Seth Earley, CEO of Earley Information Science, and MarketMuse Co-founder and Chief Product Officer Jeff Coyle discuss the impact of natural language processing on the way content marketers plan and create content.
Organizations are paying greater attention to creating content focused on the needs of users. Large organizations in particular find it challenging to ensure content is constructed in this manner. Natural language processing is helping to deal with this issue.
Many standard keyword practices are out of date. There is software that uses natural language processing to replace the manual (and faulty) methods of content planning and strategy. Content quality and intent matching are two areas where standard keyword research fails and thus fails to create content that meets the need of users.
Meeting User Needs
A lot of time is spent on content that teams think is “good” but doesn’t meet the user needs. Personalization, as it’s most frequently applied, is an artisan craft. As a result, you end up with a collection of documents that may no longer be relevant.
So many organizations think they understand their user need and they really don’t. This results in chaotic process, lack of real understand, and many hypothetical use cases that are ambiguous.
Natural Language Processing (NLP)
There’s an overwhelming amount of information with which one needs to deal. Automated processes aren’t a luxury, they are a necessity. You need to understand a knowledge graph of your concepts and what’s important to your customers and compare that against your content.
NLP can set your content apart from the competition. It can help understand content relationships to tell a stronger story.
Ensure your content maps to user intent and the buyer journey, optimizing it to perform at its peak in those roles. Optimization requires a deep understanding of the role of the content and making the process expedient. That means tapping into subject matter expertise, harvesting their knowledge and insights that a customer will find valuable.
The AI-Powered Enterprise (mentioned in the webinar) is a book by Seth Earley that examines two fundamental questions: First, how will the future be different as a result of artificial intelligence? And second, what must companies do to stake their claim on that future?