Just a few years ago, we were debating whether or not high-quality automated content was even feasible. Now that we know it’s possible, the new question is, “How should we leverage this new technology to grow our businesses?”
Historic opponents of content automation were correct when they claimed machines could never do everything a human content creator can. Indeed, machines will never conduct hard-hitting interviews, develop sources, or follow hunches. But how much of the content we consume daily includes any of these elements?
Once we acknowledge the reality of the question above, we can start using our imaginations to find creative ways to leverage technological advances in content production.
I predict every successful business will employ a hybrid content creation model in the next five years for the following three reasons:
- Cost savings
- Long-tail search
Reducing spend is the most obvious argument in favor of automating a portion of your content production. Not all content provides the same ROI for businesses, so why not automate the low ROI content and allow your human team to focus on the high ROI content? Improving the margin profile of your marketing content is easy once you determine what content can and cannot be automated.
It’s the goal of every savvy marketing executive to eliminate, or at least reduce, PPC spend in favor of organic traffic. PPC works as long as you’re spending budget and immediately stops once the budget depletes. Organic traffic requires a one-time investment but can drive revenue indefinitely.
By employing automation as part of your content creation strategy, you can generate vast amounts of SEO content to drive leads for years to come.
Humans don’t scale. How often do we have great ideas for expanding marketing but lack the resources or personnel to execute? Automation relieves most content scaling challenges by distributing the workload to machines comfortable working 24/7 without complaint.
Automation also enables marketers to ramp up content production during critical buying cycles with ease. While an individual can produce a limited number of daily articles, a machine can produce hundreds or thousands of unique, high-quality articles every hour.
Did you know 75% of all internet searches are in the long-tail?
Long-tail SEO is a technique for generating high-value organic website traffic. It targets long-tail keywords, which are search terms that consist of three or more words. They also have a lower search volume and competition rate, as well as a higher conversion rate than short-tail keywords.
Traditionally it’s been impossible for marketers to create a piece of content for every customer need their product and service addresses. Content managers make strategic decisions about what content to produce because of limited time and resources. The result is content that speaks to a general audience and doesn’t convert at high percentages.
Long-tail content is ideal for potential customers because it’s hyper-specific and typically provides more detailed answers.
Long-tail content is ideal for businesses because it’s how you outrank your competition. For example, if I’m looking for a new pair of shoes, I’m not going to simply Google “shoes.” I probably won’t limit my search to “running shoes.” As a resident of Seattle, I will probably search for “Brooks lightweight waterproof running shoes.”
This is a five-word search query, but the possible permutations for the different variables are in the billions. How many different shoe brands could be substituted in this search? How many shoe styles? How many shoe features?
But the two most important questions are:
- How long would it take our current team to create that many pieces of content?
- How much more revenue could we drive if we had this content?
Long-tail keywords make up 75% of all searches and convert 3x better compared to head terms (one to two words). Consider the fact Amazon generates 57% of its sales from long-tail searches by providing detailed product descriptions.
It’s impossible to reduce cost, scale, and drive new business through hiring. The content marketing model of the future is a hybrid approach. If you haven’t started your research, you’re already behind.