Superpowers. We daydream of having them, flood the cinemas to watch the Avengers’ latest woes and foes in dealing with having them, and use technologies that have brought us scarily close making them a part of our reality.
Of course, we can’t predict the future—and we (unfortunately) can’t use AI to reveal the winning lottery numbers. But when it comes to the world of content marketing trends that can be used to fuel our content strategy, we can leverage the powerful technology of predictive intelligence to stay ahead of the curve.
From predicting the weather to chatbots that help guide us to the right resource or person, AI has tons of capabilities that span far beyond Siri and Alexa. So how, then, can you narrow down those capabilities and leverage predictive intelligence specifically to fuel your content marketing strategy?
Here’s how we suggest using AI to craft content that will resonate with the audiences you’re trying to reach.
#1: Do Your Research
If there’s one thing we’ve learned from the continued advent of marketing technologies and tools, it’s that martech stacks can become overwhelming. How do you decide which tools to use, and how to use them? And how do you measure their efficiency and success within your marketing operation?
While there’s no simple answer to those questions, there are certainly ways to simplify the research that goes into making smart decisions that make sense for your martech stack.
When you’re considering introducing AI into your stack (and data from BrightEdge states that 60% were planning on doing so in 2018), take the following into account:
- What’s Your Overarching Business Goal? First, you’ll need to determine what your goal in using AI will be. Are you hoping to use it for article research? Planning? Sales enablement? Understand what you are trying to accomplish, and the specific problems you are trying to solve by adding AI into a likely crowded martech stack.
- What’s Your Budget? Of course, you’ll need to have a budget in mind before you can select the tool or product that best suits your needs.
- How Will You Use AI to Grow? Whether you’re using predictive intelligence on your sales team, your marketing team, or a combination of both, you’ll need to set benchmarks as you introduce AI into the mix. What will be your markers of success? How will you track productivity? And perhaps most importantly, how will you continue to use AI to grow and sophisticate your content marketing operation?
#2: Use AI to Plan More Effective Content
Accenture reports that AI technology is projected to increase productivity by up to 40%—and who doesn’t want that?
One reason that AI for content marketing increases productivity? Planning becomes a (relative) breeze.
Planning a content strategy is time-consuming, though it’s an essential component of any content marketing operation’s success. In Content Marketing Institute’s latest study, 65% reported that they have a documented content marketing strategy, while 81% reported that the top benefit of doing so was the alignment of the team around a common mission or goal.
So, how can AI add to this success, and alleviate some of the common challenges that face marketers today?
By using a content intelligence tool, you can easily track what competitors or influencers are writing about, or see which trends are most likely to go viral. By understanding what topics are relevant to your audience, and educating yourself on what’s being talked about in your industry, you can brainstorm with your team with unlimited intel at your fingertips.
Take this example from our latest offering, TrendHub. In the TrendHub below, you can see that an article on social media influencers is on its way to trending, while an article on 2019 predictions is trending downward.
With the constantly changing nature of content being shared, insights like these provided by a content intelligence tool are invaluable. By planning creating content in a similar vein, but that takes a different approach, offers different tips, or gives education on a relevant subtopic, you’re building credibility with your audience and establishing yourself as a trusted resource in your industry.
#3: Fueling Sales Enablement= Fueling Future Content
Content intelligence is also a critical tool for sales enablement. When a salesperson has access to what a customer or prospect might be interested in in real-time, their conversations become much more effective.
And when you are fueling sales enablement, you are also fueling your future content strategy. When the sales team can provide feedback on the conversations they’re having and the problems at hand, marketing can better develop sales enablement content that will educate and answer questions for prospects.
AI and the Future of Content Marketing
While it would certainly be cooler to fly or read minds, when it comes to content planning, we’re now a little bit closer to having superpowers of our own. With 61% of companies with an innovation strategy using AI to identify new opportunities, it’s clear that AI for content marketing will only continue to grow, and we’re excited to see how it will enhance (and change) content marketing efforts in 2019.
Interested in learning more about AI for content planning? Check out a live demo of TrendHub, part of the Rock Content Content Cloud, today.
Kate Mills is an Editorial Content Strategist at Rock Content.