Bringing AI into the Content Creation Process: A #CMWorld Twitter Chat with Jeff Coyle

The content creation process can be complicated. But technology is enabling content marketers to deliver on smarter strategies. What does that mean? To find out, we invited MarketMuse Co-Founder Jeff Coyle to join us on a recent Twitter Chat. Jeff is doing some cool work with AI to help marketers better understand what their content is missing and how to fill those gaps.

Below is a brief look at our discussion with Jeff and the CMWorld community.

What kind of organizations are well positioned to leverage artificial intelligence?

A1: (1/2) Organizations that have already accepted content as part of their culture and are comfortable making investments in technology to support their content teams have an advantage. #CMWorld #ContentTECH

— Jeff (@jeffrey_coyle) July 28, 2020

A1: (2/2) If it is the first investment in content or they are still trying to make a business case for content, #AI will be a tough sell. #CMWorld #ContentTECH

— Jeff (@jeffrey_coyle) July 28, 2020

A1: Any organization that is committed to #contentmarketing and ever holds meetings as part of their content creation process is already primed to start working AI into their workflows. #CMworld https://t.co/gppzHMHKuq

— Erika Heald | Content Marketing Expert (@SFerika) July 28, 2020

a1: those that have prioritized data across all content mediums. and organized it.

and those that continue to change and adopt digitally across all of their channels.#CMWorld

— Lauren (@laurfarrell) July 28, 2020

Can AI help content teams find engagement or intent signals that human analysis might miss?

A6: (1/2) Intent analysis is here today and it isn’t limited to classifying keywords into groups. That stated, classifying your topics into groups by meaning and intent is a wonderful thing. #CMWorld #ContentTECH

— Jeff (@jeffrey_coyle) July 28, 2020

A6: (2/2) Another side of intent analysis is the processing of entire texts and corpora to determine what questions are answered and what intents are adequately served. Yes. Gap Analysis. That’s here today too. #CMWorld #ContentTECH

— Jeff (@jeffrey_coyle) July 28, 2020

A6. AI can be used to pick up info about brand sentiment, but it needs a human at the other end to interpret that data.

It can defo make social listening easier. #CMWorld

— Coveted_communication (@Covetedcommuni1) July 28, 2020

A6 #CMWorld #ContentTECH

👍 AI can be used to analyse all customer service calls to pick sentiment

👍 Chatbots can be used to increase engagement on websites

👍 AI can be a social listening tool for your brand

— Smita (@Smita_DigiMarke) July 28, 2020

A6 Absolutely. It helps prevent constant “eyes on glass” that can be such a time suck #cmworld

— Dan Goldberg (@Jonas419) July 28, 2020

Some marketers shy away from AI. How do you get started? What questions should you ask to best move forward?

A7: (1/2) Start at the end. What KPI do you want to influence? What are the oldest processes in place at your organization? What are the oldest pieces of installed software? What databases have been there forever? #CMWorld #ContentTECH #FindTheDinosaurs

— Jeff (@jeffrey_coyle) July 28, 2020

A7: (2/2) Start small. Pick a workflow, KPI, and clear use case that won’t likely lead to debate internally. Create a pilot. It helps if it is the KPI your CEO/Co-founder loves to talk about, but, YMMV. #CMWorld #ContentTECH

— Jeff (@jeffrey_coyle) July 28, 2020

A7: Maybe starting with the basic tools for small tasks will work. Some of them were mentioned here: checking grammar on the go, creating short videos from blog posts, getting insights from Google Analytics. Things like that to get yourself used to it #CMWorld #AI #content https://t.co/BtpWg4PofT

— Natasha Kvitka (@natasha_kvitka) July 28, 2020

A7:

The questions should be around solving problems. Can AI actually solve a big problem you’re having?

If not, it’s best to leave it be. It can certainly end up becoming a bit of a gimmick and a potentially expensive “nice to have”, rather than something useful. #CMWorld

— James Tennant (@JamesConverge) July 28, 2020

A7:
Work with others in your industry who have embraced AI (possible mentor/mentee relationship)
Start small – example: have an automated phone system to help direct calls to the right people – and integrate a little as you go
Do your research on different options of AI#cmworld https://t.co/JkEBE4828V

— Charlie Appel Agency (@ColfaxInsurance) July 28, 2020

A7. Understand what it is that you can use AI for in a manner that it improves your workflow and efficiency. The more you understand your requirements, the better. Then go on to find the AI software for yourself. #CMWorld

— Masooma | Content Writer (@inkandcopy) July 28, 2020

Jeff also spoke to our community about how AI can help us access the right data to build better report and how AI can assist with workflow challenges. Check out our Twitter Moment for all of the tweets from the chat.

Want to learn more about how AI can improve productivity throughout your content team? Attend his session ContentTECH Summit session. Discount code SM100 expires soon, so don’t delay and register now!