The content strategy process goes along with the spike in content and the spike in the ability to capture that content.
Data is becoming easier to discover. Thus, businesses that align their content strategy to make their content easier to capture are more successful.
Producing good content manually can be a tedious and hard process. Hence, the need to adopt an effective content strategy process.
But how do you develop an effective content strategy process that results in a significan ROI?
What Questions B2B Digital Marketers Should Be Asking Themselves Today
Per Jeff, the questions that B2B marketers should be asking themselves today really go along with their workflows.
Therefore, the biggest question that marketers should be asking themselves today is how many processes do I have in place that haven’t evolved in the last couple of years?
Does This Content Strategy Process Apply To Small Businesses?
You probably have things that you just do because you think it is the right way.
The most common one that I often notice is the research phase of a content plan or a content strategy. E.g., I’ve done keyword research in this way because this is the way it’s been done for the last 10 years. Or that’s how I learned five years ago.
You really have to be thinking about your existing operating procedures. Also, if you’re a smaller operation, put time on things that have a huge positive impact on your business. Generally, your time management is the most important thing.
So if you’re wasting time on something that could be automated, you are killing yourself. Google Trends found out that “interest in content marketing has been on the rise since January 2011.”
What Is MarketMuse And Its Relevance To The Content Strategy Process?
MarketMuse is a content intelligence platform. It’s a SaaS platform that’s focused on setting the standard for content quality. Also, it gives ways to improve the quality of your content. It enhances your content workflows with artificial intelligence.
Basically, you can use MarketMuse to leverage the power of A.I. and make the process easier and more effective.
MarketMuse is the industry-leading technology and methodology for content planning and evaluation via semantic relevance.
Business Applying The Use Of Data In The Content Strategy Process
According to SINTEF, 90% of all the data that exists on the internet today was produced within the past two years.
There is a spike of written text and rich media being processed into text. Obviously, there is a huge spike in the amount of data being created and people being able to process and use it.
People are turning data into business applications. Understanding the intent behind conversations, podcasts, and user behavior on websites. To be able to drive decision-making more quickly and being able to turn that into real Business Intelligence.
The US Census Bureau said, in the third quarter of 2020, there was a 77.4% increase in filings for people to start a business that was considered entrepreneurial.
Because of data accessibility, these new entrepreneurs who are filing for businesses can actually make an impact.
Even with a very little computer science base, you can build applications quickly. You can also build tuning applications for existing things.
The kids coming out of school today are digital natives. They understand how business systems work. If they get even a little bit of computer science knowledge they’re deadly.
They know this stuff. They live it and didn’t have to learn it.
What Is Natural Language Processing (NLP)?
It’s programming computers to recognize and understand large amounts of natural language data. Natural language data can take many forms. It can also be transcribed or trans-created from other forms.
One of the Fathers of the Internet, Vint Cerf, said, “AI and Natural Language Processing may well make the internet far more useful than it is today.”
What Is Natural Language Generation (NLG)?
It’s the process of taking that NLG and transforming that structured data into plain language. Having the goal of building a language model. It’s typically English in its base form.
Natural language is informal and can’t be precisely defined. It’s really a novel approach to probabilistically writing content. This impacts and affects some things that we think are pretty normal and simple.
It started with most people doing it with IVR Interactive Voice Response units.
How Business Matured To Using AI In Language
Fortune Business Insights projected that, the global Artificial Intelligence market is expected to reach $267 Billion by 2027.
The first commercially available NLG applications were rule-based templates that required structured data. The rules-based thing is very simplistic in nature. And that was really like the first flight.
The second flight was with starting to try to solve real publisher challenges.
Washington Post built a platform called Heliograph. It connected to many common content strategists, B2B marketers, publishers, and e-commerce marketer’s problems.
Therefore, in the first year that they implemented Heliograph, they were able to publish content on every single national state and local election and every single event on the Olympics.
The newest versions were built, start to write and comply with the outline from my existing content. In parallel, you look at things like everybody has probably experienced, like Google smart compose.
If you’re in your Gmail and it starts to finish your sentence for you, that’s an application of NLG. Grammarly and Hemingway are also an application of NLG where it’s giving you information.
All of these things are use cases that have immense value. Further on the use of AI in businesses was discussed in my Fast Leader show. I even touched on the models and types of AI.
Content Strategy Process: The Standard For High Quality Content
According to toprankblog, 39% of marketing budget is spent on content marketing by the most effective B2B marketers.
Jeff’s dream is that there’s no market for low-quality content. I want to raise the bar for the quality of content on the web so that that entire bottom, garbage content ceases to exist.
He thinks we’re really close to that being a reality and is excited about that.
What Is Efficient Content?
Statistics revealed that 86% of the most effective marketers have someone who oversees content marketing strategy. (toprankblog)
That content efficiency rate is the number one 2021 question all content marketers should focus on. What efficient really means is that you’ve got to know what it means for that page to be successful.
In the words of Kristina Halvorson, “content strategy guides the creation, delivery, and governance of useful, usable content.”
Content marketing is a proven method to grow your brand or business. But it does require skill to be successful.
Watch My Interview With Jeff Coyle On How To Make Your Content Strategy Process Easier And More Effective
- In your view, how effective is MarketMuse?
- What is Business Inteligence?
- What other ways can businesses improve their content?