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Machine-Assisted Narrative
How to Transform and Scale Your B2B Content with
Artificial Intelligence
Paul Roetzer
Founder &...
Can we automate
content creation
through artificial
intelligence (AI)?
@PaulRoetzer
Can we use machines
to write blog posts
at scale?
Image:	Franck	Calzada/YouTube
What is Artificial Intelligence (AI)?
@PaulRoetzer • #CMWorld
“The science of making machines smart.”
— Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowl...
Source: John Koetsier
natural
language
processing
natural
language
generation
computer
vision
image
recognition
an algorithm is a
set of instructions that
tells the machine what to do.
@PaulRoetzer
@PaulRoetzer
IF visitor downloads ebook,
THEN send three-part email campaign.
Except with AI the machine can create its own
algorithms, determine new paths, and
unlock unlimited potential.
What if there are 10,000 downloads,
across five personas, originating
from multiple channels (social,
organic, paid, direc...
ai is hiding in plain sight.
you use ai every day.
it determines what you find . . .
what you say . . .
what you watch . . .
what you read . . .
and what you buy.
Your life is already machine-assisted,
and your marketing will be too.
Launched November 2016
$14.8 M
$17.2 M
$5.1 M
Source:	Crunchbase
Artificial Intelligence + Sales/Marketing
$55.3 M
$40.4 M
$13.6 M
$10.8 M
$7.4 M...
Image:	Timothy	Neesam
Sales & Marketing Artificial Intelligence Companies*
511 companies
259 with funding
$2.9B in total f...
It’s still very early. Many AI solutions
aren’t actually that “intelligent”.
The 5 Ps of AI
@PaulRoetzer • #CMWorld
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Predicting consumer behaviors,
defining strategie...
source: HubSpot
discover keywords and build topic clusters.
capture competitive intelligence.
analyze existing content.
Buzzsumo + IBM Watson Analytics
@PaulRoetzer
@PaulRoetzer
@PaulRoetzer
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Creating, curating and
optimizing content, includ...
source: Curata
curate content.
write email subject lines.
source: Phrasee
source: Atomic Reach
score content based on probability of engagement.
source: Acrolinx
Acrolinx
analyze text for grammar, sentiment, tone and style.
source: Automated Insights
write data-driven content.
auto-tag images and video.
source: Clarifai
source: The Drum
“Content creation is something that we have been doing
for a very long time . . . what I want to start
ex...
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Personalizing consumer
experiences through intell...
source: Automated Insights
send data-driven, customized emails.
recommend highly targeted content.
source: Skyword
source: Sitecore
deliver tailored web experiences.
adapt content recommendations by segments and patterns.
source: Salesforce
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Managing cross-channel and
cross-device promotion...
publish social shares.
source: Cortex
optimize cross-channel campaigns.
source: OneSpot
source: Sentient
adapt content, offers and web experiences.
adjust digital ad spend in real-time.
source: Albert
Source: Campaign
In October 2016, lingerie retailer Cosabella replaced
its digital agency with an AI platform named 'Alber...
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Turning data into intelligence
through automated ...
source: Automated Insights
write performance reports.
We implemented natural language generation (NLG) with Google
Analyti...
monitor activities and outcomes.
source: GrowthBot
source: Google
discover insights from analytics.
“What is the trend of session
duration in NYC last month?”
“Which referra...
How to get started
@PaulRoetzer • #CMWorld
start with a single use case.
@PaulRoetzer
What’s next?
@PaulRoetzer • #CMWorld
Will machines replace marketers?
@PaulRoetzer
Source: The Guardian
“A machine will win a Pulitzer one day,”
predicts Kris Hammond from Narrative
Science, a company that...
“BoA anticipates $14 - 33 trillion in annual
creative disruption impact in 10Y, including
. . . $9 trillion in employment ...
ai will largely enhance your knowledge and capabilities.
(in the near term)
@PaulRoetzer
ai can be your competitive advantage.
@PaulRoetzer
Paul Roetzer
Founder & CEO | PR 20/20
Founder | Marketing AI Institute
paul@PR2020.com
www.PR2020.com
www.MarketingAIinsti...
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Machine-Assisted Narrative: How to Transform and Scale Your B2B Content with Artificial Intelligence

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[Originally presented at Content Marketing World 2017]

Artificial intelligence is transforming content strategy, production and promotion, and opening up a world of possibilities for B2B marketers to drive efficiency and performance. Brands have the ability to tell data-driven stories at unparalleled scale using AI technology known as natural language generation, while machine learning, image recognition and natural language processing present the ability to personalize content and experiences like never before. This session gives you the tools and resources you need to create a competitive advantage through cognitive content marketing.

Published in: Marketing
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Machine-Assisted Narrative: How to Transform and Scale Your B2B Content with Artificial Intelligence

