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    1. Three Marketing Areas AI Will Improve

      Three Marketing Areas AI Will Improve

      For all the buzz around artificial intelligence in marketing, there’s just as much confusion around the subject. Some marketers are concerned about becoming expendable because of ambiguity around AI’s potential implications. They shouldn’t be. AI is slated to help marketers do two things: achieve better results and be more productive. The advent of ‘automated data-decisions’ can help marketers in the following ways.


      Reporting and measurement is central to marketing success—but it’s resource-intensive. Proper reporting takes time. Finding compelling insights to make decisions with takes even more time. AI can automate the delivery of organized data for reporting—a huge time saver. Additionally, AI can identify worthwhile trends by ingesting large datasets; trends humans may overlook.

      Optimizing Ads

      Successful advertising requires testing, tinkering, and iterating. AI-powered tools can test different audience criteria quickly. Marketers in digital advertising can find their target sweetspot faster and more accurately than if a human were to target, test, and scale. However, Mike Kaput of PR 20/20 provides one disclaimer:

      “Keep in mind: in our experience, many AI ad solutions require a high minimum ad spend per month, so these tools might be restricted to brands with larger budgets.”

      Content Marketing

      The 88 percent of B2B marketers in North America using content marketing can look forward to AI helping content marketing become self-aware. Marketers will more easily create the right content, use the right channels to reach the right people, and automate the legwork in finding metrics that justify—and expand—their budgets.

      Check out Kaput’s original article below for more reasons for optimism about artificial intelligence.

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    2. AI at Your Organization: Cheers or Jeers?

      AI at Your Organization: Cheers or Jeers?

      People tend to fear things they’re not familiar with. And it’s happening in reaction to the introduction of artificial intelligence (AI) to marketing. AI utilizes the technologies of machine learning, natural language processing, and more. Misunderstandings and information gaps has left some marketers concerned about being displaced from their jobs by robots.

      The reality is more nuanced. AI solutions will help marketers do their jobs more effectively, without necessarily replacing them. The following three considerations mitigate against widespread marketing job losses.

      AI is in Its Infancy

      Artificial intelligence is a sweeping term that covers computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, and decision-making. Many helpful AI use-cases exist, but few have yet been executed. For better or worse, we still have a way to go before marketers use AI at scale.   

      AI Requires Set Up

      To use AI effectively, you need  large data sets. Organizations that already work with big data are positioned to see immediate results with AI. For those not currently indexing data, Paul Roetzer of PR 20/20 has this advice:

      “Start by assessing opportunities to get more of your data—discover insights, predict outcomes, devise intelligent strategies, personalize content across channels and tell automated stories at scale.”


      Advanced marketing and sales technology typically have an in-house product owner. Because of the complicated nature of these tools and technologies, the product manager needs to massage the relationship between AI and the organization using it. This is something to consider when determining if your business has the resources to leverage one of these powerful solutions.

      Find more context around AI deployment in Roetzer’s original article below.

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    3. Improve Your Promotion To All Three Audience Segments

      Improve Your Promotion To All Three Audience Segments

      Marketers understand that creating and publishing content is not enough—even if the content is spectacular. The diminishing returns of organic reach require us to find clever alternatives to extend the reach of our content. To give your content the exposure it deserves, these tips will help optimize for all three basic media audiences.

      Owned Audiences

      This segment has already approved you to deliver them content. This opens up several opportunities to maximize promotion. Sending out a ‘new blog’ alert to subscribers is low-hanging fruit for driving blog views and serves as a friendly nudge for readers that may not have your content top-of-mind.

      Paid Audiences

      Best practice dictates addressing your paid efforts after completing your owned-audience efforts. Paid social and PPC ads require well-controlled testing for success. One powerful yet simple tip: bid low. Advertising platforms typically advise to run with their auto-bidding. Start your bids at a rate well below the recommended rate and then test up until you see satisfactory results.

      Earned Audiences

      Earned media has many benefits. Your brand gets fresh exposure to audiences who may not be familiar with you. Earned audiences also help boost your search ranking through backlinks to your owned content. Shannen Laur of PR 20/20 advises the following approach:

      “Pitch relevant media about featuring the assets. Or, offer to submit a guest post to take the effort off their plate, while including CTAs to the content’s landing page.”

      There’s plenty more to learn about maximizing results across these audiences. Check out Laur’s original post below for more on the subject.

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    4. 3 Ways to Build Trust With Content

      3 Ways to Build Trust With Content

      Building trust is challengingespecially with the broad audiences content marketers address. This post outlines three simple ways to build trust with your audience.

      1) Be Reliable

      It’s important to keep a regular publishing schedule: 91 percent of the best business bloggers publish at least once a week. You want your audience to be excited when they see freshly promoted content. Better yet, you want them to anticipate when you promote new content. With consistency comes credibility. 

      2) Create Ungated Content

      The goal of a B2B marketer is to drive leads and revenue, but one comes before the other. Gated content may be a pillar in lead generation, but Alex Sobal of the Weidert Group touts the value of providing form-free content:

      When you give your content away for absolutely nothing, you take away the feeling that you’re trying to take advantage of your prospects. Because of this, prospects will be happy to seek out content specifically from your brand when looking for related information in the future.

      If your content marketing efforts are hitting these first two points, users are more likely to want your content delivered to them. So add a subscribe form to all your gated content.

      3) Curate

      Original content should have a prominent role in every content strategy, so long as it’s not in an egocentric voice. Incorporating relevant third-party content into your strategy presents value for your audience from additional perspectives, boosting your credibility as an objective observer and positioning you as a one-stop-shop for all things related to your topic area.

      For further information on building trust and boosting executive buy-in, see Alex's original post below.

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    5. Search Marketing, Content Marketing, Blogging & Social Media

      This week, we take a look at: Google's algorithm update and its affect on content producers and curators, three myths (and realities) of content marketing , why blogging still isn't dead, using social media to build customer engagement , ... While the update is mainly aimed at sites looking to game the Google system, companies using content curation as a means to establish expertise and build a following around a specific topic should also be cognizant of its effects. ...PR 20/20 - http://www.pr2020.com/
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