One of the toughest challenges in multisite marketing is creating localized content at scale. Reaching, for example, local restaurant customers in 1,000 locations requires not only training local marketers to create well-written, brand-safe content, but also monitoring performance through head office to optimize and ensure that marketing investments generate results.
Enter content automation. Street Fight spoke with Andrew Melchiorri, co-founder of AI-powered content enrichment platform Automata, about how multi-site marketers can use AI to create, manage and earn with content at scale.
Understand content produced by competitors
When it comes to content, many local marketers will struggle to know where to start. Local traders are often operators who spend most of their time trying to run a profitable business. They don’t have a lot of time to brainstorm marketing ideas.
Content software can help by providing competitive intelligence. Automata, for example, helps businesses understand other businesses their social followers engage with. It also helps them easily review competitors’ content in one place, giving marketers the time they would otherwise need to scour the web for their rivals’ content.
Like search marketing software, Automata also helps marketers identify the best keywords for their business and their competitors’ businesses. This, too, can spark inspiration, directing marketers to the type of content and topics that will resonate with the buyers they need to reach.
Maximize the value of content by repurposing it
Coming up with ideas and writing, say, a blog post that can help an individual location show up in local search is just the first step in developing a localized content strategy. Next comes the repurposing of content so that a blog post also becomes an email subject line, ad copy, or Facebook post.
Here too, content automation can make a difference. With Automata, users can upload a blog, social post, or white paper and receive a host of suggestions—like email subject lines or social posts—on how to reuse the original content on canals. In this way, content automation is not just a driver of redirection, but a driver of inspiration that expands the local marketer’s strategic thinking on how and where to reach customers.
Reusing text in all formats is where Automata’s AI comes in. The company originally planned to create an AI writing tool, but this category is quickly becoming commonplace . As a result, Automata has shifted to repurposing where AI really excels – not creating fancy writing from scratch, but maximizing the value of that writing and the marketing dollars behind it, by effectively reallocating in all formats.
Monitor content production and performance at scale
The third principle of a multi-site content marketing strategy is analytics. It’s one thing for a company’s head of marketing to help hundreds of local marketers produce content, it’s quite another for that person to monitor success in hundreds or thousands of locations.
As has happened in every other marketing discipline, software is growing to help multi-site marketers solve the content analytics equation. Automata helps marketers assess content performance, audience composition, and technical SEO. It also helps them compare their performance against that of their competitors.
When it comes to replacing sophisticated writers, the AI isn’t quite ready for prime time. But it can certainly help marketing teams scale and measure the impact of already competent copy. You don’t have to look to the future to assess whether AI is capable of accomplishing this.