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13 Content Promotion Tactics to Get More Eyeballs on Your Content

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13 Content Promotion Tactics to Get More Eyeballs on Your Content

If your newly published article is not read by anyone, then it cannot do its job to persuade, engage, or sell.

You have to promote your content. Content promotion puts “marketing” into “content marketing.”

In this post, you’ll learn 13 tactics on how to promote your content and reach more people:

  1. Do SEO
  2. Make your content shareable
  3. Share it with your audience
  4. Email people mentioned in your content
  5. Add internal links to newly published pages
  6. Get your employees to share
  7. Share content in relevant communities
  8. Repurpose your content
  9. Get featured in newsletters
  10. Republish content on third-party sites
  11. Publish multiple guest posts on other blogs
  12. Contact people who wrote something you’ve covered
  13. Run ads

One of the best ways to promote your content is to have it rank on Google. For as long as your article ranks, you’ll be able to get traffic continuously over the long term. 

However, since people overwhelmingly click only the first few results, your content will be invisible unless you rank high. And in order to rank high on Google, you need to do search engine optimization (SEO).

Generally speaking, the process involves:

  1. Knowing what your audience is searching for – Do keyword research to help you figure out which topics they are searching for.
  2. Creating content that deserves to rank – Align with the topic’s search intent and follow SEO best practices to make it clear to Google that your page is the best result.
  3. Getting people to link to your pages – This can be either organically or via outreach.

We have a guide that goes into detail about how to rank your content on the first page of Google, so I highly recommend you read it and follow the process.

Recommended reading: How to Get on the First Page of Google [Interactive Guide]

2. Make your content shareable

Encourage people to share your content with their friends so you can reach a wider audience. Do this by removing blockers—make it easy for people to share.

One of the most straightforward ways is to add “social sharing” buttons to your content.

"Social sharing" buttons for Facebook, Twitter, etc., below author bio in blog post

Another way is to create images that summarize complicated concepts so that it’s easier for readers to digest. This is something we often do on the Ahrefs blog. For example, we often talk about the “vicious cycle of SEO.” This is the idea that top-ranking pages tend to stay on top because of the links they accumulate.

It can be difficult to understand the concept via a bunch of text, so we illustrated the concept using a custom image:

SEO cycle: People search & read #1 result, then link to that result on own site, then these new links cause #1 page to stay on top

Custom images like the one above work really well on social media. For example, our “SEO checklist” custom image received over 1,000 likes and over 300 retweets on Twitter alone:

Another way is to bake “link triggers” into your content. As mentioned in tactic #1, getting people to link to your content is important for ranking high on Google. Link triggers—the reasons why people link to a certain piece of content—will make it easier for you to reach out and build links; plus, it can also help in naturally attracting them.

Here’s how you do it:

  1. Go to Ahrefs’ Keywords Explorer
  2. Search for your target keyword and scroll to the SERP overview
  3. Find a similar article with lots of referring domains
  4. Click on the number in the Backlinks column
  5. Skim the Anchor and target URL column for commonalities
SERP overview for "affiliate marketing"

For example, if we check the backlinks for BigCommerce’s article on affiliate marketing, we can see that people are linking because of certain stats.

List of URLs of referring pages with corresponding anchor and target URLs

If we tackle the same topic, we’ll want to mention these stats too.

3. Share it with your audience

You have a blog post. You have fans. Blogging fans!

I hope you sang that to PPAP. Nevertheless, my point is this: You likely already have fans following your work. Big or small, let them know every time you publish something new.

For example, we share the latest article/video on all our social channels:

"Buyer's journey" article shared on LinkedIn

We also send a newsletter every Thursday with all the content we’ve published that week:

Excerpt of Ahrefs' weekly newsletter

4. Email people you’ve mentioned in your content

If you’ve written an in-depth article, chances are you’ve linked to useful resources from other bloggers. Why not reach out and let them know?

