How is NLP impacting content marketing?

Business leaders are starting to research more about technical topics like natural language processing and machine learning. In this post, we summarized the top 10 results on Google (as of May, 14th, 2018)  for the query “how is NLP impacting content marketing?”.  As a quick spoiler, these were the topics that got mentioned in at least 50% of the articles: unstructured data, business intelligence, search engine optimization, sentiment analysis, neural networks, chatbots, customer experience, automated content creation, digital transformation.

How can NLP technology be used for marketing (econsultancy.com)

Topics: business intelligence, unstructured data, structured data, search engine optimization, sentiment analysis, mobile apps, machine learning, scalability

  • The holy grail of NLP has been to convert ‘unstructured data‘ (text and multimedia) into structured data and we are inching closer towards that goal with advances in NLP and multimedia indexing technology.
  • Social prospecting solutions require NLP capabilities that can sift out passing mentions of a brand, and focus on those where this is an intent to purchase.
  • State of the art NLP systems can mine social media for such expressions of interest and return social handles of people matching the customer’s criteria.
  • The interaction of these two leads to compelling solutions, for example in leveraging socially trending topics (or brands) to promote customer content matching those topics or brands.

What Does Natural Language Processing Mean for Writers (portent.com)

Topics: natural language, machine learning, Natural Language Processing, neural networks, Artificial Intelligence, word processor, chatbot, language model

  • It’s not news that there are things computers are really good at that humans are bad at, and some things humans are really good at that computers can’t seem to manage.
  • Google made a splash in 2015 when the neural networks they’d trained on millions of images were able to generate pictures from images of random noise, something they called neural net “dreams.” And in 2016, they announced Project Magenta, which uses Google Brain to “create compelling art and music.”
  • “[Google’s algorithm] Hummingbird can find some patterns that can give it important clues as to what a text is about,” says Matthew, “but it can’t understand it the way a human can understand it.
  • Language takes root best in our “procedural memory,” which is the unconscious memory bank of culturally learned behaviors, rather than in our “declarative memory,” which is where you keep the things you’ve deliberately worked to “memorize.” Children can pick up other languages more easily than adults because they’re tapping into their procedural memory.
  • We can go into the idea that robots are going to take over the world and they just need to learn to speak first, and that’s kind of cool for a movie.

What do linguists make of AI and natural language processing? (econsultancy.com)

Topics: target language, natural language, machine translation, natural language processing, statistical machine translation, translation process, language professionals, foreign languages

  • One might assume that professional linguists would feel a constant need to stay updated on any impact such technology may have on their future careers.
  • — there is an apparent lack of understanding of the connection between AI, NLP, and advanced machine translation such as statistical machine translation (SMT) or neural machine translation (NMT).
  • Once the usage and purpose of statistical and neural machine translation are understood, most linguists start to think about how it could support them in their work instead of ignoring it as a threat to their livelihood.
  • It’s difficult to say how many linguists would admit to using SMTs for their translation projects, as despite improvements in the technology, its acceptance amongst clients is still low.

Can Artificial Intelligence Replace The Content Writer? (digitalagencynetwork.com)

Topics: content marketing, customer experience, structured data, augmented reality, natural language processing, Gartner, data processing, artificial intelligence

  • While less likely to be automated, these areas are not exempt—roles such as data collection and data processing, once revered for their level of required expertise, are now 64% and 67% likely to be automated, respectively.
  • This can be seen in the above example: the second extract, written by Wordsmith, is more matter-of-fact and event-driven than its human counterpart (and the overuse of ‘season’ at the end particularly gets to me).
  • With the information already at hand, writers will have more time to focus on how articles are structured, how argument or opinion is built to leave the best impact on the reader.

