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Content Marketing in the Machine Age: How to Make Your Content More Automated and Intelligent
The document discusses the transformative impact of artificial intelligence (AI) on marketing, emphasizing its potential to automate numerous tasks traditionally handled by human marketers. It highlights how AI can enhance efficiency, optimize strategies, and drive better decision-making by analyzing vast amounts of data. The future of marketing lies in integrating advanced AI technologies that enable marketers to predict consumer behavior and create more personalized content.
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Content Marketing in the Machine Age: How to Make Your Content More Automated and Intelligent
- 1. @TwitterHandle • #CMWorld ContentMarketing in the Machine Age Paul Roetzer Founder & CEO, PR 20/20 @paulroetzer @paulroetzer • #CMWorld Sept. 7, 2016 Copyright 2016 PR 20/20. All rights reserved.
- 2. Consider how much !me your marke2ng team spends . . . crea2ng ad copy managing digital ad campaigns tes2ng headlines, landing pages, ads scheduling/publishing social shares predic2ng opens, clicks, conversions reviewing analy!cs wri2ng performance reports recommending content strategies dra;ing social media updates discovering keywords planning blog post topics wri!ng content op!mizing content cura!ng content personalizing content automa!ng content building email workflows Copyright 2016 PR 20/20. All rights reserved.
- 3. Now imagine ifmachines performed the majority of those activities, and a marketer’s primary role was to enhance rather than create.
- 4. There is arelatively untapped technology that possesses the power to change everything…
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- 6. “The science of making machines smart.” — Demis Hassabis, Co-‐Founder & CEO of DeepMind @paulroetzer • #CMWorld what is ar!ficial intelligence? (which in turn augments human knowledge and capabili5es) Source: Rolling Stone
- 7. a set of instruc!ons that tells the machine what to do. @paulroetzer • #CMWorld what is an algorithm? (except with AI the machine can create its own algorithms, determine new paths, and unlock unlimited poten5al to advance marke5ng, and mankind.)
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- 9. @paulroetzer www.pr2020.com 60% of all trades are executed by computers with liKle or no real-‐2me oversight from humans. Source: Christopher Steiner, Automate This
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- 11. what is the possible number of alterna!ves for ordering those stops? @paulroetzer www.pr2020.com
- 12. 6,689,502,913,449,135,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000 Source: Wall Street Journal
- 13. “Can a human really think of the best way to deliver 120 stops? This is where the algorithm will come in. It will explore paths of doing things you would not, because there are just too many combina2ons.” Jack Levis Senior director of process management, UPS Source: Wall Street Journal
- 14. NETFLIX uses algorithms to suggest content and manufacture shows based on subscriber viewing habits and preferences. Source: NeUlix Tech Blog
- 15. 75% of what people watch on NeSlix is from some sort of algorithm-‐generated recommenda!on Source: NeUlix Tech Blog
- 16. Epagogix algorithms analyze movie scripts to predict how much money they will make at the box office and offer recommenda!ons on how to make them more marketable and profitable, including through changes to plot lines, seVngs, character roles and actors.
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- 22. POTENTIAL to disrupt+ the REWARD for disruption @paulroetzer • #CMWorld
- 23. ExactTarget IPO (Mar '12) Oracle buys Eloqua (Dec '12) SF buys ExactTarget (Jun '13) IBM buys Silverpop (Apr '14) Marketo market cap (8-‐30-‐16) HubSpot market cap (8-‐30-‐16) 0 5 10 15 20 25 $161.5M $871 M $2.5 B venture funding, mergers, acquisi2ons and IPOs have fueled the marke!ng automa!on space @paulroetzer www.pr2020.com $270 M $1.6 B $1.9 B @paulroetzer www.pr2020.com
- 24. marke2ng automa2on plaUorms save !me, increase efficiency and produc!vity, and drive performance. BUT . . .
- 25. the marketing automationwe see today is elementary, and, ironically, largely manual. . . @paulroetzer www.pr2020.com
- 26. marketing automation platformsgenerally do NOT provide deep insights into data, recommend actions, predict outcomes or create content. @paulroetzer www.pr2020.com
- 27. 90% of alldata in the world has been created in the last 2 years Source: IBM
- 28. marketers have accessto data from dozens of sources: social monitoring, media monitoring, web analytics, email, call tracking, sales, advertising, remarketing, ecommerce, mobile apps. . .
- 29. We have a finite ability to process informa2on, build strategies, create content at scale, and achieve performance poten!al.
- 30. Algorithms, in contrast,have an almost infinite ability to process data, and deliver predictions, recommendations and content better, faster and cheaper. Image: Wikimedia Commons
- 31. And yet content marke2ng remains largely human powered, with a bit of automa2on mixed in. @paulroetzer www.pr2020.com
- 32. The future maybe closer than you think.
- 33. NATURAL LANGUAGE GENERATION (AKAMACHINE-ASSISTED CONTENT)
- 34. “Powered by Ar2ficial Intelligence, Quill is our advanced natural language genera!on (Advanced NLG) plaSorm for enterprise organiza2ons that goes beyond repor2ng the numbers—it creates perfectly wriben, meaningful narra!ves for any intended audience.”
- 37. Image: Franck Calzada/YouTube TheAP “writes” 10x more earnings reports using Automated Insights technology
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- 41. Define Founda2on Projects Subjectiveanalysis Internal stakeholders 10 sections 27 profile fields 132 factors Sample Marke5ng Score Factor Slider Scale
- 42. A strong marke!ng technology founda2on is cri2cal to driving performance. Core technologies, when integrated, improve efficiencies, maximize produc2vity and ROI, and create compe22ve advantages. The company should priori2ze CMS (5), CRM (4), email marke2ng (3), marke2ng analy2cs (2) and marke2ng automa2on (2). sample key finding
- 43. A strong marke!ng technology founda2on is cri2cal to driving performance. Core technologies, when integrated, improve efficiencies, maximize produc2vity and ROI, and create compe22ve advantages. The company should priori2ze CMS (5), CRM (4), email marke2ng (3), marke2ng analy2cs (2) and marke2ng automa2on (2).
