Small businesses are quickly becoming marketing specialists. AI platforms like Bard, ChatGPT and others have enabled almost anyone to generate campaigns and content.
However, there's more to writing than typing in relevant commands and copy-pasting the AI results. Intentional AI-human collaboration and creativity can prevent you from ending up with a tangled knot of words no one understands or wants to read.
To craft engaging and relevant materials, you must understand linguistic elements like perplexity and burstiness.
These concepts are crucial in shaping your message's impact--and ultimately influencing your audience.
Content Perplexity and Burstiness
Perplexity, in the context of language, refers to the unpredictability or complexity of a text. It measures how well a language model can predict the next word in a sequence.
Lower perplexity indicates higher predictability, while higher perplexity suggests greater complexity and uncertainty.
Marketing content requires a balance between predictability and complexity. Too much perplexity can alienate readers, making the content difficult to comprehend. Too little can result in bland and uninteresting materials.
It's not that a reader can't handle complex content. They can. It just takes too much time to figure out the meaning of a sentence.
Consider the perplexity example in the following sentence:
"The juxtaposition of heterogeneous elements within the metaverse imbued a sense of ineffable enigma, confounding even the most astute cognoscenti."
The complex vocabulary -- posh words, we call them at the Studio -- and intricate sentence structure might make it challenging for a broad audience to grasp the intended meaning quickly. Marketing specialists recognize the role of clarity and accessibility in their materials. Every word counts, so low perplexity wins every time.
On the other hand, burstiness pertains to the uneven distribution of words or themes within a text.
Bursty content exhibits clusters of related words or ideas, followed by periods of relative silence. This irregularity can capture the reader's attention, providing a dynamic and engaging experience. Burstiness adds an element of surprise and novelty to marketing content. No more monotony and predictability!
This bursty sentence explains:
"The vibrant, bustling city streets came alive with laughter, music, and the irresistible aroma of freshly brewed coffee, as people from all walks of life embraced the urban-living rhythm."
In this example, burstiness appears in the rapid succession of vivid and lively descriptions. "Vibrant," "bustling," "laughter," and "music" create a burst of sensory information that captivates the reader's attention. The bursty style creates sentence dynamism, making it more engaging and memorable. In marketing, such burstiness creates a positive and vivid impression of a product or experience.
You've Got This
The interplay between perplexity and burstiness determines your content's ability to resonate with your audience.
Striking the right balance allows you to maintain interest while delivering your message effectively. A high-perplexity, bursty approach can captivate readers, drawing them into your narrative and encouraging them to further explore your products or services. AI, however, often generates low perplexity with little burstiness.
As a result, the writing is often stale, much like some content you read online. You can change that by revising and editing your content.
Use any of the many writing apps to help you develop your writing style. Check for word and sentence length, readability, and grade level to determine perplexity and burstiness. Adjust your writing to your brand and audience.
Or Hire a Specialist
The content marketing specialist's services can be invaluable. Their deep understanding of language dynamics enables them to navigate the delicate balance between perplexity and burstiness. They can tailor your content to suit your audience's preferences, ensuring it remains engaging and accessible.
A professional writer employs a nuanced approach to language, considering tone, style, and pacing to create a seamless and compelling narrative. Expect your specialist to identify the optimal level of perplexity for your target audience and tailor your content complexity to match audience expectations and interests.
Moreover, a content specialist strategically introduces burstiness, infusing your marketing materials with energy and intrigue.
Beyond linguistic considerations, a content specialist is adept at understanding your brand, its values, and the unique selling points of your products or services. Their 360º understanding allows them to align your content with your brand storytelling identity, ensuring consistency across all communication channels.
Whether crafting a blog post, social media caption, or website copy, a content specialist tailors tone and style to your brand.
In Conclusion
The distinction between perplexity and burstiness in marketing content is pivotal for creating materials that engage and resonate with your audience.
AI's role in writing and communication is here to stay. However, striking the right balance requires a nuanced understanding of language dynamics. Content specialists excel at this. Investing in a marketing specialist ensures your message communicates with impact.
Their expertise is the key to unlocking your written content's full potential.