April 17, 2023
Artificial intelligence is disrupting the marketplace and Content Marketing is being amplified by AI as the new intelligent chat tools make an immediate impact across the marketing function. The keywords are localization and personalization, and the conversations we are currently tracking centre around content marketing and localized marketing being the core beneficiaries of marketing attention around OpenAI’s ChatGPT and other tools being developed.
Content creation is the biggest payday for smaller brands and marketing shops as the sheer volume of content that can be produced at scale with the help of AI is staggering.
Personalization is another winning attribute of the AI assistants, as opportunities abound to employ ChatGPT to localize content to whichever audience is specified, as well as generate intelligent personalized automated responses to customer inquiries via high-quality mailers or social media marketing campaigns.
The customer journey should improve with the correct use of the AI and customer experience excellence will in turn expand. READ MORE: Can CMOs Capitalize on ChatGPT?
CMO Council Chief Content Officer, Tom Kaneshige, says AI will transform marketing as brands tackle one-on-one marketing at scale, enabling them to be hyper-relevant to customers.
“On the frontlines of AI personalization, smart chatbots equipped with natural language processing and sentiment analysis tailor conversations to individual customers, not merely spout generic, scripted responses,” writes Kaneshige. READ MORE: AI Unleashes Hyper-Personalization, Hyper-Relevance
Content marketing has been at the top of marketing strategies for over a decade as social media enabled instant, influential customer chats. And it’s not just AI that has disrupted those consumer conversations with brands – we all know the impact of the pandemic accelerated engagement.
In our CMO Council report, produced in partnership with Precisely, How Covid Has Changed The Channels Of Engagement, brands were advised how to determine the digital channels which failed to meet consumer expectations. Our research found that consumers across generations and geographies were moving to digital channels, and running into all sorts of problems - with a severe 73% of frustrated consumers considering spending their cash elsewhere.
Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, and what emerging channels to keep an eye on. The goal is to design experiences that better engage customers in the new normal.
Going With The Flow
Improving content marketing value from the pipeline to the bottom line was the subject of a sought-after report on, Making Content Grow Into Customer Flow. The report, produced in partnership with Rock Content, deals with the challenges that content marketers face on multiple fronts. The worry is that they are losing the battle.
Marketers can spend a third of their marketing budget on content, yet often lack the capability to measure ROI. Content strategies are built on budget and time, not on customer and market trends. Content quality is hit or miss. Scattershot content distribution turns off customers.
This report is based on a CMO Council survey of 195 marketing leaders and eight in-depth interviews with executives from IBM, ABC Entertainment Marketing Studios, Autodesk, The Economist, Fast Company, Fuzzy Door, Guinness World Records and Boston Ballet.
Combining Trusted Content
The CMO Council report, Making Content Marketing Convert, gives 10 essentials for effective authority leadership-driven content marketing. Many marketing organizations still lack the necessary capabilities and processes to keep pace with a growing content marketing imperative.
This report sheds light into the problems marketing organizations face in elevating the business impact of content development, distribution and lead conversion.
Vendor content frequently lacks value and trustworthiness in the eyes of BtoB buyers, which are increasingly turning to more trusted, peer-driven sources of content along their path to purchase, according to the CMO Council's Content ROI Center.
This research report, Better Lead Yield in the Content Marketing Field, includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine Corporation's global content syndication and BtoB buyer engagement network.
Their responses show that online content is playing a significant role in vendor selection and preference, but vendors need to do much more in creating provocative, consultative and well-research content if they are to engage buyer audience.
The report also includes observations and insights from senior marketers at IBM, NEC, Deloitte, AlixPartners, LexisNexis and DocuSign, which highlight new directions, best practices, strategic imperatives and challenges in content marketing.
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Without proper marketing-comms alignment, owned media doesn’t get amplified, paid media lacks efficiency, and conflicting earned media confuses and frustrates customers. MarTech brings marketing and comms together to optimize the value of content spend.
Louise has 25 years’ experience in B2B publishing as an award-winning editor, columnist and journalist on media brands in Africa; also working with brands/NGOs as a content strategist. She is currently Editorial Director of the CMO Council; lectures in Marketing & Advertising Communications at Red & Yellow School of Creative Business in Cape Town, SA; and writes and edits retail brand blog RetailingAfrica.com. She holds a Masters in Commerce: Strategy and Organisational Dynamics, from University of KwaZulu Natal, in conjunction with Copenhagen Business School in Denmark and UK Open University.
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