  1. 1. Machine-Assisted Narrative How to Transform and Scale Your B2B Content with Artificial Intelligence Paul Roetzer Founder & CEO, PR 20/20 Founder, Marketing AI Institute @PaulRoetzer @PaulRoetzer • #CMWorld
  2. 2. Can we automate content creation through artificial intelligence (AI)? @PaulRoetzer
  3. 3. Can we use machines to write blog posts at scale? Image: Franck Calzada/YouTube
  4. 4. What is Artificial Intelligence (AI)? @PaulRoetzer • #CMWorld
  5. 5. “The science of making machines smart.” — Demis Hassabis, Co-Founder & CEO of DeepMind (which in turn augments human knowledge and capabilities) Source: Rolling Stone
  6. 6. Source: John Koetsier natural language processing natural language generation computer vision image recognition
  7. 7. an algorithm is a set of instructions that tells the machine what to do. @PaulRoetzer
  8. 8. @PaulRoetzer IF visitor downloads ebook, THEN send three-part email campaign.
  9. 9. Except with AI the machine can create its own algorithms, determine new paths, and unlock unlimited potential.
  10. 10. What if there are 10,000 downloads, across five personas, originating from multiple channels (social, organic, paid, direct) that require personalized emails and website experiences based on user history? @PaulRoetzer
  11. 11. ai is hiding in plain sight.
  12. 12. you use ai every day.
  13. 13. it determines what you find . . .
  14. 14. what you say . . .
  15. 15. what you watch . . .
  16. 16. what you read . . .
  17. 17. and what you buy.
  18. 18. Your life is already machine-assisted, and your marketing will be too.
  19. 19. Launched November 2016
  20. 20. $14.8 M $17.2 M $5.1 M Source: Crunchbase Artificial Intelligence + Sales/Marketing $55.3 M $40.4 M $13.6 M $10.8 M $7.4 M $4.7 M $11.0 M 24 Spotlights with $218M+ in Funding
  21. 21. Image: Timothy Neesam Sales & Marketing Artificial Intelligence Companies* 511 companies 259 with funding $2.9B in total funding * Source: Crunchbase
  22. 22. It’s still very early. Many AI solutions aren’t actually that “intelligent”.
  23. 23. The 5 Ps of AI @PaulRoetzer • #CMWorld
  24. 24. Planning Personalization Promotion Production Performance the 5 Ps of ai
  25. 25. Planning Personalization Promotion Production Performance the 5 Ps of ai Predicting consumer behaviors, defining strategies, prioritizing activities and determining how to allocate marketing resources.
  26. 26. source: HubSpot discover keywords and build topic clusters.
  27. 27. capture competitive intelligence.
  28. 28. analyze existing content. Buzzsumo + IBM Watson Analytics
  29. 29. @PaulRoetzer
  30. 30. @PaulRoetzer
  31. 31. @PaulRoetzer
  32. 32. Planning Personalization Promotion Production Performance the 5 Ps of ai Creating, curating and optimizing content, including blog posts, emails, landing pages, video and advertisements.
  33. 33. source: Curata curate content.
  34. 34. write email subject lines. source: Phrasee
  35. 35. source: Atomic Reach score content based on probability of engagement.
  36. 36. source: Acrolinx Acrolinx analyze text for grammar, sentiment, tone and style.
  37. 37. source: Automated Insights write data-driven content.
  38. 38. auto-tag images and video. source: Clarifai
  39. 39. source: The Drum “Content creation is something that we have been doing for a very long time . . . what I want to start experimenting with is automated narratives.” This experimentation will explore how AI can be applied to everything from choosing music, updating social media and even writing scripts . . . (Mariano Bosaz, Coca-Cola’s global senior digital director, interview with AdWeek)
  40. 40. Planning Personalization Promotion Production Performance the 5 Ps of ai Personalizing consumer experiences through intelligently automated emails, content and product recommendations, AR/ VR, and web experiences.
  41. 41. source: Automated Insights send data-driven, customized emails.
  42. 42. recommend highly targeted content. source: Skyword
  43. 43. source: Sitecore deliver tailored web experiences.
  44. 44. adapt content recommendations by segments and patterns. source: Salesforce
  45. 45. Planning Personalization Promotion Production Performance the 5 Ps of ai Managing cross-channel and cross-device promotions to drive engagement and actions, including audience targeting, social publishing and digital paid media management.
  46. 46. publish social shares. source: Cortex
  47. 47. optimize cross-channel campaigns. source: OneSpot
  48. 48. source: Sentient adapt content, offers and web experiences.
  49. 49. adjust digital ad spend in real-time. source: Albert
  50. 50. Source: Campaign In October 2016, lingerie retailer Cosabella replaced its digital agency with an AI platform named 'Albert'. Since then it has more than tripled its ROI and increased its customer base by 30 percent. @PaulRoetzer
  51. 51. Planning Personalization Promotion Production Performance the 5 Ps of ai Turning data into intelligence through automated narratives and insights, and using that intelligence to optimize performance.
  52. 52. source: Automated Insights write performance reports. We implemented natural language generation (NLG) with Google Analytics reports, cutting analysis and production time by more than 80%.
  53. 53. monitor activities and outcomes. source: GrowthBot
  54. 54. source: Google discover insights from analytics. “What is the trend of session duration in NYC last month?” “Which referral sources bring in the most users?” “What share of my traffic was from mobile yesterday?”
  55. 55. How to get started @PaulRoetzer • #CMWorld
  56. 56. start with a single use case. @PaulRoetzer
  57. 57. What’s next? @PaulRoetzer • #CMWorld
  58. 58. Will machines replace marketers? @PaulRoetzer
  59. 59. Source: The Guardian “A machine will win a Pulitzer one day,” predicts Kris Hammond from Narrative Science, a company that specialises in natural language generation. “We can tell the stories hidden in data.”
  60. 60. “BoA anticipates $14 - 33 trillion in annual creative disruption impact in 10Y, including . . . $9 trillion in employment cost cuts via AI-enabled automation of knowledge work.” — Bank of America Merrill Lynch “By 2021, AI-powered CRM activities could increase global business revenues by $1.1 trillion and create 800,000 net-new jobs.” — Salesforce how will marketers be affected?
  61. 61. ai will largely enhance your knowledge and capabilities. (in the near term) @PaulRoetzer
  62. 62. ai can be your competitive advantage. @PaulRoetzer
  63. 63. Paul Roetzer Founder & CEO | PR 20/20 Founder | Marketing AI Institute paul@PR2020.com www.PR2020.com www.MarketingAIinstitute.com

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