Author: Duncan Milne

Artificial or Emotional Intelligence: What’s Right for Your Brand Story?

Artificial or Emotional Intelligence: What’s Right for Your Brand Story?

We’re entering a new world in content marketing. A world of algorithms, datasets, automation, machine learning, predictive analytics and, of course, that misnomer catch-all – artificial intelligence (AI). Many of us are excited about this new adventure, many are anxious, most of us are just plain bewildered. What does it do? What does it mean? What’s my job going to be like—if I even have one?

According to the 2017 Economist Intelligence Unit report, which surveyed more than 200 global business executives, 75% said they would implement AI in their companies within the next three years. 79% believe AI will make their jobs easier and more efficient. According to Gartner, the artificial intelligence market is set to surpass $100 billion by 2025.

So we all know that we need to start planning and preparing for this, but we’re just not sure for what.

At this stage in our evolution as content marketers (and a species), artificial intelligence does not (yet) mean almost-sentient systems of semiconductor synapses that are going to put us all out of jobs.

“Artificial Intelligence” is, at its essence, a shiny short-hand for super-sophisticated organization—the creation of layers of information and the use of technology to understand the relationships between those layers of information. Understanding those layers lets us intuit future relationships, and allows us to prepare for future engagements our customers might have with our brand.

By looking for patterns and combining this information with smart, modular and semantically rich content, we can deliver more authentic communication, more relevant messaging, a better customer experience and thus more sales and more loyal customers.

Segmentation and targeting.

Artificial intelligence systems represent the next frontier of personalization, with the ability to create thousands of tailored content experiences that will enrich your relationships with your customers – albeit only if that personalization allows for more relevant information to be sent their way.

Offer selection and pricing.

The more we know, the more we’re going to be able to guide our customers (and crucially too, people who behave similarly to them) through their experience with our brand. We’ll be able to offer them additional information and provide alternatives, suggestions and upsells. We may even, if we want to take that risk, charge different people different prices dependent on our perceived sense of their future value.

Customer service and support.

And we’ll be able to offer more personalized support – support that is there at the right time and that addresses the right issues. We’ll be able to provide customer service that delivers loyalty and ongoing dialogue.

Necessity of a Human Connection.

But we’re not all going to be swept away (or aside) by big data and automated content. The Washington Post’s experience with automated story-telling technology can help illuminate why. Their proprietary tool, Heliograf, is used to cover areas such as the weather, local political results and high-school football games in the Washington DC metro area and, in so doing achieves two things. Firstly, it enables the Washington Post to deliver more highly localized news easily and efficiently. More importantly, it allows the rest of the news team to focus on more in-depth reporting where a human touch is needed. The most important stories require depth, intuition, nuance and empathy. Heliograf can’t do that; all it can do is provide (admittedly needed) cover for humans to make their best pieces even better.

So, while it’s estimated that in 2018 20% of all business content will be authored by machines, that human touch is always going to be needed. Because, the art of brand storytelling is going to become more, not less, important.

If your brand is going to be successful in a world where people are ordering and engaging through a smart speaker, a smart phone or a chatbot, your brand needs to be the one consumers ask for by name. They will only do that if they feel a connection with you; a bond. And while we can deliver automated content efficiently, we can’t yet deliver automated content that is emotionally rich, that resonates and that has the clearly articulated values which create that bond. That sort of content still needs the craft of a storyteller – a human being.

10 Secrets to Content Marketing Success for Financial Brands

10 Secrets to Content Marketing Success for Financial Brands

The Imprint team is delighted that the Gramercy Institute named us one of the financial sector’s Top Agencies for 2018.

We were especially thrilled to take part in a round table discussion with our peers, where each agency was asked to name one key driver to success in marketing for financial brands. Here are my takeaways.

1. Reuse content

You’ve got reams of content by now and, let’s face it, some pieces could use a face-lift. So don’t keep producing new content unless there’s a clear purpose; optimize what you have first. Focus on repackaging, transforming and enhancing evergreen content so it’s visually engaging, snappier, and optimized for social sharing.

2. Aim for the white space

Figure out what makes your brand stand out. Define what’s different about you, and your unique point of view. Also make sure your solutions and insights are relevant and useful to your customers and clients.

3. Have a purpose

Define how you are helping your customers and clients, as well as the value you’re providing. This can be emotional support, practical help, advice, information, guidance or data – ­or a combination of all of those things.

4. It’s human to human

We can all get caught up in discussing B2B strategies or B2C campaigns, but it’s always H2H – human to human. You’re talking with people. And people respond best to conversations, so you need to listen.

5. Collaborate

Of course your agencies are vendors, but they’re also partners. They’re full of fresh ideas and expertise, and they want your business to be successful—that’s why you hired them. So involve your external teams in every stage of your program from ideation to implementation.

6. Try new things

Don’t be afraid of pushing against brand guidelines. Take risks and innovate. Your audience, whether B2B or B2C, is expecting to see new formats and approaches to brand story telling. Fortune favors the brave.

7. Confront your internal hurdles around social media

You need to be where your customers and clients are having conversations. And that’s often on social channels—not a website. We’re in a highly regulated industry, but all brands need to get to grips with the compliance and approval obstacles that prevent them from taking true advantage of social media’s opportunities. You need to tie social into content development process and also plan for some spontaneity.

8. Create an emotional connection

People want interaction on social media, so leverage that. Be personal, warm, and informal and you’ll create a dialogue that will be incredibly valuable both to you and your customer or client. Ensure your content makes sense to your audience’s life or business.

9. Inspire action

Give your audience a way to respond to your content—and not only through a 1-800 number or an email address. Ensure your audience will want to share and comment on your content.

10. Be strategic not tactical

Every piece of content you create or repackage should be built around a goal, a target audience, a customer journey and a message that supports, builds and brings to life your brand’s business.

 

To the teams at:

 

Congratulations! We’re proud to be part of such a smart, thoughtful and committed industry. Thanks for your insight. Here’s to a successful, strategic and engaging year of financial content marketing.

Processing...
Thank you! Your subscription has been confirmed. You'll hear from us soon.
Get Our Latest Insights.
ErrorHere

Curated By Logo