From the course: Introduction to Content Marketing

Considering advanced content technology

From the course: Introduction to Content Marketing

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Considering advanced content technology

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- Be careful what you wish for, as the old saying goes. Be even more careful what you work for because you will get it quickly. As you work on your content marketing program and see success, chances are you'll run into new challenges. The good news is advanced technology can help you meet those challenges. So let's walk through three problems that advanced technology can help you solve. The first challenge is personalization. As you add more content and as your audience grows, how can you help your audience find relevant content on your website or mobile application? Advanced personalization technology can enable you to offer content based on your customers' behavior, their roles, their preferences, or a combination. Two examples of this technology are Gigya and IBM Watson. Optimizely and HubSpot also have some personalization capability. For instance, the Weather Channel mobile application uses IBM Watson to offer alerts and content relevant to the audience's local weather. This personalization has boosted the audience's engagement with the app. Another challenge is content creation. How can you create enough quality content at a regular cadence for your content supply chain? Believe it or not, natural language generation technology can create content for you. I'm talking entire articles, descriptions reports, and even videos. Examples of this technology are Quill by Narrative Science and Wordsmith by Automated Insights. For instance, the PGA Tour uses Quill to automate writing recaps about tournament rounds, including how each golfer in the tournament performs. As another example, Vivint Smart Home uses Wordsmith to offer thousands of pages of relevant content for hundreds of local home markets. Vivint attributes this content to increasing sales leads by five times. And a third challenge is content governance. As you add more content and more people pay attention to it, how can you ensure it complies with legal, brand, content, or other standards? Advanced technology can automate reviewing your content, diagnosing problems, and even fixing some problems. Examples of this technology include Acrolinx and Siteimprove. And Georgia.gov uses Siteimprove to monitor content for compliance with legal accessibility standards. PayPal uses Acrolinx to monitor its content for consistency with brand voice. So as you work to make your content marketing succeed, don't be surprised to face new challenges. Focus on how to handle them with the help of advanced technology.

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