Artificial Intelligence for Content Marketing and Content Creation (techemergence.com)

Topics: content marketing, best practices, healthcare industry, content creation, search engines, Google, customer service, deep learning

  • With improvements in AI technology, newer NLP platforms can augment human researchers by creating multi-page summarized articles for even open-domain questions like ‘what is the future of AI technology going to look like?’ or ‘How is AI affecting the healthcare industry?’
  • Summarizing content through the use of NLP can be either “extractive” (where the system distills text into just the most relevant parts, cutting out the rest) or “abstractive” (which is machine learning based, and involves AI coming up with it’s own “wording” for summarizing a given text).
  • As opposed to what Google does in summarizing fact based questions, more advanced contextual summarizing would involve condensing information from the top 50 search results, finding meaningful relationships between these results and then extracting the most appropriate sentences from within those relationships.
  • Essentially, the platform offers a word processor that can learn from things that you write and can research contextual topics in the background and give you links for the topic etc.

Can Neuro-Linguistic Programming really Influence Sales? (maximizer.com)

Topics: emotional responses, skill sets, empirical support, Virginia Satir, human psychology, desired outcomes, specific goals, basic concepts

  • Stephen Covey’s habit of “begin(ing) with the end in mind” applies, a clear vision of a path to a successful sale, looking for visual clues that monitor how successful your sales pitch is, or whether your attempts at conversation are working well or failing miserably.
  • While wholesale subscription to NLP principles like anchoring and reframing may be less than ideal, managers should be aware of some general concepts that could impact an individual’s performance and potential as a team member.
  • This works on both sides of marketing equations, where sales prospects are less wary of the dogma of high-pressure salespeople that immediately put them on edge, and sales pros are less likely to be intimidated by negative feedback and clients that are unimpressed by their products or services.

How NLP Systems Help Marketers | Centric Digital (centricdigital.com)

Topics: natural language processing, natural language, target audiences, actionable insights, digital communication, digital transformation, social media, computational linguistics

  • The ability to keep a finger on the pulse of consumers’ reactions to a product on social media is immensely valuable, since, in the words of Apiumhub, “It has the potential to turn all of Twitter or Facebook into one giant focus group.” Countless SaaS offerings accomplish this by scraping the text away from social or publishing platforms and providing actionable insights based on interpreting those statements.
  • In fact, countless components of a potential consumer journey can be mined with the same datafied approach, creating a thoroughly personalized marketing touch point and driving sales on the basis of an overall sense of each consumer’s style and preferences.
  • As previously stated, the simple Amazon tracking that occurs when someone views a product page is a one-size-fits-all operation: The ad engine isn’t quite sure whether the consumer bought the item or not, and so it surfaces an ad for that item repeatedly in the middle of almost every subsequent site they visit.
  • If marketing content could make meaningful use of expressed language from the user’s entire web journey, including search terms, social media posts and reviews written customers would receive information in their preferred medium.
  • For example, when the user searches for a “baggy sweater” with the intention of finding a sweater that fits loosely, and instead the search returns sweaters made of a bag-like material, or sweaters with tote bags depicted on them — this is not product marketing on par with a premium ecommerce shopping experience.

 

Artificial Intelligence–the Next Frontier In Content Marketing  (blog.marketo.com)

Topics: unstructured data, machine learning, natural language processing, neural networks, deep learning, marketing automation, natural language generation, seamless integration

  • With the ability to process an enormous amount of unstructured data and decipher natural language, AI is used to extract insights and make recommendations based on previously established criteria.
  • This capability allows marketers to fully leverage the power of personalization and marketing automation technologies to deliver targeted content to each prospect or customer and increase the ROI of their content marketing efforts.
  • You can use AI to identify trending topics by using algorithms to track conversations on the Internet, such as those occurring on social media and within published content, to help you stay ahead of the trends and create content that will lead the conversations.
  • Leveraging the AI features in your current tools will not only give you a great starting point to familiarize yourself with the technology, but you’ll also be able to take advantage of the seamless integration that’ll allow you to get up and running faster and more cost-efficiently.

