A look at how AI helps content distribution

How AI Helps Content Distribution

Artificial intelligence changed everything, and we believe that publishing is the largest industry to be disrupted by new techfor the better. Yes, AI helps content distribution. Hear us out.

We live in a digital-first media world. Artificial intelligence will help publishers use technology to monetize, streamline creation, and free staff up to innovate. It can scale the volume and effectiveness of content distribution and to improve the overall efficiency of newsrooms.

At True Anthem, we’ve built technology that distributes content to social media platforms using AI. Essentially, we increase traffic and revenue while making things easier for publishers.

Currently, we work with publishers in every space, from local news to global brands, cable networks, magazines, and digital media brands. What all these publishers have in common is a need to make money.

To that end, this is how we can see AI helping make news rooms more successful:

1. Data-fueled editorial decision-making

Data informed decision-making is a basic tenet of business in today’s world. At some point, though, data paralysis sets in. What data so we need to listen to? How much are we capable of sorting? AI’s ability to process huge amounts of data can help social media teams quickly identify their most valuable content.

Artificial intelligence can:

  • Predict trending topics that newsrooms should write about based on social media trends.
  • Identify which stories will resonate with audiences based on real-time engagement and content consumption.
  • Editorially curate and personalize the website and mobile app experiences based on individual preferences

We’re not saying that AI should take over editorial decisions. The information can inform. For example, True Anthem allows editors to create rules that our system can follow to select content and timing of social media posts. These rules can be overridden by editors at any time.

2. Content Creation

AI is already used to automate the creation of some kinds of news stories. This kind of information-heavy news item must be accurate, but it doesn’t have to be colorful. Producing them automatically lets writers focus on pieces that require more human touch. AI can also handle headline creation and a/b testing.

3. Content Distribution

True Anthem’s AI can predict the performance of a piece of content and then distribute the right content to the right audiences at the right time. The publisher can set rules for post frequency, volume, and reposts.

True Anthem also automatically creates content clusters by grouping content and then classifying each piece. For example, True Anthem can create “national news,” “local news,” “evergreen” or “video-only” content clusters. Ultimately, this allows our customers to build content distribution rules that weights their content however they choose.

These rules are refined through testing. Because this is a machine-learning program, the algorithm becomes better at predicting content performance over time. The performance results get fed back into the system, improving the AI’s capability. In short, the more you use it, the better the data gets, and the more successful the program will be.

The Shift in Publishing Continues

From the first printing press to social media, technology has enabled publishing to grow and change. In today’s difficult media landscape, social media provides endless distribution opportunities. However, social media success doesn’t always mean financial success. AI can provide a new layer of understanding and information to the process. It’s a win for everyone!

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