Have you been looking for new ideas on how to expand your content marketing strategy? Do you feel like your digital marketing strategy has been stagnating for a while?
Technology has influenced all areas of our lives, including writing and content marketing.
How exactly is technology disrupting content marketing? We will see!
Technology versus creativity
Creativity and technology have long had a love-hate relationship. Ever since we’ve been surrounded by intelligent devices that can instantly answer any question, we’ve been asking ourselves, “Is it a bad thing or a good thing for the brain?”
Our attention spans slow down and our thirst for knowledge decreases (as many studies seem to confirm).
However, the advancement of technology has many advantages: accessibility (ie tools that anyone can use to create something), anonymity (and thus free exchange of ideas) and free access to information.
When it comes to creative activities like writing and content marketing, technology has come a long way. It started with “content recycling” tools: tools that “rotate” content to make unique copies that can be reused on multiple websites. Unsurprisingly, using “tools” to create such content has long been a frowned upon practice.
Fortunately, the content marketing industry has matured beyond recognition since then. Nowadays we have tools that empower writers rather than offer shortcuts.
There are many tools that brands large and small can use to improve their content marketing strategy. For this article I used some well-defined criteria:
- Affordable (so that it can be used by small businesses and solo preneurs)
- Easy to use (so you don’t need a separate tool or expensive training to find out).
- Promote innovation (i.e. offer something new that no one has done before)
With that in mind, here are three tools that are disrupting the content marketing industry (in a most positive way):
Strengthen your message with artificial intelligence
Put simply, AI (short for Artificial Intelligence) means teaching a machine how to think and, more importantly, how to react (e.g. react, record, etc.). It’s a rapidly growing branch of computer science that affects all areas of our lives, including – understandably – content marketing.
There are already many examples of artificial intelligence in our daily life:
- Facebook Messenger can be set up to send automatic replies to your Facebook followers on behalf of your brand
- LinkedIn suggests introductions based on your previous work interactions (connections, comments, and companies).
- Gmail gives a user the ability to compose entire messages based on personal writing habits and previous emails.
Another much discussed example of AI in action is chatbot technology, which allows you to meaningfully help your customers and guide them when your team is offline.
No wonder artificial intelligence has found many uses in content marketing: it can provide an author with data and improve his productivity. Obviously, AI can also help you make an effective ad copy.
Broca is a brilliant marketing platform that uses artificial intelligence to help you create Google Ad Copy. You need to link it to your Google Ads account for the tool to analyze your ad performance. Based on this data, the tool generates new ad suggestions.
It’s amazing how the tool can help you figure out what your eye might not see: which words are causing action, which text seems to be performing poorly, etc. The tool keeps making new ad copies so you never get the tests go out.
Turn text into video with the click of a button
Video content creation has long been something most businesses would shy away from. Almost every brand I come across thinks videos are too difficult and expensive to make.
However, video content is essential to organic search exposure. In some niches, you can’t really hope to be competitive without solid video content.
Videos offer the best of both worlds: they present information visually (which makes it easier to consume) and they give search crawlers plenty of information to crawl. According to Maxwell Hertan of Megaphone Marketing, visual content is exactly what it takes to make content easier to understand and to remember a brand faster:
With half of the human brain devoted, directly or indirectly, to vision, from day one this is our primary sense of understanding the world around us. With 70% of the visual receptors in our eyes, it only takes 150 milliseconds to recognize and symbolize them and 100 milliseconds to assign meaning to them. Our brains process images 60,000 times faster than text, retaining 80% of what we see versus only 20% of what we read.
Adding visual content (either images or videos, or both) to textual content is a great way to boost your content marketing efforts.
This is where intelligent technology can help. InVideo provides text-to-video capabilities that can save your team time while allowing your brand to consistently create video content.
The process is surprisingly quick and smooth:
- Copy your text and paste it into the video editor
- Let the tool analyze it and select related images. InVideo spreads your text on slides, selects background music, transitions, and more.
- Review the resulting video and tweak it so that it looks perfect. You can turn your own pictures into videos or leave them selected in InVideos.
Writing text based on semantic analysis and co-occurrence
Semantic analysis is a branch of linguistics that studies connections between concepts and entities (i.e. names of places, people, brands, etc.).
Google has actively used semantic analysis to develop a good understanding of what each topic consists of and how relevant each web document is to each search query.
Text Optimizer is the tool that allows you to identify these links based on search snippets that Google returns for a specific search query. One of the most impressive features is the ability to form whole sentences. Not only is it a great help with writing, but it also helps with generating ideas for content. Look, without the help of this tool, I would never think of this article angle:
Our lives are being defined and refined by rapidly evolving technologies that have only been catalyzed by the global pandemic. More and more companies are going through a digital transformation so that the digital space becomes even more competitive.
The old marketing adage “Content is King” applies (and remains) to the new marketing strategy. However, technology is changing the way content is created and delivered.
To stay competitive, every brand should be aware of the key technologies that will drive change in the content marketing industry.
The web is getting more competitive and faster, while customer loyalty is getting harder. In order to get results from their content marketing efforts, brands must always innovate, learn, and test (new software, new tactics, etc.).