In a world where data dissemination is endless and content creation is being accelerated through new technologies, smart content will have a huge impact on B2B marketing, says Joel Payne.
Artificial intelligence (AI) is used in multiple ways to personalize online user experience and maximize business-to-business (B2B) marketing efforts. Similarly, machine learning (ML) is being used to improve facial recognition for online companies as well as to improve the accuracy of predicating consumer needs. To enhance B2B marketing, both AI and ML need to be supported by smart content—automated creation, translation, organization, and delivery of content.
Smart content can support B2B marketing efforts in many ways. Today, new technology facilitates the automation of content creation to the extent of creating content that changes according to the user and adapting itself through A/B testing to become more effective in driving sales. Similarly, AI and ML can structure and format content so that it is localized and personalized for the unique needs of an individual customer.
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