, I would say empathy. You need to understand the needs of the people in your organization first if you want to make a difference. How can you help senior management achieve strategic objectives? How can you help your sales colleagues sell? And then, of course, you need to link these objectives to the needs of your audience – which requires empathy as well.”
Content marketers don’t go deep into metrics and that’s a problem. They are usually good on creating content or putting a marketing plan together but they still need to develop a data-driven mindset. This is the type of skill that enables any marketer to make better decisions. Sometimes it’s so tiring to talk to teams about technical issues based exclusively on members’ perceptions. Looking at charts and sheets won’t take their creativity away. It will only help then to convert creativity into proven results more quickly.
In my opinion the most important skill is eagerness and curiosity to get to know your audience. To find the answers to questions like, “Who are they?”, “What they are interested in?”, “Where do they want to talk about”, “What are common interests between the audience and us as an brand”? How and where do they consume content? Are they using social media, do they prefer video or text? As soon as you get the answers to those questions you will find the direction in which you can create and distribute your content for scaling contentmarketing.