Creating content in today’s marketing landscape is only half the battle. Marketers must also distribute that content effectively to the right audiences. PulsePoint provides programmatic ad technology that streamlines and optimizes ad distribution across channels.
Story by PulsePoint does the same thing using AI in content marketing across social, native, and content discovery channels. The tool helps marketers distribute their content to the right audiences on the right channel, then optimize content campaigns in real-time to eliminate under-performing assets.
We interviewed Andrew Stark (LinkedIn), SVP of content at the company, to learn more about how Story by PulsePoint is creating value for content marketers.
In a single sentence or statement, describe Story by PulsePoint?
Story is PulsePoint’s content marketing platform designed to extend reach across premium social, native, and content discovery channels, as well as optimize content creative based on campaign KPIs to help maximize engagement and deliver ROI.
How does Story by PulsePoint use artificial intelligence (i.e. machine learning, natural language generation, natural language processing, deep learning, etc.)?
Story leverages PulsePoint’s expertise in running a technologically sophisticated exchange, which uses AI and machine learning to iteratively learn from data to continuously update algorithms for maximum performance.
What do you see as the limitations of artificial intelligence as it exists today?
AI becomes even more powerful in combination with human interaction. Algorithms are incredibly valuable (as are predictive analytics) but frequently it takes a person to interpret the data and to determine the best and most impactful use cases.
What do you see as the future potential of artificial intelligence in marketing and sales?
Programmatic technology, which is rooted in AI, has evolved to allow marketers to get more specific so that marketers can reach highly targeted audiences at scale. Marketers now have many more sophisticated ways to get their message in front of their audience and can specify message by medium. This is also true for the types of tailored content that can be placed in front of desired audiences. This level of sophistication will only continue to increase over time.
Data and how to use it is driving this revolution—executing a campaign of one is now a reality. Nowhere is the potential of the intersection of technology and data more impactful than healthcare marketing. Data-driven personalized healthcare to enhance well-being and enrich lives is a highly valuable execution of AI marketing, as it can actually improve outcomes.
What makes Story by PulsePoint different than competing or traditional solutions?
Key benefits of Story by PulsePoint include:
- Story by PulsePoint provides unified distribution across top social media channels, native platforms, content discovery platforms, and premium websites at global scale, consolidating workflows and making execution easier.
- The platform metrics allow for optimization of post-click engagement. Creative, audience and page-level engagement metrics are available across each channel and format.
- Real-time and dynamic optimization to adjust campaign configuration, which eliminates under-performing content, channels and devices. Our intelligent technology iteratively learns from data to continuously update algorithm for maximum performance.
- Story’s scale allows for precise targeting to highly relevant audiences in contextual environments.
Who are your prototype customers in terms of company size and industries?
Story’s clients span the gamut from healthcare providers, consumer electronics manufacturers and retailers, to travel and finance.
What are the primary use cases of Story by PulsePoint for marketers and sales professionals?
As brands continuously look for ways to differentiate themselves and connect with their core audiences, the role of content marketing continues to grow in importance. Until now, it’s been very challenging for marketers to execute effective content-driven brand experiences to the right audience efficiently and at scale. Our content marketing platform offers brands a single solution to efficiently target, distribute, and optimize branded articles and videos to the right audience at an unprecedented scale across all key social, native and content discovery channels.
Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?
Predictive analytics will be the key to informing what data matters and how to act on it. This is where technology will be the driver of transformation by iteratively learning based on patterns of behavior and being able to apply this information to new audiences to predict outcomes. This is incredibly exciting when you think about applications in healthcare as it can impact well-being and even save lives.
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).