By now, every marketer worth their salt knows that high-quality content is the key to success. But figuring out what high-quality content looks like – that's another matter altogether.
The reason it's so difficult to pin down is that it's a moving target. Search engines like Google are forever refining their content scoring methodologies to reflect what searchers want at any given moment. And the people seeking out the content are a fickle bunch.
One moment, it appears that long-form content is the way to go. And next, the consensus might be that readers want infographics because they don't have time to digest in-depth articles. It's all but impossible to keep up (not that marketers don't try).
But the biggest problem marketers run into is that they're never quite sure what subjects to focus their content on. What's hot and trending one moment is a dead-end the next. So they're left with two choices: go with their gut instinct or commit to some heavy-duty research.
Well, the latter's the right approach. But doing the work doesn't have to stretch on for days – not if you use the latest in AI content tools to help you. And if you're not already doing that, you're in luck. Here's a look at five useful AI content tools you can use right now to zero in on what content you should be creating for maximum impact.
1. Hubspot's Content Strategy Tool
If you're unfamiliar with Hubspot, you're either new to digital marketing or you must have a thing for doing all of your work by hand. And inside of Hubspot's marketing software platform, you'll find one of the most useful AI-powered content creation research tools on the market today.
It's formally called the Hubspot Content Strategy Tool, and it can sift through vast troves of data to help you decide exactly what content to create. It does so in the form of topic cluster suggestions based on the target market you're focused on and your competitors in the space. It even keeps tabs on those competitors for you so you'll know what content they're creating – so you can be unique and not waste your time.
Concured is a marketing data analytics platform that leverages AI to give marketers an edge by identifying content topics that drive high engagement. But it can do so much more than that. It can also help you to automate your content audits, help you promote your content, and track its performance over time. It can even create data-driven content briefs that tell you exactly what information to cover in your content, who to link out to, and which keywords to focus on. It'll even write suggested headlines for you. In other words, it's a Swiss army knife for content creators. And it's one you'll be glad to have in your toolkit.
One of the best ways for marketers to plot a content strategy is to get as much insight into the competition they're up against. But evaluating a competitor you have no direct links to isn't a trivial matter – it's like playing connect-the-dots in a dark room. That's where Crayon comes in.
It's a machine learning and AI platform that can help you visualize how a competitor's web properties evolve over time. That gives you a roadmap to figure out who and what they're targeting and the tone of the messaging they use to connect with their audience. That can help you find content angles the competition has missed, find the best ranked marketing agency Sydney you should utilise, or even help you beat them at their own game. Either way, you'll never be stuck for content ideas again!
Like Concured, Frase is an AI-powered platform that creates useful outlines to guide your content planning and creation. But it does it in a rather unique way that offers some one-of-a-kind benefits. It makes use of an AI-backed chatbot that you can integrate into your website to answer visitor questions for you.
But what's interesting is that it does it by using natural language processing (NLP) to read your content so it can suggest the right links to answer each person's query. That not only boosts engagement with your existing content but also gives you a valuable stream of data to suggest what content to create next. It's simple – if enough visitors ask a question your existing content can't answer, you'll know just what to write next.
5. Automated Insights
Chasing trends isn't always the right approach to content creation. Sometimes you'll be better off as a marketer figuring out the best ways to present information that you (or your client) already have. That's the path to creating unique content that competitors can't duplicate. This is especially true when you're dealing with a data-intensive industry because you might have access to one-of-a-kind data streams.
In that case, Automated Insights might be the solution you're looking for. They're the creators of Wordsmith, which is a natural language generation (NLG) platform. And it's nothing short of groundbreaking. All you have to do is create a template to help the system understand the data you're giving it, and it'll turn that data into a press release, report, or article. Really. It writes the content for you. All you have to do is double-check the system's work to make sure it's in a tone and style you like, and hit publish.
The Right Content Every Time
With any or all of these five tools in your arsenal, there's a good chance you'll never run out of winning content ideas again. They can help you figure out what topics to cover, what your competition's up to, and even help you to automate some of the content creation itself. Together they can cut your workload (and your stress level) pretty dramatically and keep you from hitting a wall and wasting your valuable time. And if all of that's not enough, you might want to consider a different profession – because it isn't going to get any easier than that.