Content marketing has a huge impact on the success of your company. But it is quite the challenge to constantly create quality content that is valuable for your audience and seen by the right people. It takes time and money to produce valuable content on a regular basis and you may have noticed that it’s hard to combine with all the other tasks that need to be done during the week.
Luckily, in today’s digital age, there’s help on the way. It’s called machine learning and can benefit every aspect of content marketing. It can help content marketers produce content more quickly, transforming content marketing as we know it. Do you want to know more about how machine learning can revolutionize content marketing? Then keep on reading!
#1. Cost-effective and time-saving
Machine learning can help you save money and time when used in your content marketing strategy. Before creating content you should always run important analytics, like finding the right keywords or researching what your target audience is interested in today. Because it’s simply a waste of time to write an article that nobody’s interested in or that can’t be found through the search engines. Machine learning can do these repetitive preliminary tasks quickly and efficiently, saving you not only money but also a huge amount of time that you can spend on writing the best possible articles.
#2. Increase productivity
Saving time gives you the opportunity to do more and increase your productivity. Machine learning is a great tool to have on that front. It can’t write the content for you, but it can take over certain simple and time-consuming tasks like the keyword analysis we mentioned above. You’ll have more time to focus on the writing itself without having to worry that machine learning will take over. You remain in the driver’s seat, but you now have the tools at hand to leave the repetitive and mundane tasks to automation.
#3. Improve personalization
Creating customized content for different target audiences is likely one of the things that take up most of your time. For example, your target audience receives a huge amount of commercial emails every month, so your email needs to be of direct interest to the reader if your goal is to get a response. Machine learning can be a huge help here. It can assist in gathering very precise data about your audience and predict which subjects they’re interested in. This allows you to categorize your audience into groups and helps you create personalized content for them during every step of the customer journey.
#4. Improve the quality of your content
Machine learning not only lets you be more productive and improve personalization, it can also help you improve the overall quality of your content. When you have a better understanding of what kind of content works, you can create optimized pieces that stand the best chance of finding and engaging your audience. Discovering the best topics to write about and figuring out how to do a better job at writing than your competitors usually takes a lot of time. Machine learning can assist in identifying trending and quality content in real time, helping you determine what the quality of your writing should be to defeat your competition.
#5. Optimize your content for the right audience
Machine learning algorithms can provide you with all sorts of guidelines to help you improve your content, like detecting when you use the passive voice or a lot of chlichés. It can also ensure that you’re writing for the right audience. Does your target audience consist of mostly men or is it women you’re writing for? And what’s the language level of your audience? You know all this before you start writing, but is it also reflected in your content? A machine learning algorithm can help you out here, making sure your content is fully targeted at your audience.
The importance of optimized content
As you just read above, there is lots of content out there and the competition is fierce. This makes it quite the challenge to produce engaging and interesting content that your target audience wants to read. Writing engaging content is one thing, but you also need to make sure that your content shows up somewhere near the top of the search engine results.
That’s why it’s so important to produce optimized content. This means that your content adheres to the basic SEO rules to generate the right traffic and make it easier to be found in search. It also means that your content is fully targeted at the right audience. The machine-learning algorithms of Textmetrics can help you with all of this, increasing the quality of your content, saving you time and money, and boosting your productivity.
Becoming a better writer
In Part 1 of this blog – The future of writing: augmented writing software; How it all began -, we discussed technologies like artificial intelligence that shape the way we communicate. We took a little trip down memory lane and discovered how writing software evolved over the last few decades. We’ve come a long way since the introduction of the first word processing software WordPerfect and writing software has made our lives a lot easier. It gave us the tools to write without errors and to collaborate with others during the writing process. What the software didn’t do, however, was make us better writers. We had to wait a few decades, but finally, the day has come that new software is available to assist us in improving our writing.
Challenges companies face when producing written content
For companies, it’s important to distribute well-written, interesting and useful content. Especially online, the competition is tough and it’s not easy to persuade readers to read your content. It’s even more difficult to have readers perform a certain action after they read your content. Taking this into consideration, the quality of your content is just as important as implementing the right SEO strategies. Nowadays the competition is so fierce that even the most experienced writers have to be creative in finding the most powerful words and effective phrases.
