In this talk Laurence discusses why content marketing has changed radically over the past few years and what businesses need to be doing to ensure that they don’t get left behind. He reveals the biggest content marketing challenge in the year 2016 and shows why some businesses are missing out on millions of pounds worth of organic traffic. Laurence uses real-life examples to demonstrate the practical use of big data in the world of SEO and content marketing. Laurence is the CEO of Authoritas (formerly Analytics SEO), a new brand for a new breed of content marketing and SEO platform that harnesses the power of unique proprietary Big Data with the latest in graph database technology and machine learning algorithms. It is a fast growing, award winning international SEO software business based in Twickenham and has operations in the UK, US and France, partners and resellers in Scandinavia, Israel and South Africa and customers all over the world. We’re always looking for more overseas channel partners and resellers – so please drop him a line if you are interested in seeing what Authoritas can do. Laurence OToole @Authoritas was a featured speaker at Digital Marketing Summit Southampton 2016 - a series of events created for marketers in South of England. Eventz.Digital creates and hosts events which cover all aspects of digital marketing including paid search, SEO, mobile, e-Commerce and much more. Eventz.Digital will inspire you to find effective solutions to the real problems you face every day and help you connect with like-minded people. With an action-packed agenda, inspiring key-note presentations and practical workshops, brace yourself for game-changing, dynamic, full-on events. Key partners include Google UK, Google Capital, Digital Garage, Creative Network South, Business South, Hampshire & Isle of Wight Business Alliance and Digital South.

1. Digital Marketing Summit 2020
Laurence O’Toole, CEO, Authoritas, @AskLaurence
www.authoritas.com @authoritas_com #dmsso16
Big Data Science for SEO & Content Marketing Success

2. How Big Data & AI changed Content
Marketing
Or “Where the hell was I and what happened to my job?”
Digital Marketing Summit 2020
Laurence O’Toole, CEO, Authoritas

3. STARDATE: YEAR 2020
TUESDAY MORNING (MID): 10:20 A.M.
LOCATION: OFFICE, TWICKENHAM
51.509865 -0.118092

4. Agenda

5. Could the future of our industry look
(or sound) like that?

6. In the future ‘Amy’ my AI can…
• Converse with me
• Converse with other machines
• Automate Big Data analysis and insights
• Learn what works and what doesn’t
• Automate corrective action and predict outcomes
• Write and/or edit multi-lingual content
• Perform outreach
• Organise my diary
• Research my presentation and synthesize its findings
• Book me a round of golf!
• Make most of my team redundant!

7. AI will replace 35% of UK jobs in <20Yrs
• Automation will significantly impact lower paid workers
• Telephone Salesperson - 99% chance of being automated out
of a job
• Content Writer/Author/Translator – 32.7% chance
• Account Managers and BDMs – 16% chance
• Sales & Marketing Directors - 1% chance of being automated
• In our SEOin2020 survey not one of the 15 Top SEOs
interviewed or 250+ respondents thought they’d be
automated out of a job by 2020
• If you are worried you can search by Job Title here
Deloitte & Oxford University 2014 (updated 2016)

8. SEO & Content Marketing will continue to evolve!
RankBrain is a small step….
You will need to evolve too if you want to thrive!

9. 6 Evolving Themes for the Industry
+ Big Data APIs
+ Big Data Technologies & Computing Power
+ “Machine Intelligence” Algorithms - APIs, SaaS, Open
Source
+ Shift from SEO/Content Analytics > Content Strategy &
Insights
+ AI-driven Content Creation, Curation, Optimisation and
Editing
+ Human-like Conversations

10. Big Data APIs - SEO/Content Marketing
• Site Auditing
• Site Crawling
• Log Analysis
• Keyword Ranking
• Link analysis
• Web Analytics
• Webmaster Tools
• User Behaviour
• Consumer Demand
• Competitive Intelligence
• Market Intelligence
EXTERNAL BIG DATA APIs INTERNAL DATA
BIG DATA
TECH
STACK
CLOUD

11. Big Data Technologies
Open Source Big Data Technologies Readily Available
• NoSQL & Distributed Processing – Cassandra, Big Table,
Hadoop, etc
• Graph Databases – Neo4J, Titan, etc
Computing Power Still Increasing
• Moore’s Law
• Google’s TPU (Tensor Flow Processor) for Machine Learning
• Movidius Machine Learning on a USB stick!

12. Machine Intelligence
Source: The Economist

13. Machine Intelligence
Source: FrankDiana’s Blog

14. Machine Intelligence

15. Machine Learning Algorithms
• It’s getting easier to integrate Machine Learning into your
Apps
• Natural Language Processing APIs
• MonkeyLearn – Text analysis and classification Machine Learning API
• IBM Watson – Language, Vision, Speech & Data APIs
• Microsoft Azure Machine Learning API - Language, Vision, Speech,
Search & Recommendation APIs
• Google Prediction API - Sentiment analysis, Purchase Prediction,
Spam Detection
• Amazon Machine Learning – Detect Fraud, Forecast Demand,
Personalisation & Recommendation APIs

16. Machine Learning Algorithms
• Machine Learning - Open Source Code
• Google Assistant - Tensor Flow
• Facebook M Virtual Assistant - Torch
• Amazon Echo - DSSTNE
• Apple Siri – You can now get your apps to work with Siri
• Microsoft Cortana – Cognitive Toolkit
• Natural Language Generation APIs
• Narrative Science
• Wordsmith
• Arria Platform

