#ContentWritingChat Recap: Artificial Intelligence & the Content Creator with John Zupancic
In this week’s #ContentWritingChat, we talked about one of the biggest things in the tech world at the moment: artificial intelligence. We even tied it all back to how it relates to you as the content creator. If you missed the chat or need a refresher of all the amazing tips that were shared, keep reading for the recap!
#ContentWritingChat Recap: Artificial Intelligence & the Content Creator with John Zupancic
Join us for #ContentWritingChat on Tuesday, June 13th at 10 AM Central Time with John Zupancic of @WriberInc! pic.twitter.com/Ji58o4slJs
— Express Writers (@ExpWriters) June 6, 2017
Our guest host this week was John Zupancic. John is the founder at Wriber, Inc. and he had a lot of amazing things to share on the topic of artificial intelligence. We were thrilled to have him join us and share his expertise!
Q1: Why is artificial intelligence important and how does it play into the field of content marketing?
To kick off the chat, we asked everyone why they felt artificial intelligence is important, as well as how it plays into content marketing. Here’s what a few of our chat participants had to say:
A1a: Brands are taking advantage of artificial intelligence to help author and optimize their content writing #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
A1b: It can remove barriers and constraints that business goals put on great writing #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
As John said, many brands are turning to artificial intelligence to help create and optimize the content they write. He feels it can help remove any barriers and constraints that may be in the way.
A1 Artificial intelligence lends a hand with the creation and delivery of content. #ContentWritingChat pic.twitter.com/2FTay8g8wh
— Tony Stephan (@OmnipoTony) June 13, 2017
Not only that, but it can also help with the delivery of your content, which is always important.
A1. Artificial intelligence frees up your time to create content marketing #contentwritingchat
— Cheval John (@chevd80) June 13, 2017
Cheval mentioned that it can even help free up some time for you. When relying on artificial intelligence, it can open up more time for you to take care of other tasks.
A1 #AI is super important as #Google itself using AI to show relevant search results to the users. #ContentWritingChat #Rankbrain https://t.co/gUvQOVYRjF
— Varun Kumar ? (@DigitalVK) June 13, 2017
Even Google is utilizing the power of artificial intelligence. As Varun pointed out, it’s used to show relevant search results through their Rankbrain algorithm.
A1: Important because search engines are becoming smarter & smarter, able to derive meaning from “random” queries.#ContentWritingChat https://t.co/8QHoEUIjjw
— ThinkSEM (@ThinkSEM) June 13, 2017
Sarah agrees and she noted how search engines are becoming smarter these days.
Q2: How can content creators start leveraging artificial intelligence?
Now that you know the important role artificial intelligence plays today, you might be wondering how content creators can put it to use. Check out these ideas from the chat:
A2a: You’re probably already using artificial intelligence (Google for research, Facebook for ad optimization) #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
A2b: First need to develop a testing mindset and love for data, then find the tools you need to optimize for your goals #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
As John said, you’re likely already using artificial intelligence on a regular basis. You just might not realize it. Google and Facebook have already implemented it.
A2: You can use it for content ideas, analyzing demographic trends, analyze reading/sharing behavior. #ContentWritingChat
— Kavita Chintapalli (@kavita1010) June 13, 2017
Kavita suggests using artificial intelligence to come up with content ideas, analyze demographic trends, and analyze reading and sharing behavior.
A2: We primarily use #AI to help us come up with new blog/content topic ideas. #contentwritingchat
— Netvantage Marketing (@netvantage) June 13, 2017
The team at Netvantage Marketing uses it to come up with new content ideas.
A2: Looking at the related search inquiries Google lists helps me with generating post titles and deciding on keywords. #contentwritingchat
— Zachary Fenell (@zacharyfenell) June 13, 2017
Even looking at the related search inquiries that Google populates has proven to be helpful for Zachary.
A2: In order to leverage #AI, you must first understand it. #contentwritingchat pic.twitter.com/jdMlciXmyh
— Elizabeth Greenberg (@BettaBeYou) June 13, 2017
Elizabeth shared a great reminder with everyone. In order to truly leverage artificial intelligence, you need to understand it first.
Q3: How can artificial intelligence assist writers?