- 44. * Requires humanwriters to develop and enhance templates. Using Natural Language Genera!on (aka Machine Assisted)*: 50 briefs x 15 minutes per brief = 12.5 hours/month The Diff: 37.5 hours (at a cost of $250/month for the license.) Tradi!onal Way: 50 briefs x 1 hour per brief = 50 hours/month
- 45. The Benefits More accurate (eliminates human error) More briefs published (enables content at scale) More cost efficient (shi;s 2me to edi2ng only) More engagement More value crea!on for members More new business opportuni!es
- 46. MARKETING AI COMPANIES (PLAN,CREATE, OPTIMIZE, PERSONALIZE, PROMOTE & MEASURE CONTENT)
- 47. @paulroetzer “Tapping into the power of big data, ar!ficial intelligence, and machine learning, our proprietary so;ware can tell your editorial team exactly what to write about.”
- 48. @paulroetzer Curata u2lizes informa!onal retrieval techniques, machine learning, and natural language processing to learn users’ content preferences, detect duplicate content, categorize and classify content, and predict content contribu!on to marke2ng goals.
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- 53. @paulroetzer Marke!ng success powered by machine learning Advanced data analy2cs and intelligent tools to help marketers produce the right content, in the right format, to target the right audience at the right 2me.
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- 55. @paulroetzer “Cortex’s brain is an Ar2ficial Intelligence plaUorm that understands marke!ng content and predicts how consumers will react to that content.”
- 56. “At the heart of all of these algorithm-‐enabled revolu2ons on Wall Street and elsewhere, there exists one persistent goal: predic!on—to be more exact, predic2on of what other humans will do.”
- 57. “Imagine a world where you can predict with above 85% accuracy who will buy, what they will buy, how much, what channel will reach them, what message will resonate.” — Amanda Kahlow, 6sense founder and CEO Source: VentureBeat
- 58. “6sense predic!ons power all downstream sales and marke2ng systems with intelligence on who is in market to buy, what products, when they will buy and where they are in the buyer’s journey.”
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- 63. Private investment inthe AI sector has grown from $1.7B in 2010 to $14.9B in 2014 The market for AI based analytics could grow from $8.2B to $70B by 2020. — Source: BofA Merrill Lynch: Robot Revolution — Global Robot & AI Primer
- 64. $29.4 M $36.0 M $9.5M Source: Crunchbase Artificial Intelligence + Marketing $266+ M $80.0 M* $66.0 M $14.5 M $13.9 M $11.0 M $5.4 M Not shown above: Cortex = $500k, MarketMuse = $245k, Curata= N/A
- 65. “We’re in anAI spring. For our company, and I think for every company, the revolution in data science will fundamentally change how we run our business because we’re going to have computers aiding us in how we’re interacting with our customers.” — Marc Benioff Source: FortuneImage: Wikipedia
- 67. Source: Social MediaFrontiers Facebook uses “deep learning,” an AI subfield, to filter your Newsfeed and recognize faces in photos you upload, but that’s only the beginning . . .
- 68. Source: Social MediaFrontiers hKps://research.facebook.com/ai “We’re commiKed to advancing the field of machine intelligence and developing technologies that give people beber ways to communicate. In the long term, we seek to understand intelligence and make intelligent machines.”
- 69. search, voice recogni!on, language transla!on, robots, driverless cars . . .
- 71. Image: Wikimedia CommonsSource: Business Insider The story of ar2ficial intelligence can’t be told without IBM , which possesses an es!mated 500 AI-‐related patents.
- 72. IBM Watson is a technology plaUorm that uses natural language processing and machine learning to reveal insights from large amounts of unstructured data Source: IBM
- 73. Source: Popular Science “IBM used machine learning and experimental Watson APIs, parsing out the trailers of 100 horror movies. It did visual, audio, and composi2on analysis of individual scenes. . . . Watson was then fed the full film, and it chose scenes for the trailer. . . . A process that would normally take weeks was reduced to hours.”
- 75. "Cogni2ve technology is there to extend and amplify human exper!se, not replace it.” — Rob High, Chief Technology Officer, IBM Watson @paulroetzer • #CMWorld
- 76. Rather than simply automa2ng manual tasks, ar!ficial intelligence adds a cogni!ve layer that infinitely expands marketers’ ability to process data, iden2fy paKerns, predict outcomes, and build intelligent strategies and content beber, faster and cheaper. @paulroetzer • #CMWorld
- 77. dra;ing social media updates * discovering keywords * planning blog post topics * wri!ng content * op!mizing content * cura!ng content * personalizing content * automa!ng content * building email workflows * crea2ng ad copy * managing digital ad campaigns * tes2ng headlines, landing pages, ads * scheduling/publishing social shares * predic2ng opens, clicks, conversions * reviewing analy!cs * wri2ng performance reports * recommending content strategies
- 78. and imagine ifthat was only the beginning . . .
- 79. OK, NOW WHAT?WHERE DO I GO TO LEARN MORE? HOW DO I GET STARTED WITH AI?
- 80. @paulroetzer Our mission isto educate modern marketers on the present and future potential of artificial intelligence, and connect them with AI-powered technologies that can drive marketing performance and transform their careers. Go to: bit.ly/CMW16-MAII
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- 82. @TwitterHandle • #CMWorld PaulRoetzer Founder & CEO, PR 20/20 @paulroetzer • #CMWorld www.pr2020.com Copyright 2016 PR 20/20. All rights reserved.