AI in Content Marketing – Content Intelligence or Artificial Content
Reading Time: 6minutes
In an ideal content writing situation, a lot of coffee, patience and innovative thinking is required to create ideas worth the read. Usually, the content writers are always up to a lot of research work to keep coming up with all the interesting stuff that can entice and engage the readers. Though, even they know that a large part of their content may or may not be really paid attention to, not even the worth their painstaking efforts and hours of research work. This has been the ever-lasting concern for content writers. Despite all the hard work that they do, they don’t get that assurance of being read or even noticed to some extent.
So, what can be the solution to this? Artificial Intelligence?
At this time when all of the content writing work is already done with human instincts, thoughts and abilities, the AI taking over the lead feels like a bizarre idea. Well, this is what going to happen in the times to come. With evolving technologies, the content marketing strategies will be changed to a great extent, and there will be a lot of impact on the way content marketing is performed at present.
Content Writing & Cognition – Is There Any Place for AI?
Content Marketing and AI? Content writing is all about cognitive abilities where human ideas generate after interpretations and analysis of different situations. Naturally, you must be wondering about how would AI be a part of Content marketing strategy. Is that really possible? And even if it is, will that be the content worth it? Won’t it be Artificial content?
Won’t the ‘artificial’ element of AI, meddle up with personal human impressions?
Well in that case, even the AI will be required to perform ample research!
To device a content strategy, the reading behavior of the readers or audience needs to be analyzed, and accordingly the content can be customized. That’s the most important part of content marketing strategies. Following this rule, AI has already intervened in driving the content on various platforms, especially social media. Facebook already presents to the users, all the news feeds according to their interests that are revealed with their behavior on the platform. In fact, AI interprets the user behavior for good.
As Mark Zuckerberg, CEO – Facebook says, “More than 95 per cent of the hate speech that we take down is done by an AI and not by a person. And I think it’s 98 or 99% of the terrorist content that we take down is identified by an AI and not a person. However, this automated approach sometimes misses ‘nuances’ in content, specifically in terms of denouncing hate speech.”
In concluding words, AI has already stepped in the content scene.
Of course, it is going to assist and replace the content writers in future, for the human mind is supreme, being made by the God.
Content Intelligence – So, How Is It Going to Be?
Enormous content is produced by the content writers and marketers every day. Yes, this is the way marketers can reach out to both their customers and prospective customers. They are created in various forms like blog posts, articles, white papers, photos, videos, and social media posts, and what not.
So what impact is this huge amount of content laying upon the people? It can quite be cumbersome to find so, and that is where the role of content intelligence comes into light. Content intelligence is all about analysis of the big data to allow the content marketers have a clear insight into the impact of the huge amount of content on the masses.
The Key Giveaways of Content Intelligence
Data Extraction, Analysis & Reporting – The content intelligence software analyzes the big data that is extracted from the huge amount of content created in a matter of time. The high-performing relevant content is determined to let the content marketers know about their reach, impact, and take informed decisions and create further strategies based on them.
They will have better idea about how to steer their content marketing strategy in the right direction.
Content Analysis – The specific content in bits is also analyzed with Natural Language Processing (NLP), and the content, voice tone and even the tips for content writers are provided to enable them make their content better in all aspects including SEO.
Automated Content Creation – Not all of the content, but a part of it is automated, following analysis of the content with artificial intelligence and deriving conclusions upon which the decisions that are executed automatically, are based.
Content Management – Though there are various analytical tools available for data analysis, such as Google analytics, but since there has to be a huge amount of data that can be analyzed by content intelligence, it needs to be more deeply integrated with content management system. In fact, there are many content intelligence systems that already come with CMS expediency.
Content Intelligence is based upon the research of any particular topic or keyword. It uses various tools to determine the content that is performing well and so bring along novel content ideas. There are various content intelligence tools namely, Buzzsumo, Episerver, SpyFu, Contently, TrackMaven, Curata, NewsCred, Storybase, Answer The Public, and many more.
Can Artificial Intelligence Replace Human Intelligence?
No matter how much has technology advanced, Artificial Intelligence is far from replacing human intelligence. There are still numerous aspects, where AI cannot even matchup to the abilities of the supreme intelligence. It will assist humans, won’t replace them, at least for now.
Joe leads the company’s strategy development and team building processes to formulate and enact the mission and goals. His strategic decisions involve the commitment of various resources for the fulfilment of goals and purposes of the organization, with a positive impact on its various aspects of growth.
With over 30 years of leadership experience, Joe has lead transformation projects, new business ventures, and execution of change management strategies.
In his previous role in C/C Financial Corp, a start-up financial technology business, Joe served as President & CEO. The start-up was scaled up and acquired by a large publicly traded company.
Joe started PeakFormance Leadership Consulting, a leadership and strategy advisory firm that specializes in helping busy executives develop high-performing team and organizations. His experience and proven strategies have helped him lead organization development projects with Fortune 500 companies as well as small to medium size start-ups.
