This document discusses how machine learning impacts content creation. It provides examples of how machine learning is used in marketing to develop tailored content for each reader by learning from past behaviors and data. The document advises content marketers to craft high-quality, natural language content that is tailored to specific audiences by answering their problems and needs in order to perform well in search engine results that increasingly rely on machine learning algorithms.

1. How Machine Learning
Impacts Content Creation
Mohan Chaddha | Content Marketing | Winter ‘17

2. A quick background

3. So, what is machine learning?
● A type of AI (artificial intelligence) that
allows a computer to learn without being
programmed.
● Been happening since the 1950s, but really
took off in the 2010s

4. Some examples?

5. How about some examples in Marketing?

6. Why use machine learning in marketing?
● We have a massive amount of data. Let’s use it!
● Develop tailored content to each individual reader
● Customize content delivery down to specific times of the
day.
● Learn from past behaviors - learn about certain factors
affecting performance (weather, local events, etc).

7. Machine Learning
+
Content Marketing?

8. Content Quality
Some of Google’s recent updates show the importance of
having high content quality.
● Hummingbird: Better understanding natural language
● RankBrain (AI Algorithm): Attempts to “guess” what people
mean in search queries & records results. Optimizes
accordingly. Emphasizes content relevancy!

9. What can we do?
● Tailor your content towards a specific target audience.
○ Answer problems that your target audience might ask online.
○ Align your products / services towards what they need.
○ Grab their attention using specific keywords, topics &
recommendations.
● Craft content that sounds natural.
○ Web surfers are no longer bound by specific search terms and rules!

10. Example
Say you’re a cafe owner
looking for advice on how
SEO can help you.
Look what google offers!

11. What can we do (Part II)
● Make more detailed long-form content
○ Allows content marketers to naturally implement
co-occurrence without sounding redundant.
○ More chances to use related keywords.
● Incorporate references from case studies, white papers &
authoritative websites.
○ Better sources = a better vouch!

12. In Conclusion….
● Don’t act like a bot to beat the bot!
● Craft content in a conversational tone
● Leverage long form content to incorporate key phrases and
words (in a conversational way).