Right this very moment, someone somewhere is writing a headline for an article that they have penned down after painstakingly spending hours to research the facts. You know how that feels if you are into the content writing business. Could a Content AI be the answer to our problems?
8 out of 10 times what you feel will work with your audience just skips their eyeballs. That’s not a researched fact but based on the 80/20 rule which states that 20% of your content will bring in 80% of your views. The tricky part, however, is to identify what will work and make it into the 20% league.
Content AI: Content powered by Artificial Intelligence
What if we leave this 20% to artificial intelligence? Sounds unlikely today as most businesses continue to rely on in-house content writers or agencies who struggle to find new content ideas. All this is about to change in next 5-10 years as newer technologies evolve which will potentially disrupt the way content writing business functions today.
Atomic Reach is among the handful of companies which has spent the last three years working on understanding the content marketing business. Atomic Reach with its artificial intelligence powered platform can identify the impact and measure language characteristics in your content. The platform also analyzes the reading behavior of the audience which most platforms don’t track today to customize the content further as you progress.
Artificial Intelligence already drives most of the content in your news feed today. Facebook was among the first to customize news feed based on your behavior and later launching features like story bumping which moved any content that you read or engaged with to top of your feed. So it wouldn’t be wrong to say that artificial Intelligence has already invaded our lifes when it comes to content.
When asked how AI would factor into Facebook’s plans going forward, Zuckerberg said there were two main areas he was looking at.
The first was an AI that could identify visual content (a photo or video, for instance), understand what it was seeing, and then decide if you as a user would be interested in it. And you can imagine that today, we consider putting things in your News Feed that you’re connected to in some way, right, that are from a friend or from a page that you are following or that one of your friends liked.
But there’s no reason that we shouldn’t be able to match you up with any of the millions of pieces of content that might be interested that get shared on Facebook every day, except for the fact that we don’t have the AI technology to know what those are about and that they match your interests today.
Mark Zuckerberg, CEO, Facebook
Facebook is working on Lumos its artificial intelligence platform to understand the visual content better. The algorithm will be able to identify objects within an image. The platform already distinguishes between faces of people, time of the day, location and other details.
Content Marketing & Artificial Intelligence
The use of artificial intelligence can also be attributed to how content strategy itself has evolved due to omni-channel integration. The team at Contently has been able to decipher the omni-channel strategy in the below infographic.
If we have to divide artificial intelligence broadly and its applications to content marketing it has already made inroads into the following:
- Grammar Check & Proof Reading: Grammar seems to be the most common problem bothering marketers. We use Grammarly extensively for Digital Uncovered. Besides Grammarly, you could also check other tools like Ginger, Hemingway App, White Smoke, etc.
- Content Intelligence: Content Intelligence today largely relies on a keyword or topic-based research to identify high performing content from competition or even for scouting for new content ideas. Tools that are currently available for content intelligence include Storybase, Buzzsumo, SpyFu, Answer The Public, etc.
- Content Distribution: The term content distribution itself has got different connotations based on the context. Content distribution includes content management systems (WordPress, Blogger, Tumbler or Drupal), platforms/websites (Buzzfeed, Facebook, Twitter), Content Discovery / Paid Promotion platforms (Outbrain, Taboola, Vocus).
- Content Performance: Content performance tools measure the effectiveness and impact of content marketing activities. Tools currently available for content performance include NewsCred, Contently, ContentWRX, TrackMaven, etc.
- Account-Based Marketing: Account-based marketing solutions help you to align & personalize your content marketing strategy for prospects. Tools that are currently available include Demand Base, Terminus, Engagio, Bizible, etc.
The lines are constantly blurring into what a solution will enable you to do with most high-performing platforms pivoting to become marketing clouds powered by artificial intelligence.
Content AI & Creativity
In Japan, a novel co-written by an artificial intelligence program made into the first stage of a literary contest. The judges on the panel weren’t informed which of the co-written entries were from an artificial intelligence program. Although the novel didn’t go on to win a prize, it’s a precursor to what could be on the timeline ahead for Content AI.
The novel couldn’t get the character descriptions right but these are early days for the technology and you will hear a lot about artificial intelligence & its applications to content marketing in the days to come.