Give Your Content Management a Leg Up With Artificial Intelligence

The benefits of machine learning and other forms of artificial intelligence can prove a boon to your content strategy. Here are a few ways it can work for your association.

In some ways, content management is a problem of organizing lots of data.

Sometimes, that data can be simply sorted—say, if you primarily use your content management system (CMS) for blog posts—but other times, that data tends to be more complex and unstructured, making keeping it organized frustrating and arduous. And that can cost you opportunities to maximize your reach.

So what do you do? You look to artificial intelligence to help take all that unstructured data and make it more useful for your needs. A few ways it could help improve your content management and generation process:

Making connections through metadata. Often, taking a piece of information and culling out the metadata can be a painstaking process—even when you properly train employees to look for it. In a blog post for Martech Advisor, Uri Kogan of the enterprise content management firm Nuxeo notes that modern tools can take the existing metadata, add more, and connect that information in thoughtful ways. “This means you can readily add a new metadata field,” says Kogan. “Much more metadata is being stored and used than ever before—image resolutions, language of a document, geophysical data, sentiment, and more. CSPs (content service platforms) provide increased capability and the ability to utilize metadata much more effectively.”

Making the technical parts of content distribution less stressful. Search engine marketing is often seen as an important part of distributing content, but the process is often fairly arduous to get right, with considerations such as finding the right search terms and right times to share requiring a lot of manual work. At, writer Sam Bocetta says that this could be a logical place for machine learning and similar AI-based tools to come into use. “Experts are hopeful that marketers will be able to turn tedious SEO tasks over to a computer and let the machine do this work on its own,” Bocetta writes. “They’ll just need to take the results and implement them into their overall strategy.”

Speeding up the process of building content. Recently, it was revealed that the writing tool Grammarly had raised a $90 million round of funding, bringing its valuation into the $1 billion “unicorn” territory. You may use Grammarly all the time—but you may not know that it’s actually considered an artificial intelligence tool, one that adeptly handles things such as natural language processing and the detection of plagiarism. Tools like Grammarly can help speed things up by making the right words a little more accessible. “AI cannot yet create completely original stories,” notes CMS Wire’s David Roe. “However, its capabilities, including those of natural language processing (NLP) and natural language generation (NLG), can help accelerate the process of content generation.”

(VectorMine/iStock/Getty Images Plus)

Ernie Smith

By Ernie Smith

Ernie Smith is a senior editor for Associations Now, a former newspaper guy, and a man who is dangerous when armed with a good pun. MORE

Got an article tip for us? Contact us and let us know!