Archive for the "Strategy" Category


Will Artificial Intelligence Replace Manual Content Creation?

Will Artificial Intelligence Replace Manual Content Creation?

Artificial intelligence is reshaping the way we live and do business. But can robots replace humans when it comes to content creation?


Highlights

  • Artificial intelligence is already creating content.
  • Some analysts predict that human writers will become obsolete in time.
  • At least for now, there are aspects of human-generated content that robots can’t replicate.

What used to be a light-hearted, science-fiction version of the future — in which menial jobs would increasingly be performed by robots — has increasingly become a reality. We’ve seen how automation has shaped the supply chain and logistics industries in the past decade. But as artificial intelligence (AI) continues to evolve and reach new levels of sophistication, will something as complex as content creation no longer require human input?

AI is already creating content

In 2016, McKinsey Quarterly predicted that “while automation will eliminate very few occupations entirely in the next decade, it will affect portions of almost all jobs to a greater or lesser degree, depending on the type of work they entail.” Of course, there are jobs that require empathic functions or advanced social skills, which are less subject to replacement by machine learning. But content creation, though it does require original thought and synthesis of complex ideas, is in a greyer area.

The fact is, AI-generated content is already a reality. It shouldn’t come entirely as a surprise. After all, we’ve been writing about marketing automation for a while now, including, for example, chatbots or computer programs that simulate human conversation. According to Joe Pulizzi, founder of the Content Marketing Institute, “In 10 years, the majority of content will be generated by software. In 20 years, humans will wonder why we wasted so much time on content creation.”

In a notable example of AI creating content, the Washington Post developed “Heliograf,” a bot capable of generating short reports for readers, to aid in the coverage of the 2016 Olympic Games in Rio. When it was first developed, Heliograf could update readers on game outcomes, including when medals were awarded. Since then, it has written over 850 articles, including updates on high school football games and automated earnings coverage. Even now, the Washington Post uses Heliograf to supplement the work of its human writers — and has no intention of replacing them.

Natural language generation

Before we get further into the nitty-gritty of whether human content writers are doomed to obsolescence, let’s take a step back and take a look at the main function of AI when it comes to content creation. Natural language generation (NLG) is how we describe AI that can produce logical, coherent text.

“Natural language generation is a software process that automatically turns data into human-friendly prose,” writes Laura Pressman of Automated Insights. It’s important to recognize that while NLG can create content, it can’t do so without being fed data and a templated format. Essentially, when given data and a format, NLG can output content that reads as if it was written by a human.

Why we still need humans

It’s staggering what AI can produce when it comes to convincing, effective content. But even as technology becomes smarter and more sophisticated at creating content, humans haven’t been replaced just yet.

While it’s true that content marketing should be data-driven, studies are also increasingly showing the value of intangible creativity — the kind that can’t be generated by an algorithm — in the marketing sector and beyond. Click To Tweet

Proponents of fully AI-driven marketing argue that the kind of creativity required to produce effective content marketing can all be boiled down to numbers. While it’s true that content marketing should be data-driven, studies are also increasingly showing the value of intangible creativity — the kind that can’t be generated by an algorithm — in the marketing sector and beyond.

The memories, emotions, preferences, and frailties of human writers allow for the possibility of creativity and connection that AI can’t replicate. Yes, content marketing is about data. But there’s no substitute for the way a human brain can create language and ideas that connect and resonate with another human brain.

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Archive for the "Strategy" Category


Video: SEO and Video Posts – What You Need to Know

Video: SEO and Video Posts – What You Need to Know

Video is cost effective and easy to produce, but with growing popularity, it’s harder to get ranked on search results. Here’s what marketers need to know about SEO and video posts.


Highlights:

  • When choosing your video hosting platform, it’s important to consider the reasons why you want your videos to rank, such as lead generation or brand awareness.
  • Spend time crafting an engaging video title and description and make sure to use keywords audiences are actually searching for.
  • Don’t solely rely on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO.

Video transcript:

I’m Ulrika Gerth and I’m the Content Writer and Strategist at Fronetics. Today I’m going to talk about what you need to know about SEO and video posts.

So video SEO is simply optimizing your video to be indexed and rank on the search engine results pages, like Google.

In the last few years, video marketing has become more and more popular among businesses and it’s easy to see why. It’s cost effective and easy to produce. But with the explosion of video, it’s also become much harder to get ranked on universal search results.

