It is a day and age when you let Artificial Intelligence (AI) make personalized content recommendations for your business. In 2016, when Netflix came up with its global recommendation engine, about 80 percent of its viewing choices were based on personalized recommendations. Now let us draw a parallel between B2B marketers and Netflix.
AI Content Recommendation:
In the case of Netflix, AI recommendations meant hardcore money. It saved an estimated $1 billion annually by keeping its subscribers engaged with its content rather than lose the customers to another entertainment source. How does that fare with an average B2B website?
The content in most B2B websites features macro-level personalization, tailoring the calls-to-action by industry and geography. However, none of them are providing micro-personalization that everyone is expecting online. It means the web visitors are not getting the information they are searching for after performing an actionable task. This is increasing bounce rates in the bargain. It translates into poor customer experience (CX), and customers may not return to your website again. Speaking in monetary terms, it is a massive loss in sales and possible leads.
With AI thrown into content for micro-personalized content recommendations in the B2B2 websites, customers or visitors will get relevant information and could lead them into a possible sale. Artificial Intelligence, coupled with a new class of data, is spurring a level of transformation in B2B websites that was unseen before.
Artificial Intelligence can Read and Understand the Content:
Imagine you have been operating your B2B website for over ten years now, and you have developed various kinds of content like blogs, videos, eBooks, whitepapers, etc. during this tenure. With constant content accumulation, come the perils of consistently tagging this content and determining the most appropriate material to serve up next to the website reader or visitor.
You can employ AI to make micro-personalized, predictive content recommendations to the reader of the website and also serve the colossal pile of content at scale. To negate the human effort of tagging content manually, employing Artificial intelligence can help generate content metadata for you at scale. AI is trained on the attributes of the content, be it the assets, topics, expected reading, or watching length – and then make hundreds of thousands of recommendations automatically.
It is all possible because AI uses natural processing language (NLP) to read and understand the text, regardless of language.
Recommendations for Website Leads:
People prefer personalized experiences. But to provide customized experiences to thousands of visitors coming to your website monthly, that too, all at different stages of the consumer journey, is an impossible task to describe at best.
But not with AI around. Be it Personalised content or personalized experiences; both are equally important. Foreseeing what the next best material to serve up should be an integral part of the entire content building mission to deliver micro-personalized experience.
To sum it up, AI-based recommendations is a business mantra everyone should follow. Us not making recommendations to individual website visitors means lousy business since you have invested in website development, content marketing, and marketing technology.
With artificial intelligence, your website can keep track of what each visitor’s content consumption is. Make micro-personalized content recommendations for what they should see next. Employing AI for your B2B website leads to your organization’s revenue generation and scaling efficiency.