The eight rules for successful marketing

How you can achieve your objectives with the Intelligent DAM

The Editorial Staff
Content Intelligence Network

Did you know that Artificial Intelligence is like a samurai?

Known as the “perfect warriors”, such figures put themselves through a training course that lasted their entire lives. The relentless pursuit of improvement through emulation and experience became their very reason for being.

We come across this same constant self-learning in AI, which continues to challenge itself in an attempt to go beyond its own masters. In fact, it learns from the large amounts of data it is fed with, finding answers and models that are often invisible to the human eye.

But, if we want our content marketing to emerge stronger, we have to feed AI product content so as to obtain value from it. We are, therefore, entering the field of content marketing technology. This includes a populated market of cloud software, systems and applications that use AI to plan editorial strategies, and to create, organize, distribute and measure content.


AI & Content Marketing: your chariot’s horses


At the Web Marketing Festival, Luca Conti, author of “Content Marketing for Dummies”, underlined the fact that content is destined to become increasingly automated and optimized by sophisticated AI systems that can easily be accessed by marketers.

It is, therefore, necessary to seize this challenge as an opportunity to achieve marketing objectives. Let’s take a look at the ones Luca has suggested together:


1) Measure content ROI

Understand which content performs best and is, therefore, worth investing in.

2) Improve visual content marketing

Automatically classify multimedia files so as to have an orderly visual archive at your disposal with which to increase audience engagement. 

3) Learn from competitors

Monitor your competitors’ content marketing activities in order to always be a step ahead.

4) Engage the user

Have recommendation engines that offer visitors personalized journeys within the website, increasing the likelihood of conversion. 

5) Integrate data

Collect data on every single prospect to offer them an action, or rather content, that is made to measure. 

6) Position yourself in search engines

Understand what the most important keywords related to your business are in order to improve its searchability on search engines. In the future, websites will have to have content that is semantically recognizable to the smart speakers of voice assistants. This is because, as highlighted by a Gartner study, they will represent 30% of our browser navigation by 2020.  

7) Optimize marketing campaigns

Have an integrated marketing tool that knows how to optimize performances from an omnichannel perspective. 

8) Respond to the customer in real time

Manage to make content appear on the user’s screen at the exact moment in which they are more inclined to interact.


So many objectives, so many different tools: your PC screen could suddenly become crowded and you may find it difficult to navigate across different platforms in order to manage and enhance your company’s digital heritage. We at would recommend turning to an Intelligent DAM like THRON because it allows you to achieve all the objectives mentioned above: 

  • Measure content ROI

Thanks to Content Intelligence, you can find out which content (formats, topics, etc.) influence the user’s decision-making process the most. 

  • Improve visual content marketing

The AI engines incorporate image recognition, speech-to-text, semantic analysis, and logo/celebrity/place recognition features. These allow for the automatic classification of content, including that of a multimedia nature, to make it searchable.   

  • Engage the user

It has recommendation engines (Predictive Content Recommendation) that automatically chooses the right content to be offered to each user. 

  • Integrate data

It takes advantage of the data on user interests collected by content to feed CRM systems and reinforce the rules of marketing automation. 

  • Position yourself in search engines

It enriches metadata content (title, description, other) to make it SEO friendly.

  • Optimize marketing campaigns

Its integrated CDN ensures a consistent communication across all channels. 

  • Respond to the customer in real time

Be aware of their interests, collected in the Single Customer View, in real time and always know which content to show them. 

As well as many more advantages...