Artificial Intelligence in digital marketing (besttechie.com)

Topics: big data, search engine optimization, social media marketing, content marketing, digital marketing, search queries, search engines, Whatsapp

  • One of the most popular and common words that are consistently used in the world of marketing is “segmentation.” There are plenty of people with a variety of needs and interests, and the companies need to categorize them as segments to increase their sales and retain their customers successfully.
  • There are plenty of benefits that are brought by AI in the world of digital marketing, but there are many challenges that are faced by the digital marketers due to the entrance of AI.
  • AI based marketing tools can assist the digital marketers in developing an effective marketing strategy, but the thing is that these tools can be easily available to all digital marketers, which forces the digital marketers to increase their skills and constantly be aware of new tools and services in an effort to stay on top of their game.
  • For now, the digital marketers should keep on learning the new digital marketing skills, and they should keep themselves updated with the recent updates on artificial intelligence to be competitive in the world of digital marketing.

Content Intelligence: Will AI-powered Content Marketing be a game changer? (martechadvisor.com)

Topics: email marketing, content management, user experience, marketing automation, Content Marketing, customer engagement, data management, individual users

  • -A better breakdown of audience data by using data management platforms like Lotame can tell a content marketer what type of reader is consuming their content, what the reader’s other category interests are, location, etc.
  • Like several other companies, Wayblazer leverages the Ibm Watson technology for the travel industry by focusing on the language recognition API to analyze triggers from a traveler’s search so that they are further be able to share personalized hotel recommendations.
  • Also gone are the days of waiting for the RJ to play your favorite track what with platforms like Spotify, (a world digital music service) using AI and deep learning to provide music recommendations to users based on their past listening preferences.
  • To answer the glaring question as to why content marketers are increasingly looking at AI to supplement their content marketing efforts, Mark Schmukler, CEO and Co-founder, Sagefrog says, “Personalization has a big effect on the success of content marketing and can be well-executed through artificial intelligence and marketing automation tools.
  • A marketing agency with expertise in content marketing and marketing automation can help marketers find the tools and tactics that together create the best possible user experience throughout a content marketing campaign.”

How is voice search impacting SEO?

Voice search and its implications in SEO is a big topic. In this post, we look at the statistics mentioned in the top 20 articles for the search query: “impact of voice in SEO”.  Most of them discuss the growth of voice search and its adoption by demographic.

Share of voice search:

The takeaway: most sources agree that today’s share of voice search is about 20% and will grow to 50% by 2020.

  • ComScore expect 50% of online searches will be made by voice by 2020. (searchrise.co.uk)
  • A few resources reveal the fact that approximately 20% of the users are voice searchers and the percentage is keep on increasing continuously. (techcolite.com)
  • Around 20% of queries that are asked on Google’s mobile app, Android devices are voice searches. (dotzweb.com)
  • Depending on which survey or expert you accept, local searches represent somewhere between 20 percent of 30 percent of all voice search queries. (practicalecommerce.com)

Frequency of usage

The takeaway: the rate of daily usage is increasing, and 41% of new voice users only started 6 months ago, which shows how emerging this market is.

  • Google reports that 55 percent of teens and 40 percent of adults use voice search daily; and, according to Google’s Behshad Behzadi, the ratio of voice search is growing faster than type search. (searchengineland.com)
  • Nearly 27% of 2,000 people surveyed use voice search at least once a week, and approximately 22% of these use it every single day – a number expected to grow as AI continues to improve and new devices reach the market every year. (jeffbullas.com)
  • In fact, 40% of adults perform a voice search once per day.” (digidiscuss.wordpress.com)
  • “41 percent of all adults have used voice-activated search on their mobile devices at least once (most frequently, to get directions), and more than 55 percent of mobile phone users between the ages of 13 and 18 use voice-activated at least once per day (most frequently, to initiate a phone call).” (propeller.co.uk)
  • It was also stated that 41% of people using voice search last year had only started in the previous 6 months, and that 1 in 5 searches on an Android app in the USA were through speech. (sozodesign.co.uk)

Demographics

The takeaway: voice search seems more prevalent among teens, but adults are feeling more comfortable with it and make them feel tech savvy.