SQ reaching out and letting someone know their interview was featured in Ahrefs' content

Most of them will be delighted to know their content has been featured. Some of them may even share it on social media and send some extra traffic your way.

Even if they don’t, it’s OK. Focus on building a relationship with the other person. It may eventually lead to something bigger down the road: a partnership, a cross-promotion, links, etc.

To do this, just go through your blog post and make a note whenever you link elsewhere. Then, find their emails and reach out to let them know. You can write a simple email like this:

Hey [First Name],

I read your post on [topic] and loved [something you enjoyed about the blog post]. 

I included it in my post on [topic].

Here it is: [LINK] 

Thanks for the tip, and I hope the mention sends some deserved visitors your way.

Cheers,
[Your Name]

5. Add internal links to your newly published pages

Have you ever read an article on Wikipedia, ended up on Article Z, and wondered where the previous five hours went?

The power behind “Wiki rabbit holes” is internal links. Internal links are simply links from one page on the same website to another. And adding these links can help readers discover more of your content. Plus, it can help to boost your pages’ performance in Google too.

Doing this is pretty simple. Just head to Google and do a site: search for your own blog or website. For example, if I wanted to add internal links to our recently republished article on the buyer’s journey, I’ll search for this in Google:

Site search of "buyer's journey" performed on Google

Then, I’ll go through each of these pages and add internal links to the target page with relevant anchor text.

Internal link with relevant anchor text (buyer's journey) in an Ahrefs blog post

Do this every time you publish a new post, and you’ll be all set.

Recommended reading: Internal Links for SEO: An Actionable Guide

6. Get your employees to share

After publishing, we encourage each author to share their work on their socials. This can be a simple share or maybe even a thread on Twitter.

As you can see, they can get a ton of traction.

It’s a simple idea, but it’s one that many companies neglect. Your employees work for you, produce content, and likely use your product. They’re in the best position to promote your content—some of them may have even cultivated an audience of their own.

They should be one of your first ports of call whenever you publish something.

7. Share your content in relevant communities

No matter which niche you’re in, there are likely to be communities that people actively participate in. These communities can be on Facebook, Reddit, Discord, Slack, etc., and are great places where you can promote your content.

But this doesn’t mean that you can saunter into any of these groups, drop your link, and disappear. In case you missed the memo, that’s called spamming and a surefire way to get banned.

Instead, what you should do is treat each community as if you’re a tourist in a new country. You have to respect the culture and do as the Romans do. Figure out what the explicit and implicit rules are and follow them. You should also participate in discussions, ask questions, and offer constructive advice.

Only when you’re a well-respected “citizen” can you begin to promote your content.

Even then, it’s not license to promote everything you’ve published. Share only your best ones. For example, our chief marketing officer, Tim Soulo, has written a fair number of posts on our blog, but he only promotes one or two in such communities:

Tim's Reddit post on Ahrefs' guide to link building

What’s even better is to befriend people in these communities so that they share your work without asking:

Someone shares SQ's article about influencer marketing on Slack

8. Repurpose your content

Just because your content is in one format doesn’t mean it has to be in that format forever. Make your content marketing efficient—turn your existing content into multiple formats for different platforms.

For example, we turned our guide to influencer marketing into a video and turned our video about affiliate marketing into a blog post.

Not only does this help you reach more people who prefer different formats, but you may also occupy two positions on the SERPs.

Google SERP for keyword "local seo"; note Ahrefs' article in search results
Google SERP for keyword "local seo"; note Ahrefs' video in search results

9. Get featured in newsletters

Last month, my article on B2B marketing was featured in Aleyda Solis’ #SEOFOMO newsletter.

Short write-up of "B2B marketing" article in #SEOFOMO newsletter

Similar to communities, there are plenty of niche-specific newsletters around. Get featured in one of them, and you can get plenty of exposure for your articles.

While my article was picked up organically, you don’t have to adopt a “wait and hope” approach. Actively reach out to the owners of such newsletters and introduce your newly published article to them. Again, like communities, don’t reach out to promote every newly published article on your site. Promote only your best ones. 

