What Parts of Content Creation Can Be Automated?

what parts of content creation can be automated? ask InLoop

How to Decide Between Artificial Intelligence and A Human Writer When Creating Content

Automated content seems to be the wave of the future when it comes to digital marketing. The automated content creation sector was estimated to be worth 3.65 billion dollars in 2014. That number is expected to grow to 5.5 billion dollars in 2019, showing that automated content marketing is more than a fad. 

Every day we see technology makes leaps and bounds when it comes to the automated content creation process. However, we can’t rely on automation tools for all of our content creation. AI systems can handle increasingly difficult tasks, but they still fall short of, for lack of a better word, humanity. 

There are all sorts of factors that influence whether your content creation should be automated or human-made. Factors differ whether it’s email marketing, writing a blog post, social media content, or anything in between. So, let’s talk about the best times to employ the human touch, and the best times to leave it to the machines.

How AI Systems Make Great Content

The trick to knowing whether to trust your automated systems to produce content depends on the type of content you want to produce. Here’s the most important rule of thumb to remember. Automated content’s best use is to free up your human employees’ time for areas where it’s really needed. 3

AI systems make great automated content

The Details are in the Data Collection

If you read our blog last week, you learned about some of the amazing benefits of automating your digital marketing strategy. For example, using automated software to create landing pages on your association’s website that ask for visitor’s email address and other identifying information. 

Automated software can take this content and create personalized marketing campaigns tailor-made to your association members and email subscribers. Technology has a strict advantage in this arena. It can create content that reflects particular visitors so much more quickly than human efforts ever could. 

Content Automation Helps in Making Good Predictions

Speaking of looking at all that data, automation helps it’s human counterparts another way in regards to data. Collecting all of that data and putting it into one convenient and easy to read place helps your human employees make better predictions going forward. 

Perhaps you’re looking at marketing data, traffic on your association’s website, or anything else. Automated technology will aggregate your data quickly and efficiently. By taking this collection time away from your human employees, it frees up time and energy that can be more efficiently put to use. One of those uses is definitely examining this data that you’ve collected. Then put it in to consideration for your content creation, marketing, and other efforts moving forward.

Optimizing Your Content 

The technology to automatically generate blog content is out there, and it is fairly sophisticated. Sure, it’s sophisticated enough to generate and publish content for your association’s blog. But it often lacks the depth and insight of human writing. However, one thing automated technology can do for your blog posting is to make it more informed.

Programs like Buzzsumo look at blog topics and keywords that receive the most attention on search engines. This technology gives your human writers a better idea of the kind of content and specific words that match up with what people want to see. While you might not want to leave the writing itself up to automation, it can greatly improve your human employee’s ability to write the type of content that is going to get noticed by your target audience.

The Types of High-Quality Content Produced by Humans

So, we can rely on automated technology to collect and organize data. We can also rely on it to use that data to inform our human employees on how to optimize their own content creation. But what specific forms of content are your human employees best at?

create creative content ideas with automation tools

Creative Content Ideas

The best job to give to your human content creators is creativity. As we stated earlier, automated blog posts tend to lack the human touch that makes a real connection with your audience and what they want. Your human content creators have something your digital content creators never will, empathy.

Computers and automated technology, impressive as they are, lack the true ability to write like a human. They lack the ability to empathize with human emotion, and therefore lack the ability to touch human readers on an emotional level. If you want your blog posts to have a real impact on humans, it’s best to use a human writer. 

Creating Structured Data

In addition to creativity, humans have a better ability to understand what humans want, and how to relate to them. Think of structured data. If you want to increase your association’s SEO, structured data is a great way to do it. Structured data quickly and efficiently shows search engine users with relevant information in your article.

However, we can’t rely on automated technology to know exactly what that relevant information is going to be. Your human employees understand the emotions and motivations of your members and prospective members. The human touch is key in tapping into the main drivers of your audience.

Natural language generation technology is great for automating simple content based solely on data. However, it has a much more difficult time basing its content on soul and feeling. If you plan on sharing content that you’d like to really connect with your audience, human writing will always be the way to do it.

the integration of humanity and technology

The Integration of Humanity and Technology

The ability to automate some of the strenuous work we undertake as the heads of associations is enticing. We work extremely hard, our employees work extremely hard. Being able to take away some of that burden feels like a gift from above, and the temptation might be to push that envelope as far as it will go. 

However, we haven’t reached the point of being able to automate every facet of our content creation. As far as technology has come for us, it still lacks the ability to truly tap into what it means to be a human, what motivates our belief systems and our actions. As technology becomes further integrated into our lives and our businesses and associations, it’s crucial to keep in mind the power of the human touch.

The Member Journey and Content Personalization Software

personalizing your content to association members

A Personal Touch: Content for Association Members

Associations have the crucially important goal of connecting with members. This may seem like a simple task, but in today’s world, it takes a ton of time and resources. In the past, associations would reach out to members through the mail and on the landline. But then came the internet! And email became the most effective form of communication when reaching out to members.

