Predict what to publish Next
- 2. Topic Predict What To Publish Next - A Workshop on creating an Audience Empowering Content Strategy
- 3. AI-based Content Marketing Lecture AI (ML) and NLP Web-Personalisation Kaffeehouse.com Crowed Sourced Poetry Translation
- 4. Why are we here and what are our goal? • SEO • Traffic • General Understanding • Content Strategy • General Content Knowledge • Marketing • Adtech Personalisation
- 5. Cognitive Content “Content that is aware if it’s context and that can adapt to the changing needs and preferences of a target Audience” “The goal of Cognitive Content is to create a strong emotion relationship between audience and brand/message.” “The needs and preferences of a target audience can be known and/or unknown to the target audience” By using advanced AI/ML approaches
- 6. Why do we need this? Markets are shifting fast Audience motivation changes fast Competition is increasing Complexity is increasing Costs are increasingNew Technologies: Data –driven Marketing / Audience Segmentation / Interactive Content / 3D Content / Mixed and Augmented Reality / Complex Content Campaigns / AI and ML
- 7. Main Market Shift MOVING FROM A TRANSACTION ECONOMY TO A RELATIONSHIP ECONOMY This has implications on how you produce, distribute and re-use content.
- 9. SHIFT FROM A TRANSACTION ECONOMY TO A RELATIONSHIP ECONOMY Source: McKinsey & Company - Consumer Decision Journey
- 10. Audience Aware Content Production Know Audience Trends Know Market Trends
- 11. Cognitive Content = Aware Content
- 12. Goals of Cognitive Content Audience Specific Continuous Refinement Engagement FocusedCreating a lasting relationship
- 13. Solution – Connecting Content Production with Content Delivery Content Production Content Delivery
- 14. Who else thinks this is important?of all customers believe that providing custom content are interested in building good relationships. Source: Content Marketing Institute 2016 78 % of all customers buying decision is influenced by custom content. Source: Dragon Search Marketing 2016 61 % of all CMOs in the top 500 US Brands believe custom content is the future of marketing. Source: Demand Metric 78 % believe “Orginal Written Content” is the most important content to drive conversion and engagement ahead of visuals and videos. Source: Social Media 58
- 15. Key Performance Indicators - KPIs
- 16. What are yours? • Comments on social posts • Retention (in time) • Eyeballs (view – impressions) • Retweets • Outbound – Inbound (call to action) •
- 17. Main KPIs
- 18. Mostly ends up as
- 19. Brand Awareness 1. Social media reach 2. Brand mentions (mentions/google alerts) 3. Media mentions (not consumers) 4. Branded searches (AdWords, Keyword Planner, Google Trends…) 5. Video and Mobile (view time, interaction) 6. Marketing Research / Self Reports
- 20. Brand awareness a bit more advanced
- 23. Engagement
- 24. Engagement Reach vs. engagement Reach is a vanity metric.. It’s also easily manipulated. Think clickbait e. Time on page vs. engagement Time on Page is based on bounce. Better: Scroll depth, clicks, copy and paste actions etc. Ultimate Gold: Conversions Create a call to action that you want people to complete after they read your content (e.g. newsletter sign-ups) and track how well that performs instead of how far your content reaches.
- 25. Detour: Shares vs. Engagement Tracking share counts is not a good idea. Tracking Comments is a good idea.