Here are a few ways to optimize your videos.

1. Pick the best platform.

When choosing your video hosting platform, you need to consider the reasons why you want your videos to rank. Are you optimizing your video to gain traffic and generate leads? Or are you more interested in thought leadership and brand awareness?

2. Make the Video Engaging

The video thumbnail is what searchers will see when your video is indexed, and therefore it plays an important role in whether they will click on your video.

3. Pay Attention to the Title and Description of Your Video

Just like they do for a blog post, the title and description play a role in ranking videos. Spend time crafting an engaging video title and description. Make sure you do keyword research so you use keywords people are actually searching for.

4. Ensure the Rest of Your Page Is Relevant to the Video and Optimized for SEO

You can’t rely only on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO, or the search engines won’t bother to crawl it in the first place.

For more information, visit fronetics.com.

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Archive for the "Strategy" Category


Video: SEO Basics – Everything Your Brand Needs to Know

Video: SEO Basics – Everything Your Brand Needs to Know

SEO helps your website rank higher in search engine results pages. Here are the SEO basics your brand needs to know to get your website performing better and in front of your target audience.


Highlights:

  • SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages.
  • SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links.
  • To rank well in the long term, build your SEO marketing strategy around topics, not keywords.

Video transcript:

I’m Jennifer Yim and I’m the Director of Strategy here at Fronetics. Today’s topic is SEO. SEO seems pretty straightforward. You pick a few keywords and your page is magically optimized for SEO, right? Not quite.

People understand the basic principles of SEO, but a lot has changed in the last decade. Let’s take a look at the basics to get your site ranking higher.

SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages. This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide by search engines like Google, Yahoo!, and Bing.

What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change.

SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see results of SEO efforts once the webpage has been crawled and indexed by a search engine.

There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links.

Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their results pages.

To rank well in the long term, build your SEO marketing strategy around topics, not keywords. If you do that, you’ll find you can naturally optimize for important keywords, anyway. Understanding your target audience and what interests them is key to attracting relevant visitors to your website through search engines.

For more tips on improving SEO and building your digital marketing strategy, visit us at Fronetics.com.

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Archive for the "Strategy" Category


Learn From The Past To Prevent Future Marketing Mistakes

Learn From The Past To Prevent Future Marketing Mistakes

Before you make your marketing resolutions for this year, take a moment to look at last year’s digital content marketing successes and failures.

As the new year begins, take the opportunity to look at past marketing choices, see what worked and what didn’t, and shape goals for the future. The year ahead is a blank canvas, but evaluating past successes and missteps is key to making sure the big picture works.

Writing for Forbes Communication Council, Senior Digital Marketing Manager at Caring People Inc. Karina Tama-Rutigliano offers these four tips for successfully moving forward with digital marketing.

1) Don’t go anywhere without clear, specific goals — and a plan for measuring results.

Assuming you’ve been tracking useful metrics along the way, the end of the year means you’re armed with a fresh crop of data. Take time to study and evaluate your data, and use it to develop incremental goals, as well as projections for next year. If you haven’t already, now is a good time to implement a documentation strategy, like our Monthly Marketing Report Template.

Furthermore, take a moment to consider how the metrics you’re currently tracking are serving you. Is your data giving you the insights you need? Are you left with questions about where your efforts are successful, or where another approach is needed? The beginning of the year is a good time to tweak your plan for tracking and measuring the results of your digital marketing efforts.

2) Don’t forget the “social” in social media.

Social media platforms are viable places to engage with your customers,” writes Tama-Rutigliano. This means encouraging interaction with your posts, replying to comments, and engaging with posts from your community. Click To Tweet

You’re so busy creating and curating content to be fresh, relevant, and engaging for your social media audience, you forget that one crucial part of social media marketing: the social. “Social media platforms are viable places to engage with your customers,” writes Tama-Rutigliano. This means encouraging interaction with your posts, replying to comments, and engaging with posts from your community — be part of the conversation, and build relationships.

3) Don’t put all your eggs in one basket.

With so many options for digital marketing, all of them full of possibilities, it can be tempting to choose one or two and put all your dollars and efforts there. But a successful digital content marketing strategy is robust and well-rounded. Use your year-end data to evaluate where your efforts are thriving, and where you need to devote some cash and ideas.

4) Don’t post without a purpose.

