Like most industries, content is not immune to changes brought about by automation, with new technologies disrupting how content is created, distributed and analysed

At CP5, we believe in the notion of ‘smart editors’ — that is, editors who are familiar with the latest technologies, and who are able to operate these and oversee the editorial process.

Content-tech, as it is referred to, will not replace human writers or planners, we assert — but rather, these new tools will work side by side with editorial teams and strategists.

Already, brands and publishers are leveraging artificial intelligence (AI) to create content. Wires such as Associated Press (AP), for instance, rely on AI to report news, leveraging information that is available in the public domain. Classic examples include the reporting of sports games or corporate financial results. Both are highly factual and follow a timeline — a score in the 30th minute, for example, or an profit in Q2.

Publishers usually partner with specialist AI developers to power the various components needed to realise ‘augmented journalism’ (as AP calls it). You can explore about how AI is disrupting the publishing industry in one of our reports.

Arguably the here-and-now opportunity for publishers is amplification. The array of blogging platforms, such as Medium and Tumblr; social media and the rise of social media management platforms, such as Hootsuite and HubSpot; new opportunities provided by the likes of messaging apps WhatsApp and WeChat; and distribution platforms Outbrain and Taboola — all of which are creating unprecedented openings for publishers.

Yes, for most of the above there will be a cost attached. But the rewards many of them bring justify any spend.

And for web analytics, it’s hard to better the service offered free of charge by Google Analytics (GA). Others, such as Moz Analytics and Semrush, offer a more tailored freemium offering, but GA has all the features needed to measure performance and identify areas of improvement.

At CP5, we view data as the mere start of the analytics process. ‘Smart humans’ are required to interpret findings, and in turn advise on the amendments needed to boost content performance in areas such as time on page, likes, shares and so forth.

Our technology offering is a consultancy service, advising clients on the tools they need to meet specific goals and objectives.

We are also exploring the development of our own content-tech solutions, including conventional tools like our own content management system, as well as tools that leverage foundation technologies AI and blockchain to help brands in create and better managing their content assets.

To enquire about our technology services, talk to us.