Artificial intelligence (AI) is becoming smarter in a hurry, and its applications are becoming wider by the day, impacting sector after sector and increasingly new mediums. Websites are no different. Integrating AI into a publishing website can benefit your media publishing brand in a number of ways.
By investing in AI now, your scaling media brand website can save time and money. AI can assist you in the editorial publishing process, improve the quality and reach of your programmatic advertising to boost revenue. These are just some of the many other time and cost-saving applications, which we’ll discuss throughout this article.
AI tools promote editorial excellence
Every website owner is aware of the challenge of providing content for every page of their website, let alone compelling content, which actually inspires reader action. Depending on the sector your organisation operates in, you may already have the internal resources to produce excellent copy which resonates on a deep level with your online visitors.
Most media publishing websites will already have a strong internal resource of writers, or a group of contributors ranging from freelancers to outsourced teams entirely. However, a pain point for any publishing brand is the sheer effort needed to ensure your output is free from errors, beautifully constructed and above all, crystal clear for the reader.
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AI tools such as Grammarly can ensure that slip-ups are kept to a bare minimum. These tools offer time saving efficiencies during the writing, editing and publishing processes.
Grammarly – a self-described ‘writing assistance tool’ based on AI and natural language processing.
Top 3 Features of Grammarly:
- Tone detector – this email functionality analyses text to tell you whether your message sounds ‘friendly’, ‘direct’, ‘appreciative’, or perhaps something you hadn’t intended at all! This feature is useful for when drafting email communications copy
- Spelling and grammar – this tool helps you avoid spelling and grammar mistakes which leave your writers and editors red-faced or erode customer confidence
- Editor – this tool isn’t just a simple spelling and grammar checker. It can help you ensure clarity is maintained. It can also prompt you to stick to content goals which you have pre-defined
Tools like Grammarly can help writers get it right the first time. By reducing the time needed for editing, writers are free to flex their creative muscles and your brand comes across as professional and competent. In turn, this approach helps build trust with your current and prospective customers.
In-built CMS AI tools boost SEO
To many publishers and scaling brands, SEO might seem like a bit of a dark art. Something engaged in by mysterious figures in black hats; a world revolving around the wizards of the digital age, who understand the Google algorithm like the back of their hands, and know devious tricks to manipulate it to their advantage.
However, in-built CMS tools like Yoast can boost onsite SEO to lift website rankings through the application of simple search engine optimisation best practice. Yoast can be integrated into any WordPress site, it’s free and is often rated as the best WordPress AI SEO tool.
Features of Yoast:
- Readability – like Grammarly, Yoast analyses writing to assess its effectiveness. One of Yoast’s features is its readability tool, which analyses writing samples and assigns them a readability level. This is based on a traffic light system, which makes it simple to see where content might benefit from some tweaks.
- SEO Optimisation – the tool allows publishers to optimise for keywords, keyphrases and associated synonyms, plus other related keywords
By having this helpful tool within your CMS architecture, your editorial team is reminded of the importance of organic web ranking. Yoast can help your brand save time when implementing SEO best practices throughout your articles and key website pages.
Chatbots can automate customer service and content retrieval
We’ve written about the multiple benefits of integrating AI chatbots onto publishing websites before. Chatbots have fantastic applications for improving your website’s user experience.
Whether your organisation is a media publishing giant or you have a network of e-commerce brands, it’s imperative that you make information retrieval as simple and efficient as possible for your users.
Features of chatbots:
- Content retrieval – a chatbot can be set up to assist website visitors to find the content they’re looking for. A reader, for instance, might ask the chatbot to show them all articles tagged under ‘Brexit’. This improved user experience improves user retention as it saves them time, and satisfies their search intent. In the long run, a better website user experience can have a positive knock-on effect to your bottom line. Whole Foods’ chatbot for example, helps users find recipes, cooking inspiration and ingredients.
- Customer service – a chatbot through machine learning can be trained and continue to learn how to answer user questions. Whether these are based on how to use the website, how to subscribe to a service and learning the features it includes, such as a digital subscription package or just as a method of submitting general feedback, by automating the bulk of your customer service provision, a publisher can cut costs as they require less investment in customer service.
Content personalisation APIs improve UX
The largest media brands in the world already use content personalisation to offer their readers a unique and intimate user experience. Take the BBC, for example – by creating a user account, each user can create a feed which subscribes to their interests and passions, giving them the opportunity to engage with what inspires them, without having to wade through reams of content not applicable to their interests.
With the newly launched BBC+ app, users can incorporate iPlayer, BBC News and other BBC services into one personalised feed.
Features of content personalisation AIs
- Collaborative filtering – using this personalisation method, recommendations can be made to users based on the search activities of others. In collaborative filtering, when user X and user Y have engaged with the same article, collaborative filtering can look at other articles from user X and recommend them to user Y, or vice versa.
- Understanding browsing patterns – smart AI understands user browsing patterns, and by tracking this history, it can make accurate recommendations of accompanying content the user has a high likelihood of being interested in
AI can filter and remove spam
Instagram, the image-based social media behemoth, uses AI to filter out offensive comments automatically. Whether your organisation is a news outlet or you’re a publisher which allows any kind of below-the-line comments, you’re bound to be beset by auto-generated spam and offensive comments from users.
WordPress spam comments can also be deleted manually with relative ease. Simply navigate to the comments section in your WordPress dashboard, click on Spam, then select the ‘Empty Spam’ button to instantly delete all the pending comments on your WordPress site flagged as spam.
But what if you have a large content library, overflowing with articles featuring comment spam? You might just need a bespoke spam filter, which can identify the trail of spam comments on your articles. Get in touch with us today to discuss your requirements.
Analysing consumer purchasing behaviour to make smarter marketing decisions
AI tools can track consumer purchasing behaviour to help publishers understand the best times to send messages to their users – and crucially make these messages relevant and powerful to individual users’ needs.
At Powered By Coffee we can build AI consumer purchasing behaviour tools to help your media brand make more informed strategic decisions.
For example, AI can track the behaviour of users with guest accounts on subscription media platforms. By analysing a large data set, AI tools can identify patterns which help brands to understand the pain points of potential customers. This will get your team thinking about the stumbling points of would-be subscribers.
Is their problem that they’re not finding the content which resonates with them? Is their fall-off point due to your prohibitive pricing model? Whatever the actual issues are, AI can help you identify them.
Features of AI consumer behaviour tools:
- Analyse large data sets quickly – AI can parse large data sets faster than your data scientist can. By training AI to look for certain outcomes and patterns, your data analyst can save time when trying to understand consumer behaviour.
- Targeted advertising – AI tools can integrate with Google Ads and Google Analytics to tell us what the highest performing adverts are on our websites. The goal is to draw connections between the most successful types of ads to ensure your media brand offers your audience the ads that are most relevant to them, which boosts user experience, and in turn, consumer satisfaction and brand trust.
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