Having good content is just half the battle for modern day brands. Organizing content – and being able to organize content at scale – is what will reinforce a great content strategy, and influence customer engagement in 2018 and beyond.
Our Treat Your Content as Currency study suggests that effective customer journeys built on content can not only potentially increase customer satisfaction by 20%, but can also raise revenue by around 15% (while lowering the costs of serving customers by as much as 20%). It almost seems too good to be true. But content alone can’t do anything if it isn’t properly organized and delivered.
Understand the modern customer journey
The modern digital journey is highly complex, with customers dipping in and out of content on multiple channels, using various different devices, meandering their own digital paths and occasionally choosing to engage at the most unexpected of touchpoints before making purchase decisions. This digital rambling can be infuriating if a company doesn’t have ways to predict and manage it. Make no mistake, with every touchpoint, every additional language the company operates in or caters for, and for every product, the level of complexity moves beyond the human capability to manage it all.
Enter the power of Artificial Intelligence (AI) and Machine Learning (ML), which can zip through reels of content on any given topic, across any channel, deriving multiple themes and concepts while simultaneously building out taxonomies and tagging content with the correct metadata. Indeed, if there’s one thing machines excel at, it’s scaling.
Content organized into topics through correct tagging can reconfigure itself based on audience data and behavior to boost content impact along the entire customer journey. Add to that the aspect of high-level, automatic translation and you have a foolproof system for dramatically increasing content reach and scale, while optimizing the customer journey.
Though it’s often not easy to persuade human organizations to relinquish their much-loved and highly controlled top-down leadership in favor of more self-organizing systems, it’s the only way a modern, forward thinking business can really grow into today’s fast paced, information heavy society.
Indeed, our own research confirms that brands are already using AI. The same Treat Your Content as Currency study found that a third (31%) of organizations are already working on implementing AI and machine learning initiatives, which shows we’re not the only ones to come to this conclusion.
That’s important, because another recent study showed that 60% of marketing executives felt that difficulties integrating AI technology are an obstacle while 54% points to training staff as a top challenge. On the face of it, integrating AI into tools sounds like a hassle. And no one likes hassle. So we’ve removed the friction from the equation altogether. It is no longer a question of “if” but “when” the machines come, and when they do, we’d prefer they work for us and make us more successful. At SDL we’ve already figured out how.
The Future is Now
At SDL we are already building an AI solution called Hai that processes and understands content faster than thousands of humans combined.
Using SDL Hai, brands will be able to create a taxonomy for all their content, from summarizing and tagging it, to facilitating better search results through a content management system. This will lead to improving metadata and optimizing SEO, to enabling other enterprise systems to automatically discover existing content and even maximizing reuse and return on already invested content creation efforts.
We’re doing the work so you and your team doesn’t have to. In fact, SDL’s scientists have already developed topic modeling algorithms using Latent Dirichlet Allocation (LDA) – a type of unsupervised machine learning – to understand and generate a taxonomy of topics from billions of unannotated, unstructured content sources. Cool? We think so. What’s more cool, though, is that its integration with SDL Language Cloud also allows content in another language to be understood and organized.
The bottom line is – in the very near future, content will be able to understand the customer’s journey and self-organize to deliver the most relevant content to the customer. It will always be in the customer’s language whether translated instantaneously by machines, or automatically sent to translation by a system that understands what content is in most demand in each marketplace. It’s not a question of “if”, it’s a question of “when”, and we’ve got all the tools to ensure that – when the time comes – your business will be ready to harness the massive power of content organization that AI and ML have to offer.