How we create data-driven content at TRITON IT
At TRITON IT, we devote significant time to data-driven content marketing. For our content team, it is a priority to ensure that clients and their end customers receive not only the most clearly organized information, but also news related to the specific area or services that are the focus of the promotion. How does the content team at TRITON IT actually work and what are its key activities?
The importance of content on the web
Creating relevant and reader-interesting content is the basis for growing organic traffic to a website. For this to happen, the content on the website must meet the current requirements of SEO, i.e. search engine optimization rules. Therefore, the work of the content team does not lie only in writing texts. This is usually preceded by an analysis of the topic and effective research.
Although it may seem that content is not a sales channel for a website, ultimately it is the opposite. Those web users who, thanks to the content, get the opportunity to “look under the hood” and learn about important features of products and services as well as their competitive advantages, very often form a substantial part of future loyal customers. Several steps are needed to make this whole process happen and to make the content appear natural to users online.
It all starts with researching the topic. This involves not only deciphering current trends through keyword analysis in WebMedea, but also analysing competitor activity. We often consult the assignment with the client. Based on our recommendations, the client provides the content team with supporting documents. For example, information about what questions his customers most frequently contact the customer service line with. In order to achieve greater time efficiency in the solution phase, we use AI tools to process the assignment and extract the information. Currently, Google Bard and Chat GPT are the most common. To guarantee the credibility of the outputs, we confront the results of our internal findings with the experience of experts on the client side.
Quick keyword analysis in WebMedea
In order to incorporate the most searched keywords into the article, we use the analytical tool WebMedea. Just enter a single keyword in the search bar and the application itself will offer us phrase matches that our keyword develops. We can also make use of our own keyword list, which we simply upload in a few clicks and the app will show us how many users search for each keyword per month. Based on this, we can decide which keywords to target in the article.
If we already have a list of keywords uploaded, we can look at which domains appear most frequently for those words in search results and through which articles they are able to drive users to their websites. This gives us an idea of what topics and which keywords to use in our articles.
Creating content specifications
If we know what is the most important supporting information for a given product or service, we first create an outline of the marketing message, which is usually developed into an article, newsletter, or other online form. We clearly define the important information in advance and then try to emphasise it so that it attracts the attention not only of the readers but also of the internet search engines through which the articles are distributed to the target groups. Only properly conceived text can engage its readers, and only properly chosen keywords move articles higher in search results.
The form of a marketing text is very important and it always depends on what form it is prepared in or for what medium. In general, we consider that a marketing text is quite different from fiction, or any other literary form that we may encounter, for example, in a printed magazine. The aim of marketing articles is to combine verified facts, the latest knowledge and information, together with a possible recommendation or even a warning for consumers. The style of the text should not be over-complicated, but should speak to the reader in a concise, punchy and clear manner and lead them to the key information in the text.
The division of the article or the use of font is also important. We try to organize the text most often into individual paragraphs with subheadings that always inform the reader what the passage is about. We always highlight the heading, the introductory paragraph and the subheadings so that they do not escape the reader’s attention. When it comes to font, we try to use no more than two different fonts and sizes so that they attract the reader’s attention but on the other hand do not distract it unnecessarily.
Content output control
At TRITON IT, we rely on the judgement of every member of the content team. That’s why every article or newsletter is always the result of teamwork, where we can rely on each other. The final text is therefore always checked by several people who make comments on individual points in the text, which are incorporated into the text after final approval. We mutually correct not only factual errors, but also the stylistic arrangement of the text so that it always speaks best to the predefined target audience.
After the final approval of the article, we proceed to publish it in predefined online media. Each text is placed on a different platform, which is fitting if we are marketing a different, and largely different, service or product each time. The time horizon for publication, the pricing interface and the selected online media are always in line with the client’s wishes and are the result of a pre-agreed publication plan.
Artificial intelligence versus copywriting
For each content assignment, we assess, with regard to quality and time efficiency, to what extent we involve AI and to what extent human labour. As a large part of TRITON IT’s clients come from the B2B segment, where our clients deal with more technically complex topics, we use AI tools with due caution. Properly grasped experiences of our clients help us to avoid “babble nonsense” from AI as well as insert added value in the form of concrete case studies and experiences into the content.
Within B2C, our rate of AI involvement in content creation to date has been higher. However, nowadays, so-called “quality content” is increasing like mushrooms after rain. Particularly in a highly competitive environment, it is therefore necessary to have additional added value in addition to user-tuned texts with search keywords. Ideally in the form of new information. An example is our client MISURA, which is an electronics manufacturer. Once a week, in a meeting, we define what articles we will create for the client. We can’t generate the body of the articles, the content of which is to introduce unique features of new products from MISURA. MISURA is the originator – the primary source – of the information. However, this information will then be used in the future by artificial intelligences to generate product descriptions for distributors’ e-shops, texts for comparison sites, etc.
In summary. Artificial intelligence makes our work easier. However, for writing: expert case studies, real customer/user experiences, initial information about new/unique products or services, human judgement is necessary for now.