Last time, we talked about how to prepare for the integration of artificial intelligence (AI) into your content marketing (or general marketing) efforts. But maybe you’re stuck on the first step, which is to identify practical use cases for AI.
In some scenarios, we’re already using AI for our clients. In the case of digital advertising, we use an AI system to recognize photos shared on social media that are related to our clients’ industries or products, and then launch a continually learning retargeting program to reach those users with our message. For example, we might identify a photo of a glass of dirty water, and target people who have shared or seen that photo with our message about water filtration. The AI system learns which combinations of ads, audiences, and targeting work best, and continues to improve the program as time goes on.
Here are some thought-starters on ways that AI could benefit your marketing plan (some of which are well-established processes, and others that are purely exploratory), using the “5 Ps” framework:
- Build customer personas based on their needs, goals, intent, and behaviors
- Create customer journeys based on audience research
- Identify and define topics for social media content calendars
- Create titles for articles, POVs, and other content pieces
- Research topics for content development
- Post content across social media platforms based on audience
- Predict content performance before deployment
- Write more content in less time
- Personalize email messages
- Recommend highly targeted, relevant content to users in real time
- Provide contextually relevant products to users to boost sales
- Identify which tone, voice, emotional cues, etc. will increase engagement
- Identify social media and news trends for promotional opportunities
- Analyze spending across media touchpoints to determine effectiveness
- Create media buy orders and distribute to vendors
- Create search ads based on user behavior
- Discover insights into top-performing content and campaigns
- Create monthly performance reports automatically
- A/B testing for creative and landing pages
- Automatically identify if our brands appear next to unsafe content
Consider these opportunities as you continue to discover how AI can help your brand in today’s technology-driven marketing space. And remember, if you are thinking about partnering with an AI specialist, do your homework. Companies like Vennli, Path Factory, Market Muse, and Validity are just a few examples of platforms that can analyze data and create automated, continually learning processes that improve content recommendations, content quality, analytics, and more.
But above all else — before you reach out to industry vendors or even think about developing an AI platform — you need to make sure that there is enthusiasm and excitement about AI and how it can help your business in order to implement it across your company. Integrating AI into your marketing plan takes patience and commitment, as there is a lot of trial and error involved; naturally, executive buy-in is a must. To transform your organization into a forward-thinking team that is ready for the future of marketing technology, the passion, excitement and evangelism need to start with your executive leadership. Once your team is fully on board, it’s time to take your business to the next level with better, smarter technology-driven marketing.