“Content is King!" This cliche mantra has been the cornerstone of digital marketing for years. Video content and webinars, in particular, have emerged as incredibly engaging tools, capturing the attention of audiences like never before.

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However, in a digital world brimming with content, the question is no longer about producing content, but about creating content that has enduring relevance, garners engagement, and offers a return on investment.

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Today, within the business landscape, video has become a critical tool for various purposes such as marketing, customer support, onboarding, learning and development, and more. The importance of getting video content right has never been more significant.

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This is where AI comes in.

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Similar to the way Amazon Prime's XRay has revolutionised viewer engagement, AI has the potential to dramatically enhance the value and engagement of your content. For those unfamiliar, Amazon Prime's XRay feature uses data from IMDb to provide users with trivia, behind-the-scenes information, cast details, and more, all in real-time as viewers watch films or shows. This interactive and enriched viewing experience not only engages viewers but also adds significant value to the content.

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How could such AI-driven interactivity translate to a business context?

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By taking a leaf from Amazon Prime's XRay, businesses can leverage AI to improve their video content and webinars. Imagine being able to offer a dynamic experience where users can interact with the content, access additional information, and engage at a much deeper level.

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Let's consider an example. Imagine you run a company offering online training webinars. The content is good, but the engagement and overall ROI are less than impressive.

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By leveraging AI capabilities similar to Amazon Prime's XRay, your webinars could transform into interactive learning experiences. For instance, as your presenter talks about a complex topic, pop-up information could appear on the screen, providing additional, in-depth details or definitions of technical terms.

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Alternatively, the AI could create interactive timestamps allowing viewers to jump to specific segments of the webinar. Imagine a viewer being able to click on a timestamp labelled "Latest Industry Trends" and being taken straight to that section of the webinar.

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AI could also offer supplementary material. A viewer interested in a topic discussed could access a related case study or article with a simple click, or even access a paid training course directly from the webinar platform (sounds like upsell heaven to us).

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These interactive features would not only increase engagement during the webinar but could also extend its shelf-life. Participants could return to the webinar time and again, using it as a reference tool, thus maximising its lifetime value and your ROI.

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How AI can help you get your content seen

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AI is not just about creating engaging content; it's also about ensuring that this content is seen. For example, up to 70% of B2B articles go unused because marketers never reach their target audience. AI-driven SEO helps businesses delve deep into their target audience's search patterns and user behaviour. By incorporating strategic keywords and leveraging AI's insights, businesses can capture the attention of potential customers and elevate their content's visibility, extending its lifetime value.

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What if your audience saw more of what they liked?

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Traditional content distribution methods are inefficient and ineffective. They rely on guesswork and manual labour, which can lead to content being seen by the wrong audience or not at all. AI-powered recommendation systems, on the other hand, are highly efficient and effective. They use machine learning to analyse user behaviour and preferences, personalising your content to ensure that it reaches the right audience at the right time.

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But how do you know if your content is working for you?

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AI also provides businesses with invaluable insights into their content's performance. AI-powered analytics tools analyse user behaviour, sentiment analysis, and engagement metrics, revealing patterns and trends. This insight enables businesses to refine their content strategy, understand what resonates with their audience, and create more valuable and relevant content over time.

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Additionally, AI assists in predicting content performance, enabling businesses to make data-driven decisions that increase their content's lifetime value.

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Artificial intelligence has breathed new life into content, revolutionising its creation, distribution, and analysis. Its application in video content and webinars has provided an exciting avenue for businesses to make their content more interactive and personalised, extending its shelf-life, and thus, improving ROI.

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If you want to know how you can utilise AI to unlock the full potential of your content, get in touch with us today!

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