Creating and managing content is no easy task, particularly when many individuals and groups across an organization create their own. Across any business, the same base content is often written and re-written repeatedly. This is a costly process—not just in money and time wasted on redundant work, but in the loss of consistency with every iteration.
In this era of digital transformation, consistency is ever harder to achieve. Organizations are creating operational silos along communication channels, resulting in similar content being authored, maintained and managed in many places. This not only fragments the message and brand, but also degrades the customer experience.
Many companies take on a manual program to analyze and “clean up” their content inventories, but these projects are not only costly, time-consuming and subject to human error, they are also rarely comprehensive. A different approach is required—one that’s not only capable of ingesting legacy and digital content from all sources, but takes an automated approach to the analysis and doing away with a manual approach. Many aspects of the content should be examined, including the existence of both duplicate content and similar content with inconsistencies, alignment with brand guidelines, reading comprehension levels, and sentiment.
Finding duplicates and similarities in your content inventory
Most content systems can conduct some form of search to find exact duplicates—even Microsoft Word has this function. This is helpful when you know everyone in your organization is using the exact same content. Unfortunately, when dealing with content that evolves over time or varies across groups and channels, this is rarely useful. A system needs to be able to pick up subtle variations in order to keep your messaging and brand consistent.
Artificial Intelligence (AI) has provided the opportunity to address this issue in an effective and efficient manner at scale. By leveraging AI-powered Content Intelligence capabilities to analyze a corpus of communications, not only will you be able to find duplicates—you’ll be able to find the similarities, too.
Let’s look at some examples of subtle variations that the AI-powered Messagepoint Advanced Rationalization and Content Intelligence Engine (MARCIE) reveals.