Supporting Content Marketing with Natural Language Generation

Activity: Talk or presentationScience to science

Description

Advances in natural language generation (NLG) have facilitated technologies such as digital voice assistants and chatbots. In this research, we demonstrate how NLG can support content marketing by using it to draft content for search engine optimization (SEO). Traditional SEO projects rely on hand-crafted content that is both time consuming and costly to produce. To address the costs associated with producing SEO content, we propose a semi-automated methodology using state-of-the-art NLG and demonstrate that the “content writing machine” can create unique, human-like SEO content. Comparing the resulting content with human refinement to traditional human-written SEO texts, we find that the revised, machine-generated texts are virtually indistinguishable from those created by SEO experts. We conduct field experiments in two industries to demonstrate our approach and show that the resulting SEO content outperforms that created by human writers (including real SEO experts) in search engine rankings and website engagement. Additionally, we illustrate how our approach can substantially reduce the production costs associated with content marketing, increasing their return on investment.
Period3 Jun 20215 Jun 2021
Event title43rd ISMS Marketing Science Conference
Event typeUnkonwn
Degree of RecognitionInternational