17. All this Big Data and Big Data Tech,
yet no insights?
…It’s a familiar story!

18. Data should tell you a story
…Even if it’s not the one you want to hear!

19. Shift from Content Analytics > Content Strategy &
Insights
• AI Advances
• Natural Language Processing & Natural Language Generation
• Pattern & Trend analysis, Predictive analytics, Recommendations
• Narrow AI in key verticals
• E.g. Local SMEs & eCommerce players will benefit from very different
trained AI models and solutions
• Storytelling through data
• Narrative Science & Automated Insights turn tables and charts into
human readable stories/insights
• Report personalisation and automation

20. ‘Old’ SERP Data

21. New Insights from ‘old’ SERP data
Combining Big Data APIs +
Big Data Technology +
Machine Learning Algorithms =
New Insights &
Winning Strategies

22. THE COMPETITION!
P
PP
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CP
CP
CP
CPCP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
CP
THE OPPORTUNITY!
YOUR
DOMAIN
RD P KW CD CPYOUR DOMAIN YOUR
PAGE
KEYWORD COMPETING DOMAINS COMPETITORS'
PAGES
THE OPPORTUNITY!
THE OPPORTUNITY!
THE OPPORTUNITY!
Using a Graph to understand your market

23. DIY.com’s Market – Top 100 Sites

24. With the next generation of Natural Language Generation
algorithms – this pretty bubble chart could be coupled with
the following narrative:
“Laurence, your best content creation opportunities are in
the following categories: Flooring, Bathrooms and Fencing.
Our model shows that improving and creating new content in
these areas will generate you an additional £10,000 of revenue
per month with an estimated ROI of 300%.....So get
cracking!”
Automated Content Strategy

25. Automated Content Strategy?
• Or better…
“Would you like me to create this content for you?”
• Or better still…
• “I’ve created this content for you already?”
• Or even perhaps (my dream one day)…
• “How was the golf yesterday? Whilst you were playing golf,
the content I wrote made you another £3,000”.

26. Content Creation
• AI - Natural Language Generation
• AI will not be limited to content editing, optimisation &
curation
• AI will create content that will be indistinguishable from human
written content
• But it won’t replace journalists and content writers - it will
free them up for more in-depth work
• AI Programs are already writing all sorts of content today…..

27. Human or Computer?
“Kitty couldn’t fall asleep for a long time. Her nerves were strained as two tight strings,
and even a glass of hot wine, that Vronsky made her drink, did not help her. Lying in bed
she kept going over and over that monstrous scene at the meadow.”
(New York Times Test)
The Russian novel "True Love" was written by a computer in St. Petersburg in 72 hours.
“I was laid out sideways on a soft American van seat, several young men still plying me
with vodkas that I dutifully drank, because for a Russian it is impolite to refuse.”
Unlike "True Love," this novel was written by a human. It is an excerpt from Gary
Shteyngart's "Absurdistan.

28. User Perceptions of Robot vs Journalist Content
Writer
Source: www.tandfonline.com - Christer Clerwall of Karlstads University in Sweden

29. Toutiao’s Xiaomingbot
http://www.toutiao.com Xiaomingbot & (Futurism.com)
AI wrote 450
articles during
the 2016
Olympics

30. The Washington Post “Heliograf”
The Washington Post uses its in-house created AI “Heliograf” for “Automated
Storytelling” during the 2016 Olympics and is planning to use it to cover the US Elections

31. Japanese AI novel ‘almost’ wins literary prize
Source: Digital Trends. Credit: Sergey Soldatov/123RF.com

32. IBM Watson/Fox – AI ‘creates’ - Trailer

33. AI Creates Screenplay – “Sunspring”

34. AI Creates Screenplay – “Sunspring”

35. AI Creates Screenplay – Watch the film!
If only to read the human comments!

36. Automated Insights >1.5Bn narratives

37. Quill (Narrative Sciences)

38. Arria’s NLG Platform

39. But this is where it gets really
interesting….

40. Human-like Conversations
Consumerism has driven AI adoption in the B2C space - We’ll soon be able to interact with
our Enterprise apps in a similar (familiar) way

41. An Analytics Platform that talks to you?

42. Add Conversation to your Apps?

43. BIG DATA APIs INTERNAL DATA
BIG DATA
TECH
STACK
CLOUD
MACHINE INTELLIGENCE
N/B: Represents APIs
CONTENT
AUTOMATION
NATURALLANGUAGEGENERATION
HUMANINTERACTION

44. You get ‘Amy’
A personalised AI that makes your life more productive, more successful, easier and more
rewarding…. Unless of course she’s replaced you!

45. Source: waitbutwhy.com
Because of the ‘Law of Accelerating
Returns’ the 21st century will
achieve 1,000 times the progress of
the 20th century. Ray Kurzweil

46. Amy and I hope to see you again at the
Digital Marketing Summit 2020!
Laurence O’Toole, CEO, Authoritas
laurence@authoritas.com
+44 208 977 4465
@asklaurence or @authoritas_com
www.authoritas.com

47. Amy and I hope to see you again at the
Digital Marketing Summit 2020!
Laurence O’Toole, CEO, Authoritas
laurence@authoritas.com
+44 208 977 4465
@asklaurence or @authoritas_com
www.authoritas.com