What the Heck Is AI and How Can It Transform Content?

Paul Roetzer, Founder and CEO of PR 20/20, joins the content pros podcast to discuss how artificial intelligence is revolutionizing content by utilizing data to efficiently create content, cutting down production time and freeing marketers up to focus on successfully executing strategy.

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Full Episode Details

Content of the Future is Now

Artificial intelligence (AI) is no longer just a narrative tool for the movies. It is rapidly earning a place at the content marketing table. But never fear, it is not here to replace humans in a post-Skynet world of machines.

Paul understands that a properly utilized and integrated AI platform can make your content team faster, stronger, and more connected to your audience.

AI’s ability to quickly capture and leverage all of your data (even that data that has been stranded in a spreadsheet for months) takes a tedious load off your staff and lets them focus on executing strategies instead. By teaching it natural language generation, it can even manage to compose those posts that require very little creativity and are more narrative number crunching or comparisons.

Anchored in a combination of machine learning, deep learning, cognitive computing, and image recognition, AI is far from being able to work independently and with no human direction. Instead of being viewed as an employee replacement, it can be embraced as a marketing enhancement tool that helps your team dump the busy work and focus on high-level strategies and learnings instead.

In This Episode

  • Why enhancing your marketer’s knowledge and capabilities means using artificial intelligence
  • How smartly utilizing AI leads to rapid and granular data processing, content personalization, and customer behavior predictions
  • How training machines natural language generation can transform your content and shorten your production time from hours down to seconds
  • Why incorporating AI doesn’t mean replacing humans with computers


Quotes From This Episode

“What we were more uniquely capable of doing was telling the story.” —@paulroetzer

“Artificial intelligence is the umbrella of technologies and processes designed to make machines smarter.” —@paulroetzer

“We weren’t seeing it talked about in a focused way for marketers.” —@paulroetzer

“Let’s see if we can connect the dot through the lens of people who are using these tools.” —@paulroetzer

“The basic premise is to enhance human’s knowledge and capabilities. It’s not designed to replace humans.” —@paulroetzer

“Whenever there’s a ton of data to process that needs personalization at an extremely granular level… that’s what AI can do.” —@paulroetzer

“Most of the automation that we have today is a manual process. AI will, In the not too distant future, completely automate that in a very intelligent way.” —@paulroetzer

“You start with the data you have, what stories are you already telling with it that you can tell more efficiently, and what stories you aren’t telling because the data is sitting in spreadsheets and charts.” —@paulroetzer

“There’s no such thing as an out-of-the-box AI system.” —@paulroetzer

“It’s a mash-up of data science and writing.” —@paulroetzer

“There’s a huge market opportunity for content marketers who understand how this works.” —@paulroetzer



Content Pros Lightning Round

Have you missed a Content Marketing World yet? No, I have been there since the beginning!

What’s the team you follow as a local fan? I’m a huge Indians, Cavs, and Browns fan.

What is your favorite AI TV show or movie in the last ten years? Ex-Machina

Would you classify yourself as an early-adopter or a late-adopter? Mostly early except for social.

What Great Brands Do That Good Brands Don't in Content Marketing

Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!