Given the numerous transformations undergone by businesses in recent years, the necessity for brands to stay afloat has become paramount, leading to the adoption of more innovative alternatives. Since the pandemic, businesses’ online presence on social media platforms promises significant margins. Internet users consume content as they consume food. This has become vital, allowing people to gather and exchange, especially since restrictive measures have limited physical interactions.

One solution to this growing struggle is the “always-on” marketing approach. It is the opposite of a punctual or campaign-based approach, relying on a continuous content strategy that is scalable and often automated for optimal results. Brands are adapting to the new normal of doing business as customer behavior evolves. Thus, content has become a commercial oxygen. No business will survive without it in the medium to long term.

Nowadays, the high demand for content has led to the emergence of more innovative solutions from artificial intelligence to help brands meet the growing need for content services.

Why use artificial intelligence?

Using artificial intelligence systematically means better marketing automation. This can be reflected in translating data into decisions or meaningful interactions to positively impact your business outcomes.

It’s all about data, but what matters most is swiftly and accurately transforming data into actionable insights. In other words, the speed at which marketing tasks are executed and implemented is a major asset that AI marketing can bring to your business. AI can help marketing managers increase the number of campaigns created, determine the next best actions for customers, and properly define the campaign to be sent.

AI can also contribute to optimizing email or social media content to address relevant messages to recipients, generate more engagement, and increase return on investment.

Recommendations to boost your content marketing:

 

• Analytics is a formidable ally

Without continuous data flows and the resulting strategies, “always-on” marketing would never have been possible. The valuable insights collected provide brands with exclusive data on how their content resonates with consumers. Thus, they can leverage this information to enhance personalization and engagement with each piece of distributed content. With the increasing prevalence of privacy laws such as CCPA and GDPR, as well as the potential removal of third-party cookies by Google, this is particularly useful today to help marketers anticipate alternative data collection methods. The best approach involves using some form of mutual value exchange, such as providing excellent content in exchange for consumer information.

 

• Standardization of metrics is essential

It is important to standardize key metrics as benchmarks for evaluating the success of your strategy. What specific business outcomes are you trying to achieve following your various marketing efforts? Consider if your main goals are to generate leads, increase positive brand awareness or consumer engagement, increase time spent on your site, etc.

 

• The right tools are foundational

Determine if you have the right tools to scale and optimize your always-on strategy, such as artificial intelligence or extensive customer data pools. It is always ideal to think smarter, not harder, especially when there is so much information readily available.

To further support always-on content marketing, the challenge of capturing consumer attention is undoubtedly at a record level: people spent an average of 145 minutes per day on social media in 2020, according to Statista.

What role does artificial intelligence play?

• Content creation for distribution

The contributions of artificial intelligence in terms of content marketing are both surprising and cost-effective. Indeed, it allows for the creation of creative content in record time without depending on human mood or productivity, thus saving considerable resources. Moreover, as in all its other applications, the benefits of accuracy and precision are indisputable.

In a digital space where content creation is often constrained by busy schedules and tight deadlines, collaborators tend to find it cumbersome or simply lack passion for writing. Therefore, intelligent automation systems will be highly sought after.

 

• Content personalization

Artificial intelligence plays a crucial role in making your marketing more personalized in various ways. Many companies already use AI to personalize their websites, emails, social media posts, videos, and other content to better meet customer expectations.

For example, e-commerce professionals achieve better results by making mobile-adapted push notifications. Well-executed push notifications sent via mobile attract more customer attention as they convey a sense of particular interest. Indeed, each customer will receive their own personalized push notifications with tailored messages based on what they have seen or exactly what they want to hear from a brand.

Product recommendations are also an incredible AI marketing practice that makes the customer experience more personalized than many marketers would have ever believed possible.

 

• Insight generation

The main reason companies use AI is data collection. The information AI collects for businesses is valuable sources for them to better understand customers and make customer-centric decisions. AI enables external market knowledge by analyzing large amounts of online content on social media platforms, blogs, or other platforms.

Marketing managers can easily create customer personas based on billions of data collected from AI algorithms. These include on-site interactions, geographic particulars, purchasing behaviors, past interactions/communications, tastes and preferences, etc.

As a result, customer segmentation can be more effectively done. Decision-makers can more clearly identify which customers should be targeted and included or excluded from the campaign to better match customers with products they are likely to purchase and prevent promoting irrelevant or out-of-stock products to customers.

Ultimately, marketing decisions come from humans. AI can assist marketers in accomplishing and improving what they do and what needs to be done next, but it cannot entirely replace them.

Undoubtedly, AI helps marketers achieve their dream of implementing personalized and meaningful marketing. To achieve this, they must consider certain considerations:

• Ensure your data is sufficient for AI algorithms to learn from and analyze accurately.

• Never leave all content to tools or machines when it comes to personalization. Content must feel natural for users.
• Define where AI can have the most impact and generate the highest return on investment for your business.

If you are looking for AI marketing providers, consider choosing those who can help you make the right decisions for your campaigns.