{"id":8191,"date":"2020-12-17T16:35:31","date_gmt":"2020-12-17T16:35:31","guid":{"rendered":"https:\/\/www.sotrender.com\/resources\/?p=8191\/"},"modified":"2020-12-17T16:35:31","modified_gmt":"2020-12-17T16:35:31","slug":"ai-marketing-content-strategy","status":"publish","type":"knowledge_base","link":"https:\/\/www.sotrender.com\/blog\/knowledge_base\/ai-marketing-content-strategy\/","title":{"rendered":"What can AI tell me about my content strategy?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Content marketers tend to rely on native social media analytics to make decisions about their content strategy. However, many of these tools don\u2019t answer some of the more difficult questions. This is where AI and machine learning come in, and can answer nuanced questions about your content strategy.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">A successful marketing strategy should include more than just one form of media. The idea is to have an <\/span><b>omnichannel approach so that you can maximize reach for your target audience<\/b><span style=\"font-weight: 400;\">. However, each of these channels has a different purpose and audience. Your followers on Instagram probably follow you for different reasons than those that subscribe to your blog updates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It would take a very long time to compile all of the data from your different channels, and not all of the free tools at your disposal will be able to give you deeper insights. AI can get you the right type of data, analyze it, and prepare it in a way that you can draw meaningful conclusions from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll cover:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">how often branding appears in your content,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">what did your fans\/followers talk about on your posts,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">and the sentiment of the discussions on your posts.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But before going on about what AI can tell you specifically, we\u2019ll have to explain the differences between content and social media marketing.<\/span><\/p>\n<h2><strong>Content marketing and social media marketing<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There are some pretty clear differences between the two, but there is also a lot of overlap. Social media marketing is mostly concentrated on social media platforms, while <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/2012\/02\/content-marketing-vs-social-media-marketing\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">content marketing<\/span><\/a><span style=\"font-weight: 400;\"> includes your brand\u2019s website and other platforms where they publish. Obviously, if you\u2019re active on social media (and you should be), you should share your content on your pages and profiles. This is one of the best ways to keep your audience aware of your brand, what you do, and get them to interact with you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The content that you typically see on a company\u2019s website is meant to capture new leads or convince the reader that your business can fulfill their needs. The reader finds an eBook, an analysis, or a case study that showcases your product or service, so they\u2019ll eventually decide to try out your company\u2019s solutions. You can\u2019t really fit so many characters, images, or embeddings into a social media post or tweet, so a blog is your best bet.<\/span><\/p>\n<div id=\"attachment_8193\" style=\"width: 611px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-8193\" class=\"wp-image-8193\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/image2-2-1024x557.png\" alt=\"Turkish Airlines blog\" width=\"601\" height=\"327\" \/><p id=\"caption-attachment-8193\" class=\"wp-caption-text\">Content on Turkish Airlines\u2019 blog<\/p><\/div>\n<div id=\"attachment_8195\" style=\"width: 516px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-8195\" class=\"wp-image-8195\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/image6.png\" alt=\"Turkish Airlines tweet about December flight plan\" width=\"506\" height=\"635\" \/><p id=\"caption-attachment-8195\" class=\"wp-caption-text\">Social media posts with short captions and links to the main page<\/p><\/div>\n<p><span style=\"font-weight: 400;\">You can repost this type of content on social media and eventually get a discussion going. After all, <\/span><a href=\"https:\/\/www.convinceandconvert.com\/social-media-strategy\/heres-the-difference-between-content-marketing-and-social-media\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">Jay Baer<\/span><\/a><span style=\"font-weight: 400;\"> pointed out that social media can be a customer support channel and a place where customers can talk to each other or a brand. You should really integrate the two as part of your communication to get the best of both.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that you can tell the two apart and see how they can overlap, we can look at some of the questions AI can answer about your content strategy that you might not otherwise find out.