AMP 226: How AI Will Make Content Marketing Better (And Why a Robot Probably Won't Steal Your Job) With Jeff Coyle From MarketMuse

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By Nathan Ellering and CoSchedule: The Only Way To Organize Your Marketing In One Place.. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Generative Pre-trained Transformer (GPT-3) and artificial intelligence (AI) first made their way into the marketing industry last year. There's been a lot of talk about whether or not robots will take over content marketers’ jobs. Probably not, as long as they’re doing quality work. Machines like a degree of certainty.

Today’s guest is Jeff Coyle, co-founder and chief strategy officer at MarketMuse, an AI-driven content planning and strategy platform. He knows how AI is and will affect content marketing by making our jobs easier and our work better. What do content marketers need to know to prepare for the inevitable future?

Some of the highlights of the show include:

  • Horizon Scanning: What are we going to be doing a year from now?
  • MarketMuse: Sets the standards for content quality by investing in clients
  • Hype Cycle: AI’s influence on writers’ jobs isn’t going away, but ramping up
  • MarketMuse’s Mission: Improve content quality on the Internet
  • Content: AI is making writers more efficient and giving more time to be creative
  • Cost of Content: Two-order disconnect to value and revenue
  • AI: Takes guesswork out of things that drive anxiety, figures out quick wins
  • Stage One: Experts have blind spots and forget stuff
  • Stage Two: Create content briefs
  • Stage Three: Insight is personalized prioritization of content
  • AI Branches: Natural language processing provides insights and editing lens
  • Competitive Analysis: Publish page on concept, don’t copy or make good enough
  • What comprehensiveness means? Creating dice-roll content by copying others
  • Wisdom: Knowing what was regurgitated, commonly used, and SME aspects
  • Correlation Hangover: Susceptible to competitive risk
  • Content Efficiency: Do you know it? Document processes, post-publish tuning

Links:

Quotes from Jeff Coyle:

”Focus on the client and focus on our audience, even if they're not clients. How can they ensure that they're getting the most out of their investments in content?”

“The various aspects of artificial intelligence that influence writers’ jobs isn’t going away. It's only going to ramp up. But is it coming for their jobs? Not really.”

“Content already in many businesses has a two-order disconnect to value and revenue. Some people don't have the real value of content. They don't understand the true cost of content. They don't understand how it connects directly to revenue.”

“That's what AI can do. It can figure out those quick wins versus those infrastructure pieces, versus those risk avoidance pieces. It can actually help to define why you're writing.”

“if you go copy those people, you're sorely mistaken. That is one of the biggest pitfalls, and one of the biggest misconceptions of search engine optimization.”

240 episodes