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).