Intelligent Content Creates Value for Customers
Content Marketing is becoming more and more customer-centric from personalised emails to localised content, even a responsive social media news feed. It has become a two-pronged approach to understanding our audience’s jobs, pain, and gains, as well as providing them with relevant content to enhance their customer journey. Implementing Intelligent Content structures our content to optimise the delivery of dynamic content.
Personalised content adds value to our audience in that they receive relevant content based on their characteristics and preferences. An 18-year-old backpacker traveling the world is not interested in seeing ads of retirement homes, while a retired senior may not be keen on going cliff diving on a beach in an exotic locale.
Getting to know our audience gives us the opportunity to tailor the content we put out for them. From something as simple as personalised greetings in emails or using different CTAs, our audience feels valued, giving them a sense that we get who they are and what they want.
An analogy in the real world would be dining at a restaurant. When a person dines at a restaurant for the first time, he studies the menu and places his or her order – an informed choice based on either menu descriptions or waiter recommendation. The waiter takes note of this and relays it to the kitchen to prepare the meal and serves it. If the dining experience was satisfactory, chances are, that customer would come back.
The more frequent the customer dines in that particular establishment, the more the waiter will know the customers’ preferences until such a time that a reservation alone at the restaurant would have the waiter preparing the starters and beverages and serving them as soon as the customer sat down, enhancing the customer experience. The restaurant manager might even throw in a few freebies like a bottle of wine or free dessert on occasion.
If we take the menu to be our content library and the waiter as Artificial Intelligence, the AI learns over time what the customer’s (our audience) preferences are and has the meal, or in this case, content, ready as soon as the customer visits. First time or frequent visitors may also be eligible for special promotions.
Getting Started with Dynamic Content:
1. Build your Marketing Database
Opt-ins and sign ups allow for a more direct and accurate way of personalising marketing. The marketing database becomes a repository for any interactions with our audience. Social media accounts are an example.
2. Analyse how to make content relevant
How do we determine the best way to make content relevant? Based on the analytics, we can note patterns and triggers in customer behaviour. For example, A person who is already a customer does not need to be pitched again; a female customer has different purchasing habits compared to a male customer and so on.
3. Set the rules for Dynamic Content
As with any strategy, setting the rules for Dynamic Content should support your business objectives. Ultimately, it should also answer the question: “How can our content enhance the customer experience?”
Dynamic Content is an application of the reusable, adaptive and reconfigurable properties of Intelligent Content, coupled with the use of Artificial Intelligence. In Everyday Examples of Intelligent Content, we gave some examples of Dynamic Content. And in AI: Enhancing Content Marketing with Bots, Machine Learning and Automation, we discussed how we can use AI to learn and process data about our audience down to an individual level.
Original article published on LinkedIn.com.
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