Leveraging technology to up your content marketing game
Content marketing has become an important part of a brand’s digital strategy. Companies are using diverse content forms – such as blogs, social media posts, and videos – to better engage their audiences and build a loyal customer base. With rising demands for fresh and purposeful content, content marketers need to lean on new and emerging technologies to deliver engaging content in an effective manner. Here are four technology tools that you can adopt to reengineer your content marketing strategy:
Artificial Intelligence (AI) can be used to test your content’s performance and personalize it for different audiences. A good place to start is Cortex, an AI marketing platform. This platform is able to predict how users will react to your content. Advanced AI-based data analysis allows the platform to suggest content according to the consumer’s wants and needs. It also provides valuable information to a content marketer, such as identifying a competitor’s strengths and weaknesses (via tools such as BuzzSumo) and defining the target audience (through tools such as QlikView and Weka).
Natural Language Processing
With the proliferation of mobile devices, content marketers need to create a strategy for mobile marketing as well. For this, they need to factor in users who use predictive text and voice searches, such as asking Alexa or Siri a question. Natural Language Processing (NLP) helps identify the type of content that a user is most likely searching for, by understanding the structure of human linguistics, not just the words themselves. Marketers can use this to broadly understand customer sentiment about their brand in online conversations. Tools that help in this regard are Hootsuite’s sentiment analysis tool, Brandwatch, MonkeyLearn, etc.
When customers are given options that correspond exactly to their needs, they are likely to stay longer on such sites and are also more likely to purchase from (and return to) these sites. Mega-companies like Amazon and Netflix have exhibited the power of such precision marketing. The science behind this is collaborative filtering, where users are recommended content based on the consumption habits of similar users. Some open-source recommender systems that you can try are Raccoon, easyrec, and LensKit.
For content marketing to be effective, the end purpose has to shift to address a user’s needs rather than just stuffing keywords into the content. The semantic search considers the context and intent of a query to produce more customized results. Marketers can utilize the power of semantic search to create contextual content that is easy to find while incorporating companion words along with keywords and by linking it to other relevant content. Tools such as Schema App, SEMrush, and even WordPress plugins help here.
It is becoming increasingly important to leverage the potential that content marketing holds for different businesses. Understanding and using different technologies can help a brand augment the reach of its digital content and gain a competitive edge. Brands can also leverage technology to create unique and valuable content. This approach will lead to more effective content creation, curation, and strategy.
Contributors: Rajitha , Preeti, and Swapnil