It might sound like something from a science fiction novel, but Artificial Intelligence (AI) is no longer a futuristic idea.

AI and its manifestations, machine learning and deep learning, already play a large role in our daily lives and in directing how and where we spend our money.

• Google uses AI to give you the search results you’re after.
• Machine learning helps Siri translate your speech and helps sort your emails.
• It’s machine learning that makes the ads relating to pages you’ve visited pop up in your Facebook timeline.
• AI adds the “smart” to your TV.
• Machine learning is built into most cars and deep learning will control the driverless cars of the future.
• Deep learning is what helps computers beat chess grandmasters at their own game.

What is AI and how does it work?

The theory of AI has been around since the 1950s. True machine learning surfaced in the 1980s and the related art of deep learning has really taken off in the last five years.

As its name suggests, artificial intelligence is about creating a machine that can make decisions and solve problems.

In the past, we programmed computers by giving rigid rules (algorithms) telling them step-by-step what to do or what to look for.

Machine learning combines more fluid algorithms with masses of data. This process allows the computer to “learn” or, more correctly, recognise patterns, predict outcomes and make informed decisions – “I think that email belongs in your junk folder” for example. What’s more, the program gets better with use.

Deep learning is the next step. It enhances and complements machine learning and is inspired by biology. Inside our brains are multi-layered neural networks. These layers work together to help us learn and make informed decisions. Deep learning uses artificial neural networks – lots and lots of them that are fed masses of information. This process helps the computer to “see”, to make the kinds of decisions we make and, for example, pick up cancer indicators in blood a human might miss.

What does AI mean in marketing terms?

There’s a whole lot of data flying round out there, the kind of data machine learning and deep learning systems thrive on. And there are many good reasons Google, Facebook and Microsoft are investing heavily in their own AI research and development.

Here’s one. By analysing just 10 of your likes on Facebook, an AI enhanced algorithm can evaluate your character better than a work colleague. After analysing 70 likes, the system picks up more subtleties than your friends, by 150 likes it’s more accurate than your parents and by 300 can give a clearer picture than your partner.

So, it’s easy to see how these smart algorithms, that get better with use, can pinpoint your buying and search habits, your hobbies and dislikes, even your colour preferences.

• Online searches are the number one way to connect with future customers, and AI exponentially improves the chances of the right connections being made.
• Google algorithms rely heavily on machine learning and Google AdWords also reap the rewards of the clear picture that emerges when AI is applied.
• AI is making market research faster and more efficient.
• Machine learning is a great way to predict and jump on trends.
• Big companies are using the information supplied by AI systems to constantly tweak their web content and ad campaigns.

Can AI enhance your business?

If you’ve got a website and are working with an SEO expert you’re already reaping the rewards of ongoing developments in AI as Google and other search engines continue to integrate more and more AI features into their systems.

You could also consider running a Google AdWord campaign as machine learning is what drives this highly targeted form of advertising. You can read more about why Google Adword gives you more bang for your buck here. The team at Online Influence has the knowledge and experience to run successful AdWord campaigns – which is why we’re a Google AdWord Partner.

Contact us to find out how we can help your business today.

 

My last blog post grappled with the definition of content marketing and why it’s such a useful tool.

It also briefly touched on who uses it. The conclusion I offered up was pretty much an awful lot of businesses use good content marketing – and certainly all the smart ones.

Today, I want to give you some examples of good content marketing giants. I’ll also talk you through the different types of content you can use, and the avenues to deliver them to your audience.

A century of success

Content marketing is no new kid on the block.

Whatever country you’re in, you’ll find great examples of long running successful content marketing campaigns – John Deere’s iconic publication, The Furrow, in the US and France’s Michelin Guide are two that spring to mind.

A good Australian example, and one that will be familiar to many in NSW, is the NRMA.

In 1920, The National Roads Association (as the NRMA was then known) launched its Good Roads Journal. The magazine’s name was changed to Open Road in 1927.

NRMA members still receive their bi-monthly copy. According to the source, it’s full of “the latest news on motoring issues, road safety rules, the best and most trusted car reviews and some fantastic travel ideas for exploring Australia and beyond”. It also includes special offers, discounts and other member benefits.

They don’t have to do it right? The articles don’t directly promote their core business of roadside assistance and insurance, but it’s clever way to connect with their audience and position their brand as a trusted source of useful information.

In my last blog, I mentioned that the best content is educational, inspirational and aspirational.

Open Road ticks all the boxes. A road-trip to a stunning destination in an independently reviewed vehicle anyone?

Who’s doing it online, and doing it well?

But, of course, today, most content marketing happens online.

The digital world is a match made in heaven for content marketing. This is because of its reach, its possibilities and interconnectedness.

Popular active wear brand Lorna Jane is one inspirational example.

The brand has a stand-alone content hub in its website Move Nourish Believe  – a phrase which encapsulates the Lorna Jane values and ethos.

While it’s increasingly common for businesses to manage content on a separate site in this way, the lesson here is in the nature of the content and how it’s distributed.

The website doesn’t directly promote Lorna Jane, rather it includes articles on lifestyle topics that reflect the brand’s values. This includes healthy eating, motivation and natural skincare. It also includes forums, videos, recipes and events and offers a free Lorna Jane iPhone app to track activity through the day.