  • A study from Northstar Research stated that 55% of teens (13-18) and 41% of adults used voice search more than once a day. (translatemedia.com)
  • The study also concluded that people generally use voice search while multi-tasking with 54 per cent of teens using voice search socializing with friends and 23% of adults searching hands-free while cooking. (translatemedia.com)
  • There’s very little data right now on personal assistant usage, but one report suggests over half of adults (56%) are using tools like Siri on their mobile devices. (geonetric.com)
  • Adults are feeling more comfortable with it: 41% talk to their phones every day and 56% say it makes them “feels tech savvy.” (glean.info)

Local-based search

The takeaway: hyperlocal and personalized experience.

  • Mobile voice search is three times more likely to be local-based than text search. (moz.com)
  • It is three times more likely that a voice search will produce local results than it is for a text search. (creativeclickmedia.com)

Technology improvement

The takeaway: it looks like voice technology is ready to go mainstream.

  • Today, Google’s speech recognition error rate is only 8%, down from ~25% just two short years ago. (moz.com)
  • In fact, two years ago word error rate was over 20%, but current speech recognition word error rate is as low as 8%—a huge leap in a short amount of time. (searchenginejournal.com)
  • A report by USA Today shows that the word error rates had come down to roughly 8 percent from 25 percent a few years ago. (resultfirst.com)
  • With Google‘s assistant, nearly 70% of requests are “natural” or made in “conversational” language, and technology has evolved enough that voice recognition accuracy is now at about 95%. (sozodesign.co.uk)
  • With time, word error rate has decreased to 8% and getting better at picking up speech quirks. (aimteck.wordpress.com)

Schema markup

The takeaway: there will be plenty of optimization work to be done by digital marketers.

  • With only 0.3% of websites using schema markup today, you’ll be capitalizing on a huge source of SEO. (jeffbullas.com)

Mobile vs. Desktop

The takeaway:  search results from desktop and mobile are dramatically different, which also requires different SEO strategies for both worlds.

  • BrightEdge (my company) research found that 79 percent of keywords return different results across mobile and desktop, which points to the fact that users expect different content depending on their context. (searchengineland.com)

Can automatic summarization improve your content curation strategy?

Something we think about a lot at Frase is summarization and its potential use cases in content marketing. There are two main approaches to summarization: extractive and abstractive summarization.

  • Extractive summarization: it works by selecting the most meaningful sentences in an article and arranging them in a comprehensive manner. This means the summary sentences are extracted from the article without any modifications.
  • Abstractive summarization: it works by paraphrasing its own version of the most important sentences in the article.

If you are like me, you already subscribe to newsletters from experts who let you monitor market trends without having to do the research by yourself. For example, I am subscribed to a newsletter about artificial intelligence curated by Rob May. If you think about it, most newsletters are a mix of personal commentary along with a list of curated contents. It is here where I find automatic article summarization to be relevant. I usually open these newsletters on my phone, and it is not convenient to open every article. Could summarization give me an overview of each article and help me consume this information more efficiently?

As an example, I’ve pasted below a few summaries for the search query “what is content curation?” — Frase summarized the top 5 Google results for that query. Would this make a decent newsletter if you were informing your audience about this topic? I believe the mix of personal/human commentary, along with automated summaries can be a good strategy for the busy marketer.

“What is content curation?”

5 AI-generated summaries from Frase:

Curate or Be Curated: The Coming Age of the Curation Economy (huffingtonpost.com)

Topics: social network, mobile devices, Linkedin, digital content, content creators, Yelp, Facebook, Google

  • A few facts to underline the trend: Eric Schmidt, the chairman of Google, has famously said: “Five exabytes of information have been created between the dawn of civilization and 2003, but that much information is now created every two days, and the pace is increasing.”
  • So, if you accept the facts behind Rosenbaum’s Law — that the creation of raw content is going to double every two years — then the nature of consumption is what is going to change on the web.
  • Much as the quality of a restaurant is created by the chef, the quality of the curated end-product is going to be made by the curator.
  • In the past few years, the growth in mobile devices along with the widening definition of content from contextualized data to raw data has opened the floodgates of participation.