<\/span><\/p>\n<h2><strong>How often do users get exposed to branding<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Around <\/span><a href=\"https:\/\/www.surveymonkey.com\/curiosity\/74-of-people-are-tired-of-social-media-ads-but-theyre-effective\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">74% of users said they see way too many ads<\/span><\/a><span style=\"font-weight: 400;\"> and 63% said they repeatedly see the same things being advertised. The takeaway is that people are fed up with seeing the same promotional content over and over again. <\/span><b>Even if these ads are effective, you still need to consider how it will influence the relationship between your company and customers<\/b><span style=\"font-weight: 400;\">. It\u2019s really about quality, not quantity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some marketers and content creators hardly ever make their content seem promotional, and others are very bold about showing off symbols of their brand, such as logotypes. There is no definitive answer to the question if including brand marketing into your content strategy is good or bad, <\/span><b>it just depends on several factors that are different between industries and brands<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, having an influencer or content creator become part of your content strategy could mean that you expect them to post about your brand or include product placement in their own posts. You should keep in mind that <\/span><b>users could still see your or a brand ambassador\u2019s organic posts as being too promotional, even if they aren\u2019t explicit ads about your brand<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our previous analysis on <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">logotypes and influencer engagement<\/span><\/a><span style=\"font-weight: 400;\">, more logotypes didn\u2019t always mean worse or better engagement. Only a couple of influencers were negatively impacted by the number of logotypes in their content. <\/span><b>Still, it\u2019s worth looking into how often, and for how long, your logotypes appeared in your content and cross-checking it with other metrics or analyses<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how AI can be used to detect logotypes in your content, whether it\u2019s in video or image formats.<\/span><\/p>\n<div style=\"width: 720px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-8191-1\" width=\"720\" height=\"480\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/SMW-LONDON-video_Trim_Trim-1.mp4?_=1\" \/><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/SMW-LONDON-video_Trim_Trim-1.mp4\">https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/SMW-LONDON-video_Trim_Trim-1.mp4<\/a><\/video><\/div>\n<p><i><span style=\"font-weight: 400;\">Sotrender\u2019s logotype detection in videos<\/span><\/i><\/p>\n<div id=\"attachment_8169\" style=\"width: 613px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-8169\" class=\"wp-image-8169\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/Screenshot-85-1024x742.png\" alt=\"using artificial intelligence to find logos in images\" width=\"603\" height=\"437\" \/><p id=\"caption-attachment-8169\" class=\"wp-caption-text\">Sotrender\u2019s logotype detection in images<\/p><\/div>\n<h2><strong>What conversations did your content inspire and what they want to see more of<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You want to plan your content in a way that will keep your audience engaged. So, you need to know what topics they want to read about and talk about, but engagement metrics in analytics tools can\u2019t analyze all their comments or feedback. In that case, you might want to look into <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2020\/08\/social-media-and-topic-modeling\/\" target=\"_blank\" rel=\"dofollow noopener\"><b>topic modeling<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Topic modeling is used to analyze texts and eventually extract overarching topics from them. If your comments frequently mention words like Coronavirus, hygiene, and precautions, then topic modeling could help you conclude that your audience wants to know more about the overarching topic of COVID safety, for example.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8243\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/new_popularity-1024x874.png\" alt=\"social media posts analysis to extract popular topics\" width=\"600\" height=\"512\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Extracting topics from conversations could help<\/span><b> inspire you to prepare more relevant content<\/b><span style=\"font-weight: 400;\">. It\u2019s also helpful to <\/span><b>keep track of how topics change over time<\/b><span style=\"font-weight: 400;\">, so you\u2019ll be able to <\/span><b>plan ahead or change your content strategy accordingly<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>If the discussions that are going on are positive, negative, or neutral<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s true that analytics tools can show you what posts got higher engagement, but they can\u2019t tell you whether all interactions were positive or negative, and what trends they followed. Getting to know what kind of experience your customers had through their discussions can help you become more reliable and trustworthy to them.<\/span><\/p>\n<p><b>Establishing yourself as a trustworthy brand that provides quality services and customer support should be your priority.<\/b><span style=\"font-weight: 400;\"> There are different methods to check if you\u2019re on the right track and to get specific feedback that will improve your customer experience. Think of it as an extension of reviews on sites like Google Maps, Yelp, or TrustPilot, but you need to be even more vigilant on social media because <\/span><b>customers expect answers ASAP<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are two ways that you can check what is being said on your brand\u2019s posts.