I recommend following the principles in this article on outreach for maximum success.

Don’t be pushy, though. Such newsletters are sent on a frequent basis, and you don’t have to feature on the next one. Think in the long term—it’s better to build a relationship with the newsletter creator. Who knows? You may eventually be featured not just once but many times.

10. Republish your content on third-party sites

On Nov. 10, 2021, Ryan Holiday published this piece on his blog.

Excerpt of Ryan's article "Work, Family, Scene"

The next day, he republished it—word for word—on Forge, a personal development publication on Medium.

Excerpt of "Work, Family, Scene" article republished on Forge

Here’s another example: He wrote this piece for the business magazine, Inc. Later on, he republished it on his own site.

This is called content syndication, and it’s when third-party sites republish an exact copy of content that originally appeared elsewhere. This is practically killing two birds with one stone—you’re only writing one piece of content and exposing it to different audiences.

This leads to the next question: How do you find such syndication opportunities?

The easiest way is to start with self-syndication sites—sites where you can republish your content yourself. Examples like Medium and LinkedIn make it easy for you to import existing content and republish it:

Text field to enter URL and import content into Medium

Beyond that, you need to find publications that accept syndicated content. To find these sites, you can search in Google for these phrases, along with the topic of your choice:

  • Republished with permission
  • Originally appeared on
  • Originally published on
  • A version of this
  • Also published
Google SERP for "'originally published on' marketing"

When you have a list of publications you want to pitch to, find the name and email address of the website owner or editor. Then reach out to ask if they’d be open to syndicating your content.

Do remember that larger sites have different editors for different topics, so do your research beforehand to ensure you’re reaching out to the right person.

Recommended reading: Content Syndication: What It Is and How to Get Started

11. Publish multiple guest posts on other blogs with the “Splintering Technique”

Even if sites are not willing to accept syndicated content, they may be happy to accept fresh content in the form of guest posts. But in this scenario, you don’t have to rewrite content from scratch either.

Use your existing article as a base and create standalone articles from it. You can then submit these “splintered” articles as guest posts.

On left, long article chopped up. Axe in the middle. "Chopped up" articles on right

For example, our guide to link building has five chapters.

List of five hyperlinked chapters

Each of these chapters could be perfect guest posts on their own. You’ve already done the hard work beforehand, so “recreating” these articles as guest posts should be relatively straightforward.

Recommended reading: Guest Blogging for SEO: How to Build High-Quality Links at Scale

12. Reach out to people who’ve mentioned something covered extensively in your article

If someone wrote an article that mentions your topic without going into detail, then your article might be a perfect fit as an additional resource they can point to.

How do you find these articles? Here’s how:

  1. Go to Ahrefs’ Content Explorer
  2. Search for your topic

For example, if we search for “mechanical keyboard,” you’ll see around 280,000 pages you can target.

Content Explorer search for "mechanical keyboard"

But that’s too many pages to look through, so let’s set a few more filters to narrow down the results:

  • Domain Rating score: 30–90
  • Website traffic: 500+
  • Words: 500+
  • Language: English
  • One page per domain – Checked
  • Exclude homepages – Checked
  • Exclude subdomains – Checked
  • Live & Broken – Only live
  • Filter explicit results – On
"Mechanical keyboard" search with filters applied

This reduces the number of pages to ~3,000 of the best ones. If this number is still too daunting for you, then you can always play around with the filters until you get a number you’re comfortable with.

Once you have a satisfactory list, go through each page and see if your article can add value as a resource. If the answer is yes, reach out to the writer or website owner and see if you can persuade them to link to your article.

Most small businesses shy away from this. But the most direct way to get more traffic to your content is simply to run ads. At Ahrefs, we run ads to every new article we publish:

Facebook ad of Ahrefs' "best digital marketing Facebook groups" article

If you think popular ad platforms are out of your reach, don’t forget that there are also relatively niche ad platforms like Quora and Reddit. For example, we also run Quora ads to our content:

List of ads we run on Quora

Recommended reading: PPC Marketing: Beginner’s Guide to Pay-Per-Click Ads

Final thoughts

Even if you have a piece of content that checks all the boxes on the content quality checklist, it can’t do its job of persuading your readers to buy if no one sees it.

