Machine Learning Helps Content Marketers Hit the Right Emotional Note

Nov 30, 2016


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Just do it. I’m lovin’ it. Diamonds are forever. You know these words in part because they’ve been very carefully chosen to appeal to audiences. But as Paul Blamire, VP of client experience at Atomic Reach, told an audience at the Gilbane Digital Content Conference, it’s about more than the words themselves—it’s also about structure, what device people are reading on, and the emotions they evoke when this all works together. According to Blamire, machine learning (ML) and artificial intelligence (AI) can help marketers get the words and their structure right for more people on more devices.

Blamire says there is more data available than ever before, and companies need to harness it. But there is just too much data for humans to analyze. That’s where ML and AI come in. When it comes to content marketing, Blamire says there a few things that ML and AI can help with:

  • Identifying ideal topics
  • Helping understand your audience’s reading level
  • Telling you what sentiment you need to express
  • Finding the ideal structure
  • Identify emotional language
  • Tell you when to publish
  • Identify which screen your audiences are on and how that should effect your content

But figuring all of this out means lots of data—the more the better, in Blamire’s opinion. Some companies content creators have taken this to the logical end, having sports and financial content—which is data heavy—created entirely by machines. But for ML and AI to really work for content marketers, Blamire has some tips:

  • Track data
  • Be able to breakdown content at a w word level to understand how it performs
  • Use tools that directly guide your content team as they write
  • The feedback loop must be real-time (meaning you should get suggestions and feedback as you write, not once you’re done)
  • Don’t just follow industry norms—customize your approach to your content and audience
  • Continue using your own knowledge and expertise
  • You still need to be creative because content marketing is still about quality, and setting yourself apart from your competition

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