Another thing to keep in mind is that especially bigger companies have more than one writer. A major challenge here is to apply the same tone of voice to all content and be consistent in style. Off course, a style guide can help but it takes time to memorise and implement it in practice. Often there isn’t any time and content has to be published online as quickly as possible.
How augmented writing can help you produce better content
Augmented writing can help you solve these problems. It saves money and engages your readers more because:
- It improves the overall quality of your writing, eliminating unnecessary words and grammar errors.
- It helps you maintain consistency throughout your writing.
- It avoids biased language that may detract from your writing.
- It helps you follow a particular tone of voice and terminology.
- It helps you use more positive language that is more likely to achieve your goals.
Plenty of reasons to consider using augmented writing software as your personal writing coach. You don’t have to be afraid the software will do your writing. It is not designed to replace humans. Augmented software collaborates with you to improve your writing. It gives you positive feedback while writing and makes your life easier. In time you’ll notice that the software gives you fewer suggestions on improvements because you’ve improved your writing skills and your first drafts will be much better than before.
Discover Textmetrics’ augmented writing software
At Textmetrics we use artificial intelligence to make you a better writer. Our augmented writing software will assist you in real-time giving you suggestions to write high-quality content that matches the needs of your target audience. It’s important that everyone in your organisation writes in the same tone of voice. Textmetrics can assist you with this as well. The software uses algorithms based on artificial intelligence to recognise aspects such as how formal or informal the text is, how easy to read, how friendly and so on. You can select your preferences and any person who writes a text will automatically be supported to apply the selected settings. On top of that, you can add organisation-specific rules and guidelines. The writer just needs to switch on the cloud-based app and start writing.
The augmented writing software of Textmetrics can help you centrally manage the tone of voice being used throughout the organisation and coach writers – and everyone else in the organisation that writes a piece every now and then – to become even better at what they do. All the content that is produced is well-written, interesting and useful and will contribute to building the right image.
How artificial intelligence changes the way we work
The number of technologies that shape the future of communication keeps on growing. Some of them, like chatbots and gamification, are widely accepted. Others, like holograms and telepathic communication, still seem to be a bit too sci-fi for daily use. All these technologies have one thing in common; they rely on artificial intelligence. It greatly reshaped the way we communicate in business, and it has made our work a lot easier and more efficient.
One of the latest developments in artificial intelligence is augmented writing. Before we tell you more about what it is and how it can help you improve your writing, we want to share a brief history of writing software. A trip down memory lane so to speak, and a way to ease you into the idea of software helping you while you’re writing.
The first word processing software
We first started using software to help us write after the introduction of IBM’s personal computer. WordPerfect was the writing software that was most widely used. It made writing so much easier than using a typewriter. It’s hard to imagine just how revolutionary it was. Using WordPerfect made it possible to move text from one place to another and to make corrections while writing. You could check your spelling and even easily add formatting like bold or italic with special formatting codes. None of this was possible on a typewriter.
What you see is what you get
WordPerfect was just the beginning. When Apple and Microsoft introduced its operating systems with a graphical user interface new possibilities presented itself. It was the era of the so-called WYSIGYW (what you see if what you get). On your screen, you could see exactly what a document would look like in print version. Microsoft Word was the first writing software to take full advantage of this new technology. It was now possible to see what a printed page would look like right there on the screen. You didn’t have to use formatting codes anymore, like in WordPerfect. On top of that, it was possible to include graphics and tables, and you could choose different fonts and easily change the colors and size of the font.
Then the introduction of the internet brought new changes to the writing software. The focus shifted from formatting to working together, it was centered on people and collaboration. The first software that made it easy to share documents with colleagues, family, and friends was Writely. When it became successful, it was quickly bought by Google. Soon after, Google Docs was introduced; writing software that can be used by several people in the cloud. This so-called collaboration-first word processor made it possible to have multiple people type at the same time, in the same document, in real-time. Google Docs doesn’t have as many features as Microsoft Word does, but still, it became extremely popular and widely used over a short period of time.
