How Machine Learning Can Improve Content Marketing - eMarketer

While there are many parts of a marketer's job that can be automated, content creation is not one of them. Still, there are aspects of the content workflow that technology can augment and strengthen. Peter Cassidy, founder and chief product officer of social media content aggregation platform Stackla, spoke with eMarketer's Maria Minsker about the role machine learning will play in the future of content marketing. Peter Cassidy: The biggest challenge is the lack of content to fuel the technology investments that companies have made, which makes it difficult for them to see a return on those investments. For example, marketers are investing in web personalization technology to tell a targeted story to every individual customer, but they don't have the volume of content needed to make that personalization worthwhile.