These, and other such content marketing initiatives are great for giving consumers a positive experience.
1. Identifying content topics that resonate most with your readers
In the past, you may have used tools, like Scoop.it, to discover topics people are finding of interest; however, this takes time. By using AI, you have the ability to automatically analyze thousands of posts in your chosen therapy areas and discover the most successful posts as well as reasons why they may have been so successful.
2. Guiding your strategy
Since AI can detect content topics most likely to please your customers, it can also help you develop and prioritize your most strategic content marketing elements, keep track of them once published, and offer suggestions for improvement. The positive is that you’re constantly upgrading your content.
3. Detecting what content is best to curate
Yes, content curation is what Scoop.it and the like do, but AI brings another dimension to this by being able to detect and predict patterns of what will become most interesting to the customers out of all the content areas. When you share more interesting content, your customers look to you as a trusted and reliable resource. Automated content distribution to the individuals that would be most engaged by it, at the time they would be most engaged. Sounds difficult, doesn’t it? How can you make the right pieces of content (out of thousands of options) appear in real-time to the right person (out of millions of people) when they want it? You can’t – but AI can. The demand for more engagement is growing. Most marketers are focused on ensuring that their content is valuable and relevant to capture the interest and engage their audiences.
4. Improving performance
Many articles exist about how to optimize content performance regarding the number of words to write, time to send out, etc. The challenge with most of these is that they are general. They are looking at all the content analyzed and coming up with the general word length or time that performs best. However, your customers and audience are specific. What works for one market or person will be different to what works for another. You need to know your target audience and what works best for them. Unfortunately, that analysis and number crunching takes a lot of time and is prone to human error. Alternatively, you can use AI, which can “read” your content and give suggestions for improvement based on your intended audience and past behavior. AI analytics provide the critical data and interprets it for you.
5. Writing high quality content with AI
An AI algorithm, in fact, wrote copy submitted to a blind test with a top business writer as a judge. The top 2 pieces of content chosen were…you guessed it…written by AI. Chances are that you’ve read content written by ‘robot journalists’ yourself and have not been aware.
Conclusion
Content marketing in Pharma faces steep competition as more and more companies jump into the content marketing game. AI can produce content, source it, optimize it and distribute it so that it reaches your customers when they want it through their preferred channels.
Without AI, a lot of this is number crunching and guesswork. With AI, all is possible far faster than imaginable. At Eularis, we create customized AI algorithms for our Pharma clients so that they can adapt and optimize new content marketing strategies, and see the results they need and want.
For more information, please contact Eularis: https://www.eularis.com
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To learn more about how Eularis can help you find the best solutions to the challenges faced by healthcare teams, please drop us a note or email the author at abates@eularis.com.