Artificial intelligence (AI) is giving businesses the ability to create and promote content at scale.
Which means every business that does content marketing needs to pay attention...
Because if your competitors start adopting AI for content marketing before you, you're toast.
That's because there's more than one AI case study where companies are using AI technology and machine learning to make their content marketing campaigns insanely successful.
Here are four AI case studies to keep an eye on.
1. Vanguard Increases Conversion Rates by 15% with AI
Vanguard is one of the world's biggest investment firms, with $7 trillion under management.
The company needed to promote its Vanguard Institutional business, but it had a problem:
The company does business in an industry that highly regulates what you can say in advertising. As a result, it was hard to stand out in the financial services ad landscape, since everyone used the same type of language.
That's when Vanguard turned to AI language platform Persado. Using AI from Persado, Vanguard was able to personalize its ads based on the specific messaging that resonated most with consumers.
2. Tomorrow Sleep Boosts Web Traffic 10,000%
Sleep system startup Tomorrow Sleep started creating content shortly after its launch with the hope of attracting droves of web visitors.
After several months of pushing out top-quality content and manually tracking and analyzing keyword analytics, they were averaging around 4,000 users to their site every month.
Not bad, but not great. If they wanted to compete with long-standing players in the crowded sleep market, something had to change.
Sleep Tomorrow needed a way to plan and produce content at scale that would reach their target audience.
Enter artificial intelligence.
Tomorrow Sleep began using an AI solution called MarketMuse. MarketMuse's AI-powered content intelligence and strategy platform.
It used the platform's AI research application to understand which high-value topics the company needed to be talking about. Next, it used one of the tool's advanced analytics applications to see where competitors ranked for each of these topics.
This intel illuminated the gaps and opportunities in the current content plan, leading Tomorrow Sleep to create content around key topics where it could quickly establish itself as an expert.
- 400,000 monthly visits to its website (a 10,000% increase).
- Ranked for multiple positions in a single search result.
- Domain authority to secure Google's featured snippet for specific results.
MarketMuse is an AI-driven assistant for building content strategies. It will show you exactly what terms you need to target to compete in certain topic categories. It'll also surface topics you may need to target if you want to own certain topics.
3. The American Marketing Association Automatically Writes and Hyper-Personalizes Its Newsletter
The American Marketing Association (AMA) strives to be the most relevant voice shaping marketing around the world.
Its website is a marketplace of industry knowledge and resources on branding, careers customer experience, digital marketing, ethics, and more.
One unique aspect of its community is the vast number of industries it represents. Because every business has marketing needs, its members hail from industries across the globe such as education, finance, healthcare, insurance, manufacturing, real estate, and more.
It shares its wealth of knowledge with over 100,000 subscribers in its email newsletter.
However, to serve its subscribers only the most relevant and deserving content, it pulled in rasa.io.
This AI system uses natural language processing and machine learning to generate personalized Smart Newsletters and provide newsletter automation. By doing so, it dramatically increases reader engagement and provides rich insights back to the brand, while saving organizations time.
To personalize each newsletter to a subscriber, the solution uses AI for both curation and filtering content from sources chosen by the AMA. This includes the selection of each individual piece of content, the placement of articles, and the subject line selected for each reader.
The result? A newsletter that provides a perfectly personalized experience to each and every reader.
Plus, the platform is able to infuse the newsletters with AMA's internally produced content and feature it at the top of the newsletter, maximizing visibility.
4. Adobe Generates $10M+ in Revenue with an AI Chatbot + Content
Website content is a key way for consumers to learn about your products and solutions, and find answers to their top questions. And boy does software giant Adobe have a lot of website content.
However, with all the website content the company has, it's sometimes hard to keep consumers engaged and find them exactly what they need at any given moment.
To solve this challenge, Adobe turned to conversational AI from Drift. Drift's chatbot uses AI to have natural language conversations with site visitors at every stage of their journey. The bot was able to direct visitors to what they needed when they needed it. It was also able to hand off conversations to humans when the time was right.
Ashley Sams is director of marketing at Ready North. She joined the agency in 2017 with a background in marketing, specifically for higher education and social media. Ashley is a 2015 graduate of The University of Mount Union where she earned a degree in marketing.