That’s why you need to promote your content—so it can reach the right people. Use any or all of the tactics above to give your content a boost in distribution.

Did I miss out on any effective content promotion tactics? Let me know on Twitter.




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Email Marketing: An In-Depth Guide

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Email Marketing: An In-Depth Guide

Email has revolutionized the way people communicate. From facilitating remote work to monitoring bank balances, it has become an integral part of everyday life.

It has also become a powerful tool for marketers. It has changed the way brands and customers interact with each other, providing incredible opportunities to target audiences at each stage of the buyer’s journey.

In other words, when it comes to getting the most bang for your marketing buck, nothing matches the power of email.

Providing an average return on investment of $36 for every $1 spent, email marketing is one of the most profitable and effective ways of reaching your targets.

Globally used by more than 4 billion people, it has unparalleled reach and is perfect for every step of the buyer’s journey, from generating awareness to encouraging brand loyalty.

If you’re not currently using email marketing to promote your business, you should be.

But to reap the biggest benefits, you need to do more than just dash off a message and sending it out to your contacts. You need a strategy that will help you nurture relationships and initiate conversations.

In this piece, we’ll take an in-depth look at the world of marketing via email and give you a step-by-step guide you can use to launch your own campaigns.

What Is Email Marketing?

If you have an email address of your own – and it’s probably safe to assume that you do – you’re likely already at least somewhat familiar with the concept of email marketing.

But just to avoid any potential confusion, let’s start with a definition: Email marketing is a type of direct marketing that uses customized emails to inform customers and potential customers about your product or services.

Why Should You Use Email Marketing?

If the eye-popping $36:1 ROI stat wasn’t enough to convince you to take the plunge, here are some other key reasons you should use email marketing to promote your business:

  • Email marketing drives traffic to your website, blog, social media account, or anywhere else you direct it.
  • It allows you to build a stronger relationship with your targets via personalization and auto-triggered campaigns.
  • You can segment your audience to target highly specific demographics, so you’re sending messages to the people they will resonate with most.
  • Email marketing is one of the easiest platforms to version test on, so you can determine exactly what subject lines and calls-to-action (CTAs) work best.

Even better, you own your email campaigns entirely.

With email, you own your marketing list and you can target your leads however you like (so long as you stay compliant with CAN-SPAM laws).

There is no question that you should be using email marketing as part of your overall marketing outreach strategy.

Now let’s look at some of the different ways you can do that.

What Are The Types Of Email Marketing?

For every stage of the sales funnel, there’s a corresponding type of email marketing. Here are some of the different types you can use to engage your audience and generate results.

Promotional Emails

When you think about email marketing, these types of messages are probably what you think of.

Used to promote sales, special offers, product releases, events, and more, these are usually one of the least personalized types of emails and tend to go out to a large list.

Usually, promotional campaigns consist of anywhere from 3 to 10 emails sent over a specified time frame. They have a clear CTA that encourages the recipient to take the next step of visiting your site, booking an appointment, or making a purchase.

Informational Emails

This type of email includes company announcements as well as weekly/monthly/quarterly newsletters.

They may include information about new products, company achievements, customer reviews, or blog posts.

The CTA is usually to visit your website or blog to learn more about what’s happening.

Welcome Emails

Sent to new customers or people who have filled out a form on your website, welcome emails encourage recipients to learn more about your company or offering.

These commonly include trial offers, requests to book a demo, or other offerings a new customer will find valuable.

Nurturing Emails

Any salesperson will tell you the importance of creating multiple touchpoints with potential customers.

Lead nurturing emails focus on building interest in people who are drawn to a particular offering.

The goal of these messages is to push them to the consideration stage of the buying journey.

