Can AI help marketers meet the growing demand for content?

Can AI help marketers meet the growing demand for content?

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Recently, I spoke with a CMO whose brand had invested hundreds of thousands of dollars in an experience optimization platform that his team is struggling to use.

Why? Because, at the end of the day, his team is responsible for creating the entire library of personalized and modularized content that the platform needs to do its job. Imagine that every piece of content throughout their digital journey needs to be tailored to at least six different audience personas that the technology is programmed to recognize. And this content creation must be continuously maintained.

That’s not to say their efforts and others like him are reckless, far from it. His brand has embraced a reality that all marketers now face: buyers expect best-in-class digital experiences that make it easy to get the specific information they need instantly through the format(s). ) and the channel(s) they prefer.

The truth is, traditional methods of content creation don’t scale to the volume, speed, and budget requirements needed to deliver today’s version of an optimal customer experience. Unfortunately, this fact forces marketers to make trade-offs that they know will not serve the business: sacrificing content quality, reducing content output and, therefore, results, or increasing spending on resources and reduce profit margins.

As a result, brand marketers are stuck in a content creation paradox. An explosion of digital channels (social platforms, email, digital hubs, streaming media, etc.) and the demand for relevance and personalization on these channels has made it nearly impossible for marketing teams to meet the demand for content, even with the support of advanced dispensing technology.

Something has to give.

At Skyword, we decided to solve this challenge with artificial intelligence (AI). After all, AI applications such as natural language processing (NLP) and image recognition are critical to how search and social media giants like Google, Twitter, Instagram, etc. , have evolved the way they process and deliver content to users. So, couldn’t the same advances be used to benefit marketers?

The answer is yes. And the result is our new launch Content atomization feature of Skyword360, which applies AI in two important ways:

First, the atomization:

NLP technology has become very effective at recognizing, extracting and synthesizing key information from text. By calibrating these capabilities to the needs of specific content types in Skyword360, users can now identify a primary piece of written content, such as an article, white paper, or video transcript, and use AI to adapt that text accordingly. different versions for different types of content.

For example, instead of publishing your latest white paper and then separately creating landing page copy, article, email copy, and three social posts linked to it, Content Atomization AI of Skyword can synthesize the information from the white paper and generate each of the related ones. assets for you in moments, then notifies you that those assets are ready for human review.

Identify an original piece of main content and any additional adaptations you need.

Second, personalization:

If you’ve ever used a tool like Grammarly, you know that NLP technology is also capable of “reading” text and customizing it to match your desired tone, style, and context. Likewise, our content atomization feature allows users to customize the different versions of content they need for specific characters.

The characteristics of each of your characters in Skyword360 tells the platform which NLP model should be used to adapt content whenever a particular character is selected. We also apply AI to recommend the most relevant images for that character to include in content.

So you can automatically generate additional assets based on a main piece of content and have versions of each asset tailored to each person you are targeting.

Skyword360 automatically sends your content to the NLP model that matches your Persona descriptors.

AI-friendly or AI-generated content

At Skyword, we firmly believe that human creativity, expertise and authenticity should remain at the heart of content creation. AI is best applied to scaling these efforts. This is why our approach uses AI to reuse original human-generated content rather than relying on AI to generate content from scratch.

There are also practical reasons why we choose this route. For quite some time, individuals, businesses, and even media companies have been using AI-generated content to address the content scaling challenge. But, as evidenced by the recent Google report Update useful contentthis approach is counterproductive.

First, because your typical AI-generated content is unreliable. This often involves synthesizing information “on the web” that is incomplete or inaccurate.

Second, because it’s not original. AI-generated content tends to be repetitive and superficial, as the technology essentially aggregates information from other sources. (You know what I mean if you’ve ever clicked on one of those 4,000-word blogs that reads like a bad sophomore book report.)

Google’s public effort to purge its search results pages of this content is just the beginning. As we have seen with the rise of ad blocking technology, audiences will always resist tactics that impact the quality of their user experience.

What about quality assurance?

As I’ve written before, marketers in particular need to be wary of vendors who promise quick fixes. AI is undoubtedly capable of unlocking incredible possibilities, but ultimately AI technology must learn to be efficient.

How an AI model is trained, the data it’s trained on, and the time it takes to reach proficiency all impact the quality of results you can expect from it. That’s why we’ve pretrained our AI models on thousands of pieces of content that have already gone through our rigorous editorial review process. This controlled training method helps us ensure greater accuracy and reliability right from the start.

We will be rolling out more personality models throughout our current beta period and refining them with the first beta customers.

As you can imagine, we are thrilled with the time and cost savings that content atomization can unlock for our customers.

It’s too good to be true? I encourage you to find out more on our site or email if you want to learn more or want to be added to our beta customer list.

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