June 20, 2018

Producing Better Content Briefs For Writers And For Search

Frase shows SEOs not only what to write but how, says AI content marketer

Anyone who has managed a team of writers knows the importance of providing clear directions before the writing begins. Too little direction and the finished work can end up very different from what you had intended.

The challenge nowadays is that a list of keywords no longer cuts it as the basis for a creative brief. What may have worked in SEO five years ago doesn’t fly today. Instead, creative briefs must go deep on background research.

Consider how much Google’s understanding of semantic search has evolved in recent years

Google is no longer looking for specific keywords in your content, but is seeking deeper topic authority. Your creative brief needs to provide a wider understanding of the topic so the writer can incorporate the big picture into the creative process.

This involves doing background research as part of composing a brief.  And doing research well takes time. At least that is the conventional wisdom.

Enter Fernando Nikolic, a digital marketer using AI to produce research-driven content briefs

Fernando Nikolic manages a global team of writers from his base in the German capital Berlin. He deeply understands the need for solid topic research and for translating what he finds into robust article outlines for his team. In fact, Fernando frequently blogs about the importance of incorporating AI-driven tools in content marketing. And Frase has proven invaluable to Fernando in running his editorial operation.

Fernando has his content process down to a fine art

It wasn’t always the case. With previous research tools, Fernando ended up with a list of topics but no clear direction about how to craft the article. “These tools for content marketers only give you the keywords,” he observes.

Automatic summarization and topic modeling to speed up the research process

With Frase, it’s a different proposition. Using SEO solution CanIRank, Fernando begins by researching key terms across subject areas such as AI and cryptocurrency. Turning next to a dedicated Slack channel (the aptly named #KeywordFriday), he gives his international team of writers a chance to select the topics that most appeal to them.

From there, Fernando uses Frase to generate a research-driven content brief for each topic. At its core, Frase’s AI-powered word processor provides two main components:

The Frase Research Assistant (right side panel of the interface) summarizes and recommends topics by analyzing the most relevant search results for a given theme.  For each source, Frase’s summaries provide the following structure:

In addition to summaries, Frase allows Fernando to explore the most salient topics across top search results. For example, for the theme “artificial intelligence for content marketing”, these are the related topics Frase encourages you to research:

Fernando uses both Frase’s summarization and topic modeling to compose a final research document, which is ultimately shared with his writers. “This is where Frase revolutionizes the whole game,” he says of his finely-tuned process.

The value to Fernando and his team is tangible. Frase’s ability to summarize articles in a user-friendly and intuitive way that immediately extracts the content’s core elements has proven key to fast, high-value editorial research and content creation.

Other content optimization tools fall short on value and usability, Fernando notes. “Ever since I discovered Frase I stopped looking for alternatives. Frase does everything I need.”

Better creative briefs for greater productivity, stronger commercial outcomes

The more deeply researched your creative brief, the better the final content is likely to be. Writers appreciate the additional context and the stronger editorial direction. Content managers value the extra control it provides around quality.

And that’s not all. Not only do the search engines reward deep, differentiated content that displays topic authority. The process efficiencies generated by Frase’s AI summarization technology will expedite areas of your editorial workflow that previously dragged.

Deeper, more relevant content. Your bottom line will thank you for it.

 

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