Re-engagement Emails

Nurturing emails’ slightly more aggressive brother, re-engagement emails are used to warm up customers who haven’t been active lately.

These tend to be more personalized, as you’ll want to show the subscriber that you know and understand the challenges they’re facing.

Survey/Review Emails

User generated content (UGC) lends your brand an authenticity you simply can’t achieve on your own.

One of the best ways to generate this is via emails soliciting feedback from your customers.

This type of email also gives you insights into your brand’s relative strengths and weaknesses, so you can improve your offerings.

There are a number of other types of emails you can use as part of your marketing efforts, including seasonal emails designed to capitalize on holidays or events, confirmation emails to reassure recipients their purchase was completed or their information received, and co-marketing emails that are sent with a partner company.

In fact, it’s email marketing’s sheer versatility that makes it the cornerstone of any successful marketing strategy. You merely need to decide what you hope to accomplish, then create your campaign around it.

Now, let’s take a closer look at creating and managing your own email marketing.

How Do You Perform Email Marketing?

Step 1: Establish Your Goals

The section above should have made it clear that the type of email campaign you’ll run will depend on what you’re hoping to accomplish. Trying to do everything with one email will lead to confused recipients and a watered-down CTA.

Set one goal for your campaign, and make sure every email in the series works toward it.

Step 2: Build Your List

Now it’s time to determine who will be on the receiving end of your campaign. You do this by building your email marketing list – a process you can approach from several directions.

The most basic way to build an email list is by simply importing a list of your contacts into your chosen email marketing platform (more on that later).

One caveat: Before you add anyone to your list, make sure they have opted into receiving emails from you – otherwise you’ll run afoul of the CAN-SPAM Act guidelines mentioned above.

Other options for building a list from scratch via a lead generation campaign: provide potential customers with discounts, compelling content, or something else of value and make it easy for them to subscribe and you’ll generate high-quality leads.

Some marketers buy or rent email lists, but in general, this isn’t an effective way to perform email marketing.

The primary reason you don’t want to do this is because of lead quality. You’re not going after people who are interested in your brand but instead are blindly targeting leads of questionable quality with emails they haven’t opted in to.

In addition to violating consent laws, which could potentially hurt your IP reputation and email deliverability, you risk annoying your targets instead of encouraging them to try your offering.

Step 3: Create Your Email Campaign

Now that you know who you’re targeting and what you’re hoping to achieve, it’s time to build your campaign.

Email marketing tools like HubSpot, Constant Contact, and Mailchimp include drag-and-drop templates you can employ to create well-designed and effective email campaigns.

We’ll dive deeper into these platforms a bit later, but now, let’s talk about some fundamentals and best practices to help you get the best results:

  • Make your emails easy to read – No one wants to read a long wall of text. Structure your emails using strategically placed headers and bulleted lists for easy scanning.
  • Use images – Ideally, you want your emails to capture the reader’s eye and attention. Visuals are a great way to do this.
  • Write a compelling subject line – The best-written email in the world is useless if no one opens it. That makes a compelling, intriguing subject line paramount. Don’t be afraid to try different iterations, just be sure to keep it short.
  • Add personalization – Emails that are targeted to a specific person, including addressing them by name, are more likely to generate responses. Your email marketing platform should allow you to do this with relative ease.
  • Make conversion easy – If you want click-throughs, you need to make it easy for readers. Make sure your CTA is prominent and clear.
  • Consider your timing – As with most types of marketing, email campaigns tend to perform better when they’re properly timed. This could mean a specific time of day that generates more opens, a time of the week when purchases are more likely, or even a time of year when your content is most relevant. This will probably require some experimentation.

Step 4: Measure Your Results

You’re not going to get your email campaigns right the first time. Or the second. Or the fifth. In fact, there’s really no endpoint; even the best campaigns can be optimized to generate better results.

To track how yours are performing, you’ll want to use the reports section of your email marketing platform. This will help you understand how people are interacting with your campaigns.