We’ve all felt the push to create content, just for the sake of getting something new up on the blog or social media platforms. But content without a clear purpose in mind is never going to get you the best results.

It’s easy to get cynical, and think that content creation is just about feeding the search engine beast. But the heart and soul of content marketing is about sharing your knowledge and expertise with your customer-base, building trust, and creating lasting relationships.

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Archive for the "Strategy" Category


Top 5 Analytics and ROI Posts of 2018

Top 5 Analytics and ROI Posts of 2018

Here are our most-viewed blog posts from 2018 about analytics and ROI, including articles about how to calculate your marketing ROI and competitive benchmarking.

Content marketing is increasingly popular in the B2B sector. In fact, 91% of B2B marketers used content marketing as a part of their strategy last year. But marketers still struggle with proving the return on investment.

Evaluating your analytics gives you valuable insight into what’s working (and what’s not) with your content marketing strategy. But 47% of B2B marketers reported not measuring content marketing ROI. And of those marketers, 86% sited lack of knowledge, time, and convenience for reasons why their company doesn’t calculate ROI.

47% of B2B marketers reported not measuring content marketing ROI. And of those marketers, 86% sited lack of knowledge, time, and convenience for reasons why their company doesn’t calculate ROI. Click To Tweet

This year, Fronetics examined new analytics tools and numerous ways to calculate ROI — within the context of supply chain and logistics operations, as well as how these methods can be used to improve overall marketing performance. Here’s a look at our most viewed analytics and ROI posts in 2018.

Top 5 analytics and ROI posts

1. The Art of Measuring Podcast Success

Podcasts are an increasingly popular content medium, but measuring their performance is difficult. Here are some tips for measuring podcast success in spite of the challenges. Spoiler alert: it’s an art, not a science. Today’s busy professionals are increasingly driven to make their “down time” more productive and engaged. The popularity of podcasts rises every year, with more than 50% of American homes now classified as “podcast fans” by Nielsen. Read full post

2. Top 10 Social Media Analytics Tools

Analyzing your social media performance is critical to a successful marketing effort, especially in light of recent changes to Facebook’s News Feed. You need the tools to determine what’s working and what isn’t, as well as the best time to post your content for your target audience. At Fronetics, we use a variety of tools to measure social media success. Here are our 10 favorite social media analytics tools. Read full post

3. 4 Metrics to Measure the Impact of Content Marketing on Brand Awareness

A successful content marketing strategy strengthens the relationship between brands and their target audiences. And brand awareness is a key component to any successful content marketing strategy. Ultimately, the more aware audiences are of your brand, the more likely they are to buy your products or services. Read full post

4. Use These Metrics to Benchmark Marketing Performance against Your Competitors

Competitive benchmarking is the process of comparing your company’s performance against that of your competitors. You can use various metrics to benchmark what these businesses are doing better than you are and where you have the edge. Benchmarking marketing performance is an important step in the process of evaluating the success of your content marketing strategy. Read full post

5. Infographic: 4 Ways to Measure Blogging ROI

Why do you blog? It seems like a simple question, but the answer has a huge impact on the content you produce and the outcome of your efforts. As with all aspects of your business, you should give the return on investment of your content marketing efforts ample attention. That is especially true for blogging ROI, if generating new business is indeed one of the reasons you blog in the first place. Read full post

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Archive for the "Strategy" Category


6 Content Marketing Trends for the Supply Chain in 2019

6 Content Marketing Trends for the Supply Chain in 2019

As content marketing continues to increase in popularity, here are six trends to consider when planning your 2019 strategy.

A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”

Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.

The 2018 report from the Content Marketing Institute shows just how prevalent content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.

Supply chain & logistics marketers: Trends to watch

So, where is content marketing headed in 2019? Content marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.

These are the six notable trends to consider when planning your 2019 content marketing strategy.

1. Video

Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.

Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.

What’s your best bet? Be helpful and teach your audience something worthwhile to them.

2. Chatbots

The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!

Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks! Click To Tweet

Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.

3. Voice search

Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.

A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.

4. Long-form content

I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.

Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.

Cheers to 2019 being the year of quality over quantity!

5. Brand ambassadors

We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.

Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.

Definitely consider how you can help make brand ambassadors out of your employees in 2019.

6. Market Influencers

The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.

Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.

Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.

So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.

The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well.  The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.

Best wishes in the year ahead!

This post originally appeared on EBN Online.

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