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Whenever individuals engage in social media posts, Google searches, product reviews, or interactions with chatbots, they inevitably leave behind a trail of information. For content marketers, the vast reservoir of data shaped by human language offers valuable insights into understanding our audience and influencing our decisions.

Natural Language Processing (NLP) empowers us to efficiently sift through this data, uncovering patterns, context, and deeper meanings. Leveraging artificial intelligence, machine learning, computer science, and linguistics, NLP processes and analyses both written and spoken language, transforming it into valuable data.

Examples of NLP in action include Google, Siri, and Alexa. The introduction of GPT-3, a widely discussed “large language model,” has further captivated industries, including marketing, for its remarkable ability to swiftly generate copy based on user-defined parameters.

Integrating NLP into your content marketing strategy

For content marketers, the term Natural Language Processing (NLP) might sound like something discussed mainly among engineering circles. However, its applications offer valuable assistance in various areas.

Market research and competitor analysis

• Utilise NLP tools for market research to understand audience needs.
• Extract common themes or topics from datasets to gain insights into audience discussions.
• Identify audience characteristics by analysing consistent keywords and themes.
• Discover content ideas and gaps in the market through NLP analyses of websites, including competitor sites.

Sentiment analysis

• Leverage sentiment analysis tools like Monkeylearn, Lexalytics, or Brandwatch.
• Track attitudes toward your company, products, or services based on written or spoken content.
• Address key concerns or hesitations by creating content in response to sentiment analysis findings.
• Use sentiment analysis in marketing to define your market niche, improve customer success content, manage public relations, adjust messaging, monitor attitudes toward competitors, and identify industry influencers.

Chatbots and customer support

• Integrate NLP tools like ManyChat or Chatfuel into chatbots for customer support.
• Filter out lower-priority inquiries and assess the quality of prospects.
• Interpret human language to personalise user experiences on your website.
• Automate processes, such as scheduling meetings, and auto-qualify leads through chatbots.

Writing and editing

• Leverage NLP tools for editing, such as Grammarly, to proofread and provide real-time suggestions for improvement.
• Use SEO tools like Yoast to analyse and enhance the SEO score and readability of content.
• Explore writing tools powered by GPT-3, like ChatGPT, for automatic content creation based on specified parameters.
• Exercise caution and human review, as tools like GPT-3 may produce factual-sounding statements without real research connections.

Content personalisation

• Implement NLP to track audience interactions on your website for personalised content generation.
• Tailor content based on audience parameters, such as previous interactions, geographic location, or demographics.
• Enhance email marketing strategies by using different subject lines based on recipients’ funnel stage or location.

Incorporating NLP into your content marketing strategies empowers you to glean insights, enhance customer interactions, and streamline content creation and personalisation. While automated tools play a crucial role, human understanding remains pivotal for effective content strategy implementation.