how can AI bolster your business’s marketing strategy?

Marketing is a pretty broad discipline, and it seems with each decade and technological advancement, a new specialism gets added to the roster.
There’s social media marketing, google adverts, public relations, digital marketing and SEO, the list goes on. As a business it can be a minefield to know what you should and shouldn’t be implementing.
For simplicity’s sake this blog is going to address how Artificial Intelligence (AI) can support a business’s content marketing strategy.
recap – what is content marketing?
Let’s cover what exactly content marketing is first, before deep diving into the continually evolving world of AI.
Content marketing can include any form of content, from news to white papers, e-books, podcasts, newsletters both on and offline, how-to guides, infographics, photos, blogs and case studies. What sets content marketing apart is the objective of the content.
This can be specific based on a business’s objectives, but in general it will be to: raise brand awareness, reinforce the brand, nurture and convert leads, and develop a loyal community.
So how does AI factor into strategy? I’ve consolidated it into three phases of AI integration, to keep the blog nice and concise. Let’s get stuck in.
preparation
Like with any business plan, you must do your research, so at this stage think of AI as your research assistant, doing all of the grunt work. For example, it can help you identify objectives/goals, by conducting market analysis on external and internal data.
Let’s expand on that example for further clarity. Your business isn’t meeting sales targets on a specific product line, which was identified by AI analysing internal sales figures. Wider analysis of the market and competitors (also AI-generated) shows there is an unmet demand for this product, therefore content marketing efforts should be directed to this particular product to raise awareness – result! You have a clear goal now.
It will also help you identify and forecast any trends and insights that should influence your strategy. AI can do this by surveying online material, like social posts and chatbot threads, as well as internal communications. Again, developing on the example, your customer base is unaware of a particular feature of your product, therefore your content should address the knowledge gaps and seek to educate them on it.
application
This is typically where most will associate AI’s involvement in marketing, with the likes of ChatGPT generating content at the click of a button. We can all see why there’s a big benefit to being able to produce more content in a shorter amount of time, but there’s actually more to it.
More sophisticated AI can now personalise content depending on the customer journey and stage, e.g. a prospect or a legacy customer will be shown different marketing material and communications. It can also enhance engagement by producing and presenting content to customers based on their unique preferences, for example when a customer fills out a call-to-action form specific to product training, they automatically receive an email with training dates, see targeted adverts of the course, and then get a pop-up message on the website’s chat box asking what they’d like to know about the product. Communication and content have been tailored to that customer’s actions and intent, and it all happened within 5 minutes thanks to AI.
Oh, and let’s not forget functions like AI being able to optimise website copy for search engines.
revision
Just as important as doing research, it’s crucial that content strategies are evaluated so you know what worked well, and of course what didn’t, so that it can be improved upon the next time you implement a content strategy (or any strategy for that matter). This was historically a laborious task for marketing executives, combing through countless reports, whether it’s Mailchimp campaign results, PR clippings or website analytics.
Now, AI can track the performance of a campaign and collate it into a detailed report ready to present to the wider team, within minutes. All you need to do is ensure you provide it with enough data and intel to make the analysis accurate. For example, if you rolled out a product training content strategy that involved email marketing campaigns, you need to ensure you submit all of the relevant email reports to the AI, otherwise it will only provide half the picture.
It’s also prudent to do this type of analysis halfway through a campaign strategy, to see what is and isn’t resonating with your audience, as well as some A/B testing with important copy, like headlines etc.
As previously mentioned, AI can be a minefield, especially at the rate it’s advancing, and as a business you wouldn’t be blamed for feeling guilty that you’re either not using it or not getting the most out of it. As an eve Wholesale partner, you have the support and advice of its dedicated marketing team at your disposal, simply drop us a line here.

Lydia Bryant
About the author - Lydia is our marketing manager and responsible for writing captivating content for eve Wholesale’s marketing channels, such as the website and LinkedIn. A creative wordsmith who loves forming narratives, Lydia cut her teeth in the world of agency public relations but has recently worked inhouse for the last few years. You can find Lydia listening to true crime podcasts, lifting weights in the gym or walking her cocker spaniel Maple in the countryside.
share
related articles
b2b marketing masterclass – ABM strategy
Welcome to our series on business-to-business (b2b) marketing practices! We’ll be sharing practical advice and insights periodically,…
the value of billing
We understand that as a reseller it’s integral for billing to be a seamless and efficient process. …
helping resellers gain a competitive edge
The market’s been buzzing with change, and we’ve been right there in the thick of it, making…