This article has been contributed by Subrata Das.
Businesses have always existed in one form or another. And they’ve always promoted themselves in order to sell their products.
In the late 1990s we saw the development of content marketing as a means to increase brand awareness. More and more businesses began adopting the approach and incorporating it into their marketing strategy plans.
Content management systems (CMS) were initially clunky, but they were a foundation that larger companies needed to explore. On top of cumbersome systems, content management was a time-consuming process, with a lot of monotonous work involved.
Eventually, artificial intelligence (AI) was integrated into CMSs, and the concept is now common. AI enables workflows to be automated, speeding up processes and improving accuracy.
Brands know that their audiences want personalised and meaningful content tailored to their situation in each moment. AI makes this possible, by crafting and distributing bespoke content in real time.
The introduction of AI to content management has made a lot of jobs easier and faster. Most companies have reduced the manual work of employees, freeing them up to do more strategic work. This has helped businesses cut costs, increased the productivity of their employees, all whilst upgrading their technologies in competitive markets.
What is Content Intelligence?
Businesses succeed by turning strangers into customers. Most companies need to develop a strategy for content management which can help them manage all the content required to achieve this goal.
The term content intelligence refers to the process of using AI to analyze and determine the effectiveness of content, and provide actionable insights for a business’ content management strategy.
Content intelligence helps companies to recognize the path through which they can create, manage, and execute successful content with minimum manual work. The most appreciable part of content intelligence is that it provides the same results to businesses of all sizes by playing a pivotal role in managing operations.
What is Content Automation?
Content intelligence includes factors like big data management, natural language generation, machine learning, and AI to improve the supervisor and formulation of the content of a business.
Content automation is a feature of content intelligence that involves creating content automatically with the help of algorithms.
As you know if you’ve ever written content, the first step is researching the topic on which the article will be based. Then, it’s essential to determine the aim and tone of the content, before putting together the article itself. The entire process is time-consuming. Content automation saves time by doing these steps for you. The process creates content by analyzing existing articles and specific keywords, and forming a base for new articles.
The Role of AI in Content Management
Content management is itself not a challenging task, but the things revolving around it can make it challenging.
There has been a remarkable rise in the volume of sales by various businesses after they have started using content intelligence. It’s about making systems smarter and more efficient. The role of AI in custom CMSs is to make work easier and more accurate. The following are some of the key roles that AI plays in content management.
1. Searching Content
The key role of content intelligence is putting the search function into use. Machine learning and data mining technologies help users search for content that they specifically require. Doing this manually takes time, requiring writers to sift through a mountain of existing content in a huge range of locations. AI does this all for you.
2. Chatbot Facilities
Chatbot facilities as part of content intelligence are an additional feature alongside content management. Chatbots enable businesses to have a “personal” interaction with their customers, via a channel preferred by the customer. This could be a webchat window, Facebook Messenger, Microsoft Teams and more. All the user needs to do is type their query in the bot system, and they will get accurate and relevant answers in seconds.
3. Automation with Robots
The several capabilities of AI in content management makes it one of the most effective tools of businesses. Robotic Process Automation (RPA) is a feature through which high volume repetitive actions can be handled.
Even in the 21st century, most businesses depend on traditional techniques to manage operations. However, using outdated techniques wastes time and reduces the efficiency of operations. RPA assists companies in primary functions. Most AI automation can be done easily with the help of RPA such as e-discovery searches, division of documents based on content, image classification and object recognition.
4. Securing Content
Most businesses’ online content is not secure when managed manually. But using AI in content management ensures content security.
If a business has content that violates relevant terms and policies, it is usually only caught when it is already a problem, or during an audit. However, content intelligence can detect content containing sensitive information in real-time.
Problematic content is usually detected based on abnormal behavior like a suspicious login, unfamiliar ID or large documents. All of these can be taken care of without any manual handling when using AI.
The Benefits of Using AI for Content Management
As discussed above, content intelligence can play a very significant role in the management of content for any business. It has several benefits that can prove advantageous to companies who want to manage their content using AI.
1. Designing Websites
The process of working with AI in content management is different from working with other AIs. Initially, the AI asks a few business questions. The answers later get fed into its data via coding and are used to create a base for business operations.
There is minimal manual work involved in creating a website for a business with the help of content intelligence as you don’t have to hand-select all the content formats. Most of the features are automated.
2. Prediction of Consumer Behavior
The most important benefit of content intelligence is reflecting on existing and future customer behavior based on past data. Previous sets of consumer data are fed into the AI, which then provides insight into how a certain set of consumer groups shall behave in a given condition.
When you have a system in place that predicts customer behaviors, you can predict future demand for certain products and services. Since the market is changing constantly, changes in customer demand can be reflected in real-time with the help of content intelligence.
3. Assessing Search Semantics
All business websites get thousands, if not millions, of search queries regarding their products and services. It is not possible for companies to quickly answer each and every query manually. Even though some businesses resort to using teams of staff for customer support and grievance handling, this is sometimes not effective.
AI for content management helps in assessing search semantics and processes questions by judging the specific keywords used and intention of the question asked by the user. The adaptive nature of AI can help customize codes on a continual basis to constantly provide better answers to users and better handle grievances.
4. Publishing Content on Social Media
Chatbots powered by content intelligence can post content on social media using content automation and machine learning.
Publishing content on social media platforms like Facebook, Twitter, Instagram and even TikTok has become a necessary part of business for most companies. Hence, publishing content on social media can be done by bots without being online in real-time. Automated content with emoticons and catchy captions can also be used to improve the quality of posts.
5. Adjustable Conversions
AI can be used to price products and services according to real-time fluctuations like customer demand and even weather events and stock prices. Airbnb is one such brand that successfully uses AI to adjust prices in real-time on their website.
The Future of AI
AI in content management will diversify in many sectors in the coming years. Currently, the usage of content intelligence is restricted to some industries, but as its popularity grows, many more companies will try to get their hands on it.
In a world where content generation plays a pivotal role in the growth of any business, content intelligence is making a mark. AI has helped businesses save both time and money by optimizing content management processes. Information is spreading everywhere, but it is essential for companies to recognize what is beneficial for them and what is not. In the future, artificial intelligence is going to cover many primary and secondary operations of companies by reducing manual tasks to supervision only.
Transformations with Metadata Enrichment
Metadata is a transformation territory for content management. Alterations in the metadata of any information can help businesses survive in even the most dynamic business environment.
Traditionally, information has been stored in the form of documents and records. However, AI has transformed the storage of information through the widespread use of metadata. Metadata enrichment schemes are now more comprehensive and flexible than ever before
Customization for Trained AI
Most content intelligence systems around the world are being custom trained. Different businesses cannot successfully use the same system because they have different needs. That is why, in the future, it is expected that most content intelligence will be custom trained AI. Companies like Amazon and Google have already started making customized AI with advanced mechanics to support and assist their operations.
Today, contextual AI is boosting the content platforms of businesses. With the utilization of metadata, natural language generation and other essential features, businesses have been able to improve their productivity. Reduction in manual work and placing more emphasis on AI has become a trend for many leading companies.
Currently, personalized content intelligence has the capability to track the behavior patterns of consumers. In the future, it is expected that content intelligence will be able to accurately predict consumer behavior, transforming the way that brands do business.
AI in content management is set to grow exponentially, and with it, the success of businesses who take advantage of this revolutionary technology.
About the author: Subrata Das is an SEO and content marketing entrepreneur. He helps online businesses leverage brand intelligence to develop meaningful content.