Again, educational, inspirational and aspirational.

And Lorna Jane’s success is reflected in data that points to impressive Facebook, Twitter, YouTube, Tumblr, Instagram and Pinterest buy in.

Content marketing vehicles and mediums

Which brings us to the “where” and “what” of good content marketing.

For the “where”, take a look at the list above and add your website and LinkedIn.

• Facebook
• Twitter
• LinkedIn
• Website
• YouTube
• Tumblr
• Instagram
• Pinterest

As for the “what”, blog posts are the most common type of content marketing, but there’s much, much more you can do to for good content marketing..

• Webpages. Obvious right? But the difference between a good and bad site is huge, and to have an effective platform for content marketing your site has to be good.
• White papers and ebooks are increasingly popular, and ebooks (or good old fashioned paper books for that matter) can provide a great stream of revenue while simultaneously strengthening your brand.
• Videos and Vodcasts can be published on your website or your YouTube channel. When you consider YouTube has over a billion users it makes sense to give it a go.
• Infographics are a clever way to share statistics, charts, graphs and other information in a pictorial way. Pinterest offers possibilities here.
• Case studies can be inspirational and show your audience just how they can benefit from your services or product.
• Podcasts can be shared from your website or through vehicles like iTunes. They have the potential to put your business in front of a whole new audience.
• Free apps that are valuable to your audience and strengthen your brand can buy loyalty.
• Quizzes are a fun way to engage with your subscribers and inspire them to “like” and “share”.
• Email newsletters are a way to re-engage with your customer base and to deepen your relationship with them.
• Things like “Our top 10 tips” are fun, easy and quick to read and can help your audience navigate their way through a topic or decision.
• How-to guides can be invaluable – especially for small business owners or those looking to start their own business.
• Webinars are streamed online. They’re a great way to share useful information and create a sense of community.
• Q&A’s are an easy way to offer your knowledge and skills up to your audience.
• Surveys can help you find out what people want from your business and how they want you to communicate with them.
• Interviews with other experts in your field or from related industries, shared on your website or through a podcast, give your audience valuable information.
• Public speaking and presentations are another way to reach an audience – sure it will be smaller than online, but this direct contact can have much more impact.

And, of course, traditional mediums like magazines and journals sent through snail mail are still effective – the NRMA wouldn’t still be sending out the Open Road if it didn’t work.

What’s right for your business?

In my next post, I’ll talk about what it takes to create great content before looking at how to create a content marketing strategy.

HOWEVER, before you start generating content, it’s a good idea to nut out what mediums will work best for you. This will vary depending on the nature of your business and your skills.

My advice is usually to start with a blog and go from there. Learn everything you can about the benefits of each medium and then do what will work best for you.

If you’re unsure, the team at Online Influence can advise you on the benefits of each option and the right fit for your business.

Contact us 

What would you do if your business’s reputation crumbled? You many need some Reputation Management.

I’m sure you have spent your entire business career building up a reputation for yourself and your business. You have worked hard to ensure your customers are happy and treated well. A good reputation is priceless and ensures your business continues to grow and succeed into the future, it also improves the saleability of your business should you choose to do so in the future. 

Now – Have you ever had a disgruntled employee or an unhappy customer? Can you guarantee you won’t have one in the future? Have you ever made a mistake or misjudgment and ended up in court or the local paper? Let’s face it – every business, even the most experienced professional will experience something negative like this at least once in the life of the business and this is when you need some Reputation Management.

Until recently the saying went “A happy customer tells 3, an unhappy customer tells 10”. Well now it different. With social media like Facebook, YouTube, blogs and other review sites, somebody with a grudge against your business can blast it out there for thousands to see, read, hear and create such a bad buzz that your existing customers could begin to distrust you and new customers stop coming… and before you know it, your business is failing! (And the smaller or more local the business, the quicker gossip spreads.)

Take this story for an example On July 6, 2009 Canadian musician David Carroll and his band, Sons of Maxwell, uploaded a song to YouTube about their bad experience with a broken guitar on a United Airline trip.

At the end of the first day 150,000 people had watched that video and only 3 weeks later 5 million had watched it and 2½ years later it has had 11 million views! Now, this is an extreme example but all it takes is one creative but unhappy customer or employee and you could be national news for all the wrong reasons!

You may not know that nearly 90% of Australians use Google to find products and services similar to yours. A large majority of these will actively seek out reviews of your business before they contact you. If somebody publishes a negative review about you, it could very well end up on google page 1 and destroy years of good work overnight! A potential customer may easily come across bad news about you if any such articles, reviews, blog posts, videos or facebook groups etc have been published by someone with a grudge against you.

Bad news can cause very large problems, so it’s essential that any negative reviews, articles & blog posts etc, are removed from the 1st pages of Google. (They are VERY unlikely to be seen if they are no longer on page 1 of Google) When a potential customer reads damaging information, they will probably stop looking into you and just go along to the next service provider! Your business reputation will suffer, resulting in fewer sales – so it’s crucial you act now!

Contact Us at Online Influence Today to discuss your reputation management and what you would do if it came under attack. You may think it’s unlikely but we have seen businesses hurt too often by bad press, so act now!