In this opinion piece, Andy Pattinson (pictured below), managing director at Seismic for Australia and New Zealand, explains why Aussie marketers should look to artificial intelligence (AI) to enhance their content strategy and, in turn, help their business’ sales team bring in the big bucks.
An organisation’s most valuable asset is its customer base. More and more, organisations are starting to brand themselves as customer-centric by making heavy investments in customer advocacy programs, whether that’s B2C or B2B focused.
This means marketing teams are no longer just responsible for generating brand advocacy and customer loyalty. Increasingly, marketing teams are being held just as responsible for the success of the sales cycles as the sales teams themselves.
The marketing team has a vital asset up its sleeve to help the sales team in this shared business objective. That asset is content marketing, which is estimated to be a $300 billion industry by 2019.
Leveraging automation as an integral part of a content strategy will make it smarter, and this is the next frontier to maximising this underutilised and often poorly-managed component of marketing output.
As the impacts of AI, automation and machine learning creep their way into every corner of every industry, business leaders are finding new ways to transform their approach to creating, producing and distributing content.
According to a global 2017 Infosys report on AI, Australia was found to be the country most likely to have no plans to implement AI within businesses.
This must change. In order to remain globally competitive, Australian businesses must keep up with the pace of change on AI, and a great place to start is to see its many benefits in content strategy.
Right message on time, every time
With smart, personalised content that’s able to leverage automation, sales can deliver the correct messages to prospects and customers at the right time, forging a direct link between content and revenue. AI also provides a roadmap for what content to use for specific customers and at different times in their sales journey.
When AI-powered platforms pull in data from all touchpoints and product lines, they enable managers across the entire organisation to differentiate between marketing materials that are working and ones that are not.
Ultimately, AI analytics takes the guesswork out of managing customer journeys. By using this data, collected from previous engagements, data-driven machine learning platforms are able to automatically recommend the type of content that will be most effective based on a variety of identifying characteristics, with a high level of accuracy.
These hyper-relevant recommendations enhance the quality of content, shorten the sales cycles, and enhance the client experience as a whole.
Salespeople rely heavily on the marketing team to deliver smart content, but it’s mutually beneficial and works towards an organisational-wide objective. With more time on their hands, freed from the manual labor of updating sales materials, salespeople can foster a face-to-face culture and focus on relationship building that they so heavily rely upon for success.
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