Feeling the Content Crunch? Fight back with AI

How could marketers bring content creation, management and measurement under the same umbrella and create high performance, relevant and engaging communications campaigns? Alex Vaidya, CEO and Co-Founder StoryStream believes the answer lies with AI powered marketing platforms

As social media takes center stage in many marketing strategies and the volume of content being created grows exponentially, marketers across the world are feeling the pressure.

They now have to solve the critical challenge of a growing content crunch, satisfy consumers’ demands for new, engaging, personalized content on a huge number of channels, and capture ever-shortening attention spans.

However, creating and finding relevant, interesting and valuable content is a labour intensive, time-consuming and in many cases, frustrating task for many marketers today.

If the organization also has various offices and branches across different regions, the task of creating the right content at scale, centrally managing all user and brand-generated assets and gauging how to engage the right prospect on the right channel at the perfect time is putting an increasing strain on marketing departments and resources.

It’s almost an impossible task.

Consumer brands spend an average of 35% of their total marketing budgets on content, representing billions in investment globally. However, research shows that as much as 95% of the content has no impact on engagement and is largely wasted.

So how can marketing teams beat the ‘content crunch’, tap into existing user-generated content, bring to life the company’s creative assets and also measure the ROI for each piece of content and marketing campaign?

The answer lies with AI-powered marketing platforms.

The truth is that we are awash with data so complex that the human brain can no longer process and visualize it without advanced technologies.

AI is the new era of marketing communication enabling marketers to be proactive instead of reactive.

If brands want to generate deeper and more impactful relationships with their audiences, they need a proactive approach that combines both internal and external data quickly and effectively.

And AI driven marketing content platforms to fulfill this role to perfection - they unite analytics and AI algorithms with human creativity so brands can build trust and inspire action at every point through the purchase journey.

With AI capabilities that combine Visual Recognition and sentiment analysis, marketers can create rich tag sets around every content item and at a scale and depth that weren’t possible before. This opens unparalleled opportunities for providing more personalized and relevant customer experiences.

Furthermore, AI takes over the labor-intensive and time-consuming task of sifting through masses of content and analyzing the huge volume of brand and consumer stories being created every day.

This, in turn, helps brands to source relevant, yet usually disparately located earned consumer-generated and brand owned content, organize everything into one single central resource and distribute the most relevant assets on core marketing channels, ensuring that the target audience has an engaging experience on the right channel at the perfect time.

Tackling challenges

Equipped with these powerful capabilities, marketers can unleash a host of benefits easily and seamlessly. This includes:

• Finding and centrally managing and utilizing the brand’s most engaging, relevant social advocacy content.
• Creating compelling brand narratives by mixing the brand’s own content with the most relevant and engaging social content. 
• Publishing engaging customer stories across various customer touchpoints all at once, thereby influencing customer behavior and moving people along the purchase journey in the process.
• Measuring content performance and optimizing campaigns to ensure maximum ROI and highly effective marketing.
   

In this way, marketers tackle the core challenges of scaling content and increasing performance, all the while enabling their brands to sell more through their stories.

At the same time, by unifying disparate content libraries and processes businesses can significantly reduce costs by curating all content generated by the brand, customers or influencers on one platform accessible to the entire organization.

The end result is greater efficiency on an individual and team level, and a focus on what really matters for both brands and consumers – creating engaging stories that garner client loyalty and drive sales.

The reality is that with the business world moving at such high velocity, the content crunch can easily become a content crisis.

Brands need to create, manage and distribute content on a continual basis but they need the right tools to relate to customers and find the right balance between quality and quantity. 

Companies need to make a conscious decision to prioritize adopting smart marketing platforms that include data management, predictive analytics, and machine learning if they want to improve their decision-making and keep their businesses lean, agile and relevant for today’s savvy and sophisticated customers.