- 26. Main factors for conversions Relevant Content High Quality Interesting and Fresh Provides Real Value Easy to consume and find …
- 28. Start with your audience’s motivation (intention)
- 29. Inspire trust with a believable story Build on Trust Make it Personal Make it feel real Be honest Be Professional
- 30. Invite people to actively participate Pull the audience Provide an action Audience Participation Audience into the drivers seat Open up options
- 31. Create a full emotional arc Plan how the emotional journey will unfold Think not one piece of content think campaign Plan the journey
- 32. Use data to optimize your approach
- 33. Trend Detection Know what they want or know what they should know
- 34. How do you know what to publish next? • Event based • Social media tracking • Social media feed analysis • Niche Website • Following News • Following the bubble
- 35. Trends and Audience Awareness Give them what them what you know they want VS Give them what they don’t know yet that they want
- 36. How? 1) Predicting Audience Trends Easier 2) Predicting Market Trends Not so Easy 3) Creating Trends Black Art
- 37. Finding Trends Google Trend Follow KOLs Follow Social Media Follow Competitors Collect data and look for converging trends
- 38. KOL Example: Robert Scoble
- 40. Trend Conversion TIME MENTIONS NOW AR VR MR Urban Marketing Alternate Reality Games
- 41. How to start 1. Focus on a domain or area (form a question) 2. List KOLs, Websites, Blogs, Competitors, Thought Leaders, Social Media 3. Use listening tools to track what they talk about 4. Extract top keywords and categories mentioned (AI/ML) 5. List top categories and keywords related to the domain 6. Collect data and map (look for convergence) 7. Use SEO keyword tools, google trends, or even predict lookup from google 8. Create a narrative – a story how and where the trend will relate and congregate.
- 42. Check trends quick and easy
- 43. Trend detection
- 44. Advances Cognitive Content Solutions - Market Trends
- 45. Example Novels Bestsellerometer The Bestseller Code: Anatomy of the Blockbuster Novel, by Jodie Archer Running their model, Archer and Jockers found the book’s number-one subject was “human closeness.”
- 46. Don’t blindly trust a trend
- 47. Mind the Gap
- 48. Niche Websites - Example
- 49. Revenue Breakdown 8,000 Euros a month revenue Advertisement - 20% Affiliation Marketing - Not adwords, direct links to other companies with different revenue share models for conversions, visits etc.) Other revenue – Links via company deals and promotions and sponsored articles such as reviews.
- 50. Keyword planning Identify niche keywords on which you can place/target your product Identify where are you are placed in search engines(taking into account all the different personalisation configurations used by people) Learn about your competitors (Is the keyword located in their title, metatags, their page ranking,
- 53. Content Delivery
- 54. Push or Pull Bringing the Audience to your Content Or Bringing the Content to your Audience
- 55. Bringing the Audience to your Content Know what they are looking for Influencer Marketing SEO Social Ad campaigns ….
- 56. Bringing the Content to your Audience • Channels and content spaces • FB, linked in etc. • Know what they are looking for • Search Engine Marketing (SEM) • Search Engine Optimization (SEO) • Social Media • Display Ads • Offline Events
- 57. Know your audience - WHERE
- 58. Personalisation aka know your audience
- 59. Segmentation Template Whiteboard / Planed Organic Evolving out of the data ML / AI based
- 60. Example AI ML: Pulling keywords from reviews
- 61. Know your audience - HOW
- 62. Content Quality and Semantics Schema.org Semantic Tagging Semantic Uplift
- 64. Advances Cognitive Content Solutions - Audience Trends Dublin | Fine Art Galway| Oysters Jameson| Distillery Temple Bar| Music Guinness| Visiting Centre
- 65. Advances Cognitive Content Solutions - Audience Trends Galway| Oysters
- 66. Advances Cognitive Content Solutions - Market Trends
- 67. Advances Cognitive Content Solutions – Market Trends Schottland | Austern
- 68. Predictive Topic Modeling Know Audience Trends Know Market Market Trends
- 69. Solution – Connecting Content Production with Content Delivery Content Production Content Delivery
- 72. Solution Cognitive Content Strategy (AI/ML based) Market Trend Detection Audience Trend Detection Trend based Content Component Engagement Tracking Audience based Content Component Dynamic Audience Segmentation Cognitive Trend Prediction Cognitive Content Production Cognitive Content Delivery
- 73. Breaking it down Market Trend Detection Audience Trend Detection Trend based Content Component Engagement Tracking Audience based Content Component Audience Specific Content Delivery Cognitive Trend Prediction Cognitive Content Production Cognitive Content Delivery Produce Promote Measure
- 74. Next Event June! Trying to run this every month now!
