Content ops have come a long way in the past few decades. Concrete CMS (Content Management System) has helped to lead the change. Since 2003, we’ve made it all the way to version 9.1, all to make it easier to manage your web content.
Concrete CMS is perfectly placed to comment on the future of content ops.
As we speak, the world is going through an AI revolution. From transforming enterprise cloud services to heating and lighting your house, AI is everywhere. Content CMS can incorporate AI too.
AI in content management has several major strengths:
The automation aspect makes it fantastic for taking on mundane, repetitive tasks (tagging, for example, or finding relevant sources). An AI can do these tasks consistently and at speed, freeing up human staff for more interesting, creative work.
Similarly, when it comes to content management, AI can bring some very useful insights. An AI can analyze a huge data load in a fraction of the time that a human could. Even better, it can also analyze creative elements. For example, AI can quickly and easily check things like the tone of a piece, or if it’s hitting the right notes for a certain audience.
And that’s just the tip of the iceberg! Here, we’ll take you through all the amazing ways that CMS and AI can optimize your business content ops:
Content intelligence
A lot of what we’ll be talking about here can be broadly described as ‘content intelligence’.
Content intelligence is a major trend in content management. CI happens at the point where content strategy meets AI. It utilizes the strengths of AI to give developers, marketers, and creatives holistic insights into their content. It helps to point content strategies in the right direction, and can make suggestions (and even alterations) in real time, responding to trends and events as they happen.
For example, content intelligence can help copywriters to achieve tone of voice guidelines. It can also:
- Identify and target the best audiences.
- Draw far deeper and more detailed data insights than human marketers could manage.
- Release timely content to nudge customers through their journey.
- Identify the best ways to improve content.
- Alert the team when content needs updating - and even update content automatically when needed!
Best of all, it does this without much need for human input. This makes the jobs of your human team much, much easier - and more fulfilling.
Predicting customer behavior
The best indicator of future behavior is past behavior. In order to understand past customer behavior, you need both a lot of data and an efficient way to analyze it.
This is where AI comes into its own. Content intelligence like this is easy for AI to both gather and analyze.
AI can be a valuable factor in customer communications. When incorporated with things like email, chatbot services, or even your hosted VoIP provider, it gives your customer the quick and effective attention that they need.
Assuming you’ve got the proper data ingestion pipeline set up, your AI will simultaneously be gathering data from your customers every time it communicates with them.
So, as well as helping your customers in quick, practical ways, the AI is also learning things like what they want, what their common issues are, how they behave, and so on. It can then use these insights to help predict the future behavior of customer sets.
Best of all, it can do this on an ongoing, continuous basis. This is important, because nobody is totally set in their ways. Customer behavior changes on a constant basis, so you need an AI that will be continuously observing, learning, and adjusting.
Website design
By taking the drudgery out of website design, AIs can enhance the developer experience. It provides a ready-made foundation for developers to build from.
This enables developers to let their creative, innovative side flourish without having to waste time on the boring bits. Rather than slogging away at the building blocks of websites, developers can focus on the interesting, intellectually fulfilling stuff, like cloud modernization or content creation.
Semantic search analysis
We all know about keywords and SEO. They’ve been an important part of content ops for a long time.
But they’re not a particularly fulfilling part of the job. Most copywriters and content designers get a bit of a twitchy eye when presented with a list of keywords.
At the other end of the scale, running endless analyses to find out what people are searching for is no fun, either.
AI can take away all of this pain. An AI can sift through the thousands of queries a business site receives and extract common themes in a matter of milliseconds.
It can then use what it’s learned to optimize content and suggest the best ways for teams to angle their web content for the very best effects. Similarly, it can customize codes to provide better, more accurate answers at speed when needed.
Even better, it can use the same skillset to identify and prioritize the most urgent queries. This helps customer service teams to provide a much more effective customer experience.
Content curation
Content curation (the process of finding, sorting, and sharing relevant content) is a time-consuming process. Trying to coax your team to create and/or curate content can be a chore. Whenever your marketing team is feeling uninspired lately SocialPilot’s content curation platform provides you with a list of content pieces.
However, by handing content curation over to an AI, you can cut the whole process down to a matter of minutes.
AI can crawl the entire web and procure the best, most relevant content at extreme speed. If you’ve got sagemaker pipelines or other machine learning capabilities, it can make intelligent choices based on the most current up-to-date needs and interests of your customer base.