With a strong passion for leadership, Joe has demonstrated the ability to develop cohesive teams, aligned and collaborative teams that achieve extraordinary results. Joe’s passion for leadership and team-building and vast experience enable him to connect with executive leaders and partner with them to improve performance.
Joe holds a bachelor’s degree in Business Administration from Minnesota State University, and an MBA in Organization Leadership from Walden University. He enjoys spending time traveling, golfing and training for Ironman triathlon competitions.
WILLIAM ANSAH
Head of Africa Operations, Tarika Group
20+ years of professional experience
William Yaw Ansah, Chairman, and CEO, Origin8 Limited in Ghana is an accomplished executive with experience spanning multiple sectors – Publishing, International NGOs, Education, Consultancy, and more.
Most recently, William was appointed as Course Manual Author Monitor for Chartered Institute of Marketing, Ghana. He was also appointed as a Member of the Management Committee, School of Arts, University of Ghana. He is also a Member of the Institute of Directors Ghana, an Accredited Member of the Institute of Public Relations, and a member of the Chartered Institute of Marketers, U.K
Over the years, he has been a mentor and advisor to a number of new ventures in Ghana and has trained several organizations such as SSNIT, Ghana Revenue Authority, Ghana Water Company Limited, National Entrepreneurship and Innovation Programme among others.
William has authored a number of books such as Simple English for Senior High Schools in Ghana, Simple English books for Primary Schools in Ghana, and Simple English books for kindergarten, among others.
William received his Master’s degree in Global Marketing from the University of Liverpool, the U.K, and a Bachelor’s degree in Liberal Arts from the University of Ghana, Ghana. He started his career in Ghana as an Instructor, Consultant, and later management member of Afram Publications, Sahabia Publications, Comland Ghana, Origin8 Limited to mention a few.
SACHIN AGRAWAL
Founder & CEO, Tarika Group
20+ years of professional experience
Sachin has over twenty years of experience managing innovation and development of solutions and optimizing complex business processes; Business & Technology Architecture and Integrations. His proficient leadership and exceptional communication skills, technical expertise, combined with industry experience have delivered extraordinary results for his firm and clients.
Sachin instituted Tarika Technologies to support businesses by implementing a strong process-oriented system and the virtual CIO model, managing a team of offshore and onsite professionals. He performs complete business and technology assessment, advises on Enterprise Architecture and provides solutions for mid to large companies, globally. Under his leadership, Tarika Technologies has acquired several key accounts, providing Enterprise Solutions, Infrastructure Solutions (PaaS, IaaS, SaaS), Software & Web Solutions and Mobile Applications.
In addition, Tarika Technologies provides technology and communications infrastructure set up and has successfully launched several products in the ERP, Communication, Entertainment & Media domains. Today, Tarika stands as a global company with presence in America, Asia, and Africa.
Sachin is the CIO to a leading firm in Bethesda, Maryland USA that provides acquisition support services; and technical advisor to the Crisis Center Hotline located in the state of Maryland in the United States. During his career, he also served as Director of Information Technology at a prestigious infrastructure management firm in the DC area providing IT consulting, infrastructure design and enterprise solutions for small to large corporations all around the mid-Atlantic region, as well as governmental organizations. His innovation in business process has led to a patent with the United States Patent and Trademark Offices for one of his clients.
Sachin’s keen interest in International business has formed key alliances and relationships worldwide apart from just Technology. In recent times, he has partnered with Origin8 Limited, a leading PR & Advertisement firm located in Ghana, extending all the products and services offered by Tarika to the African region. As an integral part of this partnership, Origin8 will be heading the sales and marketing of EBIMS AirWatch in the West African market; a cloud-based ERP solution by Tarika, supporting the needs in the Media industry providing real time strategic planning, monitoring, management of operations, automation of collections and complete digitization of payments through integrations to local payment gateways. He is also the Chief Technology Advisor for Origin8 Limited, driving advanced digital solutions for clients in Ghana; and introducing customized ERP for businesses across West Africa.
His keen interest in international business has formed key alliances and relationships worldwide in areas aside technology. Other areas of his expertise include managing and streamlining business processes, vertically independent Enterprise Architecture, Infrastructure Management, IaaS, PaaS, SaaS, high-level network and systems architecture, design and development capabilities of secure distributed applications for both private as well as governmental organizations.
Sachin holds a Master of Science in Information Architecture with highest honors; a Bachelor’s degree in Electrical Engineering and Associates in Computer Engineering Technology from Capitol Technology University in Maryland, USA. In his leisure, Mr. Agrawal enjoys playing musical instruments and practices Haidong Gumdo, the Korean swordsmanship, as a senior martial arts practitioner. His personal blog can be found at www.sachinagrawal.com.
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