Wondering how artificial intelligence can help you as a writer? Check out these responses:
A3a: Artificial intelligence can help predict topics that will resonate most with your audience #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
A3b: It can also help you research topics thoroughly so you write informative pieces #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
John said AI can be used to predict topics that will resonate with your audience, which is very helpful. He also said it’s great for thoroughly researching topics for informative pieces.
A3: Keyword research & topic ideas. Also, helps you determine what type of info your target demographic is looking for. #contentwritingchat
— Netvantage Marketing (@netvantage) June 13, 2017
It’s helpful for keyword research, generating topic ideas, and getting to know your target demographic better.
A3: #AI can help #writers with topic generation, marketing, and editing (to start with the basics) #contentwritingchat
— Elizabeth Greenberg (@BettaBeYou) June 13, 2017
Topic generation, marketing, and editing are all basic things to turn to AI for help with.
A3: An #AI-powered analysis can give us useful info about what people look for, and how to make our content stand out#ContentWritingChat pic.twitter.com/IOQNh3GvFy
— @AndreaTorti90 (@andreatorti90) June 13, 2017
Artificial intelligence is great for discovering what people are looking for and how you can make your content stand out from the rest.
A3: Brainstorming and adding new creative angles and dimensions to the content. #contentwritingchat
— Jeremy Murphy (@jeremypmurphy) June 13, 2017
Use AI to brainstorm and add new creative angles to the content you create.
Q4: Is artificial intelligence going to replace writers?
With artificial intelligence on the rise, will it replace writers? Here are some thoughts:
A4a: Probably not for marketing-related content (but we’ve seen already for sports) #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
A4b: If you write opinion blog posts, I can’t imagine the computer telling your audience what you think #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
John doesn’t foresee AI replacing human writers for marketing-related content, but he mentioned that it’s already happening in the sports world. Plus, it would be a little weird having a computer write your opinion piece, wouldn’t it?
A4: No. While AI is helping to mold the internet into a more connected place you can’t take humans out of the equation.#ContentWritingChat https://t.co/znpXpHCXsa
— ThinkSEM (@ThinkSEM) June 13, 2017
Even though artificial intelligence can be helpful, Sarah doesn’t feel you can take humans out of the equation entirely.
A4: No. It’s difficult to humanize a story or blog post, which is what really resonates with an audience. #contentwritingchat
— Netvantage Marketing (@netvantage) June 13, 2017
Without a human in control, it can be difficult to humanize a story or blog post so that it truly resonates with your audience.
A4: I want to say no. But I guess it depends on the type of writing and industry. If it’s straightforward, I suppose. #ContentWritingChat
— Kavita Chintapalli (@kavita1010) June 13, 2017
Kavita feels it’s really going to depend on the type of writing and the industry.
A4: Not completely. Could increase the # of editors to review AI generated copy. More so in terms of translating data. #ContentWritingChat
— Amy Ahrens (@copybyamya) June 13, 2017
Amy doesn’t think AI will completely replace human writers either, but she does think it could create more of a demand for editors.
A4 AI TRYING to replace writers will force the good writers to stand out, though. #contentwritingchat
— Lex (@estherproject) June 13, 2017
Lex feels it’ll force the good writers to stand out instead.
A4: No! #AI is great, but it can never replace an actual thinking human. It can enhance our efforts, but not replace. #contentwritingchat https://t.co/t8c4h4ceLn
— Polaris Direct (@PolarisDirect) June 13, 2017
Allow artificial intelligence to enhance your efforts without completely replacing humans.
Q5: How can artificial intelligence help optimize content?
In what was can AI help optimize the content you create? Check out these tips:
A5a: Artificial intelligence can optimize content structure, tone, readability, SEO, and brand for what will perform #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
John said AI can help optimize content structure, tone, readability, and SEO.
A5: #AI can help optimize content for search, grammar, reading level, and audience preferences. #contentwritingchat
— Elizabeth Greenberg (@BettaBeYou) June 13, 2017
Elizabeth mentioned it can help with optimizing content for search, grammar, reading level, and audience preferences.