The Busy Person’s Guide to Content Curation (blog.bufferapp.com)

Topics: social media marketing, Digg, Evernote, content marketing, Twitter, browser extension, social media, digital marketing

  • We’ve mentioned before that a possible rule of thumb for social media content is the 5-3-2 Rule: For every 10 posts, five of them should be content from others, three should be content from you, and two should be personal, non-work-related.
  • If curating content is something you’d love to try for your marketing efforts, you’re likely wondering about the one big hurdle: time.
  • Here are four tools to get you started, and you can check out more from the complete list: BuzzSumo Medium collections SlideShare In addition to these unique places, there are some common, popular sites that you can also use to sift through new stories.
  • The off-the-radar spots are often quite good; there’s content on those sites that your audience may not have seen before, which adds an immediate boost of credibility for you and a boost of value your readers.
  • We share the best stories we can find from our archives and from the web to our profiles on Twitter, Facebook, Google+, and Linkedin, and we curate a list of content suggestions that are offered fresh each day for folks to pick up and add to their buffers.

Content Curation in Marketing: The Definitive Guide (curata.com)

Topics: Search Engine Optimization, mobile apps, Lead Generation, content marketing, Linkedin, digital content, search engines, competitive intelligence

  • Curata’s definition of content curation is as follows: content curation is when an individual (or team) consistently finds, organizes, annotates, and shares relevant and high quality digital content on a specific topic for their target market.” At its best, curation is… a person, not simply a computer algorithm.
  • This guide is focused on the marketing side, but the majority of best practices covered are relevant for any use case, so let’s examine a few other possibilities: share content to inform, educate, and influence your prospects and customers, simultaneously strengthening your brand’s position as a go-to resource and industry thought leader.
  • If you’ve chosen your topic well, you should be able to find at least a dozen known and trusted sources by reviewing the content you consume via: trade publications, Twitter lists, specific Twitter users, industry blogs, LinkedIn Pulse or Scientific journals.
  • Email them less often—perhaps change from a daily to weekly list; segment your list by topic so the content is more relevant to them; pay more attention to the content you are curating—perhaps you are being too self-promotional; or be more consistent—you may be curating sporadically which makes you less trusted.

What is Content Curation and How Can You Use it For Your Small Business? (smallbiztrends.com)

Topics: online community, email marketing, content marketing, digital content, social media, Social media sites, mailing list, content curation

  • However, by publishing and sharing added value content, companies are able to get a leg up on the competition and provide marketing leads with far more than a ham-fisted, hard sell.
  • Yet by cherry-picking select pieces of juicy, existing content and re-sharing it in a format that is compatible with your company’s unique marketing strategy, you’ll be able to capitalize off the expertise of others in order to provide your own business with credibility as an industry thought leader.
  • You’ve got to get a good feel for what your consumers or followers want or need in terms of content and tinker with how to offer them value.

What is Content Curation? (blog.elink.io)

Topics: content marketing, digital content, digital marketing, content strategy, infographic, white papers, curation, case studies

  • “Curation is more than packaging – it is to help readers (discern) what is important in the world.” Maria Papova, Brainpicker. Here is elink’s definition: Content curation is adding your voice to a handpicked collection of content, from a variety of sources around a specific topic, that you publish and share.
  • Here’s an example of what that curated content piece would look like: 2) Collect Content Every marketing team has its set of expertise and areas of strength with the types of engaging content they produce.
  • Tell your customers why they should pay attention and care about the curated content you are sharing; this will help your audience get the most out of your curated content and view you as a thought-leader.
  • Although there are a number of ways you can curate content through your marketing channels, some of the most popular methods marketers use include curated newsletters, web content and through social media.