THINK Marketing

3 brilliant examples of content marketing in the age of cognitive

By , March 15, 2017

Cognitive isn’t just a buzzword at IBM. It’s a mantra we’re using to reinvent ourselves in every tenet of our business.

Content has taken center stage in today’s digital age. In fact, content marketing has become key part of today’s integrated marketing. The numbers (Content marketing will be a $313 billion industry by 2019) and examples (8 More Absolutely Brilliant Content Marketing Innovations From the World’s Best Brands) support the trend.

So, here at IBM, we are putting “Cognitive” in our content marketing.

What is cognitive content marketing?

Cognition is defined as “The mental action or process of acquiring knowledge and understanding through thought, experience, and the senses.”

Cognitive content marketing is the process of creating and distributing high-quality content to educate, engage, attract and acquire prospects into customers, customers into repeat buyers, and repeat buyers into advocates.

It’s about having the right content, in the right format, at the right time, at the right place for the right audience.

Why IBM rocks at content marketing?

Sounds hard, right? Of course, it is?

We are beginning to crack this puzzle piece at a time with IBM Watson.

EConsultancy tells you why IBM’s content strategy hits the mark and Kapost mentions 3 things you can learn from IBM’s successful content marketing.

Content Marketing Institute recommends 6 content ideas every marketer should steal from IBM, and talks about how influencers have ignited IBM’s content marketing.

IBM is not only doing content marketing at massive scale and but also putting Cognitive Thinking behind it. Delve inside IBM’s incredible content marketing and learn about how IBM’s content marketing has spanned genres, continents, and art forms.

How IBM is leveraging Cognitive Technology for Content Marketing?

Cognitive technology that allows for customer engagement, personalization, re-targeting and more in addition to the recent revolution brought on by machine learning, make it possible for businesses to engage at a deeper level with customers and prospects in their buying journey.

To create customer-friendly digital experiences with rich content and asset capabilities is any business’s goal. That is what we are doing with THINK Marketing, where you are reading this blog post on now. THINK Marketing not only uses cognitive in its content strategy but also leverages Watson Content Hub. Learn about How Watson is Powering IBM’s Content Marketing.

IBM has a history of creating content for over a century. So, you’d expect us to be eating our own dog food, and indeed we are. Don’t take my word for it.

Here are 3 brilliant examples of Content Marketing in the age of cognitive.

Example #1 Show-vs-Tell with Content

“Show the readers everything, tell them nothing.” ― Ernest Hemingway

Everything we need to know about Show-vs-Tell we learned in kindergarten.

Stop. Don’t jump and read ahead. Watch this video first.

See how cool that Show-vs-Tell example is? Nobody is trumpeting about the benefits of IBM Cloud. Instead, a story…a life story…a life altering story is told visually (pun intended).

Read this story: Meet Simon: a life transformed by the cognitive power of the cloud

Example #2 Tell a story with Content

“The shortest distance between a human being and the truth is a story.” ― Anthony de Mello

We, humans, are wired to listen to stories. Who better to tell a story than TED? TED@IBM explores the relationship between technology and humanity in a one-day annual event. TED’s mission and model create a premier platform for IBM experts — including clients, partners, and friends — to reveal bold ideas and unexpected insights.

Meet IBM’s very own Fellow and Visionary Innovator Dr. Chieko Asakawa and invents technology to make the visually impaired more independent.

Example #3 Apply Context to Content

If content is king, context is queen.  Every piece of content needs to have a relateable context to ring a bell with its intended consumer.

You learn from the above video that, with Watson, the world is getting healthier, safer, cleaner, more creative and even more personal. Doctors, governments, educators and businesses everywhere are working with Watson to out-think their biggest challenges.

There is a reason this video has been watched over a million times since its launch 4 months ago. It is short (only 90 seconds), informative, and puts IBM Watson in context by mentioning various applications and industries.

Understand your content with cognitive

Combine your smart, adaptive content and the right tone with Watson-based recommendations to deliver an attractive customer experience. 

Watson Content Hub provides the content management capabilities any business owner or marketers need to deliver compelling brand experiences across all the ways to reach audiences.

  • For business owners, Watson Content Hub gives the power to create iconic, robust and consistent brand experiences using cloud-based, cognitive content management capabilities.
  • For the marketer, Watson Content Hub helps to assemble the best content to support the key offers you want to send out over email, mobile apps, websites or more.
  • For the front end developer, Watson Content Hub has an intuitive interface and a rich array of APIs for building fantastic user experiences that your marketing and e-commerce teams can update directly.

Go forth and conquer the world with cognitive content.

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