Nowadays, in a world in which reading and also purchasing have become digital, there are still many people, myself included, who turn to these figures for advice. Specifically, these booksellers combine their knowledge of our interests, “collected” over several visits to the bookstore, with our trust, placed in them as a result of their enormous competence acquired in the field.
Indeed, who wouldn’t willingly go back to a place where they are welcomed with almost tailor-made personalized advice to fit their own tastes? Why not apply this same principle to content marketing too?
Content Intelligence in discovering user interests
If we want to aim for a one-to-one communication strategy, we must collect as much data as possible on our customers. To do so, we need a magnifying glass to make the characteristics and preferences of the specific user considered stand out: this is represented by technology, or rather, by Artificial Intelligence (AI), which, when applied to content, returns information on the interests of those who have viewed it.
It is at this point, thanks to Content Intelligence (which is what AI applied to content is called), that our editors are fully aware of how the content that has emerged from their forge is performing. Therefore, they can alter their ongoing content strategy or plan new content based on what they know performs well. With Content Intelligence, it is easier to “be onto a sure thing”.
But that’s not all; there is also the cherry on the cake. AI engines are called into play to offer each user what is best for them in terms of product content.
Doing it manually really would take too long, so the support of marketing automation systems is called upon. With the data extracted by Intelligence (and enriched with CRM), these systems manage to recognize who is visiting the corporate website and respond accordingly, by showing different web pages, Calls to Action and landing pages that fit the visitor’s profile. And there are many advantages:
For the user:
- A personalized system remembers which content has already been viewed and would never offer the visitor content that they have already seen.
- Being aware of how online browsing is increasingly bombarded with messages, thanks to personalization, users benefit from a filter that only provides them with information relating to their interests. This also occurs in a cross-channel way, on the most suitable channels for them and at the most advisable times on their purchase journeys.
- It is precisely because of the perceived value, setting the brand up as a selector of reliable and interesting information, that the user sees receiving push initiatives (emails, notifications, news, etc.) as the continuation of a relationship of trust that has already been consolidated, without there being any invasion of privacy.
For the brand:
- The quality of the relationship between the brand and the person improves over time. This ensures Customer Retention. It gives companies a competitive advantage and lasting economic benefits.
- Let’s not forget that with engagement conversions increase too. Let’s imagine a website with personalized content. It records an increase in log-ins and traffic. It is easy to explain the reason why: finding the information provided useful, users will often return, and, given that they immediately come across content that interests them, they are more encouraged to carry on browsing and exploring.
- By identifying and responding to each customer’s preferred channel, companies can increase their ROI as they are transmitting a consistent experience.
Carlo Tasso and Paolo Omero, professors at the University of Udine, speak about the “enhanced user experience”: contact with channels where personalized content is present makes the user experience more complete and gratifying when compared with those where it is not.
If we take a look at how software that integrates CI uses the data collected to feed marketing automation systems that adapt content to who is viewing it, we can propose the case of THRON the Intelligent DAM. Specifically, it has PCR (Predictive Content Recommendation) among its features, a tool which, with AI’s support, shows content that deals with subject matters that are in line with the interests demonstrated by individual users up until now.
This tool “works” in a cross-channel way. Even if users move between different websites (e-commerce, landing pages, corporate website, etc.), they are never lost sight of. Their buyer journeys are guided in a consistent way, with suitable content transmitted to the individual at the right time. The resulting customer experience is an extremely fluid one.