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The future is now – how machine learning can impact content creation

Most of us will still remember the times where the phrase “artificial intelligence” was still reserved for science fiction stories. And yet, here we are. AI is everywhere – from our phones, computers, and websites, or even everyday appliances like TVs and toasters. Of course, it goes without saying, then, that artificial intelligence plays a crucial part in online marketing.

Machine learning – the gist of it

The specific type of AI that is important to us is called ‘machine learning’. In a way, it is similar to data mining – it relies on computers scanning through data and looking for patterns, highlighting the important details. But while data mining focuses on finding patterns for human eyes, machine learning relies on said patterns to base adjustments to the functioning of programs on them. In simple terms, then, machine learning allows computers to gather data and learn from it.

What does all this have to do with content?

Now, you may be asking yourself: “How does this relate to content, then?” I’m sure that at this point you can pretty much deduce the answer on your own, as it’s pretty logical. Google utilises machine learning and can therefore more efficiently select websites that do not match user intent. Artificial intelligence has advanced to the point where they can actually determine what is relevant to our interest just by watching us browse the Internet.

As a result, it becomes even more crucial to create quality content that will meet the expectations of our users. Otherwise (as outlined in an article courtesy of Search Engine Land), if your content fails to engage the user, it will be demoted, negatively impacting your rankings, which is something nobody wants to happen to them.

The takeaway

The lesson we can all learn from this is that it is becoming increasingly important to create quality content. Take extra care to provide your users with the answers they are looking for in a way that will invest them, and not only will it benefit you from a technical standpoint, but also from a human one.

sources: whatis.techtarget.com, searchengineland.com, martechtoday.com

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