A5: Writing tools using AI to proofread documents/point out errors; RankBrain parsing web content, etc.#ContentWritingChat https://t.co/FMPJCKBOeh
— ThinkSEM (@ThinkSEM) June 13, 2017
Sarah said we can use writing tools that incorporate AI to proofread documents.
A5: AI can help optimize content by suggesting keyword placements and removing less effective ones. #ContentWritingChat
— Amy Ahrens (@copybyamya) June 13, 2017
It could help optimize content by suggesting keyword placement, which would be very valuable.
A5: AI can definitely optimize the structure of content and how it is perceived. Also analytics will play a huge role. #contentwritingchat
— Alicia Ayala Frost (@AyalaFrost) June 13, 2017
Alicia said AI can optimize the structure of content and how it’s perceived.
Q6: Which content KPIs are the most important to track?
We asked everyone to share which content KPIs they felt were the most important to track and here’s what some of them had to say:
A6a: Basic content KPI’s: Views, unique visitors, shares, comments #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
A6b: Advanced content KPI’s: Leads generated, average view time, number of backlinks, backlinks text #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
Views, unique visitors, shares, and comments are all great things to check. Leads, average view times, number of backlinks, and backlinks text are also important as John said.
A6: CONVERSIONS, y’all.
Always and forever, the main KPI is converting users; then sub-goals follow.#ContentWritingChat https://t.co/z4x3p1hj0Q
— ThinkSEM (@ThinkSEM) June 13, 2017
It’s always important to track those conversions!
A6: Conversions of course! But, also: clicks, time spent reading, shares on #socialmedia #ContentWritingChat
— Amy Ahrens (@copybyamya) June 13, 2017
Conversions, clicks, time spent reading, and shares are all helpful metrics to keep an eye on.
A6: Whether we’re using #AI or not, our KPIs should be the same – engagement metrics, CTR, visits on our website, etc.#ContentWritingChat pic.twitter.com/cho6nkkFe3
— @AndreaTorti90 (@andreatorti90) June 13, 2017
You might want to focus on engagement, click-through rate, and visits to your website.
A6: I swear it’s not a cop-out but it really depends. What are your goals? Can’t have KPIs without goals. #ContentWritingChat
— Kavita Chintapalli (@kavita1010) June 13, 2017
Just remember that the KPIs that are most important to you are the ones that are tied to your goals.
Q7: Do you rely on any tools that use artificial intelligence?
Which tools do you currently use that incorporate AI? Here’s what some of our chat participants rely on:
A7: Besides Wriber, we use Google for research, and Google Analytics and WordPress’ Jetpack for metrics #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
Besides Wriber, John relies on Google, Google Analytics, and the Jetpack plugin for WordPress.
A7: Everything Google. #contentwritingchat
— Netvantage Marketing (@netvantage) June 13, 2017
Google is certainly a go-to tool!
A7 Let’s be real: Google owns us all. #contentwritingchat
— Lex (@estherproject) June 13, 2017
Funny, but true!
Q8: Give some examples of brands using artificial intelligence.
These brands are already using artificial intelligence:
A8: @AP is publishing financial stories without a human byline all following their style guide #ContentWritingChat
— Wriber (@WriberInc) June 13, 2017
John mentioned that AP is publishing financial articles that don’t contain a human byline. These articles follow their style guide to ensure everything is correct.
A8: Google. Think RankBrain, basically how any website gets ranked on the SERPs these days. #ContentWritingChat https://t.co/nTL2pBqstJ
— ThinkSEM (@ThinkSEM) June 13, 2017
As we already mentioned, Google is one brand that has already dived deep into AI.
A7B: Yes, use Siri function on Apple products, @Google, @Garmin tech is interactive with GPS/heart rate, etc. #contentwritingchat
— Jeremy Murphy (@jeremypmurphy) June 13, 2017
Jeremy mentioned Google, but also Garmin and Apple’s Siri.
A8: @UnderArmour and @Spotify are two big one’s that come to mind. They are on another level! #contentwritingchat
— Alicia Ayala Frost (@AyalaFrost) June 13, 2017
Alicia thinks Under Armour and Spotify are doing a great job at using AI.
Join us for #ContentWritingChat every Tuesday at 10 AM Central Time! Follow us on Twitter (@ExpWriters & @writingchat) so you don’t miss the next one!
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