Now associations are expected to reach out to members via phone, text, email, and social media (Facebook, Twitter, Instagram, and LinkedIn). The list of communication methods grows every day! It’s a lot to handle all at once.

Members expect constant and immediate communication from associations. The problem is, most associations don’t have the time! Automation has helped relieve the stress of 24/7 communication and member support.

Depending on how it’s used, sometimes automation can come off as impersonal to members. How can associations maintain constant communication without sacrificing the personal aspect of association to member relations?

What is Content Personalization Software?

what is the member journey

Content Personalization Software is the software that brings the personal aspect of membership back into the equation. Using this type of software, associations can streamline communications and keep it personal too. Using information about members such as age, gender, location, visitor frequency, and session behavior, associations can create and send content that is specific to the member.

A few examples of session behavior include:
  • Navigation clicks
  • Blogs/article views
  • Downloads
  • Time spent on each page

These session behaviors can tell you what content and pages members are interested in. With demographics and session behavior combined, associations can make informed decisions when segmenting members and creating content. A few examples of creating segmented content includes:

Email Marketing with Content Personalization Software

With this information, associations send specific emails tailored to each recipient. Add personalization tokens to emails with name, profession, and location included. Add a newsfeed to the email newsletter with industry related news in their area. Share content related to the type of content they typically search for, etc. Add images to the email that are similar to the ones they spend the most time looking at, etc.

The possibilities are endless! Sending emails that are specific to the recipient is important when creating a customer journey. As a result, your email open rates will thank you.

content marketing with content

Content Marketing with Content Personalization Software

Content marketing includes blogs, articles, downloadables, case studies, white papers, and ebooks. Certainly, written resources for members make up a lot of what an association does. With personalization software, associations create smart content tailored to a segmented audience.

Associations can create multiple versions of a blog post and show the member a specific version based on certain triggers. In addition, you can also create separate versions of the content for members and non-members. For instance, this could include “call-to-action” content aimed at catching the attention of current members, non-members, or prospective members.

Call-to-Action (CTA)

If the reader is not a member, add a CTA at the bottom of the blog post that says “Become a Member” with a link to the member application. Or if the reader is a member, the CTA could be to download member exclusive content. If the reader used to be a member but is no longer a member, the CTA could say “Renew Membership”.

Content Personalization within Content Writing

The writing itself can also be manipulated to fit the needs of each reader. If the reader is not a member, leave out “member exclusive” content like this:

(paragraph of the article) Read More
(Error message) Member Exclusive: Looking for more information on this topic? For an annual cost, you can become a member of our association and receive extended versions of industry content like this.

If the reader clicking on “read more” is a member, then the read more link should reveal exclusive content. If the reader is not a member, show the error message above. This both entices non-members to become a member and it emphasizes to members the exclusive benefits they get from being a member.

Web Personalization with Personalization Tools

website content personalization tools

In the world of digital marketing, it is extremely important to have a user-friendly website. Therefore, a great way to improve the member experience is by segmenting and personalizing the association’s website. For example, think about Amazon. When users are on the Amazon website, they see products and sales that relate to their search history on the website.

For instance, if say, last week, the user was looking at gardening supplies, Amazon takes this information. By using machine learning algorithms, Amazon places related products on the homepage of the website for the user to see. Apply this to web personalization for associations too!

Personalization marketing is a customer-centric approach to member acquisition and retention. Most importantly, it’s an approach that will engage web visitors. Associations can use web personalization to present newsfeeds on the homepage that are specific to the member visiting the homepage. In addition, it refines the association’s recommendation engines.

Social Media Marketing

This is specific to targeted ads on social media. For instance, they use information collected about members to direct advertisements about location-specific events, content that appeals to the member, and member-exclusive benefits. Many associations also use chatbots on social media to streamline fast response to inquiries and deliver personalized messages.

Many members access their social media accounts via mobile apps, so response time is therefore expected to be that much faster. Offering members real-time personalization is key to the engagement and benefits of membership within an association.

Do you Need Content Personalization Software?

this software benefits associations and businesses alike
“Content Personalization Software” is a broad term for software that helps businesses and organizations automate and personalize content and communications.

Clearly, content personalization software is a great benefit for associations. On the other hand, Association Management Software is software specifically meant for associations. For example, this can help associations use the power of information to create personalized content that is sure to delight members.

In a study done by Instapage, here were the top benefits of using content personalization software using customer data:
  • Increased visitor engagement (55%)
  • An improved customer experience (55%)
  • Increased conversion rates (51%)
  • Increased lead generation/customer acquisition (46%)
  • Improved brand perception (39%)
  • Increased e-commerce revenues (27%)
  • An increased customer lifetime value/loyalty (25%)
  • Increased value of other marketing platforms (24%)
  • Reduced churn and increased retention (20%)
  • Makes me/my team look good! (20%)

Overall, surveyed participants agreed that content personalization software improved engagement, user experience, conversion rates, and lead generation. Above all, here’s the reason that content personalization software is so effective. It combines efficiency and relationship building. In short, it creates a smoother customer journey, or in this case, member journey.