This Headline Knows Exactly What You Want

OK, a human-written headline doesn't have that power... but marketing campaigns using AI and machine learning are another story.

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An effective content marketing campaign requires a lot of groundwork, like generating ideas, creating content, and cross-promoting on social channels. Personalization is the key to a successful campaign, but less than 10% of marketers believe they can deliver a truly personalized content experience capable of driving sales and conversions.

With more and more data for marketers to sift through, it’s becoming ever more difficult for them to analyze and discover meaningful insights which they need to direct their content strategy. AI is quickly becoming a critical tool for marketers in need of a competitive edge.

Uberflip provides B2B (Business-to-Business) companies with an AI platform that analyzes their content library and serves the most relevant material to the user based on their history. This helps to increase content consumption and inspires users to engage with the brand on a deeper level.

Cross-platform content including blogs, social posts, photos, whitepapers, PDFs, and videos can be distributed and tracked anywhere the company has a digital presence, and clients can gain insights into user behaviour to improve future content. The platform brings together machine learning algorithms, natural language processing, and user intent data to deliver its dynamic, personalized content recommendations.

“Every go-to-market strategy that a marketer uses, regardless of channel, leads to a destination which is content-based,” said Yoav Schwartz, CEO of Uberflip, to BetaKit.

“The opportunity is for marketers to accelerate their buyer’s engagement through their journey by delivering a personalized content experience. Content makes the biggest impact on a buyer when it’s personal.”

How does the AI work?

Uberflip’s AI platform (the “recommendation engine”) is made up of a system of machine learning algorithms (known as “recommenders”) designed to hone in on what a user wants.

Each recommender represents a particular angle, like examining the history of users with similar interests or items related to the one being viewed by the user. By involving many angles through the various recommenders, the AI can cover all of its bases, since no single angle will work for every user.

The recommenders work by gathering information about the user relevant to their angle, and the available matching options in the content library are then fed into the algorithm. After all of the recommenders have run, the engine pieces together their collective output and refines the result, for instance by removing duplicates. The final result is a shortlist of content that best suits the user’s interests and has the highest probability of engagement.

The AI monitors users to avoid recommending content they’ve already viewed, and it also ensures that the same recommendation doesn’t show up more than five times.

Not all of the data involved in this process is sourced from only activity on the client’s site. Through a partnership with Bombora, a leading provider of B2B intent data, Uberflip’s AI is fed information on a user’s history and behaviour from all over the web.

Intent data concerns data about the topics or items a user is interested in and is focused on patterns demonstrating an intent to purchase. This is perfect for marketing-oriented content personalization, and around half of the recommenders include some form of intent data as part of their analysis.

The Bombora partnership also integrates natural language processing, which analyzes language in things like search terms and viewed content for meaning, ensuring that recommendations are actually sensible and not just a simple keyword matchup.

There’s also an Uberflip analytics dashboard offering insights on users. This information can be used by marketers to analyze what content is clicking with people and where the duds are, as well as uncover potential missed opportunities in their content strategy.

“With Uberflip AI, we are now realizing the dream of bringing artificial intelligence to content marketing — helping marketers predict, recommend, and automate content experiences for their audiences. Marketers now have intelligent automation that matches each unique visitor’s topics of interest with corresponding content they’ll be more likely to consume,” said Schwartz to Globe Newswire.

The future of AI and marketing

Uberflip’s technology is an example of how AI is transforming the world of marketing. The industry has always involved a degree of educated guesswork when executing campaigns, but AI is closing the gap since it can gather and understand data on a scale that humans simply can’t compete with.

As much as AI will undoubtedly enhance businesses’ marketing efforts, it is also set to disrupt employment in this sector, though it remains to be seen exactly how that will play out. One industry leader has suggested that the increasing role of AI could lead to staff reductions of between 25-50% in marketing departments over the next 10 years, and several roles could disappear altogether.

“I’ve never seen a trend go so quickly from an emerging idea to full-blown hype to table stakes,” said Schwartz to the Marketing AI Institute. “Fairly soon, most software vendors will leverage machine learning, natural language processing, or neural networks at varying levels of sophistication to the point where we won’t even mention AI anymore — it will be assumed.”

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Barry is a journalist, editor, and marketer for several media outlets including HeadStuff, The Media Editor, and Buttonmasher Magazine. He earned his Master of the Arts in Journalism from Dublin City University in 2017 and moved to Toronto to pursue a career in the media. Barry is passionate about communicating and debating culture, science, and politics and their collective global impact.