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How Machine Learning Impacts Content Creation
Mohan Chaddha | Content Marketing | Winter ‘17
A quick background
So, what is machine learning?
● A type of AI (artificial intelligence) that allows a computer to learn without being programmed.
● Been happening since the 1950s, but really took off in the 2010s
Some examples?
How about some examples in Marketing?
Why use machine learning in marketing?
● We have a massive amount of data. Let’s use it!
● Develop tailored content to each individual reader
● Customize content delivery down to specific times of the day.
● Learn from past behaviors - learn about certain factors affecting performance (weather, local events, etc).
Machine Learning +
Content Marketing?
Content Quality
Some of Google’s recent updates show the importance of having high content quality.
● Hummingbird: Better understanding natural language
● RankBrain (AI Algorithm): Attempts to “guess” what people mean in search queries & records results. Optimizes accordingly. Emphasizes content relevancy!
What can we do?
● Tailor your content towards a specific target audience.○ Answer problems that your target audience might ask online.○ Align your products / services towards what they need.○ Grab their attention using specific keywords, topics &
recommendations.
● Craft content that sounds natural.○ Web surfers are no longer bound by specific search terms and rules!
Example
Say you’re a cafe owner looking for advice on how SEO can help you.
Look what google offers!
What can we do (Part II)
● Make more detailed long-form content○ Allows content marketers to naturally implement
co-occurrence without sounding redundant. ○ More chances to use related keywords.
● Incorporate references from case studies, white papers & authoritative websites.○ Better sources = a better vouch!
In Conclusion….
● Don’t act like a bot to beat the bot!
● Craft content in a conversational tone
● Leverage long form content to incorporate key phrases and words (in a conversational way).