Content strategy

    The impact of AI on content strategy

    Content strategy roles are spiced a little differently depending on who you talk to, from goal-setting to creation to long-term governance. But at the center, there’s always the same staple: words.

    Whether a piece of content in question is an article, a single sentence, or an illustration, the words that appear in or around that piece matter deeply. They can delight or derail someone’s interaction with your brand.

    The role of words in content strategy

    Whether we’re talking or reading, we always dissect more than just the words used in the moment; we also consider context (e.g. situational appropriateness), clusters (e.g. body language signals), congruence (e.g. tone).

    For an organization, thinking about this bigger picture in communication is what helps you win the heart of your audience. When they feel they know you and what to expect from your opinions/words/actions, then they are far more likely to trust you — and far more likely to turn to you for a solution when they need one.

    Which is why so many content strategists are creating styleguidelines to keep brand consistent, and always “over”thinking the tone and impact of word choice — and, as expected, defining a voice is hard work… but implementing it successfully, across tens, hundreds, or thousands of pieces of content, sometimes targeting several different audiences, is even harder.

    This is where AI is doing some heavy lifting.

    Enter artificial intelligence

    Content AI is helping content strategists understand and govern the words their company uses on every single piece of content.Content AI for content scoring

    Content scoring: measure the tone of written content

    Engineers, scientists, and linguists are doing amazing work using machine learning (ML) and natural language processing (NLP) technology to help technology understand human language. As a result, content strategists can now:

    • Score each piece of written content against the unique tone styleguidelines of that organization.
    • Flag jargon and language you don’t want used — especially helpful for organizations with heavy legal requirements/restrictions.
    • Detect unintended biases in text.
    • Ensure all content is on-brand.

    NLG: real-time content suggestions

    Natural language generation (NLG) technology — computer-generated language – is a logical next step — and there are positive use cases for content strategists:

    • When a content score is low, suggest alternative copy that better aligns with the voice, tone, and emotional impact you desire for your content.
    • Recommend alternative language in order to remove biases.
    • Provide the “first line of defense” copyediting for new or less professional writers on the team.

    Reapplying the human touch: pairing content strategists with AI

    In 1997, chess master Garry Kasparov was famously beaten by AI and it was seen as a turning point for the technology. Since then, other game masters have lost to machine-based sparring partners and AI has lost to other types of AI. Like any technology, AI has continued to evolve.Pairing Content Strategists with AI-powered technology

    These days, people are excited about the greater potential for augmented intelligence — combining the creative powers of a human with the unflagging computing power of the machine. As Kasparov put it, “Weak human + machine + better process was superior to a strong computer alone and, more remarkable, superior to a strong human + machine + inferior process.”

    In this vein, content strategists have been able to use AI to decrease the amount of time they spend pouring over text, without losing confidence in the quality of the content.

    With Content AI, writers and editors can start by working through flagged and low-scoring content to immediately tackle the biggest issues, either using suggested alternatives or reworking the sentence through their own creativity.

    Artificial intelligence still works best when paired with a human companion.

    In your toolkit: Writer Content AI

    Digital teams are using Writer to help everyone at a company write with the same style, terminology, and voice. If you’re interested in the possibility of empowering your teams with content AI, start your free trial today.