<\/span><\/p>\n<p><b>Sentiment analysis<\/b><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/social-inbox\/what-is-sentiment-analysis\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">Sentiment analysis<\/span><\/a><span style=\"font-weight: 400;\"> is easy enough to understand. An AI model has learned that some words, phrases, and symbols have a positive, negative, or neutral emotional charge, and it tells you with a level of confidence <\/span><b>what the emotional charge of the text is<\/b><span style=\"font-weight: 400;\">. That means that you can analyze texts such as articles, tweets, comments, and even larger texts.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8197\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/image4.png\" alt=\"social sentiment analysis (positive, negative, neutral comments)\" width=\"598\" height=\"229\" \/><\/p>\n<p><b>In short, you can learn which of your content got a larger proportion of negative, neutral, or positive sentiment.<\/b><span style=\"font-weight: 400;\"> You might notice that positive sentiment rose one day, check the date that this spike occurred, and check what you posted on that day. What\u2019s more, checking how sentiment changed over time can tell you if your content strategy is headed in the right direction. If there\u2019s an increase in negative sentiment in what users are saying, you need to rethink what you post.<\/span><\/p>\n<p><b>Hate speech analysis<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, there will be times when the content of users\u2019 comments will not be as constructive or polite. This is something you can expect when many users are anonymous and don\u2019t have to face consequences for what they say online. <\/span><b>You might need to make use of <\/b><a href=\"https:\/\/towardsdatascience.com\/modelling-hate-speech-in-polish-importance-of-domain-specific-embeddings-206a02fb3a3b\" target=\"_blank\" rel=\"dofollow noopener\"><b>hate speech and bullying detection models<\/b><\/a><b> to scan users\u2019 comments, especially if you\u2019re posting about sensitive content.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">With the help of NLP, these models are able to detect harmful content automatically. Sotrender\u2019s ML models, for example, included special tokens like emojis, hashtags, and phrases that are relevant for social media. <\/span><b>This ultimately makes it easier to find the mean-spirited speech on different platforms and <\/b><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/social-inbox\/hide-delete-users-comment\/\"><b>find ways to moderate it.<\/b><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8199\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/12\/image7.png\" alt=\"negative speech about an ethnic group on Facebook\" width=\"399\" height=\"465\" \/><\/p>\n<p><span style=\"font-weight: 400;\">We recommend using these types of models because they can help you identify content that can harm both your company\u2019s image and your users. The goal of your content is to bring value to your users, not distress.<\/span><\/p>\n<h2><strong>Improve your content strategy and get ahead<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The success of your content strategy can\u2019t be proven with analytics metrics alone. The native tools on Facebook, Instagram, or Google Analytics tied to your website, can\u2019t tell you about nuances. Thanks to machine learning, it\u2019s possible to use various models that will provide insights and solutions specific to your company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI can help you get the bigger picture of what\u2019s going on with your content strategy and what users are saying about your brand. Knowing the answers to the questions we\u2019ve covered will help you develop a better content strategy and save you time and energy in the long run.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If any of this sounds interesting to you, feel free to check out what other types of AI marketing analyses we could run for you. Check out our <\/span><a href=\"https:\/\/www.sotrender.com\/ai_research\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">AI research<\/span><\/a><span style=\"font-weight: 400;\"> page for more information, and contact our Sales Team via <\/span><a href=\"mailto:sales@sotrender.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email<\/span><\/a><span style=\"font-weight: 400;\">. \ud83d\ude42<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you want to learn more about AI in marketing, we recommend reading our other articles on the topic here:<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/artificial-intelligence\/brand-visibility\" target=\"_blank\" rel=\"dofollow noopener\">Can I compare the brand visibility of my own brand and my competition&#8217;s?<\/a><\/li>\n<li><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/artificial-intelligence\/what-is-sentiment-analysis\/\" target=\"_blank\" rel=\"dofollow noopener\">What is sentiment analysis in social media?<\/a><\/li>\n<li><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/artificial-intelligence\/audience-topic-modeling\" target=\"_blank\" rel=\"dofollow noopener\">What can I learn about my audience&#8217;s interests through topic modeling?<\/a><\/li>\n<\/ul>\n","protected":false},"author":131,"featured_media":51732,"template":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What can AI tell me about my content strategy? - Sotrender Blog<\/title>\n<meta name=\"description\" content=\"Learn how you can analyze and improve your content strategy with AI models. 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