Automated Content: The Future?
The machines could be taking over, with companies such as PhraseTech and Persado providing automated content and text optimisation, designed to have a strong and effective CTA. But what does this mean for the content marketing sector?
Who are these machines?
PhraseTech who deal with rewriting retailer’s product page copy, and Persado who specialise in writing display ad copy, email copy, SMS copy etc. will be able to produce at scale, fresh, relevant and personalised copy that no team of humans could ever do.
Persado uses over one million words and phrases most commonly used in organic content and puts them through its algorithms to pair the right words with the right call to action in the content piece. It’s ran over 4,000 campaigns, with an average CTR of 68.4% and an average conversion lift of 49.5%. With customers such as eBay, Sears, American Express and Expedia, the company has links to Goldman Sachs which led a $30 million investment!
PhraseTech also adopts a scientific approach to content. The company’s focus is on ecommerce – namely product descriptions and specs. Its system produces ‘standout, tailor-made content at scale.’ It uses AI technology and Natural Language Processing (NLG) to generate full product descriptions that resonate with their client’s target market. The system can even generate content based on gender:
In general, automated or cognitive content can be extremely useful in providing fresh content for organic SEO and supportive of technical SEO. On the PPC side of things, automated content could help improve Quality Scores. But what does it mean for the future of content marketers and copywriters? Fortunately not a lot at the moment!
Are content marketers jobs in jeopardy?
As far as content marketing is concerned, long-form content will probably never be automated. If it is, it won’t be very effective in driving conversions and probably won’t make a lot of sense linguistically. Human content writers can also capture a client’s tone of voice perfectly, as well as weave a story into a brand. It’s near-impossible for automated algorithms to come up with something genuinely funny for a content marketing campaign. After all, humans, not robots, wrote The Dollar Shave Club and Old Spice video scripts!
Furthermore, algorithms used in automated content can’t really develop relationships with the audience or come up with compelling storytelling campaigns. People would find it harder to connect with a disjointed brand story – imagine if the John Lewis Christmas adverts were written by robots? The ads would probably be very abstract and far less tear-jerking – which would dramatically affect audience interaction, immersion, engagement and impact.
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