Intelligent Knowledge Bases are Changing How Marketers Create Content

Posted by Stephanie Ventura on Oct 17, 2017 11:44:32 AM


Marketing benefits from countless technological tools that help automate email campaigns or analyze site visits and traffic, among other things. You spend a lot of time strategizing about what you’re communicating externally, so communicating to other teams within your business typically falls to the wayside. Luckily, new technology that enhances the way you build and disseminate marketing-related knowledge exists to help both your team and the departments you interact with everyday.

Alignment among Sales, Product, or Customer Success is integral in a marketing team’s success. The way knowledge is created and shared informs your ability to collaborate and achieve common goals. Sharing Google Docs or PowerPoint presentations won’t cut it anymore; artificial intelligence is changing the way businesses capture, manage, and deliver information. In order to keep up with the rest of your organization, Marketing needs to lean forward and embrace AI.

In a well-run marketing team, many of the metrics measured help inform future strategy of the company as a whole. If Marketing is targeting a new group of potential prospects, what’s the best way to communicate that messaging to Sales or even the executive team? A meeting? An email or a thread in chat?

AI-powered knowledge bases are essential for marketers who need to manage content about positioning, messaging, successes and opportunities to learn from. Intelligent knowledge bases are contextually aware, so if marketing content is relevant to another team, that team will be prompted to explore the updates or new knowledge.

If you’re a marketer, you’re probably familiar with a wysiwyg. In other words, What You See is What You Get. Creating intelligent, machine-readable knowledge is just like creating a blog in a CMS. You input titles or headers in specific sections of a template, instead of formatting words manually to look like a header tag. AI handles the conversion of what information is created and who that applies to based on templated sections like you'd find in a wysiwyg. 

Creating knowledge that is AI-ready is as simple as that, but the AI continues to enhances the way you manage and deliver that information. The knowledge your marketing team creates in an intelligent system is searchable and easily readable so machines can surface the right content to the right person at the right time. For machines, the more information that is available and readable to them, the more powerfully they can help you long term.

The biggest goal of intelligently supported knowledge bases is relevance. Obviously, many factors contribute to a piece of content remaining relevant. In short, those factors can be referred to as context. Context is what separates a proactive, intelligent knowledge base from automated bots. Machines that recognize what information is relevant to certain people possess contextual awareness.

In the same way that AI allows sections of content to be labeled as relevant to people, intelligent agents can label relevance according to content creation date. When information is in danger of expiring, AI triggers a reminder to the author so any necessary updates are made at the right time.

Marketing teams already rely on automation when it comes to tasks like nurturing campaigns, lead scoring, and more. Integrating AI to support marketing insights and information is the next logical step in making teams more efficient. When your internal knowledge and content creation is supported by AI, you have the time and resources you need to focus on creating engaging, prospect-facing content that make conversions happen.

Keep up with the latest innovative trends and try Talla for Knowledge Management today.

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Topics: AI, Artificial Intelligence, Marketing, knowledge management