Machine-Driven Content Marketing
The Machine Age of Customer Insight
ISBN: 978-1-83909-697-6, eISBN: 978-1-83909-694-5
Publication date: 15 March 2021
Abstract
Content marketing is a crucial aspect of digital marketing in modern firms. By generating content that is interesting and engaging, companies have the two-fold advantage of promoting their products in a relatable way, while increasing familiarity and engagement with the brand. As data scientists at Credit Suisse, we value our content teams because their voice is the bank's voice. We strive to provide them with the best tools to increase their articles' success. With the help of machine learning, we have created digital products that allow them to improve articles before publication, recommend them to the most interested readers, and track their performance. The chapter begins with a brief introduction to content marketing, followed by an overview of our data, a review of the business challenges we have encountered, and the machine learning solutions we have developed in order to provide the best data insights to our internal and external stakeholders. We close the chapter with a brief summary of our work.
Keywords
Acknowledgements
Acknowledgments
The data science team would like to thank Andrea Bargetzi for giving us the opportunity to write this chapter and for her valued contributions. Andrea is head of the Digital Experience & Marketing team, which is part of the Investor Relations, Corporate Communications, Marketing and Branding division at Credit Suisse.
We also thank Karole Verlage Frei for her valuable input in the consolidation of this chapter. Karole is a senior project manager in the Group Corporate Communications and Content team, which is also part of the Investor Relations, Corporate Communications, Marketing and Branding division at Credit Suisse.
Citation
Guedes, J.M., Akinwale, A. and Fontecha, M.R. (2021), "Machine-Driven Content Marketing", Einhorn, M., Löffler, M., de Bellis, E., Herrmann, A. and Burghartz, P. (Ed.) The Machine Age of Customer Insight, Emerald Publishing Limited, Leeds, pp. 51-64. https://doi.org/10.1108/978-1-83909-694-520211006
Publisher
:Emerald Publishing Limited
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