Content is insights! Expressed in myriad forms and styles, it is information that makes readers feel, think and change their lives. Latest advances in AI such as Natural Language Generation (NLG) have enabled companies to automate routing content generation/automation tasks. We explained all related terms and the technology:
What is content marketing?
Content marketing is one of the most effective strategies for inbound and digital marketing. Content raises awareness of your brand, builds trust with your audience and turns them into customers who may become evangelists. Content marketing is related to both your company own website and blog as well as social media platform such as Twitter, Facebook, Pinterest which have audiences that are exploring new content on a daily basis.
Content marketing process is creating and distributing the content and improving the content experience. Improving the content experience can be more important than improving content quality.
For example; I like swimming. If you take me to swimming on a snowy day, probably it would not be the best swimming experience I have ever had (I know there are Nordic people swimming in ice-cold waters, I am not one of them).
Therefore, the channel, time, frequency or rather content distribution are also as important as the content. There are many software tools that can help marketers reach the right customer via the right channel with the right message at the right time such as Nudge (helps identify which accounts to contact) and Crystal Knows (helps personalize your message taking into account the recipient’s personality).
Here we focus on creating the content but feel free to examine our AI in marketing section to explore other parts of the content experience.
Automating content generation via Natural Language Generation
Content creation is still mostly manual. Getting started from scratch, creating an innovative, effective and original content is a hard work. There are many aspects that should be considered during content creation such as SEO (Search Engine Optimization), style, uniqueness and content objectives.
Different types of content such as visual, audio and text can be automatically created by AI algorithms. Machine learning and deep learning techniques search, analyze and learn from articles that are related to a given keyword to create unique and optimized content. However, most machine generated content will be perceived as derivative, may not fit the style of your organization or serve your content goals. Therefore, humans in most cases either need to quality check or build upon the content auto generated by machines.
The subbranch of AI that deals with text generation is called Natural Language Generation (NLG). We list several companies offering NLG services below. Since we are also in the business of preparing text research, you could ask if we leverage these companies’ services. The short answer is No. When we tested these solutions, we couldn’t find a solution that could prepare B2B-ready, concise, data-driven, well-researched articles. They couldn’t even serve as a starting point, deleting their text and restarting on our own was faster.
However, in B2C as well as internal documents, the requirements are different. We have seen testimonials from B2C companies using such tools. Additionally, creating reports from data is straightforward and companies like Quill and Wordsmith offer promising tools for that. However, our articles are based on more than simple spreadsheets. We rely on interviews, expert insights and industry analysis so we couldn’t use those tools.
Articoolo (https://articoolo.com/) is an automated tool for article generation. For the full version and other features like SEO optimization, subscription is necessary.
Automated Insight’s Wordsmith turns documents into text. When you connect Wordsmith to Excel, Word or Tableau document, it produces press-ready concise verbal summaries of the data from the underlying data.
Wordsmith is already creating content for large customers:
- 4K company earnings reports/quarter for the Associated Press
- 50K personalized narratives/week for GreatCall
- 100K workout recaps/week for bodybuilding.com
Wordsmith operates as a SaaS platform where you can get 500 outputs/month for $24k/year. With increased volume, subscription prices fall, enabling large platforms to produce content for just cents.
Narrative Science’s Quill is a similar content generation service. Quill is sold as a managed service with prices ~$10K/month for most use cases.
A few months ago, Google succeeded in creating meaningful images from sentences. You can watch the video below, or read the article to learn how it works.
Deep Dream Generator combines two given images to transfer the style of one image onto another. Such filters are now common place in social media applications. Here are some examples created by Deep Dream Generator:
You can see the original images at Deep Dream Generator. (You need to sign up first)
Reading content is a relatively easy task and computers have been reading for years. Google’s duplex system even introduced human-like pauses and filler sounds and words in its speech.
Some artists also claim to be using AI algorithms to create songs however these are more novelties rather than main stream entertainment. In the song below, the music was claimed to be composed with artificial intelligence while the lyrics were written by Taryn.
Content automation is more than just automated content generation. It means automating and constantly updating every stage of the content life cycle.
Content is made up of components like images, text, graphs. These components or the data underlying them can be used in different documents and formats. When there is a change, it is time-consuming to change every piece of content in every document by copy/paste. There are marketing technologies that help brand managers, marketing managers or product marketing managers to keep their content up-to-date.
Quark, for example, automates and sync every document, content, and component and applies every change to every document. It also automatically adjusts the format for different devices to ensure that each content is delivered to right customer in a right way to increase experience.
Überflip aggregates the contents and uses artificial intelligence and intent data to predict, recommend, and automate personalized content experience.
Why rely on content automation?
Automating content has advantages for content management compared to traditional content marketing. It can
- Increase efficiency of content creation and management
- Provide workflow automation and reduce manual mistakes
- Improve customer experience
- Provide regulatory compliance
Happy to help if you have questions related to NLG or content automation: