Every time a new fad or trend develops, marketers take it past all reasonable efforts, ultimately dwindling its effectiveness. To succeed with content marketing in the future, online businesses must become smarter about it; one possible approach is tech-assisted content creation.
The current conventional approach to content creation isn’t exactly sustainable. Too many businesses are adopting it because their interruption, orthodox advertising approaches no longer work. Besides, content marketing is less expensive than pay-per-click and media buys.
Even so, Mark Schaefer and Tom Webster predict the end of content marketing. Schaefer states businesses will produce so much content that it will jam the pipeline and ultimately nothing will get through. Webster considers it a short-term arbitrage play – once the current inefficiencies in the marketplace of information have disappeared.
According to Schaefer, “The global warming of content marketing is in view.”
Webster says, “Blogging itself, eventually, will no longer ‘work’ from an economic perspective.”
Of course, businesses will continue to use these techniques and make money with all of them; it’s just not as simple and easy as it was during the boom.
Tech-Assisted Content Creation Uses the Proper Software
There are a few solutions at hand: two related to scaling content. Cooperative content marketing will prove more economical for companies because it uses both employees and customers to create content. Such blog posts are not as lengthy and polished as those written by professional bloggers and journalists, but it will be both less expensive (so companies can produce more of it), and more relevant to customers because it’s partly created from their emails and product reviews.
The second scale solution is tech-assisted content creation. There are already softwares at hand, such as Captora, that performs a gap analysis of the content available online, and creates hundreds of landing pages on topics within minutes.
Captora bills itself as software for ToFu, Top of Funnel marketing, turning visitors into leads. It scopes out the online competition for content online in your specific niches. When the software locates areas of content with the lowest competition, and which your company is not yet filling, you can use its landing page editor to create offers and calls-to-action to capture the emails of leads finding those landing pages. After all, capturing leads and following up with them is essential for online marketing success.
Of course, if Captora is successful, many other companies will also bring tech-assisted content creation solutions to the market, creating saturation in such tools.
Writers and Journalists are Already Using Bots to Write for Them
It might be surprising, but technology is evolving to the point where bot are writing articles. For example, a database “wrote” an article about a major earthquake in Los Angeles by taking the data given it and compiling that into a cut-and-paste template. In addition, the Los Angeles Times also automatically “writes” such stories on every murder case throughout the city.
Of course, a human being must design the basic story structure and write the initial template. After that, the actual data goes directly from the source, in these examples, the U.S. Geological Survey Earthquake Notification Service and the Los Angeles Police Department, into the stories.
However, tech-assisted content creation is simply low-level, routine “just-the-facts” journalism. If an earthquake destroys half of California or the murder is particularly sensationalistic, human reporters will take over producing the coverage.
You can fill your site with low-level, routine content regarding your industry and your product, but is that what your prospects are looking for? Will that establish trust with them? Will that encourage people to share your content (keep in mind that word of mouth marketing is the most effective kind)? And ultimately, will that convince them to do business with your company?
That, after all, is the point of content marketing. It’s not just about content, it’s also about marketing and selling your product.
Contact us for more questions about using email marketing to succeed online.