- 75. Thank you
- 76. Contact for more Info Kevin Koidl kevin@wripl.com @wripl @koidl Cognitive Content Solutions
Editor's Notes
- #2: There is a lot under the hood and complicated to do Please reach out to me or team members to discuss this Its an interesting field Mention ‘predict’ a lot Focus on goal/outcomes/commercials Focus on future challenges and how these can be addressed Make sure you know who the talk is focused on and what you are trying to pitch
- #8: Why -> competition is one click away Realtionship with what -> with the brand -> think apple, think blue bottle, think teeling whiskey
- #10: - Why is the funnel in the past? It’s short term thinking / so you get your conversion and then? What then? Don’t Flush it down the funnel!!!!
- #13: What does that mean a lasting relationship?
- #15: First and last comment and mix in video and facebook live and snapchat and so on Text is great because of the narration!!!
- #18: https://blog.hubspot.com/marketing/2017-state-of-content-marketing#sm.00001j5ft6the7dcbx374vsqylz8t
- #19: https://blog.hubspot.com/marketing/2017-state-of-content-marketing#sm.00001j5ft6the7dcbx374vsqylz8t
- #20: http://contentmarketinginstitute.com/2017/04/metrics-content-brand-awareness/
- #21: ML / AI
- #23: https://api.freme-project.eu/ckeditor/ckeditor/samples/freme.html
- #25: http://contentmarketinginstitute.com/2016/03/measure-engagement-right/
- #27: https://blog.hubspot.com/marketing/lead-gen-content-ideas#sm.00001j5ft6the7dcbx374vsqylz8t http://www.frac.tl/lead-generation-content-7-best-types/ http://optinmonster.com/27-clever-lead-generation-ideas-you-can-implement-immediately/
- #29: http://contentmarketinginstitute.com/2016/10/art-science-emotional-engagement/
- #41: You want to be in a spot that the trend picks you up! Be innovative not incremental
- #43: http://neilpatel.com/blog/beginners-guide-to-content-based-lead-generation/
- #45: Topic Detection NLP NER Predictive Analytics AI and Machine Learning
- #46: https://www.theatlantic.com/technology/archive/2016/09/bestseller-ometer/499256/ this book attempts to analyse novels from the points of view of theme, plot, style, character and all data points
- #51: SEMRUSH https://www.incomediary.com/how-much-traffic-website-gets Google Keyword Tool Planner SEMRUSH
- #58: Suzanne Jackson Suzanne Jackson is a blogger and writer from Ireland who writes on fashion and trends. She is described as one of the most successful bloggers in Ireland.
- #59: https://www.brandwatch.com/blog/content-marketing-trends-2017/
- #61: Long tail keywords
- #66: Looks at the outside market Jenny builds these clusters over a few weeks and can start to see trends in the topic clusters which help her predict what user clusters are tending towards what topics. She can now start studying overlapping topics and see how some topics are more effective and some not.
- #67: Looks at the outside market Jenny builds these clusters over a few weeks and can start to see trends in the topic clusters which help her predict what user clusters are tending towards what topics. She can now start studying overlapping topics and see how some topics are more effective and some not.
- #68: Looks at the outside market Jenny builds these clusters over a few weeks and can start to see trends in the topic clusters which help her predict what user clusters are tending towards what topics. She can now start studying overlapping topics and see how some topics are more effective and some not.
- #69: Looks at the outside market Jenny builds these clusters over a few weeks and can start to see trends in the topic clusters which help her predict what user clusters are tending towards what topics. She can now start studying overlapping topics and see how some topics are more effective and some not.
- #76: Thank you slide Alan Weldon Stuart Fergus John Whelan Vicky Samways O'Driscoll, Robyn Buttle, Thomas
- #77: You need to build a story a narration that aligns with your brand and with the interests of your audience