By 2020, customer experience is projected to take priority over price and the product as the key brand differentiator: 86% of buyers will pay more for a better customer experience, according to a recent Walker research study.

Customers expect more from brands at every stage of the customer journey. The need to develop unique and personalized journeys is becoming more critical.

While the customer experience has become more important, it has also become one of the leading challenges facing marketers. No longer is it enough to implement strategies that are based on basic analytics and a gut check about your customers’ needs and wants.

With the increasing demand for a seamless customer experience, marketers are looking at artificial intelligence, such as natural language processing and topological data analysis coupled with machine learning to guide them in developing a more effective content strategy -- one that is based on more informed insights about their customer.

Keep reading for five ways artificial intelligence can help you win over your customers and prospects.

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5 Ways to Develop a Better Customer Experience with Content Intelligence

1. Deliver actionable insights based on customer data.

To develop more effective content strategies that help you better engage with your customers, you need to have better insights. Utilizing artificial intelligence gives marketers the ability to pull in more sources of customer data that can give your business actionable insights to fuel overall content strategy.

You may think that the analytic tool set you use now are providing this information. However, these tools have their limitations and are not able to provide a comprehensive analysis of what customers are responding to, whether positively or negatively. Additionally, most analytic tools today are unable to give you actionable insight on how to develop a marketing strategy that is designed to heighten engagement at different stages of the buyer’s journey.

The use of artificial intelligence can provide you with more precise, data-driven customer insights to help build a more effective marketing strategy.

2. Enhance customer personas.

As the demand for more personalized experiences increases, you need to know a lot more about who you’re engaging. While you might think that you’re successfully targeting the audience who are your ideal customers, you could be ignoring another audience segments that would be greatly interested in your products and services.

Marketers need modern intelligence-based tools to deliver on those insights, giving you the ability to develop customer personas that are more comprehensive. As a result, artificial intelligence can conversion through the funnel leading to revenue growth and greater lifetime value. If you’re able to effectively reach customers not included in your original target audience, you gain the ability to start developing messaging that opens the door for more engagement among new segments.

3. Create highly personalized content for the buyer’s journey.

Actionable insights lead to an increased ability to write content that will increase customer engagement and encourage conversions at different stages of the buyer’s journey.

Utilizing content intelligence platforms can inform you about the types of content channels that are moving your prospects and customers to conversions, at varying stages. With that knowledge, you can focus your efforts on producing more of that type of content for each of your audience segments.

Additionally, artificial intelligence can provide actionable insights about what you’re missing as part of that formula, whether it’s a mix of videos, tutorials, social media posts, downloadable ebooks, webinars or other content

By having this information you can eliminate wasted efforts on content that was produced based on your gut instincts. It can help you establish the right themes for each stage of the buyer’s journey.

4. Maximize reach through the right channels at the right times.

Trying to figure out when and where to place, distribute and promote your content can be another challenging area you face as a marketer. Timing and placements can make the difference between a successful campaign and a stagnant one. To say the least.

Content promotion through the lens of artificial intelligence can check the performance of your content based on the channels you’re currently using and the timing of your delivery. This information will help you be confident that you’re reaching your audience at the right time on the right channels.

5. Compare performance with the competition.

In business, it’s always a good idea to know how you stack up. It’s even more advantageous to get an understanding of what competing brands are doing to engage with customers and prospects.

Using AI to power today’s content intelligence platforms can give Marketers insights on how competitors are outperforming you with their messaging, communications and content strategies. That type of information can give you the ability to be more competitive with your messaging, promotions and other aspects of your content marketing strategy.

In short, as customers become more accustomed to highly personalized experiences from brands, the ability to keep up will become essential. Yesterday’s marketing technology isn’t enough. Sophisticated marketers need modern intelligence and toolsets to deliver the actionable insights to follow through with a content strategy that is more effective in delivering on expected client experience.

To learn more, read about how to create a customer journey map next.

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Originally published Nov 13, 2018 8:00:00 AM, updated February 06 2020


Customer Experience