Earlier this year when Google and Microsoft separately launched their artificial intelligence platforms, the industry had little idea of what innovations were to come in the remainder of 2023.
The change has prompted companies such as BrightEdge, a search engine optimization (SEO) platform for enterprises, to build out content generation technology supported by AI.
BrightEdge on Thursday released Copilot for Content Advisor to give content creators access to a content-creation platform with generative AI (GAI) to develop content that performs in SEO.
Requirements for content have changed. Artificial intelligence can take credit for that change. A forecast for content estimates it will reach $267 billion by 2027.
Powered by 15 years of insights connecting SEO and content performance, BrightEdge says the technology used with Copilot for Content Advisor can predict precisely what enterprises are doing well, and what their audience look for and care about.
In a survey of early users, over 85% reported a significant improvement in their content publishing productivity.
An early user of Copilot for Content Advisor, Chris Pareja, senior manager of online marketing at Topcon Positioning Systems, said the platform saves him six to eight hours of research each time he creates content for a page.
“It identifies blind spots I either forgot or didn’t think about when trying to meet my prospects’ needs and understanding of our offerings,” he said.
The platform determines what to write based on the audiences. It works to create pre-optimized outlines and content drafts like structured headlines and copy, and includes human input with custom tones to match the company's writing style, unique voice and brand guidelines. There is also an app wizard that simplifies content creation for new users.
AI is changing SEO. Around 57% of marketers participating in a survey said creating the correct content has become a challenge. This is a major change from the past 10 years, when marketers couldn’t create enough content and this was the most frequently cited challenge, according to the B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024.
The study was fielded in July 2023 based on 1,080 responses.