Writing became easier but not necessarily better
All the writing software that was introduced over the past decades made writing easier, reduced the number of mistakes and made it possible for people to work together. What it didn’t necessarily do though, was making your writing better. Of course, a spell check and working together can improve your writing but it doesn’t necessarily make you a better writer. That’s where augmented writing comes in.
Software that uses artificial intelligence to facilitate augmented writing doesn’t replace you as a writer, but it will make your content better. By using augmented writing software your content will better match your target audience. Textmetrics is an example of this kind of software and uses artificial intelligence to continuously improve the conversion rates of your texts. It will assist you with real-time suggestions to write high-quality content to connect to your target audience. You can read more about augmented writing software and Textmetrics’ services in Part 2 of this blog: The use of artificial intelligence in augmented writing.
Writing messages in the style the company has set as mandatory is a burden for many staff members. Writing as such is one thing, complying with the corporate communication guide another. Seeing your senior co-worker using his red pen on your text in a steady rhythm is not exactly motivating. With Artificial Intelligence sliding you through the process of writing, life suddenly becomes a whole lot brighter.
Artificial Intelligence – AI. The word alone is buzzing through offices, industrial halls, and households. What does it mean? What does it do? We are going to use AI privately and professionally. Let’s forget ‘private’ for now and focus on professional use, on the use in corporate communication to be more precise.
Imagine yourself writing a message that will be read by 500 plus co-workers. Read, not just glanced at. Wouldn’t it be great to have your idea, your proposal, your vision noticed by every member of staff, no matter how you wrote it down? Completely according to the rules of writing corporate communication management has laid down. AI will do that for you. And so much more.
AI uses tools like machine learning and Big Data and develops itself while being used. You can design a tone of voice and Textmetrics vast number of algorithms will give you the right wording while you’re writing. It will even suggest changes while it is at it. Instead of someone looking over your shoulder, something is reading and typing with you.
What can you do with AI in a Textmetrics template? You can define how easy to read your text should be. Or, how sophisticated. How formal or informal your text must be, will it be read by women mostly, men, or is a neutral tone of voice preferred? Can the message be friendly, or reminding with a slight hint of urgency? You can set all those variations and once your staff member starts writing, all he or she must do is set the specific tone of voice.
And that’s not all. As an organization you can set specific rules and guidelines you want to use. Enter them in the template, activate it and all co-workers’ texts will be in line with your demands. All they need to do is turn on the app in the cloud to call out the support of Textmetrics. AI will correct and give suggestions in real time. All your internal and external communication will be greatly appreciated by those who receive it, both by colleagues and the public.
This doesn’t only sound easy, it is easy. But the impact of this company-broad coherent communication is immense: higher conversion, higher customer satisfaction, better quality response to AI recruiting ads and a consistent company tone of voice. Communication that doesn’t depend on who is writing this week’s newsletter, or brochure or HRM ad, but texts that are fully compliant with your guidelines and wishes.
Will AI take away staff jobs, now that writing has become a “piece of cake”? Not likely, AI will take out the dull and simple tasks, giving staff members time to be more creative, develop plans they never got around to and make work at the office more exciting and fulfilling. That is quite motivating, in contrast to the senior member’s red pen.
Happy staff members, satisfied customers, better applicants for job openings; it’s just a few of the many things AI can give. Remember the times when you read the news in the morning paper, and were brought up to date by the evening news on television? Seems like the Stone Age, doesn’t it? Everything happens in real time, so you must respond in real time as well. News is reported in a few minutes, sometimes even in a few seconds. The digital era is reigning and will give us more ways to make our work easier, get our household chores done by the time we come home, make our traffic safer, and production all over more efficient.
Embracing AI may be difficult at first, but once realization has set in how much help may come from smart machines and robots, AI will be greeted as a longtime friend. A precious ally in beating everyday routine.