Technology drives the evolution of the channels and tools marketers. Their expansion isn’t just limited to their amount, but also their efficiency. Marketers are now leveraging technology to create content that is better aligned with audience preferences, behavior, and needs.
Needless to say, the objective of content marketing doesn’t change. It’ll always be to create content experiences that stick to your audience’s minds. Content experiences that foster stronger customer relationships and deliver the intended messages.
Delivering such content requires you to keep up with the technology and using it to your benefit by enhancing your content experiences. Cutting-edge advancements in technologies like AI, Data Analytics, AR/VR, and advanced imaging techniques, etc., help in making tools that create tenacious content experiences.
Here are examples of enterprise brands that inspire content marketers to think outside the toolbox to create content experiences that stick:
Predictive Search Process for Better Experience
Formica Corp. is a laminate company that manufactures and distributes laminates and other surfacing materials to cater to the distinct needs of homeowners, interior designers, architects, and builders.
Formica Corp. tops our list because it reinvented its whole site search system to create a better visitor experience. Effective analytics indicated that its visitors are not sticking around because of navigation and search-related issues. So, they powered their website with an AI and ML site search system.
The new site experience enabled visitors to seamlessly find what they were looking for, access technical data, and order samples. With the predictive logic speeding up the search process, the results were aligned with search intent with the help of data on use cases, on-site behaviors, and local regions.
Formica bolted some other new changes to their website too. They introduced pop-up overlays for letting visitors know about their ordering options in the region. They also increased their website appeal to their customers by letting them download digital swatches to create more realistic and image-rich project plans and proposals.
Creating a better content experience for their website visitors rippled into exceptional business growth for Formica. Powering their search experience by AI and ML had exceptional returns in the form of business impact. Their conversions surged by about 80% and there was a threefold increase in the sample orders which caused the sales to skyrocket.
Check out: Nike Marketing Strategy
Establishing Personalized Customer Relationships
Top of Mind is a leader in customer relationship management and marketing automation software for the mortgage lending industry. Its Client for Life Workflow will help mortgage lenders and loan officers protect their customer relationships when the low-interest bubble bursts.
The Client for Life Workflow allows lenders to have a firm grip over their market share by creating distinct opportunities for them to stay connected with their borrowers. It uses marketing automation and personalization powered by AI to distribute relevant content assets to strengthen and sustain customer relationships.
The workflow delivers a steady stream of valuable content on a carefully selected combination of platforms that ensures continuous engagement. The type of content asset decides the scope of communication channels and formats. The personalization also weighs in to add value to the customers and strength to customer relationships.
Targeted Experiences for Different Customer Goals
AT&T Business is a leading name in offering a comprehensive range of enterprise IT solutions. But their appeal was limited to large enterprises resulting in fewer purchases from small and medium-sized businesses. To deal with this, they decided to deliver personalized growth guidance to give better content experiences to SMEs.
They partnered with Hearts and Science to create customized guides for small and medium-sized businesses that covered relevant topics. They powered the process of distribution with AI to ensure better results.
These guides were published on Quartz, the business intelligence site, for analyzing on-site activities to profile them into different groups. Visitors were grouped into 16 communities with different group characteristics.
This data was used to show intelligent ads that aligned with the visitors’ group characteristics, individual needs, and other use-cases. Even the content formats were made to align according to user preferences. This example also shows us how tailoring your content experiences to the audience helps in expanding your general customer base.
Also Check: Hubspot Partner Agency in India
Immersive Content Powered with AR
AR and VR are all about creating virtual experiences with a new level of tactile and visual immersion. These experiences open a totally new door of opportunities and possibilities for content experiences. Establishing a real presence with the help of AR/VR will help us convey the message to the customer more effectively.
It is shown in multiple studies that content that uses AR/VR has better engagement than any other form. Even if we filter out the engagement due to fascination, we’ll still get a greater engagement because of the real presence it establishes. Digital tryouts for cosmetics, wearables, furniture, etc., have been a rising trend only because of this reason.
In conclusion, technology is powering content experiences by creating integrated strategies that connect and educate your leads and customers. Effective AI and analytics help in aligning the content to users’ behavior and needs. AR/VR, Advanced video and imaging techniques can be used to create more engaging and interactive content. All you need to do as a content marketer is to keep up with these advancements and create strategies that leverage these efficiently to create great content experiences.
