AI has made it easier for marketers to ideate and strategize. However, this flood of content ideas has uncovered a different problem for marketers; finding company knowledge to highlight and turn into marketing copy. Any medium- to large-sized company falls into the silo trap, with highly marketable company knowledge getting trapped between teams. This prevents marketers from showcasing some of the company’s biggest achievements, simply because they had no way of discovering this knowledge.
In our last blog on contextual AI, we laid out the scope of what was possible with a contextual marketing solution. Even these siloed company knowledge can be easily captured and capitalized upon to create marketing content that resonates with audiences and adds value. AI's role in bridging the gap between technical complexity and marketing clarity is both revolutionary and indispensable.
In this blog, we will delve into the different kinds of company knowledge that can be repurposed into marketing content in the AI age. We will also cover struggles companies face when converting their technical knowledge into marketable content. We'll also take you through how you can use Yarnit’s knowledge graph and RAG-powered knowledge brain to convert those technical documents into marketing content.
Understanding the Potential of Company Knowledge for Marketing
To understand the potential of company knowledge for marketing, we must first understand what are the different types of knowledge that can be repurposed into marketing material.
There are 3 main categories of company knowledge, namely:
Internal Data Sources
Internal data sources provide crucial information for various business applications. There are 4 main sources of internal data, namely:
Global assets, which include annual reports, SEC filings, earning call transcripts, and corporate decks
Product assets, comprising collaterals, fact sheets, data sheets, and FAQs
Sales assets, consisting of sales decks, battle cards, and sales call transcripts
Brand guidelines, consisting of brand ToV guides, design language, and brand colors
These internal sources serve three primary use cases. They support contextual content generation, allowing businesses to create content that's deeply informed by their own data and knowledge. They aid in content compliance, ensuring that all produced material aligns with company standards and regulations. These sources facilitate content repurposing, enabling businesses to efficiently adapt existing materials for various purposes and audiences.
External Data Sources
External data sources provide valuable information for various business applications. Here, there are 3 main sources
SERP (Search Engine Results Pages) which offers search results and most asked questions
Syndicated and social feeds, supplying news, research, social media, and domain feeds
Websites, providing information about competitors and popular knowledge
These external sources serve three primary use cases.They can aid marketing efforts for Search Engine Optimization, helping the brand improve their online visibility. These sources also aid in content idea generation, providing inspiration and topics for new material. Marketers can also use these external sources to contribute to accurate content generation, ensuring that produced content is well-informed and up-to-date with external information and trends.
Customer Generated Data
Customer-generated data sources provide invaluable insights for businesses to improve their products and services. Here, there are two main sources:
Customer support interactions, which include customer chats, support tickets, and call recordings
Online reviews and social media mentions, comprising online reviews, feedback, and social mentions.
These sources serve three primary use cases. They aid in content planning, helping businesses strategize their communication based on customer needs and concerns. They also facilitate the creation of FAQs and support documents, allowing companies to address common issues proactively. Lastly, these sources enable contextual content generation, ensuring that produced content is relevant to customer experiences and expectations.
Challenges in Converting Company Knowledge to Marketing Content
Accurately Translating Technical Knowledge
Creating accurate and resonant content within technical domains requires marketers a profound understanding of the subject material. The expertise also lies in making company knowledge appeal to the audience. For example, if the company has adopted the latest technology, it is the marketers’ role to understand this adoption and translate it into information that provides insights to the end user. The main challenge is converting the company knowledge into a value proposition. Finding such experts who are also skilled marketers can be a daunting task. Without this expertise, marketing content risks being superficial, failing to engage the intended audience effectively.
Highly Technical Nature of Company Knowledge
Technical knowledge often involves intricate details, jargon, and complex concepts. Transforming these into digestible, relatable content for a broad audience is challenging. Simplifying the information without losing its essence or inadvertently introducing inaccuracies is a fine line to walk. Marketers may also fall short on understanding the nuance of highly technical knowledge. Moreover, due to the specific nature of the company knowledge, it is also difficult to identify what content should be used where.
Targeting Different Audiences
Marketing content must resonate with diverse audience segments. For example, a services company might be targeting both key decision makers in the C-suite as well as practitioners of the product. Good marketing content needs to address the needs of each audience profile, while also maintaining a specific level of detail to make the content enriching. Striking this balance is challenging and often requires creating multiple versions of the same content, tailored to each audience segment. This can be both time-consuming and resource-intensive.
Security Concerns
Feeding sensitive company data into public chatbots or other AI tools raises significant security concerns. Companies risk exposing proprietary information and compromising their competitive edge. Ensuring data privacy and security while leveraging AI for content generation is a critical hurdle that needs addressing.
How Yarnit Solves These Difficulties
Bridging the Gap between Content and Context
Yarnit's brand hub and knowledge hub can help reduce the need for constant domain expert intervention. By allowing users to upload and integrate company-specific data, Yarnit provides a foundational understanding for all future content generation. This ensures continuity and accuracy, removing the bottleneck of requiring constant expert input.
Maintaining Technical Know-how
With Yarnit's logical knowledge nuggets and context booster, the platform retains the technical integrity of the content. These nuggets encapsulate essential technical information, which can be seamlessly integrated into various content formats. This approach ensures that the generated content remains precise and informative, without oversimplifying critical technical details.
Customer Profiles for Hyper-Personalization
Yarnit addresses the challenge of targeting different audience segments through robust customer profiles. By comprehending specific pain points and needs, Yarnit crafts hyper-personalized content tailored to distinct audience segments. This not only enhances engagement but also ensures that both technical and general audiences find the content relevant and valuable.
Enterprise-Grade Security
Yarnit's commitment to responsible AI and robust security practices mitigates the risks associated with data privacy. With enterprise-grade security certifications, Yarnit safeguards sensitive company data, ensuring that the content generation process remains secure and compliant with industry standards.
Conclusion
In this blog, we have explored the myriad challenges technical companies face when converting their extensive knowledge into effective marketing content. Yarnit's advanced AI-driven platform addresses these problems with transformative solutions. From eliminating the need for constant domain expert oversight to ensuring hyper-personalized and secure content creation, Yarnit stands as a game-changer.
By leveraging Yarnit, companies not only streamline their content creation process but also maximize the impact of their marketing efforts. As we have shown, turning a complex whitepaper into diverse marketing assets is simplified, efficient, and effective with Yarnit. Experience the future of marketing content generation by giving Yarnit a try today.
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