Use A/B testing to drill down into what’s working best.

Generally, you’ll want to look at key metrics like:

  • Open rate and unique opens.
  • Click-through rate.
  • Shares.
  • Unsubscribe rate.
  • Spam complaints.
  • Bounces (the number of addresses your email couldn’t be delivered to).

Choosing An Email Marketing Platform

Manually sending out emails is fine if you’re only targeting three or four people. But if you’re trying to communicate with dozens, hundreds or even thousands of targets, you’re going to need some help.

But there are currently hundreds of email marketing platform on the market. How do you choose the right one for your unique needs?

Should you just go with one of the big names like HubSpot,  Klaviyo, or Mailjet? How do you know which one is right for you?

While it may initially feel overwhelming, by answering a few questions you can narrow down your options considerably.

The very first thing you need to determine is your budget. If you’re running a small business, the amount you’re willing to spend on an email service platform is probably considerably less than an enterprise-level company.

If you’re an entrepreneur, you’ll probably find that a lower-priced version of a platform like Sendinblue or Constant Contact provides you with all the functionality you need.

Larger companies with bigger marketing budgets may wish to go with an email marketing platform that provides higher levels of automation, more in-depth data analysis and is easier to use. In this case, you may prefer to go with a platform like Mailchimp or Salesforce’s Pardot.

The good thing is that most of these email service providers offered tiered pricing, so smaller businesses can opt for more inexpensive (or even free) versions that offer less functionality at a lower price.

The next thing to consider is the type of email you want to send.

If your primary send will be newsletters, a platform like SubStack is a great choice. If you’re planning on sending transactional emails, you may want to check out Netcore Email API or GetResponse.

For those of you planning on sending a variety of marketing emails, your best choice may be an option that covers multiple email types like ConvertKit or an omnichannel marketing tool like Iterable.

You can narrow down your options by determining your must-have features and internal capabilities.

Some things you’ll want to consider include:

  • The size of your lists.
  • Your technical skill level.
  • Your HTML editing requirements.
  • Template variety.
  • Your need for responses/workflows.
  • A/B testing needs.
  • Industry-specific features.

While there is significant overlap in functionality between email marketing platforms, each has some variation in capabilities.

Ideally, you want something that will integrate with your other marketing tools to help take the guesswork out of the equation.

You should request demos and trials of your finalists to find which is best for your needs. If you’re working with a team, be sure to loop them in and get their feedback.

Tips For Maximizing Your Results

Email marketing is a powerful tool for any business. But there’s both science and art to it.

Here are some additional tips to help you get the most from your campaigns:

  • Avoid being marked as spam – According to HubSpot, there are 394 words and phrases that can identify your email as junk mail. These include “free,” “lowest price,” “no catch” and “all new.” You should avoid these whenever possible. To be doubly safe, have your recipients add you to their safe senders list.
  • Run integrated campaigns – Email marketing serves to amplify the power of other marketing channels. If you’re running sales or promotions, you should include an email aspect.
  • Clean up your list regularly – Keep your email database up to date to ensure deliverability and higher engagement. If a subscriber hasn’t responded to your re-engagement efforts after six months, it’s probably safe to scrub them from your list.
  • Harness the power of automation – Autoresponders are a great way to follow up with customers and subscribers, or strategically target someone after a certain event or action. Learn how to set this up on your email marketing platform and it will save you lots of time while boosting returns.

Email Marketing Is A Powerful Tool

There’s a reason why email marketing is prevalent in the modern world – it works.

And that means you should be using it to promote your brand and drive sales.

Hopefully, by this point, you have a good idea of not only what email marketing can do for you, but how it works, and how to create and optimize your own campaigns.

There’s really no better way to connect with our audience and convey the value of your brand.

Now get to work – you have customers to attract.

More resources:


Featured Image: Africa Studio/Shutterstock



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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


Featured Image: Ascannio/Shutterstock



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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

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Featured Image: /Shutterstock



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