The content world has changed
As editors, you have certainly not overlooked the fact that the world of content publishing has changed dramatically in recent years.
Many of your readers have probably been receiving their information less via newspapers and magazines, but more via Twitter and Facebook for years now. Bloggers and influencers produce huge amounts of content every day, entering the domain of editors and journalists. Many companies also tend to invest their budgets less in public relations and more in influencers.
Another difficulty is Clickbait. The so-called “bait” is available in many forms. Usually, it appears in front of us as a very provocatively formulated headline. Why the whole thing? It’s just about the highest possible number of clicks and not at all about great content.
Just a little retrospect: From the editors’ point of view, these technological changes began around the year 1997, triggered by the advancing technical development, especially in the area of search engine optimisation by Google.
Because until then you had the freedom to focus almost exclusively on your core competencies research and content creation. This focus allowed you to concentrate on high quality articles.
The dilemma: No focus on high quality content
Nowadays, as an editor, you have a multitude of other tasks in addition to your main tasks of research and writing. These are easily recognizable due to the increasing digitisation in the publishing industry.
For you personally, SEO (search engine optimisation) has probably been playing an increasingly important role for years. Without, for example, the correct setting of metadata, your content has little chance of being found on the Internet.
In addition, there is the challenge that content today is consumed on a multitude of different channels. These include Facebook, Twitter, magazine apps, blogs and websites in general.
Another complication are the many different devices from which readers access the content. Content is no longer created for print only. Instead, it must be optimised for mobile phones, tablets and desktops at the same time.
SEO specialists and internal communication
These challenges can hardly be mastered alone. Maybe that’s why your own publisher has hired SEO teams or data analysts. The additional staff costs money, and publishers know they have nothing to give away.
Another point, which in my opinion should not be underestimated, is that the internal communication between all these teams is becoming more and more complex. After all, the number of teams and people involved is increasing, as is the list of technical requirements.
Because of these changes and the new tasks involved, publishers find it difficult to produce unique, high-quality content. Far too many media houses write about the same topics over and over again. And high-quality distinctions and elaborately researched articles are unfortunately becoming fewer and fewer.
The fatal consequences for the publishing industry
Expressed in numbers, this means:
- On the one hand, only 37% of readers in Great Britain trust the media.
- There has also been a 2% decline in the profit margin per year (overall publishing industry).
- And: Revenue in the publishing industry fell by 9.4% in Q4 2018.
If publishers want to recover in the marketplace and get out of this dilemma, they need the courage to try new solutions.
How to get out of this dilemma?
It’s not like there aren’t any solutions. There is actually a big one called Artificial Intelligence (AI). The kind of AI that helps you exactly and only where you need it. The kind of AI that doesn’t cut you off in your creativity. On the contrary, the kind of AI that backs you up and relieves you of unpleasant tasks that have arisen in recent years.
AI can take over exactly those mundane actions that you probably tend to find more annoying. For example, keyword research, performance optimisation and distribution. This will allow you to refocus on your core competencies.
How can AI help you exactly?
- AI works for you 24/7: AI evaluates complex relations – 24 hours a day, 7 days a week
- In addition, an AI tool can process millions of data in milliseconds
- Did you know? Automated publishing to multiple channels can increase content views by an average of 8x
- With time: publishers who already work with AI technologies report that up to 20% more time is available to their editors and journalists
- With productivity: Many other companies that have introduced AI have also experienced productivity increases of up to 40%
Our mission is to give editors like you the freedom back to create unique and high quality content. What is particularly important to me here is that you don’t think about robot journalism, because that’s not what we do at all. Rather think of a tool that you can use to free yourself from almost all unpleasant technical tasks.
Anything that is not of a creative nature can be done by AI. With the right tools, there is no need for expensive SEO teams. SPRYLAB has developed a powerful and easy-to-use AI-based tool to support editors. Find more information about our integrated content intelligence here.