It can then share them to whichever channel is most appropriate, at the perfect time. It can even target each piece of content to the perfect audience - all with minimal human input.
By letting an AI take on the task of content curation, you'll enable human employees to get on with much more engaging and fulfilling tasks such as content creation, for example..
Intelligent real time adjustments
AI can make dynamic adjustments to your web content in real time, with a speed and efficiency that human developers just can’t match.
Let’s say, for example, that you sell across multiple currencies from the same website. With the right crm integrations, your AI can adjust the price in each currency in sync with the exchange rate.
Or, you could go even further. Your AI could utilize content intelligence to bring the most trending, relevant content to the front of your website (and/or to bury less popular stuff in the back)
This kind of smart, dynamic content intelligence is a real game changer when it comes to relevance and customer engagement. And it’s only going to get more impressive from here.
Smart analysis, categorization, and distribution
Tagging. Love it or hate it, the internet runs on it.
This doesn’t make it any less of a boring task, though. Tagging can be very dull and time-consuming. Who wants to spend their valuable work hours searching through content and typing out tags? Nobody.
For an AI, however, tagging is extremely easy. The right AI system can quickly identify and tag all kinds of elements in your content. From image recognition and tagging to content themes and meta tagging, AI can do it all. A digital asset management system (DAM) built on top of Concrete CMS smart tags images.
This not only takes the burden of tagging away from humans, it also makes sure that nothing gets missed out.
Once it’s analyzed, categorized, and tagged your content, AI can distribute it on the perfect channels, and at the perfect time.
With intelligent tagging and targeting, you can be sure that your content will end up in front of the right eyes at the right time.
Natural Language Processing (NLP)
Natural Language Processing (NLP) is an exciting area of AI that’s set to bring huge changes to the world of content. When used with the right platform, an AI with NLP can bring the very best content to your customers.
There are two ‘branches’ to NLP - Natural Language Understanding (NLU) and Natural Language Generation (NLG). Both have huge implications for content ops.
Natural Language Understanding involves an AI breaking language (written or spoken) down into simple data. This data can then be analyzed for deep and detailed language insights. Ultimately, NLU gives computers the ability to ‘read’ or ‘hear’ words and truly ‘understand’ what’s being said.
NLU has a lot of potential applications. Right now, it’s transforming the comprehension abilities of chatbots and smart assistants, allowing them to understand and help users more effectively than ever.
It’s also very useful for app creation. Ask yourself, how hard is it to make an app? The answer is that it’s a lot easier with an NLP-enabled AI. Everything works a lot faster and more efficiently when your automations understand you implicitly.
Of course, understanding language means that you also gain the ability to use language. Which brings us to Natural Language Generation (NLG).
NLG takes the data generated by NLU, and uses it to construct everything from subject lines to lengthy content pieces. Using NLG, AIs can effectively write anything, in any language.
There are a lot of potential applications for this. One area in which it’s been particularly successful is in creating email subject lines.
Combining content intelligence and NLG, AIs are able to create the most attention-grabbing, engaging subject lines possible. When it comes to open-rates, AI-generated subject lines outperform human-written subject lines by a big margin.
But subject lines aren’t the end of it. The capabilities of NLG are growing by the hour. Right now, NLG AIs are writing perfectly-pitched, perfectly targeted blog posts, social media posts, articles, even press releases.
The potential of NLP for content is limitless. This is definitely an area to watch - expect big things in the near future!
Bring AI into your CMS to boost your business content ops
AI is bringing enormous change to pretty much every aspect of life as we know it. Content intelligence is already transforming content management, and is set to revolutionize it in the very near future.
We all know that content is vital for growth. By taking advantage of AI and content intelligence, you can take your content ops to a whole new level.
Concrete CMS has always been focused on making it easy to publish on the web. You can be sure that we’ll be exploring more ways to actually get the most of what AI has to offer now and in the future!
Bio:
Pohan Lin is the Senior Web Marketing and Localizations Manager at Databricks, a global Data and AI provider connecting the features of data warehouses and data lakes to create lakehouse architecture. With over 18 years of experience in web marketing, gaming solutions industry, online SaaS business, and ecommerce growth. Pohan is passionate about innovation and is dedicated to communicating the significant impact data has in marketing. Pohan Lin also published articles for domains such as SME-News.