3 Content Marketing Principles for AI Products and Services

Daniel Faggella

Daniel Faggella is Head of Research at Emerj. Called upon by the United Nations, World Bank, INTERPOL, and leading enterprises, Daniel is a globally sought-after expert on the competitive strategy implications of AI for business and government leaders.

3 Content Marketing Principles for AI Products and Services

Content marketing encompasses many ways to advertise and attract new potential customers. At Emerj, we've worked on hundreds of campaigns for AI-related products and services, and what we've learned is that content marketing for AI vendors boils down to two things:

Attracting potential buyers to their offering.
Building and reinforcing trust in that offering.

If a vendor can accomplish both with its marketing content, they should see an ROI on its marketing efforts.

While content marketing can take many forms and serve multiple purposes, in this article, we cover three main principles AI vendors should consider when building a content marketing strategy:

Painpoints That Already Convert Customers: Evaluating what the vendor’s products can already offer customers and which business problems they solve.
How Prospects Find a Vendor Online: Discovering how potential customers are finding the vendor's website and its marketing content in order to better advertise to i...

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