Quotation Reisenbichler, Martin, Reutterer, Thomas, Schweidel, David, Dan, Daniel. 2021. Supporting Content Marketing with Natural Language Generation. EMAC 2021 Annual Conference, Madrid, Spain, 25.05.-28.05.


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Abstract

Advances in natural language generation (NLG) have facilitated technologies such as digital voice assistants and chatbots. In this research, we demonstrate how NLG can support content marketing in search engine optimization (SEO). Traditional SEO projects rely on hand-crafted content that is time consuming and costly to produce. To address the costs associated with producing SEO content, we propose a semi-automated methodology using state-of-the-art NLG and demonstrate that the “content writing machine” can create unique, human-like SEO content. Comparing the resulting content with human refinement to traditional human-written SEO texts, we find that the revised, machine-made texts are indistinguishable from those created by SEO experts. We conduct field experiments in two industries and show that the resulting SEO content outperforms that created by human writers (including real SEO experts) in search engine rankings and website engagement, and substantially reduces production costs.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Supporting Content Marketing with Natural Language Generation
Event EMAC 2021 Annual Conference
Year 2021
Date 25.05.-28.05.
Country Spain
Location Madrid
URL https://www.xcdsystem.com/emac/program/66zPRF7/index.cfm?pgid=2221&SearchTerm=reisenbichler

Associations

People
Reisenbichler, Martin (Details)
Reutterer, Thomas (Details)
Dan, Daniel (Details)
External
Schweidel, David (Emory University Goizueta Business School, United States/USA)
Organization
Institute for Service Marketing and Tourism IN (Details)
Google Scholar: Search