Content Management has become a core topic in many companies. Content that adds value to customers and maximises customer experience has become one of the most important and valuable assets. At the same time, the volume of data generated is growing immeasurably.
Editors and content managers these days face more than the challenge of producing relevant content on a daily basis. They also have to manage their existing content in a meaningful way and distribute it via a multichannel environment. This includes not only texts, but also images, videos, graphics and other types of content. How to keep track, and not lose sight of the demands of digital transformation? This is where Artificial Intelligence can intervene in a supportive way.
Content managers need to rethink
Tasks arising from Content Management, such as fast content creation, the use of different channels or an individualisation of the content, are diverse and extremely difficult to handle manually nowadays. That's why Content Managers are facing a new challenge: the need to develop a sense of how they can use Artificial Intelligence to automate processes. The use of automation tools makes sense in many cases and, above all, facilitates standardisation of your processes.
So far, such tools have been applied reluctantly, but development is moving towards wider use of AI-technology and its real potential. As a new trend concept in Content Management, AI can simplify and automate many tasks.
Artificial intelligence for efficient Content Management
AI tools simplify a whole range of Content Management tasks. For example, they are able to uncover and fill in gaps in your content. One can even create whole text blocks with such tools: short messages, press releases and product descriptions can be generated automatically as easily as entering relevant keywords where indicated.
User-generated content, such as reader comments, can also be specifically filtered using the appropriate tools. Based on Sentiment Analysis, the attitude expressed is rated as positive or negative and the administrator is informed in a timely manner about which comments should be reviewed. In this way, he can urgently respond to entries that are classified as critical.
Text-only search is pretty easy today, but content such as images or videos needs to be keyworded in order to aid discovery. For example, Artificial Intelligence can remedy this situation with an automatic image analysis, because it recognises what can be seen in the picture and assigns appropriate keywords.
Another task that Artificial Intelligence can perform is to test websites for functionality and timeliness. In case of malfunction, the administrator is automatically notified. Another form of testing, the so-called A/B testing, can be made easier: if two versions of a system are to be evaluated, an AI tool can use previous conversion and traffic results to develop mathematical models that determine in which tone of voice the user is best addressed or what performance the content has provided.
Customer satisfaction is increased
Artificial intelligence can contribute hugely towards customer satisfaction. An example is by analysing the click behavior of the customer using state-of-the-art technologies, and, in real time correspondingly playing out and effectively placing suitable content - a website user finds nothing more annoying than inappropriate content or annoying banner ads.
Artificial intelligence is also active for the customer in the form of chatbots. Among other things, these can advise on problems, display the appropriate content or ease the search for specific content elements. Used in this way, they become intelligent personal assistants to help your users. According to a study by Gartner, the majority of businesses will spend more on chatbots by 2021 than on mobile app development. This demonstrates how vitally Artificial Intelligence is growing in relevance to Content Management.
Artificial intelligence in Content Management pays off
It may sound strange at first to automate highly complex activities such as the creation and management of content. However, it is clear that the use of Artificial Intelligence in Content Management makes financial sense. Applied judiciously, it automates and simplifies many time-consuming processes. These examples are but a minute sample of AI's potential - be sure to critically review the processes in your organisation and consider what Artificial Intelligence can do for you.
Are you interested in the development of Content Management in the digital age? Our free e-book "Content Management in the Change" shows you how customer demands and new technologies are changing the field and the seven trends in Content Management of the future.