AI to Bridge the Gap Between Content Marketing and Lead Acquisition

AI to Bridge the Gap Between Content Marketing and Lead Acquisition

By |2018-10-04T23:08:33+00:00September 2nd, 2018|

Nobody wants to read self-promotional company content. Great content marketers know that content marketing is first and foremost about the customer experience. That’s the difference between content that soars and content that flops.

However, marketers also have to look at content from a business perspective. Content not only increases a customer’s awareness of your business and product, but it encourages them to engage and convert. In terms of the bottom line, the goal of content marketing is to generate qualified leads and see a return on investment in sales.

There’s always been a gap between content marketing and lead acquisition. Whether it’s difficulty in measurement or followup, marketers have a challenge bridging content efforts with hard data to back up their work.

But don’t fret, marketers. AI is quickly bridging the gap that’s existed between content marketing and lead acquisition efforts for years.

Connecting content marketing and leads

How exactly can a cold, unfeeling machine lend a hand with something as artistic as content? Fortunately, the AI will do the heavy lifting while marketers can focus on the art of content.

Personalization

We know personalization is a best practice for content marketing. It increases users’ interest and makes them stay on your site longer. But does every marketer make personalized content a reality? Of course not. Personalization involves an incredible amount of work that few marketing departments can handle.

AI lends a helping robot hand to content personalization. It serves up content that it knows your audience will love, based on their past history and behavior. Instead of pouring your heart into one piece of shotgun content to appeals to everyone, use AI to intelligently target audiences based on their needs. You might write four pieces of content, but you can rest assured that they’re going to the best possible audience for that piece.

While we know personalization is a must-have for content marketing, it’s also necessary for lead generation. Go beyond the [First Name] tag in your lead gen emails. AI pulls together lead data to send personalized messages based on where they are in the sales cycle or based on their site usage data. This gives you priceless data points to personalize the heck out of your lead gen.

Automatic qualification

With AI, marketing-qualified leads are so 2017. Long gone are the days of marketers handing off hot and cold leads to the sales department. AI technology on the market today can automatically classify leads for sales use.

In fact, this AI is so advanced, it can predict which users are going to convert in the first place. AI enables you to optimize and personalize content shown to your audience in real time. This improves the user experience with timely content adjustments, which is a recipe for more conversions.

In addition to spotting which leads are hot and cold, AI learns when your customers are most likely to buy. Don’t send an irrelevant touch to a buyer if they aren’t ready yet. Use AI to target the leads that are most interested in your product to make the most of your marketing efforts.

Map the customer journey

Content marketers obsess over the customer journey. But it’s not something we can always track accurately. Google Analytics and social media analytics platforms can only tell us so much about where our customers come from.

We can use the power of AI to automatically track, predict, and act on customer actions. It’s not just the mapping that makes AI valuable. It’s the ability to learn and predict what your consumers will do next. Over time, this helps content marketers know what content is more likely to bring in leads. This means you can save more time developing the right content for your audience.

Lead scoring

AI has so many stunning features. One important component is something called predictive intelligence. AI uses predictive intelligence to observe customers’ behavior. As it collects more information, AI can use past behavior to predict future outcomes.

For example, AI could see that a certain segment of customers love reading your blogs. After gathering data for a few weeks, AI picks up on the fact that a large percentage of your readers end up converting and requesting a quote.

Because of its predictive intelligence capabilities, AI is an important addition to lead scoring. Without AI, marketing and sales have to manually collaborate to qualify leads. Frankly, it’s a waste of resources to have marketing and sales trying to determine how relevant leads are to the business’s bottom line.

Fortunately, AI scoring qualifies leads automatically. It can even tell you which pieces of content work best for particular audience segments. With AI you can make much more useful, conversion-friendly campaigns that won’t give your sales and marketing teams a headache.

The bottom line

Content marketing is a superb lead acquisition technique. However, it can require a lot of resources and manual collaboration across teams, leading to increased workloads and the potential for miscommunication. AI is a smart solution to bridge the divide between lead gen and content marketing. Rest assured that your content efforts are only the best using the might of AI.

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