What is content marketing technology and How it works?

By Rich Homer Thursday, September 12, 2019
Life changes everyday and so do many things like content marketing. If you become satisfied and even complacent with a successful campaign, you will soon be fallen behind as your competitors move very fast in the path with new technology - the new power in content marketing arena.

content marketing technology

The term “content marketing” means much more than creating articles, shooting films or producing any other types of content. It also includes finding the right way to distribute and measure content’s results. That’s where technology content marketing comes into play.

According to research by Content Marketing Institute, there are around 75,000 categories used in technology content marketing, and approximately 5,000 different tools available. Such a kind of technology can help you to handle everything from creating content to analyzing metrics, and from the overall project management to social media management.

1. What are the benefits of content marketing technology?

Obviously content marketing technology can not take the place of content marketing strategy. On the other hand, it helps you to easier handle and implement all your efforts.

Here are what content marketing technology can benefit us:

  • Defining and identifying the right audience
  • Identifying content needs and gaps
  • Improving content
  • Automating content distribution
  • Identifying and organizing content
  • Evaluate content’s performance

content marketing technology

2. What types of content marketing technology we can make use of?

Thanks to the continuous development of technology, the option for content marketing technology is always increasing. There are a variety of tech tool that you can choose from, including:

AI Content Marketing Technology

AI which stands for artificial intelligence is not a new technology in nowadays life. Marketers can use AI to create effective content and improve the ways content attracting customers.

The key advantage of AI is the personalization of content. According to Evergage’s 2017 Trends in Personalization report, there is 96 percent of respondents believe that use personalized content can help to improve relationships.

Through mining the content a user has engaged with, AI can personalize his or her content experience and use that data to introduce relevant content to him or her when surfing the internet.

In addition to this, AI can helps to sift through or mine content to find visual pieces of content to share with relevant people.

AI Content Marketing Technology

Content Marketing Personas

While content marketing technology has become ever more advanced, sometimes the simplest tools like Content Marketing Personas remain helpful and effective. When you need to identify your audience or create personas to better understand who you’re marketing to and what their journey is, a content marketing persona tool like MakeMyPersona may come into play.

Content Mining Technology

This technology can help to assess visual content which is created by an influencer or a brand. It works based on the computer vision technology and machine that learn to recognize specific objects such as animals or logos. What is more, it is also helpful in analyzing text.

Content Marketing Analytics

Measuring content results is an important step of all content marketing strategy. There are many tools that can help you to do such an effort such as Google Analytics. This tool will help you to clarify about how your content is performing, who your audience is, how they response to your content, and so on.

Content Marketing Analytics

3. Case studies of effectively using content marketing technology

There are many people who are taking advantage of technology to power their content. Let’s take a look at who they are and how they have been doing it.

LA Times: AI to create content

LA Times is one of the companies that use AI in content creation. Such a technology can help publishers such as The Washington Post and Associated Press keep of with the high demand for always updated information. With the participation of AI software, writing staff can be free to handle more nuanced reporting while enabling their operations to be more productive – and overall - more profitable.

For instance, the Los Angeles Times the EQBOT tool, which can automatically writes and delivers critical information whenever it receive data from outside sources. The robot even handle Twitter on its own.

Sephora: Keeping tabs on individual needs and preferences

The Sephore team believe that Image recognition is an effective way to build a seamless bridge between online presence and in-store experience. For instance, they can use AIDC software to recognize a loyalty program member that come to the store and use the member’s profile data with AI-managed push notifications. As a result, retailers can deliver anything from personalized messages to on-the-fly discount offers or customized product recommendations.

When it comes to product recommendations, let take a look at what Sephora - a cosmetics company is doing with Virtual Artist mobile app. Using the app, users can upload a selfie, and then let it to map their unique facial features and evaluate their skin tones. After that, by using an augmented reality overlay, the technology provides user with a 3D-enhanced preview of how they would look when they use the product to make up. If user like their appearance, they can buy products via the app or save the selection to visit Sephora store later.

Discovery Channel and Zenith Aircraft Company: Pulling audiences into the action

To create a virtual tour in which a ship is wrecked in shark-infested waters, the cast of Discovery Channel’s MythBusters use the technology of monoscopic VR. This tool helps to capture the visceral realism of a 360-degree exploration of deep sea and the audience will not be subjected to any nasty bites or sea sickness.

Zenith Aircraft - a kit plane selling company, want to find a tool that let their potential customers to take a demo flight even when they are far away. StoryUp produces a VR experience for Zenith company that can help to do this. After this activation is launched, not only is the video watched and shared by millions of people, the cost per impression also decreases and become lower than some of other content campaigns.