Marketing has undergone some of the most disruptive trends in the past decade — perhaps more so than most other corporate departments.
Get ready. It’s about to undergo another major disruption.
This time around, it’s content intelligence — leading-edge technology that is driven largely by artificial intelligence — that will transform the way you do marketing.
And, unlike many disruptions that have preceded it, content intelligence shows the promise of making your job easier; not more confusing or more complex..
With a content intelligence platform, your marketing team can have a streamlined method for better understanding your audience — identifying the Who, What, Where, When and How of your content strategy.
In other words, you will have the tools to get actionable insights about who they are, what they want from you and when, where and how you can reach them so you can be more strategic in your efforts to build memorable and meaningful customer experiences that drive conversions.
To get a better sense of what’s already coming your way, let’s take a look at several ways content intelligence will transform marketing.
Companies will undergo internal changes. Experts in the industry have been saying this for a while: Silos between sales and marketing teams must come down for your company to become more productive and effective and, ultimately, gain more sales.
“When companies align their sales and marketing departments, they can see up to 208% greater revenue from marketing efforts and 38% higher sales rate wins, thus proving integration between teams is critical in executing the company’s vision,” said Jon Simpson, a writer for the Forbes Agency Council.
Unfortunately, as Simpson points out, many sales and marketing teams end up engaging in a ritual of finger pointing when goals aren’t met. He then went on to draw an analogy to winning a military battle: “Winning a battle would be difficult without military intelligence providing guidance to frontline soldiers to execute; however, the quality of military intelligence is reflective of information provided by the frontline,” he said.
With content intelligence guiding your strategy, providing that quality acumen you need to move forward more precisely, it is possible for marketing to take on a greater role in eliminating those silos.
The confidence provided by content intelligence can lead to internal alignment and, as a result, increased profitability.
Speaker and sales guru Marcus Sheridan also predicts that the marketing team will increasingly be responsible for the full customer lifecycle, another step toward eliminating the silos.
“Today, the marketing team is directly connected to the customer like never before, and with an increasing focus on the middle and bottom of funnel where the sales team play, but then on through acquisition to the full customer lifecycle,” Sheridan says. “In fact, 89 percent of CMOs expect to be responsible for customer experience by 2020 according to our research. And with marketing taking on more responsibility for revenue, and a greater, long-term customer focus, marketing and sales are now a marriage, not a Tinder date.”
Enhance the customer experience. With customers increasingly demanding — or expecting — experiences from you that reflect that you “know them and respect them,” according to Adobe’s Experience Index, personalization will become more and more critical to your marketing success.
It’s also becoming more challenging to make a connection with customers, according to marketers surveyed by Content Marketing Institute in its 2018 Benchmark reports. For example, 51% of B2C marketers agreed with the statement: “Over the last year, it was becoming increasingly difficult to capture our audience’s attention.”
With the proliferation of channels available to your customers and prospects, it’s no wonder the job of reaching your audience has become harder. And the windows of opportunities to make a connection with your audiences may seem incredibly fleeting.
Those challenges have fallen on marketing teams to overcome.
Content intelligence is able to fill in the gaps of your marketing strategy — including giving you the actionable insights you need to better define your target audience, the best mix of channels to reach them and the right messaging to help you edge out the competition.
Smaller companies will gain the ability to compete with bigger players. Although content intelligence may still be in the early stages of development, the technology will increasingly become accessible to companies of various sizes.
With the types of actionable insights content intelligence platforms can deliver, companies may find that the playing field will be leveled when competing against larger companies, especially if they adopt the technology sooner.
Roles among marketing staff members will change. Most marketing leaders agreed that there will be a shift in the roles of marketing teams as a result of AI-driven technology like content intelligence. According to Smart Insights, 35% of those surveyed said they believed AI will have completely replaced current marketing practices by 2025.
Also, most of the marketers said they didn’t believe the technology would completely replace their roles outright, instead leading to a model in which they work alongside the applications.
The introduction of content intelligence as part of your marketing plan inevitably will cause a shift in the roles of employees in the department.
With content intelligence providing actionable insights that are more precise, your team can spend less time trying to make self-educated guesses on how to connect with your audiences. They will be able to devote more time to executing your marketing strategies.
Although 2025 is still a long way off, content intelligence is transforming marketing today.
Learn more about how Vennli’s software can deliver more actionable insights to help you better connect with your customers.